ING
A social campaign with special on side activations for the german ING bank:
The Challenge: Get a new generation of young women interested in finance through the 2026 Women’s Basketball World Championship.
The Idea: Team up with Gen Alpha rap star Zah1de and make her the face of the campaign.
Why Zah1de: ING’s claim “do your thing” meets Zah1de’s megahit chorus “Mach dein Ding, Girl” from Pretty Privilege – a natural fit around female empowerment, reaching her 8.4M TikTok community while tapping into a talent still relatively undiscovered by brands.
Creative & Art Direction
Concept & Ideation
Script
Production Supervision
Event
Social Media
Video & Photo
Campaign Video
The video aired on YouTube, Instagram and TikTok as the kickoff to the social campaign around the Basketball WWC in Berlin – reaching millions of views.
Video: Hanke Brothers | AD: Rodrigo Alves | Concept, Ideation & VO: Niklas Müller-Hohenstein
Creative Direction
Concept & Ideation
Script
Production Supervision
Späti Activation
The insight: Gen Alpha and Z gather in one particular place in Berlin – the iconic "Späti". Therefore, we created our own campaign hub in form of a monochromatic orange ING Späti. With a discount for ING card holders, public viewing of the games, DJ sets, comedy nights and podcasts. Dirk Nowitzki and Zah1de joined the opening – drawing hundreds of fans.
Photos: Sven Kuczera | AD: Rodrigo Alves, Ketevan Barbakadze | Production: Markus Janowski
Creative Direction
Concept & Ideation
Arena Activation
The ING also activated in front of the Uber Arena as well as during the games: A fan sign station, ING animations throughout the whole arena, half time activations (e.g. VIP upgrade when you could show an ING card when the live cam films you) and Zah1de sitting court side for even more PR buzz.
Photos: Sven Kuczera | Video: ING Social Team | AD & Animation: Rodrigo Alves
Creative Direction
Concept & Ideation
Production Supervision
Social Media
Besides the main campaign video we produced several social media contents leaning into current trends – featuring Zah1de and the official players of the German WWC basketball team. Reaching millions of views organically.
Video: Tobias Ade | Concept & Texts: Niklas Müller-Hohenstein
Creative Direction
Concept & Ideation
Production Supervision