A. MENARINI INDUSTRIE FARMACEUTICHE RIUNITE – SUSTENIUM PLUS Subject. “Energy Plus”

“When can we vamos a bailar?”that’s the invitation a young guy makes to a colleague in his office and it is accompanied by a friendly dance step. The girl looks tired and answers him that she is just not up to it these days because she feels “out of steam”

This is the hook for the new campaign created by Armando Testa for Sustenium Plus, the energising food supplement from Menarini which has been running on the main TV channels(30” and 15”) press and digital since Sunday 8 May.

Sustenium Plus is recommended for anyone who feels tired and lacking in energy because of the frenetic rhythm of everyday life and days full of commitments. The product actually gives you a “shock” of energy which helps to get back in shape and get active.

This is confirmed by a colleague who sees the two protagonists withthe Sustenium Plus and convinced comments: “I use it too, it restores your energy!”

It is also confirmed by the product demo, based on a powerful image of an electric plug with energy running through it and which brings creatine, arginine, beta-alanine with the addition of vitamins and mineral salts.

And finally it is also confirmed by the charge of energy that sees the protagonist dancing wildly in a disco at the end of the ad.So wildly that he has to underline with a shot of witty warmth “Get your shock!”

While the two protagonists dance away happily inside the symbolic-electric plug, the claim concludes “Sustenium Plus. Energia Plus”.

With creative direction from Piero Reinerio, art directors Laura Pelissero and Enrico Ambroggi and copywriter Francesca Palazzo worked on the project. Directed by Emanuele Cova for production company Little Bull.