ITAS Mutua: insieme, saltare è più semplice
How do you tell the story of a mutual insurance company? This was the starting point for our latest campaign with ITAS Mutua, an Italian insurance company with an identity based on mutuality and community. Once again this year, Gianmarco Tamberi, Olympic high jump champion and first-time dad, was the brand ambassador. Through his life leaps shared with his loved ones, we found the key to communicating the value of ITAS' mutuality. Because in life, just like in sport, jumping is easier when you're not alone.
Challenge
On the one hand, ITAS wanted its new campaign to express its renewed positioning with the tagline “The insurance that unites us”, emphasizing mutuality and belonging. On the other, Gianmarco Tamberi, though competing in an individual sport, has become a symbol of unity — above all with the iconic Olympic gold he chose to share.
What unexpected potential could arise from this combination?
What unexpected potential could arise from this combination?
Result
We started from a simple insight: life is full of leaps — moving cities, starting a family, building a future. And those leaps feel a little less daunting when you have someone to count on.
‘Choosing to Leap’ is a digital and social campaign that follows key turning points in Gianmarco Tamberi’s life — not just as an athlete, but as a husband, friend, and first-time dad. At its heart is a hero video where Tamberi relives four personal “leaps”: from moving into a new house to expecting a child — each moment shaped by the presence and support of others. The story moves from solitude to solidarity, showing Tamberi performing the four jumps first alone and then with his friends and wife, echoing the ITAS brand promise: ‘The insurance that unites us’.
The campaign launched across ITAS’s digital channels and Tamberi’s Instagram, structured in three phases: launch, engagement, and recall. It continues with a series of intimate interviews on Instagram and YouTube, featuring Tamberi and his wife Chiara, each centered around a life leap and a keyword like luck, family, or redemption.
Visually, the campaign is defined by a refined graphic treatment that blends emotional warmth with a contemporary touch. The art direction plays with the brand palette and new compositions, creating a visual identity that feels both cohesive with the brand and emotionally resonant across all formats.
To amplify reach and engagement, the campaign is supported by a comprehensive media and social plan, with distribution on Amazon Prime Video, Netflix, RaiPlay, and leading news platform.
Inspire + Transform +Inspire + Transform +Inspire + Transform +
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