Creativity

Life Is Tough for a Training Vest in ING's Soccer Sponsorship Film

Film Celebrates Bank's 20-Year Relationship With Dutch Team

By Alexandra Jardine. Published on Mar 03, 2017

Editor's Pick

Soccer training vests have a tough life, according to this get film by ING centered on its sponsorship of Dutch soccer -- but it's all worth it.

To a mournful operatic soundtrack, the camera lingers on ING's bright orange vests as they are variously left on the wet changing room floors, slung in rivers and on fences, stretched, muddied and torn. They are also used as handkerchiefs by crying players and dodgy cover-ups by naked players fooling around in the locker room. However, the film ends with a player pulling on a vest with pride as he takes his place on the Netherlands national team.

The film, by JWT Amsterdam, was co-creative directed by Bas Korsten, one of this year's Creativity 50 and the creative behind double Cannes Grand Prix winner The Next Rembrandt. It was directed by Ismael at Pink Rabbit.

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