Intesa Sanpaolo unveils 'A mano a mano' campaign, starting 18 October
Intesa Sanpaolo presented its institutional campaign in Rome on 14 October 2026. Built around stories of clients and staff, the spots use Mina's voice and are directed by Sergio and Pietro Castellitto.
A campaign built on clients
Intesa Sanpaolo presented its new institutional advertising campaign, 'A mano a mano', on 14 October 2026 on the terrace of the Knights of Malta in Rome. The campaign aims to show the bank at work rather than explain it, following a chain of hands that moves across Italy. Its stories are set in homes, businesses, museums, libraries and strategic infrastructure, and they feature clients and staff. One strand follows a young couple buying their first home alongside the employee who handled the mortgage. Another shows a wine producer and a company that makes furnishings for large boats, together with the advisers backing their projects.
We wanted to represent the bank without explaining what it is, but by showing it.
Voices and direction
No narrator guides the campaign. Mina reinterprets 'A mano a mano', the song Riccardo Cocciante wrote with Marco Luberti in 1979, and the spots are directed by Sergio and Pietro Castellitto, who work together behind the camera for the first time. Sergio Castellitto said the team had found a banking world made up of young people and businesses during the making of the campaign.
We discovered a banking world made of young people and businesses.
Stefano Lucchini, the bank's chief institutional affairs and external communication officer, said the campaign covers small and large companies alike and shows the people the bank works with as its real protagonists. Speakers listed in a morning preview for the presentation included Lucchini, Martino Benvenuti and Monica Riccioni of Think Cattleya, and Allegra Scattaglia of Meta Europe Production.
Culture, sport and social work
Roberto Bolle, étoile of the Teatro alla Scala and an ambassador for Intesa Sanpaolo, appears in the cultural chapter, filmed in the rooms of the Galleria Borghese in Rome. Bolle described the message in terms of collective support.
Supporting one another, taking each other by the hand, is a simple, powerful and revolutionary gesture. Especially today, in times of war.
Francesco 'Ciccio' Graziani appears with young players from Olmoponte Santa Firmina in Arezzo, an integrated and inclusive football project backed by the bank. The campaign also includes an engineer from Terna, the company that runs Italy's national electricity transmission grid, alongside bank staff who finance large infrastructure works.
Figures tied to the campaign
The campaign pairs its stories with economic figures. Intesa Sanpaolo cites about 44 billion euros of financing for families and businesses in the first six months of 2026. It also points to support for small firms through agreements with Confcommercio, Federalberghi and Confartigianato, 6 billion euros of technology investment since 2022, and a hiring plan running to 2030 alongside welfare programmes.
Rollout
The campaign is set to start on 18 October 2026, after the Rome presentation on 14 October. The bank frames it around lending to the real economy, its presence in the social sphere and its commitment to culture.
