Author: admAT

Violence against women can take on many different faces. And, they often conceal stereotyped and anachronistic cultural legacies. The time has come to get rid of them.

That’s the message being launched by Lines with a new video, created by the Armando Testa agency and produced by Think Cattleya, directed by Francesco Calabrese, on the occasion of the International Day for the Elimination of Violence Against Women.

The brand has been supporting this battle against gender stereotypes for some time now, and once again this year has decided not to remain silent. That’s why it is actively backing the non-profit organization WeWorld, committed to defending the rights of women and children for 50 years.

Emma Marrone is the spokesperson for this message of action and solidarity. She has, once again, decided to stand shoulder to shoulder with all women and support Lines and WeWorld in the struggle against discrimination and gender stereotypes.

From sexual harassment, to cat calling, right up to domestic violence, Emma’s voice is throughout the video which aims to raise public awareness of how gender-based violence can manifest itself and also but also to shock the public, like a punch in the stomach, provoking people to break down the prejudices that fuel the way society sees women, judges them and ultimately makes them feel.

Because it is time to stop thinking that if a woman is kind and affable towards a man, a colleague, a boss, she is making herself available to his advances. Or judge her as a “willing to do anything” just to advance her career.

If a woman dresses in a more sexy and seductive way, we cannot accept that making vulgar and unwanted comments is ok. Nor harassing her. Or, even accusing her of being guilty and going out asking for trouble.

Finally, we must get rid of the link between love and possession. Being in love with a person does not mean becoming his property and, above all, it does not mean being prepared to tolerate any kind of bullying, physical or emotional, in the name of that feeling.

This is a loud and clear invitation: to get help or even just some advice, you can call 1522. You can also contact (via Messenger chat, even anonymously) the Women’s Spaces that WeWorld provides in main Italian cities, where operators can offer support to women facing situations of hardship, assisting them in projects to achieve personal, social and working independence.

“We are proud to continue the fruitful collaboration with the NGO WeWorld. For years they have been actively fighting for women’s rights with professionalism and passion”, says Mariaelena D’Ippolito, Head of Marketing at Lines. “A point of reference throughout the country to promote the fight against stereotypes and gender discrimination that fully represents our company mission”.

The video is on air and online from 21 November, planning is being managed by Media Italia.

Credits

Fater – Lines Marketing Team

General Manager: Antonio Fazzari

Associate Marketing Director: Ione Volpe

Head of Marketing Lines & Tampax: Mariaelena D’Ippolito

Brand Manager: Mariana De Simone                      

 Agency: Armando Testa Group

 Executive Creative Directors: Georgia Ferraro, Nicola Cellemme

 Creative Team: Chiara Panattoni, Carlotta Gilardi

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

Production Company

Production company: Think Cattleya

Director: Francesco Calabrese

Dop: Karim Andreotti

Talent agency: Next Management

Media Centre: Media Italia  

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Heaven is a new Italian brand which specialises in in plant-based beverages,  based exclusively on oats, and they have chosen Armando Testa to launch their new integrated campaign

The insight that inspired the creative concept starts off from the assumption that we all share a desire to be happy and we can reach this goal by taking small steps in our everyday lives.

Heaven’s mission is to open a window onto a new better and inspiring day which is full of colour. Choosing Heaven means looking out of that window and enjoying a new day.

It is an invitation to take that first small step towards happiness, it is a good morning full of new intentions, a sincere voice that whispers in your ear “Have a nice day!”, or rather “Heaven a new day!”

That’s exactly what the ad describes.

Even the biggest change always starts off with a small, simple gesture, like looking up and discovering something new and unexpected.

What triggers all of this is the blue bird of Heaven which opens this new world to the main character.

And it does it by simply changing her point of view on everyday life, inviting her to “look up”. So even the black and white of daily grind becomes good and colourful with the first fresh sip of Heaven oats.

The “good” of Heaven is so contagious that it engages with everyone.   An employee staring at his PC monitor rediscovers the joy of a beautiful sunny day; an elderly man who stops at the same bench every day to leaf through his newspaper for the first time meets the smiling gaze of a woman he’d never noticed before.

At the end of the film the protagonist shares Heaven’s “good” with a little girl who, from the opposite building, is marvelling at the world as it takes on colours.

This integrated campaign is planned on TV and digital with 30″ and 15″ ads starting November 21, outdoor, on radio and on social channels.

Heaven is a good and light plant-based beverage made from oats, with no added sugar and naturally lactose-free. A fresh sip of oats, delicate and pleasant, can be found at the refrigerated counter in supermarkets.

The first step to a happier life, thanks to oats and their healthy properties.

In addition, producing oats is sustainable since it requires a very low consumption of water, CO2 emissions and land occupation.

To find Heaven, follow the blue bird in the refrigerated counter at the best supermarkets and try it in different references: Original, light and tasty to drink cold by the glass; Barista, creamy and ideal to add to coffee and cappuccino; Breakfast, with cinnamon and honey for a tasty breakfast.

Production Armando Testa Studios. Planning Media Italia.

Credits: 

Client: Heaven

Agency: Armando Testa

Creative direction: Jacopo Morini, Fabiano Pagliara

Creative team: Elisa Bellino, Laura Celli Volta

Production Company: Armando Testa Studios

Director: Augusto Storero

Music: Smider

Media: Media Italia

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MediaWorld’s Black Friday is back and throughout the month of November customers can see it as they discover the future with unmissable offers and exceptional discounts.

3 out of 4 Italians intend to shop during this period of the year and they’ll spend around € 200 on household appliances

Milan, 2 November 2021 – Black Friday is now an appointment not to be missed on the Italian calendar, especially because it opens the doors to the Christmas shopping period. It has been calculated that 3 out of 4 Italians, or 75% of the population, intend to go shopping at this time of year, taking advantage of discounts. In our country, it’s been estimated that € 200 per person will be spent on household appliances and € 170 on electronics. Online is the favourite shopping channel, above all for electronic products and games.

This emerged from a research study by YouGov, conducted exclusively for MediaWorld, leader in Italy in the distribution of electronics and part of the international MediaMarktSaturn Retail Group. Today they are announcing the launch of their famous Black Friday, a whole month of offers at bargain prices for all the best technology.

Against this background MediaWorld is announcing the new TV and radio campaign “Black Friday even further ahead” conceived and developed together with the Armando Testa Group. After the success of the 2020 campaign, it once again stars Elio e le Storie Tese.  Like MediaWorld, they have always been ahead of everything and they personify a desire to look to the future and anticipate trends.

This is the strategic idea that inspired the creativity of the Black Friday even further ahead campaign where we see the M of MediaWorld transformed into a real time machine that transports Elio e Le Storie Tese straight into the future. MediaWorld has actually been taking Italians into the future for 30 years: thanks to their cutting-edge technologies, ever new products and the skills of their people, the company contributes to spreading a culture of innovation throughout the country. 

The advertising campaign started on Sunday 31 October and features four artists struggling with different futuristic scenarios. During the campaign, which will develop in different ways throughout November, Elio e Le Storie Tese will grasp first-hand just how far ahead MediaWorld’s Black Friday is, as they experience a range of futuristic adventures always in an ironic way and in line with the vision of transforming technology into an extraordinary experience. 

“Ciao, ElioeleStorieTese here, we’re that nice little band, back again this year. MediaWorld chose us to work together with them for Black Friday and let us make our dreams come true:  travelling into the future! A great choice, as demonstrated in a recent research study by the Music Research Institute of Kansas, which reveals that ElioeleStorieTese are the ideal heralds of the near future and also the distant future” comment Elio e le Storie Tese.

“MediaWorld’s Black Friday has now become an unmissable event for our customers and for all Italians, when we offer the best promotions to buy new technologies”, explains Luca Bradaschia, CEO of MediaWorld Italy. “We are happy to announce the new campaign, for all of November it will remind customers of our commitment to bring Italians into the future, thanks to technological and digital innovation, in both our physical and online stores”. 

Black Friday is a promotional period when all messages seem routine and similar. That’s why we decided to focus on the main Unique Selling Proposition of MediaWorld’s Black Friday: MediaWorld itself! It is the brand that has always represented forward thinking in terms of technology and services, and so it can guarantee a Black Friday that’s incomparable to any other” comments Nicola Belli, CEO of the Armando Testa Group. 

The TV and RADIO campaign, planned in collaboration with Dentsu Media Aegis, will be on air until Monday 29 November on the major television and radio stations, covering the entire day and in particular prime time (for TV) and the drive time (for RADIO). The TV commercials have 30″ and 15″ cuts, while those for RADIO are 20″.

The campaign will also have a strong presence on digital channels, both proprietary and external. The group’s performances were enabled for digital with a style in line with the ATL campaign but, at the same time, specific for these channels to entertain the online community and make the Black Friday promotions truly irresistible in the eyes of a wider audience. Media planning on digital touchpoints is by Mediaplus (also part of the SERVICEPLAN group) and extends from vertical sites on the tech world to national newspapers with rich media formats, obviously also including programmatic, the main social networks, YouTube and also alternative channels with the creation of dedicated content, such as Spotify and TikTok. On social media, editorial planning was defined including original content collated by Plan.net. All the graphics for the digital touchpoints were developed and reworked by Id-Entity to better adapt to the special features of the different means of communication, including the mediaworld.it website, newsletters and banners for external campaigns. 

Finally, throughout November, a train on Milan’s Metro 5 – the most technological and innovative in the city since it’s completely automated and driverless – will be completely branded with MediaWorld’s “Black Friday even further ahead”.

CREDITS

Agency: Gruppo Armando Testa

Executive creative direction: Georgia Ferraro, Nicola Cellemme

Creative team: Wanda Napoletano, Lorenzo Blangiardo

Account team: Emanuele Cicogna Mozzoni, Carola Sessa, Chiara Simone

Production company: AT Studios

Director: Augusto Storero

DOP: Martino Pellion

Post production: Band

CREDITS

Agenzia: Gruppo Armando Testa

Direzione creativa esecutiva: Georgia Ferraro, Nicola Cellemme

Team creativo: Wanda Napoletano, Lorenzo Blangiardo

Team account: Emanuele Cicogna Mozzoni, Carola Sessa, Chiara Simone

Casa di produzione: AT Studios

Regia: Augusto Storero

Post Produzione: Band

DOP: Martino Pellion

The launch of “Made for me” in December 2020, was the start of a single homogeneous campaign at European level for the first time in MediaMarkt’s history. Focus was on products and emotions. The new pan-European campaign featuring MediaMarkt’s services emphasises its omni-channel strategy, i.e. guaranteeing availability of products, services and consultancy online and offline on all channels. The commercials, stories and images highlight in particular the services and solutions available.

“This new chapter of our campaign, once again puts our customers at the centre with their individual wishes and needs. This commercial shows our company’s commitment to sharing our passion for consumer technologies with everyone. Technology offers limitless possibilities. Used correctly, it enriches people’s lives”, explains Giuseppe Cunetta, Chief Marketing & Digital Officer (CMDO) of MediaMarktSaturn Retail Group. “We want to tell our customers: we support you before, during and even after purchase. This is why the new commercials focus on the themes of customer consultancy, the ‘click & collect’ service with collection in 29 minutes, on the spot repairs in Smartbars or the professional configuration of the devices purchased”.

From December 2020, MediaMarkt puts their customers at the forefront of attention in an extraordinary way with the “Made for me” campaign created by the Armando Testa Group. The “M” branded products and services were actually a metaphor for the company’s dedication to always helping each individual customer navigate the world of consumer electronics to discover the perfect solution for their own needs.

Now MediaMarkt is opening another chapter in its positioning as Europe’s leading consumer electronics retailer. An action-packed 60-second film is at the heart of the second phase of the European campaign. It chronicles the all the power of the services in store. As well as cinema, shorter TV commercials and online videos highlight each of the services. The campaign will also involve the brand-owned channels on Facebook, Twitter, Instagram and TikTok.

Lines Specialist, the brand dedicated to incontinent needs, has launched Lines Specialist Protection, the  new line for anyone who needs added protection and comfort. The creativity is by Armando Testa.

The launch film makes us consider an insight which is common among people who suffer from incontinece: leaving home means being exposed to greater risks of leaks and potential odour. The result is that, without the right product, people tend to go out less and socialise less. 

The star of the ad is a enterprising lively spirited woman who suffers from incontinence who debunks this idea by showing how she can freely enjoy her life while out of home.   The opening gesture shows a blue door, blue like the reference colour for the new range Lines Specialist Protection and symbol of freedom for opportunities in life,  it leads us to a wonderful mountain location where the woman along with her husband and a couple of friends can feel truly free to live her life and enjoy her passions. 

The great innovation of the product, its “multi-layer” structure, is described in the demo which shows the greater protection it offers. The exclusive oodour neutralising technology is also mentioned which has always been a distinctive excellent feature of  Lines Specialist products.

The anti-odour effectiveness is also emphasised in the final scene when the star is surrounded by breathtaking mountain scenery as she casually embraces her husband without worrying about him being so near her. 

A tag-on dedicated to Lines Specialist Lady line follows, the metaphor of the oversize sweater reminds us that it is not necessary to cover up to feel protected thanks to a more  discrete product only a few millimeters thick.

The final  packshot featuring the two lines  Lady and Protection offers an overview of Lines Specialist great protective range.

The  30” ad is on air on main TV channels.

Production handled by Mercurio Production Hub and post production by Little Bull Studios. 

Planning by  Media Italia.

Credits

Fater Marketing Team – Lines

• 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: Alessandro Bosi

Dop: Alessandro Bolzoni

Media Centre: Media Italia

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Amaro Montenegro has launched its new project “Pal Around”, branded content in 3 episodes, available from 5 October on the proprietary channel of the YouTube platform

The project, conceived by the Armando Testa agency, describes the Authentic Taste of friendship among a group of guests you don’t want to miss.

 “Pal Around” is a reunion among real friends, sitting at the counter of a bar, as they talk about their personal experiences and friendship, in full human spirit style. Alessandro Cattelan plays the role of the landlord and welcomes a whole range of different famous guests to his bar: Francesca Michielin, Hell Raton, Tommaso Paradiso, Federico Russo, Pierluigi Pardo, Aurora and Ciro of The Jackal. All great friends even in real life, away from the stage, once the spotlights have been turned off. 

 “The concept of the #HumanSpirit campaign, launched in 2018, is constantly evolving. For some years we have been focusing on the development of increasingly innovative and engaging projects to strengthen the link between the brand and the younger target (18-34). Friendship and authenticity are the values that have always distinguished Amaro Montenegro, and today they are transmitted using contemporary, direct and inclusive language. Pal Around actually consists of chats between real friends that take place at the counter of a bar, in an informal context, where every toast brings real shared moments. “Comments Daniele De Angelis, Core Brands Marketing Manager.

Every stage of the project was managed by Armando Testa Content, the branded content unit of the Armando Testa agency with creative direction from Jacopo Morini and Fabiano Pagliara, putting all their creative, digital and strategic skills into action. The campaign is integrated and also includes special contents for social media, for which an ad hoc storytelling has been created. 

To bring out true friendship and spontaneity in this branded content” – says Jacopo Morini, Armando Testa creative director – “we have chosen not to show a procession of talents, never making them feel as if they’re on a set, allowing them speak freely, just like you do at a bar in a club in the evening with friends you’re eager to meet up with. The result is 3 episodes full of spontaneous and unexpected moments, when the friends reflect on friendship one minute then break into improvised songs, hilarious imitations, secrets about gaming and fantasy football teams. In short, there are all the ingredients that have allowed us to create a true branded content that entertains, intrigues and is imbued with the values that have always been present in the DNA of Amaro Montenegro. ” 

Production Showlab. Media planning by Wavemaker.

Credits

Client: Amaro Montenegro

Marketing Manager Core Brands: Daniele De Angelis

Brand Manager Amaro Montenegro: Marco Leonzi

Agency: Armando Testa

Creative Direction: Jacopo Morini, Fabiano Pagliara

Creative team: Gabriella De Stefano, Matteo Giachin Ricca

Motion designer: Luca Perli

Social media manager: Fabio Cuscunà

Client service: Giovanna Farè, Gabriele Nolfo

Production company: Showlab

Media: Wavemaker

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The Armando Testa Group has created the new launch campaign for Teneroni and Parmareggio snacks. Both brands belong to the Bonterre group, leader in the Kids’ snacks sector.

“Top snack”: that’s the concept of the ad, and it also rhymes with the cheery, catchy jingle. 

Teneroni snacks and the ABC Parmareggio snack are the “top”, not only because they guarantee a well-balanced supply of energy, but also because they are super fun: in every pack, you’ll find gifts like Minions pencil tops, rubber gadgets to decorate pens and pencils… all to be collected!

And that’s not all, the Premiatissimo Te 2 promotion is back. In addition to the gift pack with the Minions toppers, there’s a competition with a Samsung Galaxy tablet up for grabs every day and lots of Kappa clothing and accessories to win.

The campaign is integrated.  “Top snack” is also online with stories and social videos of 15” and 10″.

For each video, two young friends – just like real influencers – try their hand at unboxing the packages of the Teneroni and Parmareggio snacks, and then embark on ever-changing challenges to the sound of the Minions. A mini format of pure entertainment, describing all the flavour and fun of a truly top snack break in just a few seconds!

The planning on Kids TV and social channels, starting from 3 October.

Credits

Agency: Armando Testa Group

Creative Direction: Georgia Ferraro and Nicola Cellemme

Creative Team: Marco Cetera, Gabriele Colia, Marta Gastaldo and Marcello Maiorana

Account Team: Emanuele Cicogna Mozzoni, Chiara Simone

Production: Film Good

Director: Luca Lucini

Original Music: Operà Music

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Land art, music and the environment come together in the new project by Armando Testa, created to describe the sustainable nature of Lavazza ¡Tierra! Bio-Organic.

A journey around the world lets us discover the commitments made by the Lavazza Foundation which inspired the three new ¡Tierra! Bio-Organic references. All related through the visionary talent of the Franco-Swiss artist Saype.

A long film tells the story of the whole range and three vertical 15” films are dedicated to a specific product: ¡Tierra! For the Amazon, created to support Reforestation, ¡Tierra! For Africa to support training for young people, ¡Tierra! For Planet to respond to climate change.

A series of zero impact land art works flash past to the notes of the song “With my own two hands” specially rearranged by Ben Harper. His words “I can change the World, with my own two hands” accompany giant, breath-taking masterpieces that represent and highlight the range of players in the Lavazza Foundation, immersed in nature: J. Cesar Rolin Pacaya “Guardian of the Amazon Forest” in part of Peru, Sheila Ampumuza “Trainer of Young Entrepreneurs” in the desert and Riina Mejia “Entrepreneur of Coffee & Climate” on the slopes of a volcano.

Lavazza’s¡Tierra! Bio-Organic journey continues with a fourth work featuring the key-visual of the campaign which also appears in the print, outdoor and digital. Two arms created perfectly from the nature around them, supporting the whole world. A gesture showing care and protection to symbolize the fragility of our planet and at the same time Lavazza (and the Foundation’s) commitment to sustainability.  With a young couple enjoying a cup of coffee.

Because the choices we make – as the voice over repeats – can change the world.

Finally, the hashtag #icanchangetheworld reminds us that the film is the first in a series of projects that will be developed in the coming weeks and months.

CREDITS 

Client:

Luigi Lavazza S.p.A.

Lavazza Marketing Communication Department: Carlo Colpo, Maddalena Lembo

Agency:

Armando Testa S.p.A.

Executive creative director: Michele Mariani
Creative direction: Andrea Lantelme, Federico Bonenti

Client service: Gina Graci

TV Producer: Mirella Andreoli

Production

Production Company: The Family

Executive Producer: Stefano Quaglia

Producer: Danielle Joujou

Head of Production: Federico Luiselli

Junior Producer: Raffaele Fusco

Post Producer: Simone Barbella

Director: David Holm

DoP: Justin Henning

Editor: Nicola Mucelli

Colorist: Daniel Pallucca

Post video: Xchanges

Post audio: Top Digital

Voice over: Tamara Fagnocchi

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Teneroni di Casa Modena, the brand well-known for its tender hamburgers, has launched, Teneroni Le Polpette, a new recipe based on cooked ham, with creativity by the Armando Testa Group.

The first part of the film is set in a historic farmhouse, and it reminds us that the original ham-based hamburgers are prepared in such a simple and genuine way. The second part focuses on the launch of this new entry.

It’s an ordinary day at home like many others, a young mother invites her kids and husband to “meatball” and in no time at all she prepares a delicious meal with Teneroni Meatballs along with all their favourite ingredients and everyone is bursting with enthusiasm. The success of the dinner is assured thanks to the tenderness and great flavour of the meatballs, the whole family can’t resist them.

With the launch of their meatballs, the Teneroni brand reaffirms how practical their products are, adding a gastronomic touch to satisfy young and old.

The ad closes with an image of the farmhouse and the historic claim “Teneroni di Casa Modena. Maestri nei Salumi” which reaffirms the link with tradition and the genuineness of all Casa Modena products.

The film is on air on main television channels and the web.

Credits:

Agency: Armando Testa Group

Executive Creative Direction: Georgia Ferraro and Nicola Cellemme

Creative Team: Cristina Macchi, Chiara Demichelis

Account Team: Emanuele Cicogna Mozzoni, Chiara Simone

Production Company: Film Good

Director: Luca Lucini

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Lama Optical has chosen Armando Testa to promote its chain of opticians with more than 70 stores throughout Italy.

This original campaign features an exceptional testimonial: a lama.

The brand ambassador will be the real star of the multi-subject campaign, navigating its way along crowded beaches, super fashion catwalks and a trusted optician’s white coat, with all the irony that has always distinguished a made in Armando Testa character.

In the first TV subject, a sweet little girl accompanied by her dad is trying on a pair of glasses in one of the Lama shops when she is suddenly astonished to realise that the optician is a real lama. The child is won over by the lama’s expertise and fun; they make friends.

The spot closes with a promotional offer about getting 50% off prescription lenses and free frames.

T9he creatives along with the production company Little Bull Studios studied the physiognomy and proportions of a real lama to create this character, they then “humanized” it and brought it to life thanks to an animatronic.

Creative directors Jacopo Morini and Fabiano Pagliara comment: “We hope that everyone will be touched by the LAMAgia in this ad”.

This multi-subject campaign is planned on TV with 15” commercials starting from September 26, on social channels and outdoor.

Lama Optical is a chain of retailers selling the main national and international sunglasses and eyeglasses brands, as well as the exclusive seller of the Cristian Leroy brand.

No problama! There’s Lama!

Because anyone who chooses Lama Optical always finds good values and top quality.

Credits: 

Client: Lama Optical

Agency: Armando Testa

Creative Direction: Jacopo Morini, Fabiano Pagliara

Creative team: Elisa Infante, Edoardo Marcelli, Matteo Piana, Carola Rivetti

Production Company: Little Bull Studios

Director: William 9

Music: Moka Music