ROMA (ITALPRESS) – A chain of hands that crosses Italy to tell the true stories of customers and people of the Bank in the places of everyday life, business and culture. It is “hand-made”, the new institutional campaign of Intesa Sanpaolo, presented today in Rome, which has chosen to tell what is the bank and shows the concrete effects of its work next to customers and the country: in a house, in an enterprise, in a library, in a museum, in a control room. Different stories, with a common point: the proximity of Intesa Sanpaolo. The campaign will start on Sunday, October 18 and provides a continuous planning of about three weeks, with a national coverage. The communication will use a multichannel system with TV, print, radio, digital, sharpening and cinema.
“The campaign wants to emphasize the way of making bank of Intesa Sanpaolo: support for the real economy for enterprises, young people and families, active presence in social, commitment in culture. To do so we have involved great proud names of our country that bring Italian talent to the world along with our colleagues and colleagues. The show and not explain, the involvement and keeping close to colleagues, customers, people, territories is what we see and this is us”, said Stefano Lucchini, Chief Institutional Affairs and External Communication Officer Intesa Sanpaolo.
The story is built as a chain of hands that crosses Italy and the protagonists are customers and people of the Bank. A young couple in the first house, next to those in affiliate signed their mortgage. A wine producer and a company of furniture for large boats, customers of the Bank, with those who contribute to the realization of their projects. A student who could continue his studies thanks to the honor loan, along with those who run the program.
Francesco “Ciccio” Graziani with the boys of the sports company “Olmoponte Santa Firmina” in Arezzo, the integrated and inclusive football project supported by the Bank. Roberto Bolle, étoile del Teatro alla Scala, ambassador of Intesa Sanpaolo, portrayed in the halls of Galleria Borghese in Rome for the chapter dedicated to art and culture. An engineer of Terna, the manager of the National Transmission Network of Electricity in high and high voltage with which Intesa Sanpaolo works, alongside those in Banca finances the great works and the big infrastructures.
A grandfather who invests the savings of a life, for himself and for his nephew, with the advisor who joins him in the choices of personal and family finance. Each protagonist comes with a few words written by hand: the customers tell their story, the people of the Bank indicate the numbers that the story made possible. The figures give the measure of the projects of those who have realized them and of the services that Intesa Sanpaolo contributes to guarantee to the Country. The thread of the story is entrusted to Sergio and Pietro Castellitto, for the first time together in the direction.
The complicity is one of the central elements of the campaign and embodies the basic idea: together something concrete is built. Among the two there is a scanned, lively affection, made of gestures, jokes and looks that anyone who recognizes in their family, and it is through this bond that the viewer enters the story. With them, the fruits of a common work that constitutes the essence of our country emerge: unconditional support for study and new generations, an enterprise that grows, a community rooted in the territories and that leaves no one behind, the protection of cultural heritage.
The film has no narrative voice: to speak is only music. “By hand”, written in 1978 by Riccardo Cocciante and Marco Luberti and made famous by the interpretation of Rino Gaetano, is for the occasion reinterpreted by Mina. More than accompanying the images, the song makes a connection between history and the other, to the point of departure: finance is seen in the daily life of each and Sergio and Pietro are the witnesses. And in closing it will be Mina to turn directly to the viewer.
“It is a pleasure to take part in this institutional campaign of Intesa Sanpaolo and contribute, through my presence, to represent the value of culture, art and beauty, and the heritage of values that they carry with them – said Roberto Bolle –. For many years I have been engaged in educational and training projects aimed mainly at the new generations and in the diffusion of dance and its values, through OnDance and the Roberto Bolle Foundation. In this path I was able to see how the support of reality as Intesa Sanpaolo is fundamental: without their contribution, many projects capable of creating opportunities, transmitting knowledge and bringing people closer to art could not become reality. Mine is a small cameo within the campaign, but it also wants to be a witness of the value of an important alliance, that between the world of enterprise and that of culture, capable of generating value for society and building opportunities for the future”.
Francesco “Ciccio” Graziani highlighted that “having had the opportunity, thanks to the commercial of Intesa Sanpaolo, to tell the reality of the association that I represent and give visibility to the boys with disabilities that are part of it was precious. I thank Intesa Sanpaolo for the opportunity.”.
The creative idea is by MEP – Meta Europe Production MEP, Luca Josi, television producer and Allegra Scattaglia. The production was entrusted to Think Cattleya. The contribution of Esclapon & Co., Marco Fanfani and Fabrizio Paschina.
-Photos press office Intesa Sanpaolo-
(ITALPRESS).
