Author: admAT

Is having dreamy hair, only a dream? Not for anyone who chooses Biopoint.

This is the insight the new Sodalis Group campaign is based on. The group is back on TV with Biopoint along with InTesta (Armando Testa Group). And when the message is conveyed by an exceptional testimonial like the stunning Sicilian actress Francesca Chillemi, then it’s even more believable.

Francesca Chillemi is truly one of the Italy’s most loved female celebrities. Thanks to her genuine smile, her refined beauty and sparkling personality, over the years she has won over the general public. The actress’s unique radiance is now coupled with a brand that has made beauty something sacred in Italy, making every woman’s dream of having beautiful, shiny hair come true.

The campaign features the Biopoint range of masks, and portrays a “dreamy” Francesca Chillemi, in a romantic, evocative setting, as she is searching for the secret of fabulous hair.

Soon what might seem like a dreamlike journey, is revealed as pure reality, thanks to the innovation contained in Biopoint masks. Cutting-edge trico-cosmetic technology on which the brand has based its entire mission for over 60 years.

With the claim “It’s not a dream, it’s Biopoint” the brand aims to underline its commitment to offering consumers products of the highest level, able to make them feel as beautiful as they’ve always dreamed of being. But it also emphasises a promise of quality proved whenever they are used. 

 “All women dream of having fabulous hair and with Biopoint this dream can come true because the cosmetic quality of its products is affirmed by scientific research. ” comments Nicola Cellemme, Executive Creative Director. “That’s why we made a contrast between the dream world and the technological one in a video halfway between dream and reality. Francesca Chillemi’s beauty and talent did all the rest.

The 20 ‘, 15’ and 10’ cuts of the TV ad and the specially created press campaign present an opportunity to launch Biopoint’s new payoff: “Declaration of beauty”.

A distinctive and ambitious statement aimed at all women who want more for themselves, but especially from the cosmetic products they use and they declare it by showing off their tangible beauty for everyone to admire.

Planning for the Biopoint campaign will involve all communication channels together, starting from mid-September online and from September 19th on TV, with special focus on press as early as August until the end of October. Media planning and buying managed by an in-company team.

CREDITS:

• Agency: InTesta – Armando Testa Group
• Executive Creative Directors: Nicola Cellemme, Georgia Ferraro
• Creative Team: Carlotta Gilardi, Chiara Panattoni
• Account Manager: Laura Alberti
• Account Executive: Giulia Bresciani
• Production Company: Albatros Film

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Beautiful, colourful, good and naturally able to bring joy: a Chiquita banana, you know … that’s what it’s like, because it’s always represented top quality! So, what could be more spontaneous, than describing this world of joy and goodness through the eyes of a child?

The story that Armando Testa, along with Chiquita, has conceived and put in the new international campaign stars Linda, a sunny girl, who loves yellow in all its shapes and forms: yellow balloons and yellow flowers, but also yellow sky and yellow water, obviously with yellow fish. And all because yellow is the colour of goodness and joy, spontaneous and natural, just as anyone who’s ever taken a bite of a Chiquita banana knows – just try!

The campaign reflects the values ​​and codes of the brand, the girl leads us into a world inspired by shades of yellow and blue, a world made of lightheartedness, goodness and positivity, where it’s nice to believe that a banana has the power to show the little things in a different way.

Finally, the music has been specially adapted as a remake of the brand’s unmistakable jingle and it runs through all the scenes getting ever more  joyful and happy.

The campaign was created by Armando Testa with Executive Creative Direction from Michele Mariani. It was produced by Little Bull Studios, and directed by Cinzia Pedrizzetti. It is airing in the USA, Belgium, Holland, Germany, Greece and Italy.

CREDITS:

Client: Chiquita

Agency: Armando Testa

Executive Creative Director: Michele Mariani

Creative team: Barbara Ghiotti, Sara Greco

Account Service: Gina Graci

Director: Cinzia Pedrizzetti

DOP: Eira Wyn Jones

Production Company: Little Bull Studios

Post-production: Band

Music and Chiquita jingle sound design: Moka music

Original Chiquita Jingle: Text and music by Garth Montgomery, Leonard Mackenzie, William Wirges, under licence and with authorization from Chiquita Brands L.L.C. © 1945 Shawnee Press, Inc.

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https://youtu.be/_PWu2XLzgf0

Together life is better: joys multiply and the burden of daily challenges is lightened. Today more than ever we know how true this is and how much we all need human relationships and personal contact.

That’s where Armando Testa’s creative idea for the new Peuterey ADV 2021 campaign starts off. At a time when we are missing even the simplest contact with someone else, we are experiencing a strong desire to get even closer to each other.

And so Peuterey garments – a brand that focuses on people’s needs and desires – are ready to welcome us in a warm embrace, together with our great wish to share.

Hugs, looking into each other’s eyes, kisses, shaking hands are the stars of the new Peuterey AI / 2021 campaign “Life is better together” created once again by Armando Testa and shot by photographer Emilio Tini.

“Life is better together” is the new concept of an integrated project that emphasises and lets us discover again fundamental emotions and values ​​like sharing, closeness, affection and human relationships; in line with the characteristics of a product that combines comfort, practicality, design and great versatility.

Together we are stronger than anyone else, together we can achieve anything: we can see this in each subject in the campaign showing carefree models getting along together enveloped into just one Peuterey garment.

The key word is sharing and what we wish is for everyone once more to become more supportive and united than ever.

The campaign was developed for the press, outdoor and digital video, and will be on air from 15 August then from September to the end of the year it will run internationally. 

CREDITS:

Peuterey S.r.l.

Brand team: Giovanni Lusini, Cristina Castelli

Armando Testa S.p.A.

Executive Creative Director: Michele Mariani

Creative Team: Laura Sironi, Maria Meioli

Account team: Tiziana Travo, Stefano Salvatore

Social media team: Fabio Cuscunà

Photography: Emilio Tini

Director: Umberto Nicoletti

Production Company: Little Bull Studios

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A new edition of the Bontà Pronte ad by Armando Testa has been on air since 25 July on Mediaset, Cairo, Discovery and Sky channels. It also features a teaser dedicated to the latest addition to the Riso Gallo specialties: the new Paella ready two minutes. The film is airing in cuts of 20 “and 10”.

The spot was created with a combination of 3D animation and live action. Scenes fly by fast and merrily to the rhythm of a lively jingle based on an updated version of the can-can, with lyrics describing the characteristics of the product: three brand new recipes based on Spanish dishes, made with coloured rice and reworked in an Italian style.

In the final part the rooster bursts onto the scene in his own cheerful lively way. Wearing a flamenco dancer’s hat and, with a Spanish accent, he presents his latest creation: Paella ready in two minutes, a new delicacy from the Bontà Pronte line.

CREDITS

Client: Riso Gallo S.p.A.

Agency: Armando Testa

Executive Creative Director: Michele Mariani

Creative Team: Dario D’Angelo, Daniele Bona

Account Service: Gina Graci

Production Company: The Producers

Live action director: ABNormal

Animation of the Rooster: H7-25 Studio

Voice of the Rooster: Paolo de Santis

Music: Bobo Marcucci

Media Planning: Asset Media

With the new MediaWorld Smart technology, consultancy and services are available to people in Turin in the refined historical city centre 

MediaWorld has confirmed that for them Turin is a strategic city. The leader in distribution of electronic products has announced the opening of a new sales point in the city centre.  This new store joins the five other stores already operating in the Turin area.  

This sales point is a MediaWorld Smart, a proximity concept that the company has been experimenting with successfully in some key Italian cities, to meet the new needs of customers, who are at the heart of MediaWorld’s business model, and so consolidating the company’s presence throughout Italy.

This is an innovative concept for the consumer electronics sector, adapted to the needs of customers who have frenetic days and who are looking for solutions to simplify their life by optimizing their most precious asset, time. The goal is actually to be in daily contact with customers, offering products, services and advice even in the usual shopping locations, all with the goal of assisting them in choosing the ideal way to meet their particular needs. The claim “Made especially for me” makes this approach a reality. This campaign was created by the Armando Testa Group, creative partner of MediaWorld not only for this project but, in general, for every aspect of the brand’s communication since 2019.

Thanks to MediaWorld’s omni-channel strategy, combining the advantages of online and physical stores, the new point of sale in the city centre features a display of a selected assortment of products, -Telephone, IT, Audio, TV, small and large appliances, urban mobility as well as a wide range of accessories designed for this sector: from a huge choice of headsets to cables for mobile phones, cards for playing online, as well as helmets for riding a bicycle or scooter safely. MediaWorld’s entire online assortment will also be on offer using digital tools that allow you to select and purchase products not actually displayed in the store, and get them delivered conveniently at home or in store. The store will also be a strategic point for the Pickup and Pick & Pay service, for customers who decide to buy online with collection and payment in store. Finally, numerous services will also be available for customers, including smartphone repair, a booking service for professional help at home to configure devices or to conveniently purchase products already configured and ready to use, or even customised advice about choosing the best technologies. 

The surface area of the new Piazza Castello store is approximately 400 square meters, half is a sales area and the other half a warehouse to offer the best delivery experience for Pickup and Pickup & Pay. Opening to the public is scheduled for July 15, from 9.30.

 “Turin is a city we’re very attached to, and where we are continuing to invest to consolidate our presence and to respond effectively and promptly to the ever-changing needs of people. The aim of this new store is to complement the shopping experience, knowledge and discovery of technology that we offer to people in Turin: in our stores in the area for some time, online, and, from today, in the city centre in a historic square that, in addition to the traditional “Sabaudo” shopping, will also offer the best technology for all needs”, comments Luca Bradaschia, CEO of MediaWorld.

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Economic prosperity, cultural life, social relationships, individual and collective wellbeing and even democracy all depend on health. In the last year the world has become more aware of this than ever before.  That’s why the B20 Healthcare and Life Sciences task force – the global level business engagement group of the G20 – has created a video campaign “More than Science”, with the goal of recalling the fundamental importance of scientific research and innovation in the field of life sciences.

Armando Testa was responsible for the creativity of the video, with executive creative direction fromMichele Mariani (art-director Barbara Ghiotti, copywriter Sara Greco). In just one minute a sequence of images linked to everyday life (the birth of a baby, visiting a museum, taking part in a concert, the embrace of two old people, a dive into the sea at sunset and lots more),  describes the outstanding commitment made by scientific research. A voice over recalls the central role played by science to “make everything we do possible”, with continuous evolution toward ever new goals.  

The claim chosen for the video, “SCIENTIFIC RESEARCH IS HUMAN RESEARCH”, highlights the close connection between all aspects of scientific research and the progress of humanity.

The video will be broadcast on all the B20 institutional channels (Twitter; Facebook; LinkedIn; Site) and is available for global use by more than 1000 members of B20 for the coming 12 months on all channels. 

“This dramatic pandemic has shown us that only thanks to investment in research and development and collaboration between the scientific, industrial and institutional world can we achieve unprecedented results. One of which is the development in a few months of new vaccines, even using new technologies, 11 billion doses will be available by 31 December globally” highlights Sergio Dompé, Chair of the B20 Task Force Healthcare & Life Sciences. “Never before has it been so important to remember the way the progress in research impacts on all our lives so directly “.

The B20 is one of the most authoritative “Engagement Groups” established by the G20. It brings together the private sector and industrial confederations of the G20 countries and in 2021 it is chaired by Italy. B20 Italy, with the claim “Reshape the Future: Include, Share, Act”, is organized by Confindustria and chaired by Emma Marcegaglia. The purpose of the B20 is to support the G20 with strategic guidelines on key sectors for the global economy, promoting dialogue between the public and private sectors and with international organizations and institutions to indicate concrete paths and allow governments to respond to the main global challenges.

The Health & Life Sciences Task Force has 99 members from 14 different countries.

B20 Media relations – Close to Media, a company founded by Elisabetta Neuhoff Email: b20@closetomedia.it

Agency: Armando Testa 

Executive creative director: Michele Mariani 

Creative team: Sara Greco and Barbara Ghiotti

Client Director: Benedetta Buzzoni

Account Executive: Federica Drogo

Production company: Little Bull Studios

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Being delicate doesn’t mean being fragile. Being romantic doesn’t mean being ingenuous. And being sensitive doesn’t mean being weak. Every woman is delicate and strong, gentle and tenacious, sensitive and gutsy at the same time.

And that’s the message from the new Lines campaign which, after a number of years is communicating again with the brand Lines Petalo to continue the fight against gender stereotypes. And once again they have chosen to do so with along with Armando Testa.

With the claim “Lines Petalo, delicate as a petal, strong as you,” Lines is talking to all women, inviting them to acknowledge that they are delicate, but also amazingly strong and that’s their special feature,  just like  Lines Petalo, delicate and fresh on your skin but absorbent and protective like  a  Lines.

Women of different ages star in the 30’’ TV  ad and  they show two sides of themselves in a completely natural way: the more delicate and sensitive side but also more gutsy and determined, during different times of their lives which all viewers could identify with.  The copy of the campaign plays with a contradictory approach, its direct and precise tone communicates the importance of seeing beyond the stereotype that women are the weak sex. 

The campaign airs on TV and also includes an ad hoc digital and social adaptation with different contents specially developed for the channels involved which will feature all the different girls from the ad.

Production was handled by Think Cattleya, and the director was Francesco Calabrese. 

Post-production by Little Bull Studios. Media planning by Media Italia.

Credits

Team Marketing Fater – Lines

General Manager: Antonio Fazzari

Associate Marketing Director: Ione Volpe

Group Brand Manager: Mariaelena D’Ippolito 

Brand Manager: Mariana De Simone                           

Agency: Gruppo Armando Testa

Executive creative directors: Georgia Ferraro and Nicola Cellemme

Creative team: Chiara Panattoni, Carlotta Gilardi, Cristina Macchi

Production company: Think Cattleya

Director: Francesco Calabrese

Dop: Karim Andreotti

Media Centre: Media Italia    

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The collaboration continues between Consorcio, the prized Cantabrico tuna, and the Armando Testa agency, which has been managing its communication for years. The positioning “Artisti del gusto” (Artists of taste) was launched a year ago with a commercial featuring the iconic red and blue tin “framed” by a sequence of picture frames and backgrounds creating an almost hypnotic effect, and it continues this year, set in the rooms of an art gallery, among classical and contemporary works of art.

The film airs from 10 June in cuts of 15 “and 10”, on TV and the web. It the art works coming to life, fired up with longing as Tonno Consorcio passes by: a statue sacrifices a kiss to turn and admire the tuna, a neon lights up with amazement, the sleeping woman in a portrait wakes up as the tin passes by: “Such unique tuna that it’s impossible not to long for it.”

Tonno Consorcio goes through room after room in the art gallery, and when even the marble loses its chill and immobility, it’s clear that something truly extraordinary is happening.

The film was shot entirely in 3D CGI, and the production involved Little Bull Studios, the production company of Armando Testa, and a team of talents able to perfectly create not only naturalness and realism, but also special interactive chemistry among all the characters in the story, endowing life and soul to paintings and apparently static solid statues.

Agency: Armando Testa Milan

Creative Direction: Monica Pirocca and Michela Sartorio 

Creative Team: Serena Maggioni and Marco Cetera 

Client Direction: Benedetta Buzzoni

Account Executive: Federica Drogo

Production Company: Little Bull Studios

Director: Salvatore Restivo

Post production and 3D: Band

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After the science hour and the Italian hour, “The hour for change” has arrived in schools. This educational project from Lines has an outstanding sponsor in Emma Marrone. A special initiative throughout the country dedicated to young people, it is part of an integrated communication project featuring Lines and Emma Marrone, side by side in the fight against gender stereotypes.

This initiative is part of Lines’ broader project “Domande scomode@School” (“Awkward Questions @ School”). For years it has been committed to bringing real training opportunities on a range of topics into schools, with the aim of giving children information without prejudice and so the tools to build a fairer future based on respect and the value of diversity.

“The hour for change ” talks directly to young people, but above all it uses the language of young people. The format, conceived by the communication agency Armando Testa, with media planning by Media Italia, tackles a complex issue but does so by involving a number of guests, not only experts on the subject, but also very very close to the kids. So no to classic lecture lessons, make way for lively and engaging exchange for everyone.

The special format “The hour for change” promoted by Lines is an action with social importance, aiming to get new generations reflecting on the theme of gender equality and tackling violence, engaging with young people on what needs to be changed in order to make modern society more just and equal.

The format actually does include some online live lessons, thanks to a distance learning platform and three classes from three high schools in Milan, Rome and Naples will be featured.

Emma, ​​as well as being the sponsor of the initiative, will deliver the first more general lesson on gender stereotypes, while the following lessons will go deeper into more specific issues such as stereotypes related to changes in the body, cyberbullying and body shaming and with guest characters such as Weedy and Noa Planas, who are just about the same age as the students.

Each lesson will be led by sociologist Silvia Semenzin, together with the guests, she will liven up the lessons with time to analyse and discuss the phenomena looking at concrete examples and through storytelling about the personal experiences of the guests.

Since these issues are so important for young people in all schools, the episodes are available to everyone on the platform “Domande scomode@School”.

CREDITS

FATER spa

General Manager: Antonio Fazzari

Mktg Associate Director: Ione Volpe

Mktg Manager: Mariaelena D’ippolito

Assistant Brand Manager: Michela Sala

Agency: Armando Testa

Executive Creative Directors: Georgia Ferraro and Nicola Cellemme

Creative team: Carlotta Gilardi, Chiara Panattoni, Chiara De Michelis

Technical and didactic support: La Fabbrica

Production and logistic support: Little Bull Studios

Media agency: Media Italia

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The brand from Spoleto and the Turin agency team up again for the campaign for the competition “Che gusto tifare Italia!” (How tasty it is to cheer on Italia!), linked to the Italian national football team, of which Costa d’Oro is an important official sponsor.

The new commercial which is the perfect follow-up to the “Dream Team” ad of just a year ago, airs from 23 May in cuts of 15 “and 10” during the European championships.

The dream team itself is back on TV, consisting of the hundreds of people who work with passion every day to bring genuine, traceable and special extra virgin olive oils to our tables.

Costa d’Oro is giving away special prizes, which are featured in the second part of the commercial: official holdalls, backpacks and scarves of the Azzurri, as well as an annual supply of 100% Italian Costa d’Oro oil.

The campaign also includes a 30” instore radio ad which lets the fans of the national team have their say. From one of the most famous stadium chants, ironically revisited, you can only imagine how strong the desire to own the Azzurri’s official holdall is: “Vinceremo, vinceremo, vinceremo un bel borson!”. “We’ill win, we’lll win, we’ll win a great holdall!”.

TVC and radio, with video and audio production by Little Bull Studios and Sample respectively, will be on air until 13 June.

CREDITS 

Agency: Armando Testa 
Executive creative direction: Michele Mariani
Creative team: Federico Bonenti, Andrea Lantelme, Stefano Arrigoni, Tommaso Casarini

Video Production company: Little Bull Studios

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