03 October 2019

Banca Generali nominated for sustainable communication

Banca Generali wins the 2019 Aretê Award for best financial communication. The award, delivered at SDA Bocconi on the occasion of the Salone della CSR in Milan, enhances the communication campaign “You have created it, together we protect” developed by Banca Generali to draw attention to the importance of a sustainable approach to the world of investment.

Designed by the creative agency M&C Saatchi, last year the commercial brought a short film in cinemas, TV and on the Web, to deepen the concept of asset protection through the metaphor of the greenhouse. The title “You have created, together we protect” is expressed in the strength of natural images that evoke sensitivity, perseverance and dedication, all elements that guide the Banca Generali’s sustainable approach.

Michele Seghizzi, Head of Marketing and External Department of Banca Generali commented: “We are happy to have won this award for a campaign that wants to enhance the core concepts of our business model, such as customization, trust, social responsibility and competence. We were able to develop a project of great prestige through an elegant production that focuses on sustainability, that here is concretized in the choice of the natural element as protagonist.”

Set in the evocative setting of the Garden of horticulture in Florence, the agency shot the spot at night to take advantage of a special light game that highlights the beauty and particularity of the plants chosen. The agency developed the video production also for the press, representing in a press page a rose protected by a hand, to signify the importance of asset protection.

Now in its fifteenth edition, the Aretê award is organized by Nuvolaverde in collaboration with Confindustria and Gruppo 24 Ore to reward the businesses’ responsible communication.