Charles the ING Orangutan
Client: ING Direct
Agency: Jack Watts Currie
Production Co: Dimension Studios
Photographer: Dimension Studios
Art Director: Ben Pierce/ Katie Hall
After running with Billy Connolly as ING’s brand ambassador for years, ING Direct decided they needed a different approach. The ‘Charles the Orangutan’ campaign was launched. Using ‘Charles’ as the front man, ING were able to introduce specialised offers and build their product offering to the marketplace.
The colour orange was a strong focus of the new campaign. In order to build on the strength of this brand and to capitalise on the already existing orange theme, it was an obvious choice to use an orangutan as the new spokesman.
Our client needed a photographer with the relevant advertising experience and a studio that could accommodate the large crew that were required to oversee the shoot. Quick turnaround was required by our highly skilled retouchers to complete the images that were used on outdoor, press and web banners.