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    In Poland it wasn’t always colourful. But 25 years of transformation changed not only the economy, but also mentality of Poles. They expect more … Read More
    In Poland it wasn’t always colourful. But 25 years of transformation changed not only the economy, but also mentality of Poles. They expect more and more from life. Sometimes they only lack motivation to take a step forward. ING Bank Śląski decided to help consumers set and achieve their goals. How? Using an insight well-known from psychology that visualisation of your goal lets you achieve it quicker. We created “Picture Your Goals”, the first campaign where world class artists illustrated ordinary people’s goals. Read Less
    Published:
"PICTURE YOUR GOALS"


Insight
Visualisation of your goal lets you achieve it quicker.


Creative Idea
Poland wasn't always as lively and colorful place, as it now. But 25 years into transformation not only economy changed, but also mentality of the Poles. We tend to expect much more from life that we used to, and sometimes only lack a little bit of motivation to take a step forward.
ING Bank Śląski decided to help consumers set and achieve their goals. How?

Using an well-known psychological insight that visualisation of your goal lets you achieve it quicker we created “Picture Your Goals” - the first campaign where world class artists illustrated people’s everyday goals.


Credits
Agency: GONG
Client: ING Bank Śląski
Creative Director: Michał Bucholc
Copywriter: Piotr Szydłowski
Art Director: Darek Palarczyk 
Illustrators: Paweł Jońca, Katarzyna Bogucka, Bartosz Kosowski, Ada Buchholc, Norbert Mikołajczyk, 
Adam Lapko, Krzysztof Nowak, Martyna Adamska, Nikodem Cabała, Gosia Pietralik, Maciej Blaźniak,
Magda Wolna, Sebastian Wańkowicz, Kamila Kozłowska, Mariusz Zabdyr, Antek Serkowski,
Ania Kozłowska, Julia Pataleta
Lead Developer: Wojtek Rymaszewski
Developer: Paweł Brachaczek, Tomek Stabla, Jacek Saternus
Graphic Designer: Adam Łapko, Damian Oleśko
Animation: Dariusz Nojman
Project Manager: Marcin Jurczyński
Account Manager: Marta Burzyńska
Strategy planner: Radek Grzybowski
Through WWW we collected people’s goals. Chosen goals were pictured and published on our website.
During activation we collected over 11000 goals.
 
Diversity of goals were enormous leading artists to bold, visually appealing executions.



Working with over 20 illustrators we were able to picture all kinds of people’s goals.
 

 
To make little more buzz we sent illustrations to influencers.
Redesigned stickers made experience more consistent and more fun.
 
 
 
Acted as our ambassadors and helped to spread the idea.
They wrote about activation and were recruiting users via display campaign.

 
 
Strong collection of illustrations gave us opportunity to create ideas of motivational gadgets such
as notebook with illustration for each week of the year - to inspire you to have your own goal.



Campaign was appreciated by jury of Effie Award, Mixx Awards and KTR creativity festival.
„Picture your goals” was awarded silver award in „Illustration” category and bronze award in „Active Advertising”.