A hand clasping another as someone signs the mortgage papers for their first home. A business receiving support for its growth plans, a major investment in infrastructure, a student able to continue her education thanks to a student loan. These are some of the stories at the heart of “A mano a mano,” Intesa Sanpaolo’s new corporate advertising campaign, which uses people’s faces and personal experiences to illustrate the bank’s role in supporting the real economy and local communities.

The narrative begins with everyday experiences before turning to the numbers. In the first six months of 2026, Intesa Sanpaolo provided approximately €44 billion in financing to households and businesses. This is complemented by initiatives supporting Italian microenterprises through agreements with Confcommercio, Federalberghi, and Confartigianato. On the innovation front, technology investments have reached €6 billion since 2022. The bank’s 2026–2029 Business Plan also includes new hires through 2030, along with employee welfare and training programs.

The campaign also highlights the bank’s commitment to social, cultural, and sporting initiatives. Among those featured are Roberto Bolle, principal dancer at Milan’s Teatro alla Scala, filmed in the galleries of Rome’s Galleria Borghese, and Francesco “Ciccio” Graziani, a member of Italy’s 1982 World Cup-winning national soccer team, alongside young athletes from the Olmoponte Santa Firmina sports club in Arezzo, which is supported by the bank.

“Show, don’t explain,” emphasized Stefano Lucchini, Chief Institutional Affairs and External Communication Officer at Intesa Sanpaolo. “What you see is our commitment to engaging with and staying close to our colleagues, customers, people, and communities. That is who we are.”

The creative approach deliberately does away with voice-over narration, allowing the images and music to tell the story. The soundtrack features Mina’s reinterpretation of “A mano a mano,” the song written in 1979 by Riccardo Cocciante and Marco Luberti, which gives the campaign its name.

Bringing the story to life are Sergio and Pietro Castellitto, who appear in front of the camera and, for the first time, share directing duties.