Banca Monte dei Paschi di Siena wins the 2017 Key Award for the best advertising campaign in the "finance, insurance, large-scale retail" category with the spot "More strength to people". The prestigious acknowledgment was assigned in Milan as part of the Key Award ceremony, now in its 49th edition and considered one of the main Italian events dedicated to advertising films.
The campaign, launched on October XNUMXst on national television, new media and the press, has the message of trust in oneself and in others as the key element for restarting and facing new challenges. The commercial, conceived by the J. Walter Thompson Italia agency and produced by Filmmaster under the direction of Marco Gentile, is accompanied by original music composed by Guido Smider of the Smider Sound Agency.
THE ADVERTISING CAMPAIGN – The commercial is divided into four episodes that make up a single great story: a child who takes his first steps supported by his mother; a gymnast who fails to perform an exercise perfectly and finds in her eyes full of confidence from her coach her strength to try again and win; a violinist who is able to perform the piece only with the help of the other members of the orchestra; a firefighter who starts believing in himself again thanks to his older colleague.
Mps thus expresses its desire and ability to face new challenges, even the toughest and most difficult ones, and does so by choosing to show simple stories of people who do not give up on life's difficulties but who react and recover thanks to someone who believes in them and worth fighting for: they are the Bank's customers and employees who have never stopped trusting. The video also underlines how decisive the value of the relationship is, which can only be renewed, cared for and finally consolidated with the tenacity and daily work of the women and men of Mps. For this reason, the Bank wanted to pay them a tribute for the fundamental role they played in the company's rebirth: in fact, they are real employees who, at the end of the commercial, smile and launch the claim: "More strength to people".
