Love beats money
A social experiment by ING the Netherlands to find out what people value most. Love or money? A moving film, with a mosaic montage. It’s something completely different, made with a lot of care. Together with Bas Korsten and Holy Fools, I took this social experiment for ING from first idea to short viral film. The film was chosen as pick of the day by Creativity Online.
J. Walter Thompson
Wikke Van Den Burg
Kasper De Bont
WHAT THEY SAY
"We wanted to explore the fact that a conflict about money – even a small amount - can stall a relationship. Love Beats Money seems like a surprising statement coming from a bank, but in fact it fits seamlessly into the brand’s ethos, as ING Bank stands for progress. We are thrilled that our experiment shows that love indeed conquers all. No matter how important we sometimes think money is.”
"JWT Amsterdam was inspired by research showing that half of Dutch people (62%) regularly argue about money, which often leads to conflict. However, according to the agency, finding the couples to take part was a process of itself. Production company Holy Fools and director Susanne Opstal took the lead in this using social media, boards and classified to find people to take part in the experiment."