Yamaha Motor Europe is launching an exclusive special edition of just 560 examples, made even more exclusive since they can be bought exclusively online to celebrate the 20th anniversary of when the first TMAX was brought out.
That’s how the TMAX 20th Anniversary came to life: the undisputed king of maxi sporty scooters in a special edition representing the max of its evolution. “MAX Evolution”, declares the payoff of the campaign which once again was created by Armando Testa. It’s a visual representation of the evolutionary course which has lasted a whole eight generations. And generation after generation, edition after edition we see the body of the TMAX change and evolve to finally reveal the latest incredible model.
There are lots of exclusive features for fans of the TMAX to admire: dedicated colours and graphics, carbon inserts, bronze wheels and top-class technology onboard.
The touch point campaign, preceded by a video teaser, includes cuts of 90″ and 30”. It was produced by the in-house production company Little Bull Studios.
Credits:
Agency: Armando Testa Group
Executive creative direction: Nicola Cellemme and Georgia Ferraro
Creative team: Laura Sironi, Maria Meioli
Production Company: Little Bull Studios
Director: DI: AL
Dop: Diego Indraccolo
Photography: Marco Campelli
Colour correction and post production: BAND
Photo post production: Sara Lucchetta, Riccardo Corda
Whoever said that women don’t know how to form a team, that they’re always competing against each other and that it’s in their nature to be envious of one another? We’ve had enough of these stereotypes.
Lines is communicating again together with the Armando Testa Group on the occasion of 8th March to encourage women to step up beating the prejudice that depicts them as unable to offer mutual support and actually showing the opposite – when united, they can be a real powerhouse.
A new TV and social campaign, planned by Media Italia, will be on air during the week of International Women’s Day. It makes viewers reflect on the theme of female solidarity but above all it announces the launch of “Donne per le Donne”, (Women for Women)a special social initiative which means women can help other women in difficulty when they make a purchase.
This appeal for female bonding is also echoed by Emma Marrone, sponsor of the Lines è campaign #UnPassoAvanti(A step forward) and ambassador of the fight against gender stereotypes undertaken by Lines. The singer will take part in the operation with a real “call to arms” addressed to all her fans by way of her social channels: the more women learn about the initiative and take part, the more surprising the results will be.
What does “Donne per le donne”? (Women for women) consist of? For every pack of Lines purchased, the consumer can contribute to donating sanitary protection to WeWorld non-profit which will then handle distribution to disadvantaged women. Taking part is easy: just go to the lines.it site and add the code you find on each pack of Lines to make a little gesture that can make a big difference.
Credits
Team Marketing Fater – Lines
• General Manager, Marketing and Digital Director: Antonio Fazzari
• Associate Marketing Director: Ione Volpe
• Marketing Manager: Mariaelena D’Ippolito
• Assistant Brand Manager: Benedetto Gazzara
Agency: Gruppo Armando Testa
Creative direction: Georgia Ferraro and Nicola Cellemme
International Women’s Day sees the launch of a campaign featuring great women of the past who made technological breakthroughs.
Milan, 4 March 2021 – Recent data confirm that in Italian universities 18,3% of the total number of female students choose STEM (Science, Technology, Engineering and Mathematics) courses. In the most recent academic year female students accounted for 37% of total students enrolled in scientific faculties. This gap is also reflected in the labour market, where, one year after graduation, employment levels for males after earning a STEM degree, reach 91,8%, while it is 89,3% for females (*).
In order to make a real contribution to bridging this gender gap in uptake of STEM subjects, MediaWorld is taking advantage International Women’s Day. Market leader in Italy in the distribution of electronic goods and part of the international MediaMarktSaturn Retail Group, MediaWorld is supporting GirlsTech, an initiative to promote gender equality through educational events and activities, created by SYX, a non-profit association which publicises new IT technologies.
4 months of online courses for a total of 270 hours of free training targeted at girls from 7 to 18, with the goal of developing female technological talents by providing training and development courses, to give concrete support the female presence in science and tech sectors.
The courses are delivered by GirlsTech and taught by professionals and will cover some of the most up to date subjects: from coding with Scratch and Python to designing apps and videogames, from cybersecurity to graphic design.
“We are committed to the values of equal opportunities, talent development and inclusivity and ensuring they are really enforced every day. Encouraging female presence – today around 50% of our employees – is an integral part of this commitment and a pillar of our strategy for growth and competitiveness”, saysAlessandra Bergamo, Head of MediaWorld Italia HR. “Technological innovation and science are invaluable tools for the future of young people and to build a more equal society. However, there are still too few girls who decide to focus on these disciplines and that’s why we have decided to organise this project and dedicate it, on this symbolic day, to young Italian women”.
“SYX’s goal with GirlsTech is to eliminate the gender gap in the STEM world in Italy. This project brings positive value, it demonstrates how things can change. Our vision is a world in which girls are free to know and choose a career in technology and digital, without prejudice and obstacles, creating wealth by showing their own creativity and expertise “, comments Francesco Ronchi, founder and Vice-President of SYX.
Information on how to enrol in the courses is available on the page of the MediaWorld site mediaworld.it/tech-is-pink.
MediaWorld is flanking the training programme targeted at young Italian women with a campaign celebrating great female pioneers of the past, examples for new generations and inspiration to overcome the women/tech dichotomy.
History teaches us that throughout the centuries a great many women were behind great technological innovations. Just think of Florence Parpart who invented the modern fridge, Ada Lovelace who wrote the first IT program in history in the 19th century or even Sophie Wilson, the mind behind the most common microprocessor in the world.
The campaign was created by the Armando Testa Group and developed on digital channels by Plan.net. It invites Italians to discover the contribution made by these great women from the past with a landing page dedicated to numerous social activities. In addition, the iconic red M of MediaWorld turns pink becoming a hyper-techno M which is the main feature of all the communication. The campaign is on air from 4 to 14 March and includes 360° integrated communication covering TV and RADIO, as well as digital and social networks, also including points of sale and POP materials.
To celebrate the pink side of technology, MediaWorld has launched the Tech is Pink promotion, selecting the best products and accessories paying special attention to women, from the ultra-light convertibles to tech products for beauty, body and hair care, trendy coloured smartphones, not forgetting TVs and accessories for those who love to cook.
The 7 women who changed history and revolutionised our lives thanks to some of the most important technological innovations and who inspired Tech is Pink.
Florence Parpart
She was granted a patent in 1914 for the modern refrigerator, which made the ice-box obsolete for anyone who had electricity.
Josephine Cochrane
in 1886 Josephine exclaimed furiously: “If no one has invented a machine to wash dishes yet, then I’ll do it myself!” That’s how Mrs Cochrane built wire compartments, specifically designed for dishes, and positioned the sections in a drum inside a copper boiler. It was patented and installed in the Cochrane home on 28 December 1886. Josephine’s friends were so amazed they called the machine “the Cochrane dishwasher”. Josephine demonstrated her machine at the World’s Columbian Exposition in Chicago in 1893 when she won first prize.
Ada Lovelace
Ada Lovelace is often remembered as the mother of today’s computers and the first computer programmer in the world. Daughter of the famous Lord Byron, she was raised by her mother, who taught her mathematics. Ada contributed to Charles Babbage’s invention on the analytic machine, she wrote the first IT program in history: an algorithm to generate Bernoulli’s numbers.
Grace Hopper
Grace Hopper was an American mathematician and IT technician, famous for working on the first commercial computer in history. She invented the first user-friendly programming language for commercial activities known as COBOL. She introduced the term – “bug” – for a machine mal-function, an expression commonly used today.
Hedy Lamarr
Actress, researcher and scientist. She was responsible for the invention in the first half of the ‘30s, of a modulation system to codify information for transmission on radio frequencies, which allowed for remote control of torpedoes and naval vessels. Lamarr patented the system with a friend, immediately arousing the interest of the secret service and military apparatus, laying the basis for not only cryptology but also mobile phones and wireless IT systems.
Radia Perlman
Internet as we know it today might not have existed without the inventions of Radia Perlman. At 68 she is still counted among the greatest network engineering experts in the world: Radia Perlman has numerous patents, but the invention which made her famous is the Spanning Tree Protocol, used to build complex networks and fundamental for the working of the web. She is one of the world specialists in software design and IT network engineering.
Sophie Wilson
Born in 1957, she designed one of the first computers, Acorn System 1, and corresponding programming language BBC BASIC. She is famous for designing the Arm microprocessor, which is used today in thousands of different products from smartphones to tablets, from digital TVs to videogames.
* SOURCE: Osservatorio Talents Venture e STEAMiamoci sul Gender Gap nelle facoltà STEM
(Talents Venture Observatory and STEAMiamoci on Gender Gap in STEM faculties)
Information about MediaWorld
The first consumer electronics chain in Europe with over 1,000 megastores, the second worldwide, MediaMarkt Saturn Retail Group operates in Italy with the MediaWorld brand, the leading company in this sector in the country. Currently MediaWorld is present with 117 points of sale located throughout Italy.
Information about SYX
Founded in 2018, SYX is a non-profit organisation which holds conferences, workshops, training courses and networking events on new IT technologies. It organises droidcon Italy, the biggest Italian conference dedicated to Android developers and Swift Heroes, the international event on Apple programming language. In recent years it has delivered courses to more than 50 companies on Android and iOS Development, Mobile Security, UX and UI Design.
It has been organising GirlsTech since 2019. The first Italian event dedicated to female inclusivity for women in the STEM world, from both the educational point of view and on the professional front. GirlsTech also includes face-to-face or remote IT courses and workshop for kids and girls aged 7 to 18.
GirlsTech is an initiative dedicated to “female tech” organized by SYX. The goal of the event is to fight gender differences to encourage inclusivity in the world of technology and science, through dialogue and concrete actions guaranteeing equal educational and training opportunities for girls and young women.
GirlsTech is not just an event, but a range of STEM type educational activities for kids and girls from 7 to 18.
Passion, creativity, harmony, teamwork. Armando Testa and Tescoma, leader in the kitchen and household utensils sector, began their story one afternoon in 2020: it was supposed to be an exploratory meeting in view of a pitch, but immediately turned into a working team. After closing the year with two radio ads and a digital plan dedicated to Christmas, today Armando Testa is ready to launch a large scale outdoor, press and social campaign from 25th February and to kick off the production of a 30” TV ad. It starts off with multi-subject press and outdoor, planned throughout Italy, and with the launch of the new claim: “La tua casa, la tua storia.”(Your home, your story.)
The campaign was developed by Armando Testa’s creative and strategic team, and it starts from a contemporary insight: the home is becoming more and more not just the place where we live, but the setting for very personal, unique stories, about relationships, flavours, points of view. So, inspired by the world of timeless, most wonderful fairy tales – Little Red Riding Hood, Beauty and the Beast, Tom Thumb… – the campaign describes occasions in life when people, along with Tescoma products, create special moments.
“Our collaboration with the Armando Testa team has really taken off in these early months of 2021, when Tescoma is celebrating 25 years of activity in Italy. I see it as a fantastic gift, a new turning point in our communication, so that we can face future challenges in the market with enthusiasm.
What’s more working with an all-female team just like us has been very positive, a great experience of women supporting women.”
comments Nicoletta Abeni, marketing and communication director of Tescoma Italy. “We are super happy with this new route we’re taking together, we were immediately thrilled at the idea of working side by side, and the passion the whole Tescoma team puts into everything.” said Benedetta Buzzoni, client director, and Michela Sartorio and Monica Pirocca, creative directors in Armando Testa. “The evolution in the way we experience our homes was our focus of concentration. There’s a desire to feel more and more we are the heroes of a special story. But some things never change: the fairy tales of our childhood smell like a freshly baked cake. The new campaign mixes together a number of ingredients: fairy tales, much-needed little smiles, and people’s truth. We wanted our creativity kitchen to produce something with a special flavour, made even more real thanks to the times we are living through: people need to dream, and they’re doing so more and more in their homes and especially in their kitchens. “
The campaign starts on February 25th with three subjects inspired by Little Red Riding Hood, Snow White and Tom Thumb, then continues with three other fairy tales in the second half of the year. The TV film will be directed by Matteo Sironi and produced by LittleBull Studios, and shot in the coming weeks and it’s planned for next spring.
Credits:
Tescoma Team: Nicoletta Abeni, Chiara Pelati and Lisa Lini
Agency: Armando Testa
Creative Direction: Monica Pirocca and Michela Sartorio
Georgia Ferraro and Nicola Cellemme who have been creative directors in Armando Testa since 2018, are now taking on the positions of executive creative directors of the Milan branch.
“We are really happy and enthusiastic about this recognition. Such an appointment makes us extremely proud and represents an important milestone, but it’s just another step in a long journey in this versatile group in constant evolution. We were welcomed as part of a big family and we are inspired to always look for the unexpected side of things” comment Ferraro and Cellemme.
“I am very pleased about this recognition for Nicola and Georgia. It is very well deserved since they fully share the Armando Testa philosophy, they strive to make it evolve and innovate every day, and they bring new energy to the creative assets of the agency.” – adds Michele Mariani, executive creative director of the Armando Testa Group.
The partnership between InTesta (Armando Testa Group) and Sodalis Group, Italian market leader for Health, Beauty & Personal Care, has been strengthened thanks to the acquisition of a new brand: Deborah Milano.
This brand has a rich history and appeal and today aims to present itself to target consumers in a more friendly and modern way while still maintaining the reliability and authority it’s always had.
This brand is close to all women and helps bring out all their best features every day.
Women strive at every moment of their lives to be the best version of themselves.
With them in mind, Deborah Milano has created one of its best sellers, the 24-Hour Instant Maxi Volume mascara, now also enriched with a new formula containing pomegranate oil and keratin.
The two mascaras will feature in the communication, starting from 7 February.
The campaign highlights the excellent cosmetic performance of Deborah Milano’s 24-Hour Instant Maxi Volume mascara: it can triple the volume of the lashes with a 24-hour long-lasting hold, the ideal mascara for the today’s woman who wants to transform her appearance in just an instant, to feel more beautiful and so more self-confident. With geometric games and worlds dominated by Deborah Milano’s classic red colour, the spot describes how the mascara can thicken and nourish lashes making them perfect all day long.
The commercials in cuts of 20 “and 15” present the two varieties of the product (classic and newcomer with pomegranate oil and keratin), to consumers. The ads were produced by Albatros Film, directed by Silvia Rossi and will be on air from 7 February with a schedule involving all major TV broadcasters.
The integrated campaign will also have extensive visibility in main women’s magazines and online, through social media and ad displays.
Beauty routine, skin care routine, fitness routine… There are lots of ways for a woman to feel fresh every day but what does a real Lady do to make sure of her intimate freshness?
Simple… follow a Freshness Routine!
These are the words from Justine Mattera, Roberta Scagnolari, Elisa d’Ospina and Jennifer dalla Zorza, the four influencers championing freshness that Lines has chosen as the stars of its new “Lady Freshness Routine” campaign.
The social media operation was created the aim of educating consumers to take care of their intimate freshness – to complete the beauty and well-being routine every woman performs every day to feel her best. It also aims to overcome the stereotype that a woman’s freshness and vitality fades as time passes and perhaps with age.
The four ambassadors have taken on the roles of Lady Wellness, Lady Beauty, Lady Fashion and Lady Glam respectively because of their passions, and they show that to protect your freshness every day, all you have to do is take care of different aspects of your well-being – such as sport, skin care, style and femininity. But above all adopt the good habit of wearing the panty protector every day that makes you feel safe from all kinds of small unexpected leaks: Lines intervallo Lady.
The new totally digital campaign was created by the Armando Testa agency, and it includes a launch video, a series of fun and light-hearted clips and tips where the four Ladies use their channels to tell their followers their tricks and give some advice in an intimate and confidential way about how to always feel fresh, even after a busy day and… maybe with a romantic evening in sight.
The campaign was planned by Media Italia, and it is online from February until spring when the latest video contents will be released.
Credits
Team Marketing Fater – Lines
• General Manager, Marketing and Digital Director: Antonio Fazzari
• Associate Marketing Manager: Ione Volpe
• Marketing Manager: Lina D’Alberto
• Brand Manager: Silvia Fracassi
Agency: Armando Testa Group
Creative directors: Georgia Ferraro and Nicola Cellemme
The Armando Testa Group welcomes Guglielmo Pezzino, after lengthy his experience with Publicis, he is now joining the agency as Head of Strategy.
“I am very happy to start out on this new journey, it offers me a challenge that is exciting and professionally important, in an agency that has always fascinated me and was one of the first to make me fall in love with this work,” says Guglielmo Pezzino.
I started my professional career as a copywriter and so I’ve always looked at communication with a very creative point of view.
Identifying agencies through their campaigns was a game, a challenge I played with my former colleagues, even with my classmates while I was at school.
Armando Testa always impressed me about this. Over time, in different ways depending on the brand, Armando Testa has always succeeded in expressing its own specific, very unique and recognizable style.
So, today, I feel I have a great opportunity before me, to integrate this creative uniqueness with an equally specific and distinctive strategic approach.
I think I can contribute to building a strategic / creative pathway we can own in Armando Testa, helping brands to be more and more distinctive and vital in the Italian market and in the global landscape, increasingly oriented towards promoting their special features and uniqueness “.
Nicola Belli, Managing Director of the Armando Testa Group, adds “In the Armando Testa Group we never tire of repeating to ourselves that creativity is the true and ultimate goal of our work, that’s why we are proud to welcome Guglielmo, his early career as a creative and now as a strategist. We are confident that Guglielmo will enable us to do exactly what brands need: trace clear and structured pathways, always connected to the heart of our business, creativity! “
It’s happened again. After conquering the Italian market, the MediaWorld campaign “Fatto apposta per me” (Just Made For Me), created by Armando Testa in 2019, has been declared a winner by the German mother company MediaMarkt. After a pitch involving all the group’s local agencies, they decided to adopt it in another 5 European countries, and make the Italian agency the hub for MediaMarkt communication, both corporate and promotional.
This case history shows that a campaign with a unique, distinction visual subtlety which enhances the brand can be effective universally irrespective of the reference market.
The technology that becomes part of people’s lives recognised with the shape of the red “M” of MediaMarkt is an image in perfect Armando Testa style, which stays in your mind: the results of the Italian campaign, reaching 100% brand linkage, prove just that and now it is ready to create the same awareness in foreign markets too.
To the notes of “What a Wonderful World” the campaign has aired in Germany, Poland, Switzerland, Spain and Portugal the first date was dedicated to Christmas, followed up in January with a corporate ad.
The concept “Just Made For Me” has been developed for all media: TV, press, pop, radio, digital and social.
The creativity, as always created by Armando Testa, has been enhanced with new scenes, directed by Edoardo Lugari, to expand the universe of products and services offered by MediaMarkt even more.
This time too, the production was entirely managed by Little Bull Studios.
Amaro Montenegro is celebrating Christmas with an elegant special gift pack containing an added extra – an augmented reality digital experience, created by the Armando Testa Agency.
The historical brand has decided to dedicate the new gift box, created exclusively for the Christmas period, to its fans. This elegant pack lets you enjoy a unique experience using augmented reality technology for the first time.
The pack has been on the shelves in mass market outlets since November and offers a surprising AR experience: framing the QR code on the back of the pack with your mobile phone activates a series of exclusive contents. Videos, 2 and 3D amination, and interactive elements make the iconic bottle come to life and pull the consumer into an involving virtual journey to discover the history, the 40 aromatic herbs, with 7 notes, and production process of Amaro Montenegro.
In one of the special contents there is a section dedicated to mixology with video tutorials to so that even at home you can prepare inviting cocktails based on Amaro Montenegro: Monte Mule, Montenegroni and Monte Sour.
