TIM's new identity is here, featuring a dynamic style and modern colours, with people almost entirely dominating the scene. This echoes the ‘digital with a human touch’ strategy, embodying the simplicity of digital technology combined with an extensive physical presence across Italy. The new identity will be unveiled in an institutional advert, airing from tomorrow, which depicts the evolution of communications in Italy. It shows how the company has historically guided – and continues to lead – innovation and change, fostering and promoting new ways of living and connecting people.
“TIM is changing – and the new image that represents us from today onwards reflects the process of renewal we are embarking on. We have been at the heart of innovation in Italy for over a hundred years and we are continuing to evolve in order to support the economic and social development of the country,” says Pietro Labriola, CEO of TIM. “We lead the development of digital and we do so by continuing to always be close to our customers: the people and businesses who turn to us every day to simplify the way they live, work, study, have fun and connect.”
In the new institutional advert, airing on major national television networks, TIM’s brand's history is intertwined with the history of Italy itself. To the tune of ‘Figli delle stelle’ by Alan Sorrenti – a song that changes over time just like technology – the advert retraces the technological evolution of the last 50 years and the way in which TIM has always been by people's side, accompanying them through the changes that mark the life and progress of society. A journey from the ‘old’ telephone booth to the first mobile phones, and onwards to artificial intelligence and modern smart cities, ends with the claim ‘Wherever you are, we will be there’ to express TIM's promise: to continue to bring innovation to Italy, to chart the evolution of our society.
The new brand identity adopts a more contemporary look, evoking a sense of movement while conveying simplicity and a close connection with customers. The images in the advert grow increasingly vivid, portraying subjects from different, dynamic perspectives, helping to communicate innovation as the beating heart of growth. Its messages become more direct and memorable, aiming at all generations – just like the digital future. And the TIM ICON, the brand’s emblem, grows more prominent and the blue becomes brighter and more vibrant – an ‘ultra blue’.
PLANNING
Formats: 60”, 45” and 30”
Media: main national TV broadcasters and connected TV, web video strategy with display advertising, social media, digital billboards, and cinema.
CREDITS
Agency: HAVAS MILAN
VP Executive Creative Director International: Alasdhair Macgregor Hastie
Deputy Executive Creative Directors: Antonio Campolo, Luigi Fattore
Experience Designer: Antonello Falcone
Client Service Director: Elena Kalogeropoulos
Spot:
Production Company: Armosia Italia
Executive Producer: Emanuele Cadeddu
Director: Marco Gentile
Director of Photography: Emanuele Zarlenga
Video Post Production: Frame by Frame
Musical Direction: Carlo Avarello
Rome, 06/02/2025
