The Credito Valtellinese Bank Group is back on TV at Christmas with an institutional advertisement.

The Credito Valtellinese Bank Group is back on TV and at the cinema with an institutional advertisement "Opera Prima" (debut), with new 15" and 30" edits and a new closing scene featuring an appearance by all the banks in the Creval Group.

The advertisement, which entailed a gross investment of over € 2 million, will be on aired on the Mediaset, LA7, and Sky networks, on local broadcasters, and in cinemas from December 25 to the end of January.

To support its televised advertisement campaign the Creval Group is presenting a press campaign with a new institutional subject. The concept of the Group's intense closeness to the local socio-economic fibre, and its complete transparency with respect to clients, is underlined with the metaphor of a meeting room in a piazza - reinforcing the intentions expressed in the advertisement. The advertisements - by Headline - were developed by copywriter Davide Garofalo and by art director Carlos Senzacqua, under the creative direction of Stefano Paini.

Its objective is to transmit the image of the Group as knowing, helping, advising, and protecting its clients.

The advertisements are developed based on the personification of the bank, with the creation of a key male character. He is identifiable as the representative of the bank, and interacts with characters as they appear in the streets of a town.

It is directed by Andreas Kyriakou (director of the Adidas and Chrysler advertisements) and produced by I'm in Milan. One of Vivaldi's Glorias, entitled "Nulla in mundo pax sincera" - recorded for the first time in Italy specifically for this purpose - is used as the soundtrack.

The advertisement - overseen by the Headline agency - is by the creative director Stefano Paini and the copywriter Umberto Berton. The campaign was followed by Roberto Grazioli, Marketing Director, and Vittorio Pontoni, Communications Manager, on behalf of the Creval Group.