ING x WK

ING x WK

Since 30 years, ING Netherlands has continued its role as main sponsor of the Dutch national team. In the lead-up to the World Cup, a clear challenge emerged: online hate is not only damaging for players off the pitch, it also impacts performance on it. Together with ING, we set out to address this in the only way that can truly make a difference: by shifting the tone of the conversation.

The result is a cross-media campaign that mobilises the entire country to show their support for Oranje using #BoostOranje. To amplify this positivity, ING actively backs selected fan posts with media investment, ensuring messages of support are seen at scale. A simple but powerful idea: give positivity the reach it deserves, and let it outweigh the noise.