Amadeus presents The Historic Carabinieri Calendar created by Armando Testa and the 2023 Diary

Rome 28 October 2022. The 2023 edition of the Historic Carabinieri Calendar has been presented. This year it is dedicated to protecting the environment. This morning Commander General, Gen. C.A. Teo Luzi, was eager to reveal this long-awaited product to the general public. The famous television and radio host, Amadeus, hosted the presentation of the project, created by a visionary graphic design company, leader in the world of communication: the Armando Testa Group. The setting for the event was the splendid Parco della Musica Auditorium. Nature is the main focus of the 2023 Historic Calendar, which has always been one of the priorities of the Carabinieri. Suffice to mention that as early as 1816 in the Royal Patents chapter V, n. 34, we can read verbatim: arrest anyone who ravages woods, or any harvest in the countryside, as well as anyone found in the act of damaging roads, the trees planted along them, hedges, ditches, and the like, […].

In a context where the environment is the most precious resource to be safeguarded, the 2023 edition is entirely dedicated to its protection.

The force makes a daily commitment to defending people, the planet and prosperity, and every day they strive to prevent and clamp down on illegal activities damaging the environment and forestry, protecting the countryside, woods, flora and fauna and fighting crimes on illegal waste tipping. The commitment of the Carabinieri does not stop at preventing and clamping down on crimes and illegal acts impacting the environment, it also considers on-going dialogue with the new generations just as vital.  

The text of the new article 9 in our Constitution, dedicated to protecting the environment, biodiversity and ecosystems, states that special attention be paid to those who will come after us. Inscribing it this way means that one of the fundamental principles that must regulate our coexistence, is to pursue a sustainable ways in the interest of future generations. It is also our duty to them to protect what the environment produces and, for this reason, every day somewhere there is a Carabiniere working to defend the quality, authenticity and wholesomeness of our food supply chains.

This unceasing work of protecting the country was the inspiration for the creative insight of the Historic 2023 Calendar.  Alberto Fiz, journalist, director of the MARCA Museum in Catanzaro, art critic, curator of exhibitions was also present today to comment. The entire project was created by the Armando Testa agency with its unmistakable style where synthesis, visual paradox and curated images have been their stylistic signature for decades. Each of the artistic shots of the calendar starts off from something that is part of the visual universe of the Carabinieri, it is then revisited and interpreted in an iconic key. The goal is to describe the themes related to the daily work of the Force with an imprint of elegance, formal clean lines and visual synthesis that highlights the institutional aspect.

That’s how the twelve stages of the journey came about.  They show the important activities of the Carabinieri in defence of the environment and the whole country, to protect our fauna and plant heritage, to safeguard an agri-food culture envied the world over.

The artistic images by Armando Testa, with executive creative direction from Michele Mariani, are accompanied by 12 stories of commitment and environmental protection written by an exceptional storyteller: the journalist and writer Mario Tozzi. Chief Researcher of the CNR and geologist Tozzi popularises science, also a famous radio and television host he describes the events, activities and projects of the Carabinieri in a rigorous and engaging way. For the first time in the history of the Carabinieri Historic Calendar, the 2023 edition has evolved into an integrated artistic project with a complete digital eco-system that includes a dedicated website www.calendario.carabinieri.it and an NFT work of art.                                                                                                                                     The site allows you to enjoy the contents of the 2023 Calendar online in an interactive way, with a highly intuitive experiential level – thanks to the infinite scroll, it seems like the physical gesture of leafing through, adapted in a natural way to digital language.

For the first time in the history of the Corps, the project is completed with the cover of the Calendar becoming an NFT, a contemporary work of crypto-art extrapolated from the hardcopy of the Calendar and digitalised, animated, certified. The NFT transforms the cover into a hi-tech work, which is available in 10 authenticated copies, which can then be sold along with a special limited printed edition of the cover print. The works will be available for purchase through Charity Stars www.charitystars.com, a platform that manages digital auctions, for charitable ends. The proceeds from the sales will be donated to the paediatric oncology complex of the National Cancer Institute of Milan.

The project of the 2023 Historic Carabinieri Calendar comes to life in a video case history created by Armando Testa Studios.  It starts off from the insight regarding environmental protection, the 12 symbolic posters in the Calendar with texts by Mario Tozzi illustrate the daily commitment of the Force. 

The Historic Carabinieri Calendar enjoys considerable interest from the general public, today almost 1,200,000 copies printed, over 16,000 of which in nine other languages (English, French, Spanish, German, Portuguese, Japanese, Chinese and Arabic, as well as in the Sardinian language). This shows both the affection and closeness enjoyed by this Commendable Body, as well as demonstrating the importance of the contents, making it an appreciated object, coveted and present both in homes and the workplace, to almost prove the fact that “in every family there is a Carabiniere”.

The Calendar was first published in 1928, so now it has reached its 90th edition.  There was an interruption after the post-war years from 1945 to 1949, but publication resumed in 1950. Since then, with its images it has presented a timely interpreter of the events of the Force and, through them, of the history of Italy.

In addition to the Calendar, a 2023 edition of the Diary has also been published. In this case too, Nature plays the key role. The Force could not fail to perceive the state of emergency in which the national habitat finds itself. This year they have relied on “in house” writers to highlight the beauty of the seasons, as a gift of Nature, more specifically the selection includes: Gen. B. Roberto Riccardi (Commander of the Carabinieri Legion “Trentino Alto Adige”), the reserve Maj. Margherita Lamesta (Ceremonial Officer), Maj. Annalisa Gaudenzi (RAI author, already in service at the Press Office) and Mar. Ca. Emilio Limone (Press Office), authors of a number of publications.

Just like in a symphony, the four writers have coloured the seasons with the same colours always displayed during their natural passage, since the very dawn of time. Shaped by their own imagination, the four authors are all officers and very different from each other, but each in their own way recall I Racconti del maresciallo” (The Marshal’s Tales) by Mario Soldati and transform the 2023 Diary of the Corps into a sort of “Marshal’s Diary”.

So, the sounds of silence and the white shades of the snow-capped peaks between Val di Susa and the Dolomites penetrate the inner sanctum of a winter’s tale; the plague of unnatural forest fires, in reality all too often caused by selfish and criminal hands, set alight a torrid summer on Mount Conero; a  riot of beauty and colours accompanies a case of eco-mafia in the Apennines in springtime; finally, autumn encounters the human soul to describe this season experienced in the depths of its bizarre destiny.

There are two other items to complete the package:

  • A table top calendar, dedicated to the theme “The Most Beautiful Villages in Italy”: tiny gems perched among the most evocative views of beautiful Italy, the land of art, literature, Italian genius and for the most romantic also of Love. Month by month, “art house” images with the Carabinieri portrayed in one of the many villages that adorn Italy, featuring the geography, precious and harmonious architecture. One stands out, Civita di Bagnoregio, the so-called “dying city”, the setting for exceptional titles such as “I due Colonnelli” with Totò or “Pinocchio”. Choosing this topic is another way to remember that the Commendable Force is always close to citizens and present all over the whole country, embedded even in those small villages inhabited by only a few thousand souls, who see the Carabinieri Station as a reliable point of reference.  The entire proceeds from the sale of this table top calendar are donated to the National Assistance for Orphans of the Military Corps of the Carabinieri.
  • – The desktop planner – also focused on Nature – is dedicated to the many activities carried out by the CUFA Forestry, Environmental and Agri-food Unit Command, for the restoration and sustainable use of the resources in the eco-system of the country. The focus is on the CUFA’s activities of fighting and prevention, also aimed at protecting the assets of the countryside, the food supply chain and above all at fighting all forms of eco and agro-mafias, an ever increasing phenomenon. As happened with the previous Carabinieri Planner, once again, the proceeds will be donated to a paediatric hospital and this year the beneficiary is the “Vittore Buzzi” Children’s Hospital in Milan. Furthermore, continuing with a strategy already tried out with the last edition, the at the beginning of the 2023 planner you can find a fairy-tale dedicated to the world of the little ones written by Maj. Ris. sel. Margherita Lamesta, the author who had already worked on the 2022 planner.  This year too, the writer has invented an exclusive short story, this time it is loosely inspired by two original news stories, which revolved around two children united in the same destiny evoked by sharing the same name.
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Pan di Stelle and Armando Testa reawaken all the magic of Christmas.

Christmas has always been the most magical time of the year, and Pan di Stelle has always the protagonist of a period that warms everyone’s heart. They have now conceived a project showing all the emotions of waiting and expecting, proving that that can be just as magical as believing in a dream.

The project starts off with a very special Advent Calendar, the result of collaboration between the Barilla team and Trudi, and with a film conceived by Armando Testa: a mini animated fairy tale, created to be presented to the general public and to reawaken Christmas dreams once again this year. 

We actually see the mother reindeer with her little Comet who have a surprise in store: the two brothers are speechless when they see the Calendar hanging on the wall, while a light beam from the star-moon filters through the window shining right on it. Each window symbolises a day full of surprises: we can all fill them with lots of small gifts, anyone can actually buy the Advent Calendar on the dedicatoate.it platform. 

As per the Christmas tradition of Pan di Stelle, the film is illustrated and animated by Margherita Premuroso and produced by BRW Filmland. The 15” format will be online on digital from 24 October 2022 and, as well as being publicised on social channels, planning also includes an influencer marketingcampaign. 

After the success of last year which saw Pan di Stelle at the top of the Kantar research rankings dedicated to Christmas ads, the love brand is back to warm our hearts, adding an even more magical touch: a special arrangement of “City of Star” – the official soundtrack of the “Sogna, è buonissimo” (Dreaming is wonderful) campaign, sung for the first time by a children’s choir. 

In addition to the exclusive Advent Calendar, Pan di Stelle dominates Christmas time with the special Christmas edition Packsalso designed by Armando Testa, and with an Instant Win competition to win a “Dream Breakfast” set, in partnership with Thun

Agency: Armando Testa
Creative Direction: Monica Pirocca and Michela Sartorio
Creative team: Giorgia Giuliano and Monica Barbalonga
Head of Strategy: Guglielmo Pezzino
Client Director: Benedetta Buzzoni
Account: Francesca Lo Sciuto
Illustrations and animation direction: Margherita Premuroso
Production Company: BRW Filmland
Music: City of Stars, La La Land – arranged by OperaMusic 

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Costa D’Oro and Armando Testa, together once again

Olio Costa d’Oro is communicating again on TV and online, together with Armando Testa. The Spoleto-based company has decided to return to communication with its hero product:  Il Grezzo Costa d’Oro. The unfiltered oil is obtained only from Italian olives, from a chain traced to each individual production mill. A genuine product that reaches our tables “just as it is”.

Armando Testa Agency’s creative idea originates from this very fact. After an establishing shot on the famous “coast”, the Umbrian hills, where Costa d’Oro is based, the film once more describes a symbolic journey “from hand to hand” between the final producer in the supply chain and a woman who directly receives a bottle of freshly squeezed Grezzo Costa d’Oro. At this point, she places it in the centre of a beautifully set table in the countryside in the shade of an olive tree, where a group of friends is happily enjoying lunch. This is the last scene before the final frame where we see the complete range of unfiltered oils which includes Whole Wheat and Organic with the coast we saw at the beginning in the background once again.

As the claim states, this film features the historic product Il Grezzo to certify the quality of Costa d’Oro. This has been the emblem to personify the company’s field of excellence ‘for 20 years specialists for the unfiltered’.

Credits:

Creative Direction: Federico Bonenti and Andrea Lantelme

Client Director: Benedetta Buzzoni

Production Company: Armando Testa Studios

Director: Federico Brugia

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If you use it, you know: there’s no sanitary pad like Lines è. That’s what brand lovers say. Created by Armando Testa.

Can a sanitary pad be more than just a sanitary pad? It certainly can, if it is Lines è

And who better to confirm this than the women who actually use them?

Starting from this insight Lines è is communicating again thanks to the creativity of the Armando Testa agency, with an integrated campaign, entirely dedicated to product storytelling and user experience.

Lines è lovers are the ones who, with their spontaneous simplicity, explain to us why Lines è cannot be compared to all other sanitary protection. These are four real testimonials who love the pads because they offer something more than other competitors on the market. Lines è is actually the most innovative because it is the only one made of Lactifless, it is the most absorbent and now also has extra odour protection.

The tone of voice is dynamic, colourful and modern treatment as the four protagonists describe their experience with Lines è, without forgetting its special features. This is a new approach for the brand both in describing the product – with a look and feel that’s almost high tech – and relating to their audience.

« This campaign returns to the format of using real testimonials and demonstrates that LINES approach to constantly listening to women to understand the different needs they express is real – says Ione Volpe, FemCare & AdultCare Marketing Director – As a brand we use our research to listen to around 10,000 women every year and the indications we receive guide the development of increasingly innovative and high performing products and direct our commitment to support women for female empowerment and in the fight against gender stereotypes »

The claim states: “It is more than a sanitary pad, it is Lines è”. The new campaign is on air and consists of two 20” TV subjects, one dedicated to the night time product, plus a related digital and social campaign. Native content will also be published on Tik Tok, developed by the young creator Camilla Fracasso, one of the four protagonists.

In addition, this campaign also offers an opportunity to launch something new: a completely revised logo animation that will be featured in all forthcoming brand communications. The famous framed woman’s eyes – always been an unmistakable symbol of Lines – have finally come to life today. From one campaign to another they will be the concrete representation of the different eyes of Lines women, to create an even more empathic bond with all consumers and to reaffirm how much the brand is on their side.

Planning entrusted to Media Italia. Production by Armando Testa Studios directed by Valentina Be.

Credits

Fater Marketing Team– Lines

• General Manager: Antonio Fazzari

• Marketing Director: Ione Volpe

• Head of Marketing Lines & Tampax: Mariaelena D’Ippolito

• Brand and Digital Manager: Michela Iampieri                     

Agency: Armando Testa

• Executive Creative Directors: Georgia Ferraro, Nicola Cellemme

• Creative Team: Chiara Panattoni, Carlotta Gilardi, Lorenzo Blangiardo, Wanda Napoletano

• Account Team: Raffaele Reinerio, Cristina Omenetto, Arianna Cipolloni

Production Company

Production Company: Armando Testa Studios

Director: Valentina Be

Media Centre: Media Italia 

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Riso Gallo and Armando Testa talk about the Italian art of making risotto with a new international campaign.

The new multi-subject Riso Gallo press campaign, created by Armando Testa is now running in the UK. It features the Premium line of Risi per Risotto in the Traditional, Carnaroli and Arborio varieties from sustainable agriculture, as well as the My Risotto Perfetto line, thanks to which anyone can feel like a true chef, and also the Rustico line, with Rustico Nero and Rustico Rosso, which are ideal for anyone looking for healthy but tasty recipes. 

A TV commercial was already on air in 2020, and this campaign too uses delicate ink and watercolour illustrations that bring to mind the lands where Riso Gallo has its origins, the rice fields of the Po Valley, and also a typical kitchen where you can prepare and enjoy recipes like real chefs, and a delicious dish of rice, associated with the drawing of a flower to express all the naturalness, lightness and authenticity of the product.

The campaign is planned until December in the main B2B and B2C food titles.

Credits:

Executive Creative Direction: Michele Mariani

Creative Team: Dario D’Angelo, Daniele Bona

Account Team: Gina Graci, Federica Cartocci

Illustrations: Alessandra Scandella

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Yamaha Motor Europe and Armando Testa present eBikes: Switch on your attitude.

Yamaha Motor Europe is launching its first eBikes in Europe. From the end of September using electric bikes is no longer just a question of getting around, but a precise attitude which is becoming a fundamental part of our daily routine.

The Armando Testa agency uses a dynamic film to compare the emotions  experienced while riding one of the new eBikes with those experienced while on  a Yahama motorbike or scooter: the eBikes feature in an aqua colour glitch along with their corresponding scooters/motorbikes. 

Yamaha is launching three eBikes models: CrossCore, Wabash and MORO 07 which are adapted to suit the demands of different surfaces, each conveying a clear attitude: CrossCore is perfect on asphalt for use in the city and that’s why the glitch connects it to the NEO’s electric scooter; Wabash for dirt track and gravel is linked to Ténéré, while MORO 07 is targeted at woodland and is ideal for professional competitions just like the WR450F. 

Reference to the colour aqua can certainly be attributed to the segment Move, Live, Love and refers here to the electric range. The video strategy of the individual products closes with three payoffs: “Move the city” for CrossCore, “Feel the adventure” for Wabash and “Race the thrill” for MORO 07. 

The concept of the campaign, developed for digital, social, print and catalogue pictures, is further enhanced with  the claim “Switch on your attitude”: an invitation to make a choice based on how you get around the city, outside the city or for adventures. The eBikes presented are the perfect answer to the needs of anyone who wants to have an enjoyable ride, as well as anyone who challenges themselves to overcome their limits. The pedal assist systems ensure a great and truly intense experience whatever the terrain.

Creativity was entirely developed by Armando Testa, and along with the production company Armando Testa Studios, they conceived this innovative launch for Yamaha.

Planning managed by Yamaha Motor Europe.

CREDITS

Client: Yamaha Motor Europe

Agency: Armando Testa Group

Executive Creative Direction: Nicola Cellemme and Georgia Ferraro

Creative supervisor: Sébastien Sardet

Creative Team: Marcello Maiorana, Roberto Capodanno and Mariacarmen Ranieri

Client service team: Sascha van der Plas and Martina Conterio

Production Company: Armando Testa Studios

Director: Iacopo Boccalari

Colour correction and post production: BAND

Photography: Marcello Mannoni

Photo post-production: Sara Lucchetta and Riccardo Corda

Music: Guido Smider

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Cooking gets cunning with Tescoma and Armando Testa: the new tale of the Girafrittata is on its way.

 “If you want to be a fox in the kitchen…”. That how the new Tescoma film begins.  Another chapter of the successful Fairy tale campaign, which features utensils and household appliances as our home heroes, opens with the Girafrittata. The communication project created by the collaboration between the Armando Testa Agency and the Tescoma love brand continues. “Your house. Your story” is a narrative that turns reality into something fantastic thanks to the brand’s ability to empathize with the everyone’s daily domestic routine. 

In the new Tescoma film, a woman with a shiny red ponytail is moving around her kitchen as cunning as a fox, ready to reveal the secret of all the cunning things she’s been up to in the kitchen. The final twist is the other side of the … Girafrittata: a second pan attached to the first one that lets you easily turn the food without burning. 

The 15” film, made by the production company Armando Testa Studios, was directed by Augusto Storeroand is on air on TV from 9 October. Press, digital and social media will follow, as well as inclusion in various other initiatives throughout the country. Girafrittata has already starred in the event Il Tempo delle Donne 2022 in Milan with a dedicated Masterclass and with a special issue of the press campaign on 9 September in Corriere della SeraGirafrittata was featured in the event My Personal Trainer on 1 and 2 October in Milan, and in November it will be involved in “C’è più gusto” (There is more taste) event in Bologna, organized by La Repubblica.

Cooking gets cunning with Tescoma. And if you really can’t reach the grapes, you can certainly console yourself with a delicious frittata.

Credits

Creative Directors: Michela Sartorio and Monica Pirocca

Creative team: Giorgia Giuliano

Client Director: Benedetta Buzzoni

Account: Francesca Toschi

Production Company: Armando Testa Studios 

Director: Augusto Storero

Press campaign shot: Gabriele Inzaghi

Music: My Poetry Field, original track by Opera Music

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When a severe headache really takes hold  … Momentact! creativity by Armando Testa

Momentact has returned to communication.  This is the solution from the Moment range that quickly frees you from severe headaches, symbolically represented by the  famous, iconic red clamp that doesn’t let go easily.

The ad, on air from 18 September on the main television stations and on the web in 20s format, was created by the Armando Testa agency, the historical partner of the Moment brand and Angelini Pharma.

The film focuses on severe headaches represented by the big red clamp that tightens its grip on the temples of the young protagonist, whose expression conveys her growing pain. Until Momentact arrives, which frees her from the clamp and pain. The 3D demo shows us in detail the latest addition to the line, Momentact in liquid form, and highlights its distinctive pluses: ready to drink and easy to swallow. So, the invitation is to act quickly because, you know, good times can’t wait! Indeed, after the end of the demo, we see the woman again, finally relaxing and smiling and as she spends a carefree moment with one of her friends, taking a nice selfie to remember it by. The film ends with the presentation of the entire range, tablets, soft capsules and liquid formula, which lets everyone choose the Momentact that suits them best. 

The film was directly in a fresh way with lots of empathy by Nico Malaspina, and produced by the Armando Testa Studios.

Credits:

Executive Creative Directors: Nicola Cellemme and Georgia Ferraro.

Creative Team: Monica Barbalonga and Francesca Palazzo.

Client Service: Raffaele Reinerio and Chiara Bonet.

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Crema Pan di Stelle and Armando Testa bring an even better dream to TV

“Can a dream get even better?” After the launch of the new campaign “Sogna, è buonissimo” (“Dream, it’s great), Pan di Stelle returns to TV screens with a new 15” ad dedicated to the new Crema recipe, which today is even more spreadable.

Conceived by the Armando Testa strategic and creative team, in collaboration with the Pan di Stelle marketing team, the film opens against the sky of Venice, the city of dreams par excellence.

The huge star-moon, the icon of the new campaign, is shining magically over the Grand Canal, and to the notes of City of Stars, the soundtrack of the entire campaign, a luminous trail of stardust leads us to the very best dream you could wake up: Crema Pan di Stelle.

The only cream with the magical touch of biscuit grains is already one of the most successful products in the range. And today, thanks to a product innovation that makes it even more spreadable, Crema Pan di Stelle, is more irresistible than ever. This is demonstrated by a delicious spread of the cream on a slice of bread and a little girl rushing off to her breakfast, and she can’t resist dipping her finger into her dad’s slice of bread, to craftily steal a curl of cream. Who hasn’t dreamt of a breakfast like this?

The new film for Crema Pan di Stelle has been on air since Sunday 11 September.  Once again it was directed by Matteo Sironi, with production by BRW Filmland and special effects by Edi. Widespread planning on social media and digital with dedicated pre-rolls support the TV schedule.

“If you have a dream, hold on to it tight” is the message of the Pan di Stelle Manifesto: let’s bet that it’ll apply to the jar of the new extraordinary cream too.

Agency: Armando Testa


Creative Direction: Monica Pirocca and Michela Sartorio

Creative Team: Giorgia Giuliano


Head of Strategy: Guglielmo Pezzino


Client Director: Benedetta Buzzoni


Production Company: BRW Filmland


Director: Matteo Sironi


DOP: Paolo Caimi


Food direction: Ronald Koetzier


Post and special effects: Edi


Music: City of Stars, La La Land – arranged by OperaMusic

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Esselunga and Armando Testa celebrate the value of saving

Mega installations, a podcast with Radio24 and an event with Gerry Scotti to rediscover the value of saving with Esselunga and Armando Testa

During a historical period like the one we are experiencing at the moment, saving has once again become “central” to our lives. It’s a value to be rediscovered and promoted, something to help us live better.

Esselunga, with the Armando Testa Group, decided to use their own style to celebrate this, organising an event on Thursday 8 September in Piazza Gae Aulenti in Milan. The explosive warmth of Gerry Scotti and the professionalism of Debora Rosciani, well-known voice of Radio24, led the audience on a journey through Italians’ dreams, hopes and memories, all linked to the value of saving. There was also a video contribution created by Little Bull Studios of the Armando Testa Group, where people could have their say. 

There were lots of surprises during the event.

The two hosts unveiled an original installation: a mega lemon-purse, a symbol of the value of saving, and it will be on display until 11 September right in the middle of the square. At the same time, other mega installations designed by the Armando Testa agency were unveiled in 2 other squares in Milan (Piazza San Babila and Piazza XXIV Maggio) as well as a venue in Via Lagrange in Turin, which will be on display for a few days.

An outdoor campaign, planned by Media Italia near the squares involved in the project is also supporting the maxi installations. 

The Branded Content team of Armando Testa created a podcast produced by Radio 24 for the occasion. An exciting journey in 6 episodes to discover saving, featuring experts and children tackling various very up to the moment issues: from the high cost of living to the market rules, with lots of useful tips on how to save in everyday life.

You can access the podcast from the main digital platforms but also from the QR Codes on the mega installations.

This operation as a whole once again confirms Esselunga’s attention and sensitivity to current issues affecting consumers.

CREDITS

Executive Creative Direction: Michele Mariani

Branded content creative directors: Jacopo Morini and Fabiano Pagliara

Creative team: Barbara Ghiotti, Sara Greco, Gabriella De Stefano, Paolo Fenoglio

Client direction: Giovanni Sernia, Laura Alberti, Giulia Bresciani

Creative of maxi installations – Acone Associati 

Gae Aulenti event management – Prodea Group

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