ING Australia has untaken a brand evolution in partnership with Ogilvy, debuting the new brand platform 'Be the Lion'. Inspired by Australians taking more control of their finances, the new platform highlights the confidence and empowerment that comes with being an ING customer.

This move marks a departure from ING's previous brand position of 'By Your Side'. The evolved brand is brought to life through two new campaigns, 'Afloat' and 'Hustle Free', both representing the messaging of a modern and progressive bank.

'Afloat' focuses on the simplicity of the ING banking app and the freedom it brings, while 'Hustle Free' features the ING lion hanging out with a customer travelling overseas. Both campaigns feature customers as the Lion, symbolising the protection and confidence that ING brings.

The campaign has been brought to life across multiple platforms, including TV, OOH, Digital Display, and PR.

"The ING lion has worked incredibly well for the brand. But with increased financial stress in our lives, the time is right that Aussies need more than a lion by their side. They want to actually be the lion. They want to feel empowered, which is what this brand evolution represents. We can't wait to bring 'Be the Lion' to the world," said Ogilvy Network ANZ Chief Creative Officer, Toby Talbot.

ING's Head of Brand, Lily Lange, said: "Our brand has always shown the ING Lion supporting the customer; he's loyal and protective. This latest work is about introducing a customer's own lion spirit. It's been a lot of fun to create the mane and celebrate our customers' overseas adventures and enjoying the freedom that comes with the ING app. But one thing remains - the ING personality and commitment to a different banking experience centred around an exceptional customer experience."