ING X KACPERCZYKI

ING is a serious banking brand usually targeting an older audience with TV-led communication supported by digital and social. We wanted to break the mold — not just with a new format, but with a new kind of story: an intimate journey with real Gen Z heroes.

We created a unique, dreamy 30-minute film showing the raw emotions of young people on the edge of adulthood. It premiered at a city event filled with young audiences, where they could interact with the artists and take part in an ambient installation to share their own “end of the world” ideas.

The film was later released on SBM’s social channels — Poland’s biggest rap label with 3.5M YouTube followers, mostly Gen Z and Alpha.

The project helped ING build an authentic link with the youngest generation, positioning the brand not as a mentor, but as a supportive cheerleader of their dreams. The campaign continued across regular media channels, while the film tours festivals around Poland.