Do what's best for you

Snaps from 2018's second flight of the salary campaign, which made a case against inertia and peer pressure. Aiming to provoke people to think for themselves as opposed to getting lost in the crowd, the visuals talked about patterns and how to break them (both metaphorically and literally). This visual also introduced the smartphone payment system (a novelty in the market at the time).

The entire campaign won a Bronze Effie (Bucharest, 2019).

(Creative Direction: Vlad Lazar // Art Direction, Graphic Design, Photo Editing: Teodor Minea /// Photography: Macri Studio /// Client: ING Bank Romania /// Agency: Headvertising)