Author: admAT

With the launch of the new Emura air conditioner, the roads of Daikin and Armando Testa cross once again.                                                                                                                                         A welcome return for the Agency, chosen as creative partner after winning a pitch. The campaign has just got underway on digital channels and magazines.

The idea was to focus on a highly symbolic film to describe the new Daikin air conditioner, which is a true jewel of design and technology. 

A young female enters the scene, she’s in a house with high walls, made of natural materials and surrounded by greenery, she then sits down on an elegant sofa. An apparently everyday action until she uses her remote control to turn on Emura: at this point, in a completely unexpected and spectacular way, she begins to fly high around the room.

The fresh air coming from the air conditioner relaxes her and lifts her up. Literally. A feeling of new purity, that “beautiful breath for you and for the environment” generated every time thanks to the product features: absolute silence, low impact, energy saving.

The dance in the air finally comes to an end with the key frame of the campaign: the protagonist suspended against the sky, in the centre of her living room without a ceiling. The peak of pure well-being

The campaign was produced by Little Bull Studios and planned by Media Italia. 

Credits Armando Testa:

Executive Creative Direction: Michele Mariani.

Creative Direction: Federico Bonenti, Andrea Lantelme. 

Client Service: Tiziano Travo, Martina Conterio.

Production Company: Little Bull Studios

Director: Giorgio Neri.

Photography: Andrea Melcangi.

Music Production Company: Opera Music.

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Amuchina, the historic disinfectant marketed by Angelini Pharma, has added a new chapter to its communication campaign. The general public can now learn about the launch of a long-awaited newcomer: the new Amuchina Spray Disinfectant for Environments, Objects and Fabrics to flank Amuchina Gel Xgerm the hand gel disinfectant.

The new campaign, conceived by Armando Testa, uses a split screen to show a family made up of a father, mother and daughter who use Amuchina Gel Xgerm on their hands when it is needed at the supermarket, in the park, at work and on public transport and Amuchina Disinfectant spray on objects such as trolleys, benches, desks and backpacks.

As emphasised by the title of the campaign “More protection when needed”, the graphic + sign, taken from the Amuchina logo, feature in all the scenes of the film, underlining the common links between the classic protection of Gel Xgerm and the new Spray.

The new campaign is airing on TV Web, Social media, Digital Out Of Home and trade press.  Production was managed by Armando Testa Studios, directed by Nico Malaspina.

Credits:

Executive creative direction: Georgia Ferraro, Nicola Cellemme

Creative Team: Cristina Macchi, Chiara Demichelis

Account Team: Raffaele Reinerio, Matteo De Donà, Chiara Bonet

Production Company: Armando Testa Studios

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AW LAB, the well-known retailer of sneakers and driver of new “urban sport style” trends has appointed Media Italia to manage their digital activities. The Media Centre of the Armando Testa Group won the pitch which was held in March. They will give special focus to managing activities and performance to support e-commerce.

Founded in ’97 with the name Athletes World, shortened in 2001 to AW LAB, there are now more than 270 retail outlets in Italy, Spain and the Czech Republic. AW LAB is part of the Bata Group, international leader in the footwear sector, with more than 5,000 stores in over 70 countries.

David Pujolar, General Manager of AW LAB comments:

“We were impressed by Media Italia’s data driven approach and we are convinced that will allow us to understand and anticipate the needs of our clients and grow our Brand Loyalty. We also believe that, thanks to its international network, Media Italia will be able to bring innovation and a more holistic approach to our digital platforms and we hope to grow together.”

The role of the media centre is not only essential to enhance performance in terms of D2C, within our e-commerce, but just as crucial to strengthen the positioning of our control brands (VRL, Power) and the partnership with the more famous brands, often exclusive to AW LAB.

The CEO of Media Italia, Valentino Cagnetta, commented: “We are enthusiastic to be able to collaborate with a company that has succeeded in building strong offline/online links, on social networks between brands and final clients. Our role will be to support the company in its funnel, with specially designed attribution models which will guarantee great flexibility and further opportunities for implementation. By focussing on Generation Z, and in particular on the world of women, where we’ve 

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The Armando Testa Agency has created the “Winning performance for every challenge” campaign. It tells the story of the partnership between Trelleborg and the Giro d’Italia 2022.                                                                                                                              

The succinct visual is based on the colour pink, which is the colour of the jersey worn by Giro champions. It also emphasises the unbeatable performance of the type and acts as its “outfit”.                                                                                                                              

The campaign was planned both digitally and in print at a global level.

Armando Testa has also developed an awareness campaign to highlight how versatile the range is. Entitled “A force of nature”, it was inspired by the world of insects, a symbol of perfect technology and an ability to adapt to any environment.

The concept shows the features individual insects share with the performance of off-highway tires. Around 15 subjects have been developed and they’ve been communicated in both sector fairs and as ads in the USA, Brazil, South Africa, Germany, France, Italy, United Kingdom, Eastern Europe, Sweden, Finland, Norway, Denmark, Czech Republic.

After a strategic study in 2021, Trelleborg entrusted Armando Testa with the repositioning of the brand that produces tyres and complete wheels, offering advanced solutions for professionals in agriculture, material handling and construction, while always maintaining respect for the ecosystem.

Credits:

Creative Direction: Raffaele Balducci

Creative Team: Davide Cortese and Marta Foli

Client Service: Veronica Casalis

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The Automobile Club of Italy, corporate partner of the Giro d’Italia for the fourth consecutive year, is communicating again with a new ACI campaign on road education. #rispettiamoci (let’s respect each other) will ensure that motorists, cyclists and pedestrians all reflect on how important it is to respect each other regarding the rules of sharing the road together.   The creativity of the campaign is from the Armando Testa group.

The aim of this year’s campaign is to highlight how if everyone behaves well on the road then everyone in the community benefits. Each instance of virtuous behavior is actually a small achievemen, but also a great victory for everyone and deserves to be celebrated in the most spectacular and fun way: a shower of pink confetti. This strong impactful symbolism was chosen by ACI to increase the importance of road safety regulations and reward people who respect them, and also a way to seal the partnership with the Giro d’Italia.

The commercial will be on air in May during RAI’s live coverage of the event and on the web.

Production managed by Armando Testa Studios. 

Credits

Executive creative direction: Georgia Ferraro, Nicola Cellemme

Creative Team: Cristina Macchi, Chiara Demichelis

Account Team: Raffaele Reinerio, Cristina Omenetto, Arianna Cipolloni

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The original impactful concept “I love the sea of ​​Umbria” was introduced for the first time in 2021, and it now features again in the new integrated communication campaign, conceived by Armando Testa and on air on TV and on the web from tomorrow, Sunday 15 May, to promote tourism in the region of Umbria. 

The Regional Councilor for Culture and Tourism made the announcement, underlining that the goal of the new promotion campaign is to pay homage to what distinguishes this wonderful region. From its natural beauties to its artistic treasures, from its centuries-old traditions to its enchanting villages – he stated – we want to start to promote a total immersion in a land waiting to be discovered and savoured. While being fully aware that Umbria demands careful examination and slowly getting lost in its countless and diverse landscapes. After difficult and trying years, it’s time to start living and sharing together again.  Time to dive into a real and authentic land.

Known as “the green heart of Italy”, Umbria is the only region in central Italy that has no access to the sea. This is the underlying notion of the paradox from which the creativity develops: despite not having any sea, thanks to its extraordinary nature, its centuries-old villages and the numerous activities you can enjoy, visiting Umbria ensures you are fully immersed in experiences that intoxicate your senses. A real dive into the many “seas” that this splendid region boasts: seas of history, art, walks, music, sport and nature. Seas that it is impossible not to fall in love with.

So, the creative transposition of the concept shows a girl taking an ideal, imaginary dive. As she twirls in the air, she visualizes the landscapes, places and activities representing the sea of ​​Umbria,  ending up with her entering a meadow in full bloom, a metaphor representing the emotions offered by immersing yourself in this unique region.

   The campaign will then continue on radio, press and in main European countries and in the USA on the web from June.

   Production was entrusted to Armando Testa Studios with director Augusto Storero.

Credits: 

Client: Regione Umbria

Agency: Armando Testa

Creative Direction: Raffaele Balducci

Creative team: Raffaele Balducci, Daniele Bona

Production company: Armando Testa Studios

Director: Augusto Storero

Media Planning: The Gate Communication

Driving in the city will be much easier thanks to the new Tricity 125: the three-wheeled scooter from Yamaha Motor Europe that combines a wish to get around freely and driving safety. The Armando Testa agency describes the new Tricity 125 in a video with fresh, engaging treatment consisting of pop ups and Social Networks.

With this new Yamaha entry, urban mobility gets incredible dynamism, both in the city centre and on secondary roads. This ensures that anyone driving can enjoy maximum comfort, leaving room only for fun. So, Tricity 125 meets the needs of those who want to enjoy the city or get cross it to reach their workplace, revolutionizing the way they move.

The practicality of Tricity 125 is expertly explained in the video by using the colours of the Move Live Love segment and by the social transitions that describe the main benefits and functions. The video takes us into the social feed of our protagonist: a woman going along the streets of a European city centre facing urban obstacles such as rail tracks or cobblestones, without any difficulty. The video strategy closes with the payoff “Love the way I move” and it was entirely created by Armando Testa together with the production company AT Studios

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 an Mariacarmen Ranieri

Client service team: Sascha van der Plas and Martina Conterio

Production company: AT Studios

Director: Luca Grafner

Colour correction and post production: BAND

Photographer: Alessio Barbanti

Photo post-production: Riccardo Corda and Sara Lucchetta

Music: Guido Smider

Lines Specialist has always been committed to offering people suffering from incontinence the maximum absorbency, comfort and discretion. Today they are aiming to satisfy a new need – well-being and healthy skin. They are doing so with Lines Specialist Derma Protection, the first and only complete range of urine protectors enriched with zinc oxide cream, particularly suitable for the most delicate skin, thanks to its protective and soothing property.

Lines has put its faith in the creativity of the Armando Testa Group for the launch of the new Derma Protection line, available exclusively in pharmacies.

The creative idea is based throughout on a delicate but at the same time protective gesture, a hug. Starting from the insight where the protagonist, a woman suffering from incontinence, who is the mum of a young woman and the grandmother of a   beautiful baby girl a few months old, makes us reflect on an issue which is particularly important for people of a certain age: the need to feel loved and protected. Women of three different generations giving and getting hugs highlights how important care and gestures of protection are to feel loved and protected at any age and to live every moment of your life in a serene and joyful way. The same care and protection that the new Lines Specialist Derma Protection line reserves for the most delicate skin.

A hug is a strong and memorable symbol, also expressed visually to create the new Derma Protection logo, made up of a hug of cream. And it is also present in the demo where the new products, with zinc oxide cream and the new more enveloping elasticized wings, take care of the needs of the skin needs just as a hug would.

The 20” ad is on air on the main television channels. From mid-May, creativity will be developed for an ooh campaign on public transport in major Italian cities and with videos screened in the best pharmacies.

The production was handled by Mercurio Production Hub with post production by Edi. Planning by Media Italia.

Credits

Fater – Lines Marketing  Team

General Manager: Antonio Fazzari

Associate Marketing Director: Ione Volpe

Marketing Manager: Lina D’Alberto

Brand Manager: Ivana Papadia                      

 Agency: Armando Testa

Executive Creative Directors: Georgia Ferraro, Nicola Cellemme

Creative Team: Cristina Macchi, Chiara Demichelis

Account Team: Raffaele Reinerio, Cristina Omenetto, Arianna Cipolloni

Production Company

Production Company: Mercurio Production Hub

Director: Cinzia Pedrizzetti

Media Centre: Media Italia  

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The Lavazza ¡Tierra! Campaign, one of the six National Partners of the “Eurovision Song Contest”, created by Armando Testa, is on air from now until the end of the event. 

¡Tierra !, Lavazza’s organic coffee, shares ethical values with the Eurovision Song Contest, such as hospitality, sharing, caring for the environment. During the second week of May, it will host numerous activities in Turin at the Nuvola headquarters, the Pala Olimpico and at the ‘Eurovision Village in the Valentino Park.

For the occasion, Armando Testa has developed a communication that invites people to discover the best nature of coffee with a multichannel campaign. It starts off from TV and cinema with an adaptation of the commercial that aired in October 2021, then continues on radio, and is developed on social, digital and with special billboards in Turin and in the main Italian airports.

Hands have always been a symbol of ¡Tierra! communication, and once again they are the main focus: a reinterpretation of those in the logo, in fact, spread out as sound waves that remind us of those of Eurovision. 

This is Lavazza’s “Rhythm of Nature” ¡Tierra!

CREDITS
Client: Luigi Lavazza S.p.A.

Agency: Armando Testa

Executive Creative Director: Michele Mariani
Creative Team: Andrea Lantelme, Federico Bonenti

Client Service: Raffaele Reinerio, Gina Graci, Federica Cartocci

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Yamaha Motor Europe and Armando Testa present a new thrilling chapter in the story of Yamaha Sport Heritage. The star is the new XSR125 Legacy with wire-spoke wheels, a design innovation that respects the full spirit of Faster Sons, and is a perfect blend of vintage inspiration and contemporary vision.

The “Ride through Time”campaign is dedicated to petrol heads who still find inpiration in the unforgettable  mellow Sixties, a era when the legendary  spoke wheels dominated the scene. In this story the spoke wheels are not just a tribute to those times, but also reveal a state of mind: of people who are still looking for the complete sound of vinyl and the rough feeling of film. People who have always been torn between heritage and performance and now finally with the  XSR125 Legacy they can relive the spirit of an entire generation at 360 degrees.

The online video for digital and social media use, the print and catalogue pictures are the result of lengthy collaboration between the Japanese brand and the historial Italian advertising agency Armando Testa, which handled both the development of the creative concept as well as the XSR125 Legacy naming and international production, filmed in Lisbon with  AT-Studios, the in-house production company of the Group. 

Credits:

Client: Yamaha Motor Europe

Agency: Armando Testa Group

Executive creative direction: Nicola Cellemme, Georgia Ferraro

Creative supervisor: Sébastien Sardet

Creative team: Lorenzo Blangiardo, Wanda Napoletano

Team account: Sascha van der Plas, Martina Conterio

Production Company: AT Studios

Director and Dop: Michele Sirigu

Photographer: Alessio Barbanti

Colour correction: BAND

Music and SFX: Guido Smider