ING: Hesje

Bespoke Music
Music for Commercials
  • Agency

    J. Walter Thompson Amsterdam

  • Director

    Ismael (i.s.m. Allard)

  • Production Company

    Pink Rabbit

Long live the bibs. They’ve been trampled on, smeared since day one. They’ve been frayed and torn, lying naked on the floor. No one ever praises them.

So when ING and JWT Amsterdam heard them whispering «enough is enough», they thought it was time to pay tribute.


Instead of trampling on them yet another time, we asked ourselves: how can we personify bibs through music?

With a short film that perfectly captures the essence of the message, we knew the music had to be just as good and emotional.


We at MassiveMusic started listening to 17th century classical music to channel the grandeur and epicness we wanted to convey.

These bibs have been with us on our soccer journey from the very beginning – from the six year old starting to kick against a ball to the famous soccer player doing this for a living.


Strings and some well-placed beats did the trick. We gave a big orchestra feel to the track, guiding the viewer through the emotional journey that’s behind these bibs.

The classical music was inspiring. That, together with a modern cinematographic ending, helped us come up with a glorious ode to the (in)famous training bibs.

Because, eternal as they are, that’s what they do deserve.

Let’s elevate your story through the power of music and sound.


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Friso Hoekstra

Head of Production