Alfasigma confirms Armando Testa for the new Cistiflux communicaiton.
After winning the pitch for last year’s communications campaign, the Armando Testa agency has been confirmed by Alfasigma as a creative partner for one of its flagship brands for 2025: Cistiflux, the supplement for urinary tract well-being.
The idea behind the campaign idea is developed around a story that is visually evocative and engaging for anyone who suffers from urinary tract discomfort. The protagonist is pulled into an arid and inhospitable landscape because of a sudden feeling of discomfort. This stands as a metaphor for urinary tract discomfort. But thanks to Cistiflux, everything changes. A pink flow of light emanating from the packaging, regenerates the surrounding environment: a waterfall starts flowing again and the vegetation flourishes once more, bringing back a feeling of well-being.
The image of the “well-being waterfall” becomes the distinctive key visual of the campaign, it conveys a feeling of relief offered by the product. A feeling of rediscovered serenity, reinforced by the claim: “Cistiflux. And your day goes smoothly.”
The film was created with virtual production technique and directed by Carole Denis, and it represents the perfect balance between technological innovation and visual poetry.
The campaign (https://youtu.be/_geu58Mclck) has been on air since 23rd February on main television channels and press and digital channels will follow.
Credits
Client: Alfasigma
Director Consumer Healthcare: Adelaide Raia
Marketing Director Consumer Healthcare: Serena Ferrari
Marketing Manager Area Nutra & Intimate Care: Chiara Francini
Cistiflux Brand Manager: Martina Marano
Media Manager: Barbara Orsi
Advisors: VA Consulting/Ebiquity Alessandro Arbitrio, Alessandra Pasquini, Matteo Siffredi
Agency: Armando Testa
Executive Creative Direction: Nicola Cellemme, Georgia Ferraro,
Creative Team: Roberto Capodanno, Chiara Demichelis, Chiara Panattoni
Head of Client Service Turin: Giovanna Farè
Client Service: Chiara Bonet
Production Company: Alto Verbano
Director: Carole Denis
Media Centre: Initiative
