Concocted, as always, by Toronto’s GWP Brand Engineering, ING Direct launched its most ambitious campaign in about two years yesterday. GWP president Alison Simpson tells MiC this campaign represents an increase in media spend, as well as investment in all-new creative, with OOH elements targeted to specific markets. Toronto’s Media Experts is handling media planning and buys.

The television component consists of four 30-second spots (one in French), and features the bank’s steely-eyed spokesman walking the streets of several major Canadian cities while touting no-fee, no-hassle savings accounts. The titles are: ‘Rock Solid,’ ‘Pay Yourself First,’ ‘Singing in the Rain’ and ‘Dans le Metro.’

For outdoor, which includes billboards and transit shelters in Vancouver, Calgary, Toronto and Hamilton, there are five executions of ING Direct’s iconic orange wording including:’Less Piggy. More Bank,’ ‘Service. Not Service Charges’ and ‘The Best Things in Life Aren’t Fees.’ Specific to the Vancouver market is ‘Save for a Sunny Day,’ while ‘Buck Their Fees’ is wittily ear-marked for Calgary.