At Cannes, two things abound: rosé and chatter. Both, in their own ways, are useful for something, and in the case of ING, the Dutch Bank, and Universal Music, this chance meeting at the Lions festival led to an innovative campaign in Belgium, which leveraged the bank’s innovation and customer experience credentials to bring its clients an exclusive musical experience.

ING, one of Belgium’s main banks serving around a third of the country’s 10 million banking customers, wanted to do entertainment marketing. Taking as an example the Super Bowl, one of US sport’s most-watched events with accompanying colossal ad spend revenue and advertisers’ special creative efforts, this appeared at first to be the template: go big. Brands are looking for reach both on the night and as people continue watching online. The official NFL video for 2018’s half-time performance by Justin Timberlake, for instance, garnered just under 15 million views on YouTube; Lady Gaga’s performance the year before garnered 43 million.