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Anomaly Partners with Anthony Burrill for ING IMI


Agency's first campaign since recently winning account

Anomaly Partners with Anthony Burrill for ING IMI

Anomaly Amsterdam today announced that it has been appointed as communications agency of record for ING Investment Management International to launch their latest individual investment product, FitVermogen.

Collaborating with graphic artist, Anthony Burrill, Anomaly kicks off the ING Investment Management International partnership with a provocative campaign on January 27th.

“This is not an advertising campaign. This is a wakeup call. ING Investment Management International are trying to jolt people out of their inertia with messages that make them stop, think, and ultimately take action by investing with FitVermogen." said Hazelle Klønhammer, President/Partner Anomaly Amsterdam.

“Anthony Burrill was perfect for this. His distinctive and bold typography style helped create the integrity that these messages deserve”, said Richard Mulder, Partner/Global Executive Creative Director.  

"Anomaly has impressed us with their progressive strategic thinking and impactful creative. They have a solid understanding of the changing business landscape. We couldn’t be happier with how the campaign turned out." said Ivar Roeleven, Managing Director Mutual Funds Europe, ING Investment Management International.  

The campaign strategy forces the individual investor to think critically about getting their finances in order and is designed to make personal investing feel more accessible. Innovative media choices feature full building wraps and messages on the bottom of drawbridges, which are revealed when the bridge opens.


Messages include:

1. Als je huis je pensioen is waar ga je dan wonen?

If your house is your pension, where are you going to live?

2. De verzorgingsstaat ben je zelf

You are the welfare state.

3. Groeit je vermogen net zo hard als je kind?

Is your fortune growing as fast as your child?

4. Denk niet aan je toekomst, doe er iets aan

Don't think about your future. Do something about it.


5. Voorzichtig zijn is ook een risico

Being careful is also a risk.


6. Voor hetzelfde geld kunnen ze allebei studeren

For the same money, they can both go to university.


7. Reken jij op je ouders of rekenen je ouders op jou?

Do you count on your parents or do your parents count on you?


8. Opeens is later nu

Suddenly later is now.


9. Het komt niet allemaal wel goed

Everything is not always going to be all right.


10. Je werkt hard voor je geld. Werkt je geld hard genoeg voor jou?

You work hard for your money. Does your money work hard for you?


Partner, Global Executive Creative Director: Richard Mulder

Executive Creative Director Amsterdam: Mark Sloan

Creative Director: Zack McDonald

Creative: Daan van Dam

Creative: Bas van de Poel

Head of Planning: Amanda Fève

Partner/President: Hazelle Klønhammer

Business Director: Nicolas Kettelhake

Account Executive: Soey Lim 

Print Producer: Sarah Mana

Print Producer: Jordan Spielman

Interactive Producer: Abel Buko

Art Buyer: Jen Aborn

Designer: Anthony Burrill



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Categories: Finance, Banking

Anomaly London, Mon, 27 Jan 2014 12:55:48 GMT