Amsterdam Airport Schiphol becomes a canvas for powerful storytelling in ING’s latest brand campaign.

With over 60 million travelers passing through Amsterdam Airport Schiphol each year, it’s no surprise that this bustling hub has become more than a transit point. It’s a crossroads of countless life stories. In their latest campaign, Dutch banking giant ING, together with creative agency TBWA\NEBOKO, transforms this travel hotspot into a celebration of personal journeys, showcasing the bank’s commitment to empowering people through every chapter of life.

A Story in Every Step: From “From” to “To”

At the heart of this campaign lies a beautifully simple idea: using the familiar travel language of “from” and “to” to capture emotional transitions in people’s lives. Whether it’s “from heartbreak to hope,” “from parenthood to grandparenthood,” or “from burnout to balance,” the campaign cleverly taps into the deeply personal nature of travel.

Travelers at Schiphol aren’t just moving between destinations; they’re shifting between life phases. ING’s campaign highlights this, aligning perfectly with its brand promise: to make banking seamless and to encourage people to do what drives them.

Why the Airport? The Power of Place

According to Joris Phillipart, Creative Director at TBWA\NEBOKO, the choice of location was intentional. “62 million people pass through Schiphol every year, each on their own unique journey. What better way to tell the ING story of ‘do your thing’ than by celebrating these life journeys, whether big or small?”

By meeting people in a moment of transition—literally between places, jobs, relationships, or personal milestones—the campaign taps into a mindset ripe for emotional resonance. It’s not just about getting from A to B; it’s about the transformation that happens along the way.

Bold Visuals and Real Stories

The campaign isn’t just clever copy. It features over 50 distinct life journey scenarios, displayed across airbridges and billboards at the airport. Some stories stand alone with compelling headlines, while others are brought to life with photography inspired by real-life experiences. The result is a rich tapestry of human emotion and narrative.

In a sea of typical airport advertising, ING’s work stands out. Rather than push product messaging, the focus is on empathy, relatability, and personal growth—core themes that connect deeply with a modern audience.

Empowering, Not Preaching

Kim Larsen, ING’s Head of Global Communications, Brand & MarCom, sums up the campaign’s ethos: “Beyond physical destinations, we’re celebrating empowerment and the different ways people can progress from the end of one thing to the beginning of another. This is what ING is all about.”

Unlike traditional advertising that often tells consumers what to want or how to live, ING’s message is refreshingly non-judgmental. It encourages people to “do their thing,” whatever that might be, and assures them that the bank is there to support them along the way.

Why This Campaign Works

From a creative and strategic standpoint, this campaign hits all the right notes:

• Emotional Storytelling: The use of transformation-focused phrases resonates with travelers in a highly personal way.
• Contextual Relevance: By placing the campaign in an airport, it aligns perfectly with the theme of movement and change.
• Brand Alignment: It stays true to ING’s purpose of helping people move forward in life and business.
• Visual Impact: The creative design is bold enough to stand out in a cluttered space but intimate enough to feel personal.

Final Thoughts

ING’s Schiphol Airport campaign is more than just another clever marketing move. It’s a thoughtful, emotional narrative that speaks to millions of personal journeys. By combining smart copy, powerful visuals, and genuine insight into human behavior, the campaign not only promotes ING’s brand values but does so in a way that feels authentic and impactful.

For anyone interested in the intersection of advertising, creativity, and emotional branding, this is a campaign worth watching.

This campaign is about:
Amsterdam Airport Campaign, ING Advertising Campaign, Creative Marketing Campaign, Emotional Brand Storytelling, From To Campaign, Life Journey, Digital Marketing Campaign, Airport Advertising, Inspirational Travel Stories, Human-Centered Advertising, Empowering Brand Campaign, Schiphol Airport, Real Life Stories, Purpose Driven Marketing, Travel, Creative Outdoor Advertising, Brand Storytelling Examples, Marketing That Moves, TBWA NEBOKO Campaign, Do Your Thing Campaign.

Finland: The Reigning Champion of Happiness
For seven consecutive years, Finland has proudly held the title of the world’s happiest country. But what makes the Finnish so happy? To share their secrets, Visit Finland, in collaboration with their creative agency SEK, introduced the Masterclass of Happiness. This unique campaign wasn’t just about promoting tourism; it aimed to spread the Finnish way of life and their secrets to lasting happiness.

The Birth of the Masterclass of Happiness
In a world where nearly half of the population struggles to remember what happiness feels like, Visit Finland saw an opportunity. They launched the Masterclass of Happiness, a crash course designed to share the Finnish lifestyle with the world. The idea was simple yet profound: happiness isn’t a mystical trait but a skill that can be learned.

“Against the backdrop of a decline in happiness levels worldwide, the Finnish lifestyle represented a positive outlook,” says Suvi Lähde, Executive Creative Director at SEK. “Recognizing the universal desire for contentment, the idea of the Masterclass of Happiness started to develop. While attracting travelers, our goal was to create a genuine, meaningful tool for anyone to embrace the Finnish happy lifestyle.”

Making Waves with a Modest Budget
Despite operating with a smaller budget compared to its competitors, Visit Finland’s strategy relied on the viral potential of social media, targeted online advertising, and robust PR efforts. The results were nothing short of spectacular. The campaign garnered over 2,500 media hits globally, with coverage from prestigious outlets like CBS News, BBC, Forbes, and ABC News, which even featured a special two-episode series on the masterclass.

The multichannel, social-first approach of the campaign struck a chord worldwide. Over 150,000 people from various corners of the globe applied to join the masterclass, eager to learn the Finnish secrets to happiness.

Digital Triumphs and Real-World Results
Visit Finland’s digital channels experienced explosive growth following the campaign’s launch. Social media followers increased by 22%, website traffic soared by 350%, and TikTok hashtag views surpassed 9.6 million. A surprise endorsement from Kourtney Kardashian, who shared the campaign with her 224 million Instagram followers, further fueled the global interest.

But the success wasn’t confined to the digital realm. One of the primary goals was to boost awareness of Finland as a travel destination. Comparing travel numbers with the previous year, the impact was clear: overnight stays in Finland increased by 8%.

A Campaign for the Record Books
The Masterclass of Happiness didn’t just capture the public’s imagination—it also impressed industry experts. The campaign won awards at the SABRE Awards EMEA and Grand One, Finland’s largest digital marketing awards, and advanced to Round 2 in The 2024 One Show in two categories.

“We believed that the concept of happiness would resonate across the globe, but the level of excitement and engagement we saw still took us by surprise,” says Virva Katajala, Head of Marketing at Visit Finland. “The Masterclass of Happiness turned out to be our most successful campaign ever.”

Conclusion
Visit Finland’s Masterclass of Happiness is a testament to the power of innovative thinking and the universal appeal of happiness. By sharing their unique approach to life, Finland not only boosted its tourism but also provided a meaningful, impactful tool for people worldwide. This campaign shows that happiness isn’t just a feeling—it’s a way of life that can be shared and learned by all. So, are you ready to embrace the Finnish way of happiness?

Credits
Client: Visit Finland
Agency: SEK
Production: OSASTO
Campaign: Masterclass of Happiness

This campaigns is about:
Finland happiness masterclass, world’s happiest country, Visit Finland campaign, digital marketing, Finland Tourism

Vienna is home to some of the world’s most iconic artworks. 100 years ago, Gustav Klimt, Egon Schiele, Koloman Moser and many more fought for the free expression of their art. 100 years later, social media algorithms make their fight obsolete and label Viennese art pornographic leading to blocked accounts and deleted posts. We wanted to bring the discussion about nude art back to where it belongs: in the hands of people, not algorithms.

“We took censored artworks from out cooperating museums (Albertina Museum, Leopold Museum, Kunsthistorisches Museum, Naturhistorisches Museum) and published them on OnlyFans, which allows 18+ content for subscribers. Protesting the censorship of art, promoting Vienna’s historic sexual liberty and its most famous museums. Every subscription on OnlyFans granted free entry to the participating museums or a free Vienna City Card. A simple move that started a global discussion: 2.5 billion Impressions, 150 million engagements, more than 2.500 articles worldwide and media coverage reaching over 730 million people. ”

Credits
Title: Vienna strips on OnlyFans
Brand: Vienna Tourist Board
Entrant Company: Jung von Matt DONAU
Editing Company: Chop Chop Chop Films

Tags: Tourism, Travel, Vienna

Credits
Advertising Agency: HOY Buenos Aires, Buenos Aires, Argentina
Cco Latam: Tony Waissmann
Creative Directors: Hernan Damilano, Maria Lujan Donaire
Copywriters: Eugenio Novas, Nicolas Trapanese
Art Directors: Santiago Estevez, Omar Barrantes

All in all, we feel that AirTime gives us a unique lens to reevaluate global differences. Ultimately, it advocates for love being the supreme emotion.

Credits
Advertising School: Miami Ad School Toronto and San Francisco, Toronto and San Francisco, United States of America
Art Director: Ted Pedro, Lee I
Copywriter: Roselyn Grace, Hatem El Akad

With the help of FCB/SIX, the brand transformed a racialized expression into a call to action, while celebrating the continent’s beauty and cultural diversity and encouraging black travellers to “Go Back to Africa.” An AI-powered content platform was created containing a vast repository of curated travel imagery, showing members of the Black community travelling in Africa. Then, social posts containing the derogatory “Go back to Africa” expression were captured, stripped of their racial context, and repurposed into hyper-targeted ads promoting Africa’s 54 countries. The campaign led to a 315% increase in brand visibility and a 60% boost in booking interest for the company’s African tours.

About Black & Abroad
It is a multi-platform travel & lifestyle company. Since 2015, our digital outlets, international events and travel experiences have redefined experiences for the modern Black traveler. We pride ourselves on curating international, culturally conscious luxury & adventure travel moments for Black travelers while providing a crowd-sourced information hub for urban explorers. Seeing a need to elevate the community through world exploration, our collective of influencers have come together to share their travel experiences to assist us in showing familiar faces in unfamiliar places and expose the world to nuanced, diverse, narratives within the travel community.

Credits
Client: Black & Abroad, LLC.
Co-Founder, Client: Eric Martin
Co-Founder, Client: Kent Johnson
Chief Creative Officer: Ian Mackenzie
Associate Creative Director: Frederick Nduna
Associate Creative Director: Andrew Bernardi
Designer: Ramon Charles
Copywriter: Curtis Chapman
Account Director: Fraser Jackson
Integrated Producer: Gillian Morrison
Junior Producer: Kristine Lippett
EVP, Strategy: Anna Percy-Dove
Director, Strategy: Paul Hanlon
Strategist: Simran Kaur
Senior Manager, Data Analytics: Andrew Yang
Data Analyst: Abdul Dau
SVP, Head of Data and Technology: Jacob Ciesielski
Product & Technology Solutions: John Sime
Front-End Developer: Heung Lee
President: Andrea Cook
SVP, Director of Global Communications & PR: Melanie Mitchem

Post Production House: Rooster Post Production
Editor, Post-Production: Colin Murdock,
Editor, Post-Production: Jeff Poremba
Assistant Editor, Post-Production: Shane Preston
Executive Producer, Post-Production: Yumi Suyama

Media Agency: Initiative Media

Public Relations: Shannon Stephaniuk – Glossy PR

Music/Sound: Grayson Matthews Audio Design
Music Producer: Mark Domitric
Sound Engineer: Vlad Nikolic
Media Producer: Nicholas Shaw

To combat this, the entrepreneur Vladimir Vaskevich has created a unique project called “Trip in the dark”. Vladimir is a city tour guide, but his tours are somewhat out of the ordinary as he is visually impaired.

A website created for the project by creative agency Voskhod lets us dive into Vladimir’s world woven from sounds, touches, tastes and trust. Through a merging of art and technology, the user’s past experience fades away and new one starts to form.

The user encounters new ways of interaction with the online environment: through voice commands, audio marks and 3D orientation. The more we explore the website, the more intense the darkness around us becomes.

*The list of technologies used for the website development includes Cinema 4D, canvas, sound mapping, Google Voice-To-Speech service API, THREE.js, vue.js, svg-animation, Google maps API, browsers resources (motion orientation and voice recording).

Experience the interactive site

Credits
Creative Agency: Voskhod
Creative director: Andrey Gubaydullin
Creative digital director: Dmitry Maslakov
Digital art director: Anna Maslyakova
Tech lead: Vasily Tsykin
Digital designer: Liliya Zagidullina
Music: Slava R
Sound design & mastering: Mikhail Kokorin & Anna Maslyakova
Photographer & cameraman: Alexey Udartsev

This campaign is about:
Trip in the dark, Technology, Innovation, Website, Travel, Innovative Website, Digital campaign

Problem: Australia’s country towns are slowly dying, with unemployment, drought, bushfires, xenophobia and waning tourism tearing communities apart. The local pub is often the only glue left holding these towns together, but even pubs are struggling to survive. Country pubs-and country towns-need more guests. Luckily, we know plenty.

Solution: A sustainable tourism campaign that puts small Australia back on the map. We partnered with six country towns to restore their pubs to their former glory. A new category of listings was featured on our platform, connecting rural communities with our Airbnb community of millions. The rest of Australia was encouraged to venture past their local pub, and find their ‘not so local instead.

Result: The whole of Australia got behind The Country Pub Project, with unprompted support from local communities, state tourism and national government. The initiative was such a success that we’re continuing to onboard country pubs, providing an economic boost to towns that need it most.

Phase One: Nominations

Airbnb asked Australians to nominate their favourite country pub or publican in need of a helping hand. To be eligible, pubs had to have an accommodation offering.

Phase Two: Restorations

Six pubs across Australia were chosen as recipients of a $50,000 grant, along with a team of design professionals who partnered with the community and publicans to restore the pub to its former glory (utilising all local businesses). Airbnb Superhosts helped publicans to publish eye-catching listings on the brand’s platform, connecting rural communities to the global Airbnb community of millions.

Phase Three: Spread the word

A nationwide integrated campaign encouraged Australians to venture past their local pub and find their ‘not so local’ instead. Each channel effectively captured the nuance of pub, town and community, allowing Airbnb to turn Australia’s tyranny of distance into the campaign’s biggest drawcard.

At all stages, Airbnb partnered with regional communities to ensure The Country Pub Project came to life as a sustainable tourism initiative, with scope to continue boosting local economies well beyond the initial campaign period.

Credits
Samyabrata Deb – Regional Creative Director, Airbnb APAC
Stephanie Low – Creative Lead, Design, Airbnb APAC
Shannon Crowe – Creative Lead, Copy
Henry Huang – Creative Production Lead, Airbnb APAC
Nick Sinclair – Regional Marketing Director, Airbnb APAC
Jess Martin – Sr Marketing Manager, Airbnb APAC
Daniel Gervais – Country Marketing Manager, Airbnb ANZ
Charlotte Kent – Marketing Specialist, Airbnb ANZ
Kevin Cheng – Social Media & Content, Airbnb ANZ
Rachel Bartholomeusz – Digital Lead, Public Policy, Airbnb APAC
Puja Bhargava – Media Activation Lead, Airbnb APAC
John Tan – Digital Media Manager, Airbnb APAC
Chloe Browne – Communications Lead, Airbnb ANZ
Jason Sukadana – Director, Versus Studio
Tanya Babic – Director, Versus Studio
Brad Jarrett – DoP, Versus Studio
Gemma Atkinson – Producer, Versus Studio
Pete Ward – Editor, Versus Studio
Sean McDermott – Editor, Versus Studio
Drew Wheeler – Photographer

This campaign is about:
Sustainable tourism, The Country Pub Project by Airbnb, Travel, Pub, Tourism, Digital Campaign, Advertising, Marketing

The service sector was blocked and indicated thousands of unemployed people registered on a daily bases.
However the tourism sector was the most affected (reporting 48 million BGN loss) with borders of different countries closed all around Europe, no alternative financial income and no certainty on when the situation is going to get better.

The brief:
With cancelled trips and no option for rescheduling of trips, Tour Skills wanted a campaign or activation that could give them a breath of fresh air and help them survive the hardships.

The insight:
During the lockdown period, the Wanderlust (a strong desire to wander or travel and explore the world) becomes even more significant. Locked in their apartments, people were hungry for experiences. They started “travelling” imaginary thanks to their memories from old travels from here and there and shared those nostalgic memories in their Social media channels.

Idea
Instagram Stories filters have their names — a few of the most recognizable cities in the world. They created a print promo campaign for the unreachable destinations that TourSkills usually offers with 30 % discount and no expiry date – people would have the opportunity to use them whenever the situation gets better.

Results & Achievements:
In a period, where the story feeds were flooded with home activities, our Instagram stories reached 20 % CTR, 430 % increase of sales and increased the website traffic by three times.

About
Tour Skills is a Bulgarian tour operator with more than 25 years of experience in the sector, providing organized trips to various destinations and experiences around the world.

Credits
Advertising Agency: Together, Sofia, Bulgaria
Creative Director: Angel Iskrev
Creative Lead: Matthew Stoyanov
Junior Copywriter: Tsvetoslav Tsonev – Tsuro
Head Of Art: Emanuela Belovarski
Junior Graphic Designer: Kitty Kreovska
Account Manager: Ekaterina Mutafchieva
Head Of Strategy: Presiyan Kirilov

Tags:
Covid-19, Lockdown, Travel, Print Advertising, Print Ad, Print Advert, Creative Advertising,

Home to two of the globe’s most visited airports and renowned airlines, the UAE has established its reputation of being one of the most connected travel hubs in the world. With traveling comes luggage, loads of it, and airlines mislay 25 million of those per year (BBC News, 2019). With so many flights departing from UAE airports, the risk of offloading and losing luggage is at an even higher risk. Lost luggage is the last thing a traveler wants to experience and with so many documents at hand, it’s easy for passengers to forget about baggage loss insurance. Based on the insight that many of the most visited destinations have homonymous cities somewhere else on earth, Mashreq Bank took this opportunity to promote an often-disregarded credit card benefit: Baggage loss insurance. Because if the world can be confusing for us, it could also be tricky for our luggage.

Credits
Advertising Agency: TBWA\RAAD, Dubai, United Arab Emirates

Tags:
Mashreq credit card, Luggage, Insurance, Travel, Airport, Print Advertisement, Print Advertising, Print Ad, Creative Ad, Travel Ads

With the extending lockdowns, people are getting more and more concerned about their career, business and lifestyle. Being concerned is a good thing but being constantly worried will only lead to negative thinking and it will magnify the problems physiologically. The campaign is about making people realise that the problems are temporary and things will revive soon till then they need to be patient and stay calm. Stay Home, Stay Calm.

Credits
Advertising Agency: Thoughtrains Design, Mumbai, India

News Source

Tags:
Print Advert, Print Advertising, COVID-19, Coronavirus Outbreak, COVID-19 Ads, Travel, Lifestyle, Fun, Lockdown, Pandemic, Print Campaign, Stay Home, Mumbai

A professional filmmaker named Yan Bighetti De Flogne is helming this cultural project. Influential names like National Geographic, UNESCO, and Misk Art Institute also support this campaign. The end goal of this expedition spanning 38 countries is to promote a tolerant, open-minded, and inspiring outlook towards the world.

Given the rampant hateful propagandas across the globe, we feel that this campaign is the need of the hour.

Visit Website to know more

Discover the purpose of Al Safar, a project built with UNESCO, Misk Art Institute and National Geographic

Tags:
In The Footsteps Of Ibn Battuta, Digital, Travel, Yan Bighetti, Al Safar

Brief: Market Brooks Gear To Millennials Insight: In a national survey of runners, the number one thing runners say they want to learn about is Best places to run when on vacation.

Idea: Brooks wanted to uphold its run happy motto by combining the two things Millennials love: running and traveling. So it introduced Run The World, the program that turns new running routes to travel destinations.

Credits
Advertising School: Miami Ad School, San Francisco, United States of America
Art Director: Renny Eackelbary
Art Director: Connor Witt
Copywriter: Hatem El Akad

Tags:
Integrated Camppaign, United States, Sports, Miami Ad School, Brooks Run the World, Best Digital Campaigns, Digital Marketing Trends, Best Online marketing strategies, social media campaigns

Let’s hope that’s not you! Anyway, here are 5 mistakes everyone makes before a holiday.

Not knowing how much you are allowed to take in hand luggage

If you can avoid checking your luggage in, you should. It guarantees you get to your destination with all your stuff and means you don’t have the stress and worry of lost luggage, which can take days to get back.

But very few of us are sure how much we can take in our bags before we set off. The standard case size on most airlines is 56cm x 45cm x 25cm but they may have their own rules on the weight you are allowed to carry. Air New Zealand, for instance, let you take two bags on board. One can be a small bag and the other can be 7kg. The key is to check what your airline’s rules are and pack accordingly. If you can get away with just taking hand luggage it could save you being without your stuff for the first few days of your holiday.

Taking too much with you

Deep down we know we don’t need twelve pairs of shorts, ten dresses, seven pairs of shoes and four bathing suits for a long weekend, but somehow it all ends up in our case. The key with packing is to be ruthless if you think you might not wear it, leave it behind. And don’t leave your packing until the night before. If you do, you’re guaranteed to overcompensate for the fear of getting there and having nothing to wear. Take your time. Start putting this to one side a week before you go and aim to have made your packing decisions in plenty of time.

Planning an itinerary that doesn’t contain downtime

Of course, it is tempting to want to do and see everything when you reach your destination, but sometimes that type of holiday can feel like more of a chore than an experience to cherish. So, when you are planning your sightseeing, remember that less is more. Pick three top sites to see and leave the rest of the time to go with the flow.

Forgetting to book travel insurance

Sometimes it can seem like a good way to save money – skip the travel insurance, we might not need it anyway! Don’t be this person. You might be planning a trip to beautiful Fiji for instance, but if you fall ill there all your medical bills, medicine and even medical evacuation will be on your tab. And that bill could total £50,000. Book online, it’s simple and will only take 20 minutes. Then you can sleep easy.

Not leaving enough time to enjoy the airport experience

We have all been there. Dashing through the airport, sweat pouring down our back, stress coursing through our veins. It isn’t pleasant – you end up blaming each other and it is not the way anyone wants to begin a holiday. So, leave plenty of time and aim to arrive three hours before your flight.

Visit Website

About momondo:
An inspirational travel search site comparing billions of cheap flights, hotels and car rentals. Our vision is of a world where our differences are a source of inspiration and development, not intolerance and prejudice. Visit us at http://www.momondo.com.

Credits:
Campaign: The World Piece
Advertising Agency: &Co., Denmark
Creative Director: Robert Cerkez
Art Directors: Cliff Kagawa, Silas Jansson
Production: &Co Production, Smuggler
Director: Joshua Neale