Spurred by the Italian reforms on pension funds, Generali has developed at the beginning of 2007 an advertising campaign to promote
its products and services in this sector. Further information on Generali’s commercial
offer may be found on the Italian Operations website www.generali.it (Italian language only).
The campaign has been conceived by the advertising agency Euro RSCG. The creative
concept has a comic slant and is based on the sense of protection offered by the lion – the Company’s historic symbol – in a dangerous environment
inhabited by animals of the African savannah.
The director is Sébastien Chantrel, well known and reputed at an international
level. He also shot Generali’s previous “Angels” campaign. The production was
managed by Parco Films.
The shooting was held in South Africa and was extremely difficult. As it was
impossible to use different species on the set at the same time due to the animals’
reciprocal aggressiveness, the Director had to shoot the same situations multiple
times, focusing in each case on a different animal and overlapping the film –
The final effect in the TV spot is a sensation of normal and natural “co – existence” of the animals.
The crew was made up of more than 100 people and included tamers, environmental
experts, emergency anesthetists, as well as the usual cameramen, art directors,
light experts, make-up artists and many others. Thanks to their professionalism,
the production was efficiently carried out within absolute safety conditions.
The print campaign, on the other hand, shows the imposing entrance of a prestigious building with
classical features: there, instead of the usual statues of strong animals mounting
guard, we surprisingly see a couple of harmless bunnies, of inoffensive goslings,
of tender bear cubs. They are far less reassuring than the protecting and powerful
lion, Assicurazioni Generali’s symbol.
Some pictures from the print campaign
Besides national TV and press, the campaign was launched on radio, cinemas and