ITAS Mutua Assicurazioni - United we jump

Thinking like a “we” can reshape the game

Client

ITAS

Industry

Insurance

Disciplines

Art Direction
Copywriting
Photography
Video production

Take a look

ITAS Mutua, L'assicurazione che ci unisce

Olympic Champion Gianmarco Tamberi, an athlete who entered the public imagination for sharing a gold medal with an opponent, and an insurance company that has been building bonds and protecting people for more than 200 years come together to tell the story of what happens when people begin to think like a "we."

Problem

ITAS has chosen Gianmarco Tamberi, athlete and high jump champion, as its brand ambassador, a partnership to be kicked off with a TV commercial. The challenge? Making the right creative leap to land on the ground of brand representation.

Solution

Focus, train harder, go further. Win.

The most radical challenge of being an athlete is not really crossing the finish line first, standing on a podium, jumping higher than else. It's not really being able to raise the cup, dive without splashing or manage a strategy while driving 180 miles per hour.

Being an athlete means constantly being exposed to heightened emotions.

In this scenario, an athlete like Gianmarco Tamberi, who often talks about collaboration and the importance of community support, stands out among others without towering over them. On the other hand, ITAS was founded as a mutual insurance company: this means that community is one of the most important concepts of its identity.

We have combined these two exceptions of sports and the insurance world with a commercial that enhances these parallels. Gianmarco Tamberi portrays ITAS as an insurance company that helps people turn fear into courage, the unknown into confidence, risk into freedom. And just as in sports, courage, confidence, and freedom come from sharing fear, the unknown, and risk. Because when we are united we overcome every obstacle.