ING DIRECT

Spreading the kindness offensive
Every day Londoners defy the moody and unhelpful stereotype.  So we brought this to life for ‘feel good’ savings provider ING Direct by partnering with The Kindness Offensive to show the capital’s kind hearted side. Stooges posing as struggling pregnant women and lost tourists were placed around the city – with those deciding to help being rewarded with a surprise party of champagne, balloons and cheers of ‘for he’s a jolly good fellow!’ The stunts were captured on film and seeded across the web, and widely reported in London and national media.