Following Amarena and Topping, Fabbri 1905 is launching a new billboard campaign distinctly dedicated to summer for its iconic mint syrup.
The chosen theme continues to be that of love, already explored by previous products: at the center of the billboard stands a beautiful glass filled with ice and mint, where the straw takes the shape of a heart, almost as if transformed by the goodness of the syrup.
The campaign was conceived by the Armando Testa agency, which worked alongside the company to enhance the brand’s understanding of its consumers.
The billboards have been on air since June 17 in numerous Italian cities.
Following a tender, MediaWorld reconfirms the Armando Testa Group as its strategic and creative partner. The successful partnership will continue until 2027, using innovation to guide the evolution of communication for a sector leader that is always at the forefront and capable of challenging the status quo.
MediaWorld announces the renewal of its collaboration with the Armando Testa Group following a tender that involved several agencies. The partnership will continue under the banner of innovation, developing even more impactful omnichannel advertising campaigns. The common goal will be to further consolidate MediaWorld’s brand positioning within an extremely dynamic and competitive market, characterized by continuously evolving purchasing dynamics and a particularly broad and heterogeneous target audience.
Experientiality, omnichannel approaches, and innovation that creates shared value will be the guidelines for this new chapter of the common journey between the Armando Testa Group and MediaWorld. In the just-concluded five-year collaboration, MediaWorld has stood out for its desire to challenge the status quo and drive market evolution. From experiential store innovation to the use of AI and the launch of Retail Media solutions, every aspect has been subject to evolution and improvement.
It all started five years ago with the launch of the “Fatto apposta per Me” campaign, which revolutionized communication codes in electronics retail. For the first time, the MediaWorld brand was put in the spotlight over individual brands, addressing customers’ needs for a trusted brand capable of recommending the best solution for every requirement.
The red “M” of MediaWorld has thus become a strong and recognizable symbol that has strengthened brand awareness and brand linkage in Italy and then in other countries like never before. The journey has continued consistently through peak promotions like Black Friday and value activities like Tech is Woman, the special project that supports and encourages girls to study STEM subjects. In collaboration with GirlsTech, MediaWorld has offered courses dedicated to young Italian women, opening up a world of possibilities and inspiring them to believe in their most technological dreams.
With the evolution and arrival of the new global “Let’s go” campaign, which established the new category of Experience Electronics and described the repositioning and expansion of the range of services for its customers, MediaWorld and the Armando Testa agency, always with its production house AT Studios, have found fertile ground to continue innovating together with new and impactful creativity. An example was the new Black Friday, this time in color, featuring the humor of Fru from The Jackal, and a new, futuristic episode of Tech is Woman. To promote the new courses for girls, this time focused on artificial intelligence, the first entirely AI-produced commercial was conceived and produced.
“We are very pleased to continue the collaboration with the Armando Testa Group for the next three years and to tackle creative challenges together in a historical context characterized by further acceleration in the speed of change,” said Francesco Sodano, Head of Omnichannel Marketing & Retail Media at MediaWorld. “MediaWorld intends to lead the sector’s evolution even more decisively. We have done so with our omnichannel proposition, through the evolution of formats and layouts, and through the launch of an unprecedented tool like Retail Media solutions. Being able to rely on the creative quality of a partner like the Armando Testa Group will allow us to convey the value of these innovations even more effectively to diverse and increasingly non-categorizable audiences.”
Five years of success, therefore, represent only the beginning of a collaboration that still has much to offer and already has new and exciting projects in the pipeline. Stay Tuned…
Nicola Belli, Executive Director of the Armando Testa Group, commented on the news as follows:
“Rarely does one have the fortune to work with a brand that, besides pushing you to have courage, to break the mold, and to rewrite the rules of the game, forces you to consider an achieved goal as a starting point rather than an endpoint. MediaWorld has spoiled us well for five beautiful and intense years. Doing so for another three will be wonderful!”
The Benedetta D’Intino Centre was founded in 1994 from the dream of Cristina Mondadori in memory of her granddaughter Benedetta. The goal of the centre is to provide assistance for children with serious communication disabilities and suffering psychological distress, by trying to improve their lives and their families’ lives.
This year, on the occasion of its thirtieth anniversary, it has tasked Armando Testa with developing an awareness campaign focused on the clinical practice used by the team of doctors and professionals in the Centre with children who cannot express themselves using their voice: Augmentative Alternative Communication.
“We asked Armando Testa to help us on a journey that could publicise and promote the work of the Centre, making this difficult topic as clear and accessible as possible, because it is not easy to understand just what communicative disability is, and the reality experienced by those who have to face it, and so what Augmentative Alternative Communication represents for the lives of the children we care for and for their parents.” These are the words of Mattia Formenton, President of the Benedetta D’Intino Foundation.
The agency’s response came by listening to interviews with families, listening to the doctors and managers of the Centre, trying to imagine the unimaginable, and working in synthesis to find an immediate and memorable symbol that could bring the world of those children closer to the world of those who can help by supporting the work of the Centre.
That how the “Gabbie” campaign came to life. Developed for TV with 30″ ads, print, outdoor, digital and social, it has been running since 23 June with a preview on 17 June during the event organized by the Benedetta D’Intino Centre at the Theatre Franco Parenti in Milan.
A child who cannot express himself/herself, who can’t say – neither with words nor with body language – mum, I’m hungry, I’m happy, it hurts, is not a child who doesn’t have thoughts, emotions, fears, dreams, he/she just doesn’t know how to get them out, they’re not able to. This disability keeps the kid locked in a prison of incommunicability from which it seems impossible to escape. The work of the Centre, and the AAC, represent a key that can finally open that cage, for the first time liberating thoughts and reactions that sometimes not even the parents themselves might have imagined existed.
The three subjects for print, outdoor and digital formats have great visual impact, with three portraits of children – created with AI – symbolically imprisoned in a cage that is not real but outlined in white. The film was produced by AT Studios and directed by Augusto Storero, and it chooses an emotional journey, inviting us to imagine the lives of lots of kids – in their bedrooms, in the park, in the kitchen with their mother – and trying to summarize the complex universe of Augmentative Alternative Communication, revealing that for each of them children finally being able to express themselves is really living. And as the lines designing the cage open up, they are transformed into a poetic flight of butterflies, while the notes and words of Abbi cura di me, the beautiful song by Simone Cristicchi, accompany the images of the film.
“Abbi cura di me (Take care of me) are the words of Michela Sartorio and Monica Pirocca, the creative directors in Armando Testa who devised the campaign – it was also the principle that moved us from our first meeting with the President and the managers of the Centre. Taking care of everything we were listening to, and what we would read and take a deep dive into later – this was the only way for us tackle a world that was so difficult to imagine, but which we had to make accessible to reach as many people as possible. The balance for this type of campaign is so delicate, you need impact to be seen and to stimulate a reaction, but you also need respect and delicacy to avoid the risk of upsetting or worse offending those who suffer every day. The Gabbie campaign was created from the awareness of having to take care of that balance between “punch” and grace. For example, we chose not to have realistic metal cages, but to work more symbolically with an illustrated line. And it was the people at the Centre who told us that we were on the right road – the people who work there and even some parents – who got so excited when they saw the film for the first time.”
Armando Testa, who has always been very sensitive to social campaigns, demonstrated by their long tradition in non-profit campaigns, offered their contribution pro bono to support the important work of the Benedetta D’Intino Centre.
And anyone who wants to help can go to www.sostieni.benedettadintino.it or scan the QR code on the subjects of the campaign. Even a small donation helps: when each of those cages opens, becoming a butterfly, a child’s life changes forever.
Credits
Creative Direction: Monica Pirocca and Michela Sartorio
The new reference launched on the target market with a multi-channel campaign.
The pharmaceutical company ALfasigma represents a benchmark in the gastrointestinal area, both for consumer as well as primary care products. Today they are entering the laxatives market with the Onligol Line.
The Onligol brand is today addressing the general public for the first time. After winning the communication pitch, Armando Testa has been entrusted with supporting the launch of the brand on television, along with Initiative, working alongside the group to manage the media side.
At the heart of the creative idea we find the symbolism of constipation and its symptoms: a real “bummer of life” and if you suffer from it you feel its full weight and it prevents you from living life freely. This is where the action ofOnligol comes into play, delicately freeing up the intestinal tract and “getting rid of the burden of constipation”, so that the protagonists finally feel relaxed again.
The film https://youtu.be/MBiu05R4FjU with an empathetic tone comes to life thanks to the colourful and dynamic direction from Paolo Monico.
The campaign has been on air since 26 May on main television stations and on digital channels.
The media strategy was developed by initiative with the goal to maximize coverage on main TV broadcasters, digital channels and platforms to introduce the new reference to the public, focusing on brand awareness and consideration.
Credits
Client: Alfasigma
Director Consumer Healthcare: Adelaide Raia
Marketing Director Consumer Healthcare: Serena Ferrari
The collaboration between Daikin and the Armando Testa agency continues. This time the new campaign is dedicated to a cashback promotion for summer and winter.
The buzzword is “savings” that the team have translated into a fun and creative concept strictly linked to the activity of the brand: savings in the air.
Thanks to the friendly and vivacious tone of voice of the claim the quintessential icon of saving has undergone a reinterpretation.
Resulting in an unexpected and eye-catching key visual, focused on the classic piggy bank, reworked in a fun and ethereal version, almost as if there were balloons floating around the air conditioning unit. Very light and just like the price of the bills for anyone who buys a Daikin air conditioner.
The campaign is developed on a range of touch-points, including static assets, promotional materials for points of sale and a 30” radio ad. In addition, the animated version of the key visual is the focal point of a digital eco-system that will promote cashback on the brand’s social channels.
Riso Gallo’s Bontà Pronte are communicating again on television, with a new flight of the ad that ran previously.
Bontà Pronte Riso Gallo will also be featured in outdoor for the first time, with a new campaign created by Armando Testa and with strategic planning in the neighbourhood of selected Esselunga points of sale in Turin and Florence.
To back up the TV and ooh campaigns, the flight will also be supported by a display campaign.
The star of the creativity once again is the flamboyant rooster. If he seduces the audience with the warmth and rhythm of his “singing” on TV, in the two outdoor subjects he takes on the role of a cooking enthusiast who has just fallen head over heels for the Bontà Pronte, and a culinary artist who can’t wait to create masterpieces.
After all, love and inspiration are the two most immediate feelings you experience when you sample Bontà Pronte Riso Gallo, perfect for letting your creativity run wild because they’re prepared with selected rice and top-quality ingredients, excellent as a base to start from and continue as you wish.
Planning managed by Media Italia.
Credits:
Executive Creative Direction: Michele Mariani
Creative Team: Dario D’Angelo, Daniele Bona, Clara Vincelli
The campaign for the new Absolute mascara is now on air. It enhances the beauty of your gaze while respecting all types of eyes, even the most sensitive.
If you want maximum delicacy but also maximum cosmetic performance for your eyes, don’t stop where every-day mascaras stop. You have to aim higher, to a level that beats comparison with anything else: the absolute.
This is the underlying insight in the BioNike TV campaign, developed by InTesta – Armando Testa Group, for the launch of its new Absolute Mascara, created to guarantee maximum tolerability even for the most sensitive eyes.
The TV campaign, directed by Andrea Marini, leads us into our ethereal and delicate imagination where the beautiful protagonist is looking for something absolutely exceptional to elevate her look. What? Thanks to BioNike’s dermatological experience and scientific innovation, here is a mascara that combines volume, length and curves the latest generation formula, adding to your beauty and respecting even the most sensitive eyes.
Absolute mascara is also enriched with active lash-care making lashes stronger application after application. The innovative curved applicator instantly lifts, curls and lengthens the lashes without clumping, for a fanned-out effect to get an open, uplifted look better than you might ever expect.
We couldn’t not mention the amazing location where the commercial was shot: the iconic Muralla Roja, the famous postmodern building, designed by Spanish architect Ricardo Bofill. A one-of-a-kind structure, composed of a maze of tone-on-tone coloured stairways that intersect, creating a truly spectacular and unforgettable labyrinth effect. The architectural structure also brings to mind the optical design of the Absolute mascara both for the colours and its square shape. But that’s not all. This location also becomes a symbol for the world of cosmetics, where the consumer risks getting disorientated by the range of various products on the market, when really, she is looking for something that never forces her to make compromises concerning her own well-being.
The creativity, featuring the claim “The absolute, for your gaze“ is an invitation to have greater expectations as far as your make-up is concerned. To never settle and always look for the best in terms of delicacy and cosmetic performance by choosing the product (and brand) that best combines both. Absolutely.
The TV campaign is on air in cuts of 20” and 15” and is supported by a print and digital campaign with shorter cuts for social use.
CREDITS: • Agency: InTesta – Gruppo Armando Testa • Executive Creative Directors: Nicola Cellemme, Georgia Ferraro • Team creativo: Chiara Panattoni, Carlotta Gilardi • Client Director: Laura Alberti • Production Company: Albatros Film
