ING Australia and Ogilvy deploy AI lion for new campaign

ING Australia has a new campaign for its Orange Everyday platform, via Ogilvy.

The announcement:

ING Australia, in partnership with Ogilvy, has launched a new TVC at the heart of its Orange Everyday campaign, spotlighting the journey of ING customer Magnus as he transforms into the Lion – capturing the sense of confidence and ease that can come with every tap of the ING Orange Everyday card. ING changed the way Australians bank 25 years ago by launching the country’s first high interest, fee-free online savings account. This campaign reflects ING’s ongoing journey of combining technology and creativity to help enhance the everyday banking experience.

The campaign’s creative centerpiece, the TVC, brings to life the ING Lion through cutting-edge AI technology. For the first time, the ING Lion is fully animated using AI, allowing for bespoke, dynamic assets to be generated at speed and scale.

This innovation helps maintain the ING Lion’s presence across all campaign touchpoints – from TV to digital and social – while incorporating a human-centric approach that reflect’s ING’s responsible use of AI. Ogilvy were also able to halve production costs through the use of AI, when compared to CGI.

ING’s head of brand, Lily Lange says:

“We’re always exploring new ways to bring our brand to life in fresh and engaging ways. Our latest campaign is a great example, by using AI to animate our ING Lion, we’ve created more dynamic and memorable advertising that reflects the energy and individuality of our customers. The TVC shows how even everyday transactions can feel more rewarding and meaningful with ING.”

The TVC’s narrative follows Magnus as he navigates daily life, with each transaction using his ING Orange Everyday card transforming him – visually and emotionally – into the Lion. This visual storytelling brings to life ING’s new “Ca-ching” creative direction, showing how each purchase can contribute to a sense of financial control, confidence and reward.

Complementing the TVC, the “Ca-ching” campaign highlights a range of ING Orange Everyday features designed to add everyday value – such as 1% cashback on eligible utility payments and no ING international transaction fees on overseas spending (when monthly eligibility criteria are met), and personalised cashback offers through the new ING Pocket Perks program. The “Cashback Moments” initiative, which launched in September 2025, gives eligible Orange Everyday and Orange One customers the chance to win a portion of $750k in over 3,500 cash prizes of $100, $1,000 or $10,000 until 30 November 2025 (or until prizes run out) by using their eligible ING card.

Executed through an integrated strategy spanning creative, online, and offline channels, the campaign’s multi-tiered communications plan ensures a cohesive yet tailored message across TV, VOD, OOH, social, digital, and finfluencer activity.

Credits:

UM

Hogarth

Ogilvy

Ogilvy PR

LASH

Source: ING