I Trust in the Future
The innovative advertising campaign of 2011
Starting on December 19, 2011, during a period of global crisis, the Unipol Group launched an innovative corporate campaign. No new products or services were promoted. Instead, it was an initiative that Unipol wanted to dedicate to Italians, aiming to capture and amplify their desire, capability, and sense of renewal that should permeate our country.
For one month, in major Italian railway stations, on the streets, in the national press, and online, the campaign—with messages in which images deliberately gave way almost entirely to words—encouraged Italians to believe again in their own future, in order to unleash the energy needed to face the present and set it back in motion.
When asked “What should the focus be?”, Cimbri replies: “…first and foremost, I think of healthcare, where the social inequality caused by the rollback of public spending must be addressed seriously. In this area, insurance companies can and must do a great deal.”
