JWT Amsterdam, ING Ask Holland, ‘What’s it Going to Be?’

By Erik Oster 

JWT Amsterdam has put together a World Cup campaign for ING, main sponsor of the Dutch national football team.

The campaign is built around the tagline/question, “What’s it going to be?” Visitors to the campaign website are encouraged to share their own answer to that question and predictions about the 2014 World Cup in Brazil. The campaign launched in earnest on May 17th, with the above 50-second television ad, directed by Marco Grandia. Shot on location in Rio de Janeiro, the spot follows 32 children who represent 32 nations as they prepare for their own version of the World Cup. The second spot in the campaign will debut on June 12th, the day the World Cup kicks off in Brazil. At the end of the spot, voiceover from Dutch football commentator Evert ten Apel will invite viewers to enter an online pool filling in their predictions for each scheduled World Cup match.

“Of course it’s every creative’s dream to come up with a World Cup campaign, especially when you have a client that loves football as much as you do,” said Bas Korsten, executive creative director, JWT Amsterdam. “Because next to a campaign with an online heart that spreads across 8 or 9 different channels, it’s mostly the love of football that wins. It has the power to bring together a nation. And we hope this campaign from ING will help achieve just that goal.”

Stick around for credits and the second spot after the jump.

Credits:

Agency: JWT Amsterdam

THINK
Concept: Bas Korsten (Executive Creative Director)
Copy: Bas Korsten, John Vonk, Peter van Vendeloo
Art: Bas Korsten, Jeena van der Heul

DO
Business Director: Eveline Posma
Concept Producer: Andreas Möller
Screen Producer: Francoise Tanis
Digital Director: Jesse Houweling
Digital Producer: Alexander Buining

MAKE/DIGITAL
David Navarro (Head of Design & Digital)
Vinesh Gayadin
Richard Beerens
Fethi Uluak

Opdrachtgever
Johan van der Zanden
Louise Meijer
Tjitske Benedictus

Productie TVC
Brenninkmeijer & Isaacs

Regisseur
Marco Grandia

Producer
Sytske Rijkens

D.O.P
Marco Grandia
Gabor Deak

Editor
Joppo in de Grot

Geluidstudio
Earforce

Online
Joppo in de Grot

Digital Production
MediaMonks

Media
Mindshare

Animatie
Crabsalad

Muziek
Moos Lamerus (Massive Music)
Kraak & Smaak  ft Lilian Vieiria – ‘Le Leo’ compositie Oscar de Jong, Wim Plug, Mark Kneppers

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