"L'emozione di essere italiani", on air from 23 june FS Group’s new institutional spot

Rome, 23 June 2025

Iron that runs, connects, resists. The iron on the rails, bridges, tunnels, stations and trains that criss-cross the Country every day. And also the iron that takes shape in the everyday work of those who make Italy move: the people of the FS Group, who contribute every day to the growth of the country, with energy and competence.

"L'emozione di essere italiani" is the title of FS's new institutional campaign, on air from 23 June with multi-channel planning on TV, cinema, digital and social media. A tribute to Italian spirit - strong, tenacious, resilient - and to the community of women and men of FS Group who share its values, by building networks, connections and opportunities for millions of people.

The première screening of the new spot, which took place in Rome in Piazza di Pietra, was attended by FS Group Chairman, Tommaso Tanzilli, the CEO and General Manager, Stefano Antonio Donnarumma, and the Chief Corporate Affairs, Communication and Sustainability Officer, Giuseppe Inchingolo.

The presentation was also attended by the Deputy Prime Minister and Minister of Infrastructure and Transport, Matteo Salvini, and the Mayor of Rome, Roberto Gualtieri. Also present were former alpine skiing champion, Deborah Compagnoni, and world para-snowboard champion, Jacopo Luchini.

'With this campaign, we wanted to give voice to the authentic value of the daily work of FS Group women and men - true backbone of our company. It is thanks to their commitment and expertise that vision and planning are transformed into concrete results,' said FS Group Chairman, Tommaso Tanzilli. 'Our most ambitious mission is to create physical, social, cultural connection and unite territories, strengthen communities and promote increasingly integrated, accessible and sustainable mobility. Today, Italy faces a decisive challenge: accelerating the ecological and digital transition, bridging the infrastructure gaps between North and South, and fully implementing the strategic investments of the NRRP. FS Group's contribution will be fundamental in accompanying the country towards a more connected, inclusive and competitive future'.

'The country is going through the biggest infrastructure transformation in its history, and FS Group is called upon to play a leading role in this change,' said FS Group CEO and General Manager, Stefano Antonio Donnarumma. 'With the EUR 100 billion envisaged in our Strategic Plan - the most ambitious ever made by the Group - our goal is modernising the rail and road network, reducing territorial gaps and building an integrated and sustainable mobility system, in line with future challenges. A plan that not only concerns infrastructure, but also makes a concrete contribution to Italy's growth, generating employment and economic value. The 1,200 construction sites active every day - many of them concentrated in the summer months to reduce the impact on commuters travelling for work or study - represent the concrete face of this commitment. With this campaign, we want to tell what we are doing in a transparent manner, because behind every project there are people, skills and passion'.

'FS Group’s new commercial is the result of a great deal of work, and represents much more than a communication campaign: it is a tale of Italy and what Ferrovie Italiane means in the history and future of the country,' said the Chief Corporate Affairs, Communication and Sustainability Officer, Giuseppe Inchingolo. 'We chose to start with the people. With their ability to endure, to face obstacles, to move forward. This is where the idea of an 'iron people' comes from: a community that never gave up. Which has made resilience a form of national identity. The pride of being Italian, which stems from the ability to do things well, with passion and vision, even outside national borders, when we export Made in Italy through our skills, our technologies, our industrial culture'.

Signed by VML Italy, produced by Buddy Film and directed by Tobia Passigato, the spot conveys FS Group's sense of identity and mission: to connect the country through solid infrastructures and the daily work of a community that builds the future. The images are accompanied by the score 'Polvere e gloria', performed by Andrea Bocelli, who also appears in a brief cameo. Narrating voice of the commercial is actor and dubber Adriano Giannini.