Trend of the year confirmed: for Media World once again the best-selling products are those linked to smart working and small kitchen appliances
Milan, 19 November 2020 – After launching the first Black Friday, lasting three weeks, MediaWorld is continuing the campaign created together with Elio e le Storie Tese. The second episode featuring the stars with new surreal gags is now on air.
This year MediaWorld has decided to meet the needs expressed by Italians by offering discounts for a longer period, giving customers more time to decide what to buy and find the promotions most in line with their needs, whether online or in store in all safety. Already in the first week of Black Friday, MediaWorld saw the trend recorded throughout 2020 confirmed: even in this period, customers have purchased more products for smart working and small appliances for preparing food at home.
The new way to buy is featured in the creative campaign, developed in collaboration with the Armando Testa Group. They have created Mediaworld’s BLACK FRIIIIIIIIIIIIIIDAY, entrusting a testimonial like Elio e le Storie Tese with the message.
The ads actually start off with the idea of extending Black Friday, turning it into MediaWorld’s BLACK FRIIIIIIIIIIIIIIDAY, taking advantage of the singing skills of Elio e le Storie Tese, who are famous for their unforgettable performances and the enormous vocal range of their front man.
In the first episode viewers had the chance to see Elio, Faso and Cesareo get up on MediaWorld’s BLACK FRIIIIIIIIIIIIIIDAY stage, dressed in eighteenth century clothes with contemporary musical instruments to let out a long long tenor solo with unexpected consequences.
Instead in the second episode, now playing on radio and TV, Elio e le Storie Tese are grappling with 70s dance music. We actually see them with their thick hairdos and bellbottom trousers getting onto the stage to stretch out BLACK FRIIIIIIIIIIIIIIDAY with Elio’s virtuoso vocals, in such an over-the-top performance that everyone is amazed.
The commercials were produced by Little Bull Studios and shot in smart working. Elio, Faso and Cesareo were actually directed thanks to a videoconference with the director and recorded their parts without leaving home using the equipment provided by the production company.
The TV and radio campaign were planned in collaboration with Dentsu Media Aegis and has an even stronger communication plan than the first episode. It will be on air from 18 to 30 November.
Social media and digital channels will also see ad hoc programming with a series of original contents created by Plan.net. Planning on digital touchpoints is by Mediaplus.
From Friday 20 November, World Children’s Day and until 27 November, the national initiative“In farmacia per i bambini”, returns. It is from the Francesca Rava Foundation – NPH Italia, the non-profit organisation to raise awareness of the rights of children and to collect over the counter medicines, baby food and paediatric products for children in health poverty. Now in its eighth edition, it operates thanks to the valuable collaboration of pharmacists, in 2000 participating pharmacies throughout Italy. As usual Martina Colombari, sponsor of the foundation, will the testimonial and volunteer during the initiative.
THIS YEAR “IN FARMACIA PER I BAMBINI” IS MORE URGENT THAN EVER!
1 child in 8 in Italy lives in absolute poverty (Istat 2019). The Covid-19 health emergency has been followed by an economic one, so “In farmacia per i bambini” is even more important to bring concrete help to thousands of children and families in difficulty «The Francesca Rava Foundation has received thousands of requests for help from care homes for families, communities for minors and families who are unable to meet the needs of their children. On 20 November and the following days, we can all help by buying and donating medicines and paediatric products from participating pharmacies for children in health poverty», states Mariavittoria Rava, President of the Francesca Rava Foundation.
THE IMPACT OF THE NATIONAL INITIATIVE “IN FARMACIA PER I BAMBINI”
In 7 years more than 1 million drugs and baby-care products have been collected. In 2019 the collection was donated to 668 recipients (children’s care homes, communities for minors solidarity stores) 36,000 children were beneficiaries as well as the NPH Saint Damien paediatric hospital in poverty-stricken Haiti, which helps 80,000 children every year. “In farmacia per i bambini” has received the Medal from the President of the Italian Republic for four consecutive years till 2019. It is also a sustainable event: each pharmacy makes a collection for a local care home or body, which it is twinned with, so charity at 0 km!
A GREAT TEAM ALL AT THE SERVICE OF CHILDREN
2000 pharmacies throughout Italy are involved in “In farmacia per i bambini”.Corporate partners include Federfarma and Cosmofarma and the patronage of FOFI. KPMG Networkwho jointly founded the initiative in 2013 and friends BNP Paribas,Chiesi, Mellin, Nutricia, Mylan, EcoEridania, Lierac, Silc-Trudi Babycare, Vim, BD Rowa all stand side by side with the foundation. The campaign is also supported by Cariparma Foundation and Carisbo Foundation. Patronage from the Municipality of Verona.
The Armando Testa Group has joined this great team pro bono and created the 2020 communication campaign developed for TV, press outdoor, radio and social media. This is a challenging project, people respond on a human level, and an exceptional team got together which includes Production company, Little Bull Studios from the Armando Testa Group, director Federico Brugia, photographer Mauro Turatti for the press ad, Mokamusic for the sound track, TopDigital for radio and Band for post-production; shot at the Malpighi pharmacy in Milan. The new ad is on air from 15 November and it is a dream-like film which is able to send both a strong and direct message which features a paper plane made with the leaflet from a drug, as a symbol of the concrete solidarity of a donation. This gentle and delicate element represents how carefree children are but also the determination and commitment of the Francesca Rava Foundation along with the pharmacists and all those who have taken part in this noble social venture.
THE RIGHT TO HEALTH WITH DRAWINGS BY CHILDREN IN ISOLATION BECAUSE OF COVID-19 AND THE NATIONAL PROJECT NINNA HO
A leaflet on children’s rights will be distributed in participating pharmacies. It tells a children’s story illustrated by Giulia Orecchia and with drawings by young patients – because of Covid they have spent time in isolation in the paediatric infectious disease department of the L. Sacco Hospital in Milan and were invited by doctors and psychologists to draw, to feel reassured and less alone. Framing a QR code, you can see videos with Martina Colombari reading stories on children’s rights.
Among those rights, the right to life is also included, it is defended and protected by a ninna ho, the first national project against abandoning new-borns, started in 2008 from an idea from the Francesca Rava Foundation and the KPMG network in Italy. The mission is to publicise the current Italian legislation (DPR 396/2000), which allows future mothers, both Italian or foreign who find themselves in serious difficulty, to give birth anonymously and safely, to protect their own health and that of their unborn child, at all public hospitals (www.ninnaho.org).
CHILD HEALTH POVERTY BEFORE, DURING AND AFTER COVID
According to research by the Francesca Rava Foundation in collaboration with IRS about the beneficiaries of “In farmacia per i bambini”, the collection satisfies 50% of their annual needs for medicines and baby-care products. Of the amount saved in 67% of the cases it is used to buy basic necessities (food, school supplies etc.) and in 22% for medical assistance. During the rest of the year, purchases are made with their own funds, neglecting vital needs, such as specialist medical checks, psychological support and teaching assistance. Child health poverty is correlated to the progressive increase in child poverty,1 in 8 in Italy (data from Istat 2019) and educational poverty. A recent research study highlighted the increase in the needs of institutions to buy masks, disinfectant gels, devices for homeschooling, while observing a fall in income and increase in care costs.
MARTINA COLOMBARI, TESTIMONIAL AND VOLUNTEER OF “IN FARMACIA PER I BAMBINI”
“It has always been a great honour for me to represent “In farmacia per i bambini” and the great team committed to bringing concrete help to the most-needy children and families. This year, due to the serious economic and social consequences of the Covid-19 emergency, everybody’s help is even more vital. And “In farmacia per i bambini” brings us closer to those in need, despite the distance that separates us. On 20 November, World Children’s Day, let’s remember the rights of children, make solidarity fly high with a concrete gesture!”.
“IN FARMACIA PER I BAMBINI”, FROM 20 TO 27 NOVEMBER
Francesca Rava Foundation – NPH Italia Non-profit, 20 years in Italy, 65 in the world.
The Francesca Rava Foundation – NPH non-profit was founded in 2000. It helps disadvantaged children and adolescents in Italy and around the world. It is on the front line in emergencies which affect children and their families in a concrete and timely way. It strives every day for long-lasting changes in the lives of thousands of children in difficulty.
During the Covid-19 emergency it has supported 26 hospitals in 10 Regions by sending volunteers and equipment and helped 32,000 people with Sos Spesa.
Credits
Agency: Armando Testa Group
Creative Direction: Nicola Cellemme and Georgia Ferraro
“Everyone of us holds a big little dream in our hearts. It can come true at Christmas”. A little girl’s voice recites this and that’s how the 40” animated short, created by Armando Testa begins. It introduces us to Cometa, a baby reindeer who dreams of flying just like Santa’s reindeers. Along with his two brothers who never give up, he will anything to succeed.
Maybe at this time, more than ever before, we all need to keep on believing in dreams, whether they be big or small, and in a special Christmas which, just like a dream, can warm our hearts. And maybe that’s why Cometa immediately won over the hearts of the agency and the client, to become the star of an entire communication project.
The agency wrote the script for the fairy tale and Margherita Premuroso designed it and did the animation. Both the 40” format and shorter formats and dedicated IG stories are on air on social media and digital channels from November 16. The 40″ cut is planned for TV too in December.
The packs for the entire range which is a limited edition just for the holiday period, were redesigned by Armando Testa. They’re like pages where you can follow the story of the little reindeer. And the Pan di Stelle biscuits too are a new shape inspired by the heroes of the fairy tale: for the first time in the history of the brand, a reindeer-shaped biscuit!
In addition, a special Pan di Stelle pack will be on sale on Amazon. It contains a small furry Cometa toy, made in collaboration with Trudi, a Biscuit and Pan di Stelle cream. A bigger furry toy will be the softest prize of the year to cuddle this Christmas, you can win it at points of sale.
And the magic of a special Christmas should have its special song too. So “A million Dreams”, which has been the theme for the Pan di Stelle communication for the last two years, has been rearranged by Human Touch, and is now sung by the children’s choir of the Piccoli Cantori School, in Milan.
Cometa will come into our homes, join us at breakfast, and we believe he will have a special place in in our hearts. To remind us that, if we all believe together, dreams really do come true. So, close your eyes, touch a star, and follow your dreams, always.
Credits
Creative Direction: Michela Sartorio and Monica Pirocca
Creative Team: Serena Maggioni and Marco Cetera
Animation: Margherita Premuroso
Production Company: BRW Filmland
Music and sound design: A million dreams (Alexandra Porat – arranged by Human Touch with the choir of the Scuola Piccoli Cantori)
MediaWorld’s Black Friday starts off today and will last for the entire month of November, to satisfy the demands of more than 50% of Italians to enjoy discounts for a longer time. Purchasing intentions don’t seem to have slowed down despite the current situation: 81% of those who are already aware of this initiative think they will buy something, and 21% think they will buy more than last year.
Milan, 9 November 2020 – Even in a period of uncertainly like today, Black Friday proves to be a long-awaited fixture: more than 90% of Italians are well aware of the most anticipated appointment of the year for bargains and discounts, 81% intend to buy something, either to save money or to buy necessities (2 out of 3 will choose electronic goods or household appliances) and, with respect to last year, 21% claim they will buy more.
This is some of the YouGov research data for MediaWorld, leader in Italy in the distribution of electronic goods and part of the international MediaMarktSaturn Retail Group, on the occasion of the launch of the 2020 edition of Black Friday, which starts off today 9 November and will last until 30 November.
The company’s decision to dedicate more time and more offers for Black Friday is a strategic one. It’s a response to the needs of 53% of Italians who prefer a longer period of discounts so that they have more time to decide what to buy and find the bargains that best meet their needs, whether online or in store in complete safety.
That’s how the BLACK FRIIIIIDAY campaign was created in collaboration with the Armando Testa creative agency. For the first time in years, the message has been entrusted to a testimonial. With their chameleon-like interpretation and their unmistakeable style, Elio e le Storie Tese tell Italians about the offers in store and online on the MediaWorld site for three weeks.
“This is an unmissable appointment for the market and customers all look forward to it, our 2020 Black Friday will last almost a month, to satisfy a general desire to have more time available, to search out the best offers and make purchases” says Luca Bradaschia, CEO of MediaWorld. So, from today for three weeks our customers will have the opportunity to take advantage of promotions on our technology, in store in total safety, on MediaWorld.it and using our app, choosing home delivery or click and collect in store.”
“We can finally achieve one of the goals we set ourselves at the beginning of our career: collaborating with MediaWorld. How many times have we dreamed about that, even before MediaWorld existed. And how many times walking along the aisles of a MediaWorld store chasing a salesman have we looked forward to this moment. And the longed-for moment has now arrived, the brand (in Italian “il brando”) recognised our chameleon-like talents and above all a gift that no one had noticed before: our skill in stretching out vowels. So, when the problem of lengthening the “i” (in English “ai”) of Black Friday came up, we naturally came to mind, the greatest Italian vowel extenders as recognised by same astonished colleagues who on several occasions have tried to snatch this record from us” comments Elio and the Store Tese.
The ad starts off from the idea of extending Black Friday turning it into Media World’s Black Friiiiiiiiiiiiiiday by taking advantage of Elio e le Storie Tese’s singing talents. The band is famous for its eclectic performances and the enormous vocal range of their front man.
So, the format features Elio, Faso and Cesareo as they go on the Media World’s Black Friiiiiiiiiiiiday stage. We can recognise them thanks to their unmistakable style and in their performance, they try, often with unexpected consequences, to transform the iconic M of MediaWorld into a symbol for Black Friday.
That the format that comes to like and will last for the entire period of the promotion. The band throws itself into a totally original re-interpretation of Black Friiiiiiiiiiiiiday with a sequence of exaggerated gags and notes.
Thanks to the innovative production of Little Bull Studios, it was possible to air on TV an ad that was filmed in smart working. Elio, Faso and Cesareo were actually directed using a video conference by the director and they recorded their parts without leaving home using tools provided by the production company.
The TV and RADIO campaign, with edits of 30” and 15” was planned in collaboration with Dentsu Media Aegis, and will air on television from Sunday 8 until Monday 30 November, throughout the whole day with particular focus on prime time. The 20” cut will be broadcast on the main national radio stations, from Monday 9 to Monday 30 November, with day time programming, and particular focus on morning and evening slots.
The histrionic spirit of Elio e Le Storie Tese has also landed on SOCIAL MEDIA and DIGITAL channels. A series of original contents for the web has been packaged by Plan.net, an agency in the SERVICEPLAN group which manages MediaWorld’s social media. Planning on digital touchpoints is by Mediaplus (also part of the SERVICEPLAN group) and it extends to vertical sites on the tech world and national dailies with rich media format, obviously also including the main social networks and YouTube.
The trio’s performance was developed for digital with a style in line with the ATL campaign, but at the same time, something particular for these channels with the goal of entertaining the online community and making the Black Friday promotions really irresistible for an even wider audience.
Clementoni is an important well-established, 100% Italian company, and a leading toy maker. In the run-up to Christmas its new brand positioning puts the world of children and their ability to imagine centre stage.
Clementoni’s new campaign “All the worlds you can imagine” created with the support of Max Information, Armando Testa Group, confirms as never before how close the company is to little kids and how it is able to speak their language.
It strengthens and consolidates a partnership that has lasted for almost 60 years. Thanks to playing games, kids are guided into worlds they can create and bring to life.
“Passion, commitment, creativity and “Made in Italy” are the ingredients that animate our work and that drive us every day to design and produce toys to accompany all children as they grow with excitement and fun. – Adds Silvia Re, Clementoni Communication Manager. The collaboration with Max Information to create the Christmas 2020 communication campaign originates from a desire to send a positive message to all Italian families. Our offer can add to a desire to share and be carefree which is more important than ever today “. We start off with the smallest kids and the Baby Clementoni campaign: perfect recognition for our #bravibambini, who are more capable than ever today of inspiring tenderness, positivity and courage. “
The world of Baby Clementoni comes to life in a fantastic dimension transforming the new brand logo into soft, colourful and joyful lines.
The story continues with Sapientino’s interactive storyteller, “Once upon a time”. The ad is both funny and imaginative, and it shows that kids still love stories, also letting them make up their own stories because in Clementoni’s approach, imagination and creativity always go hand in hand.
We see that creativity again in the Scienza & Gioco Build range where the new communication format conceived by Max Information literally lets the kids “enter” the game to experience an incredible adventure, in a world of action and fun, developed to let little kids’ imagination run wild. But it doesn’t end here … because science has always meant experimenting too; however, as years go by, languages change and it’s now up to date. That’s how we arrive at Generation Z, a format created for young spectators, young youtubers: the “Clem Gang”! Three guys show us “how you do it”, reminding us, if it was necessary, how much you can learn while having fun with the Scienza & Gioco Lab range. Having the world of children at heart means above all thinking about their future. That’s why this year, Clementoni is continuing to invest in Play For Future, an approach making playing both sustainable and educational for young and old. In the Clementoni world there is room for everyone. And new products are being advertised even in the Crazy Chic field, the most girly one. To make girls dream and help them to focus their minds with contemporary, fresh and dynamic language like today’s TikTokers. The campaign runs from the end of October to December on the main TV networks and is planned by Media Italia.
“You’re a woman, do you think you can understand?!”, “Either have kids or get a job.”, “Are you having a hormone crisis?”, are some of the things that women hear every day.
Clichés that belong to an outdated past but which still re-echo in modern society.
It’s time to take a step forward and not just with words.
This the new mission of Lines, the women’s brand for women, which has been committed to fighting stereotypes and gender discrimination for some time, they are communicating again and taking a stance as a true leader.
But this is communication came about because of concrete actions: from enhancing the position of women within the workplace, to the creation of a culture of inclusion in schools, also including the recent partnership with WeWorld, the NGO that promotes women’s rights and equal economic, social and educational opportunities.
“It’s time to take a step forward” is more than just a slogan: it is a long-term project, on-going commitment, a call to take inclusive action for women and men throughout Italy.
The launch campaign, managed by the Armando Testa agency, is reinforced by an exceptional ambassador, who embodies the very values being fought for: Emma Marrone, a brave and sensitive woman, who has always believed in herself, bypassing any judgment from other people.
An artist who knows how to reach people’s hearts in a frank and sincere way.
Emma enthusiastically agreed to become the voice for all women and to launch her own personal “Enough of gender stereotypes”.
In the ad, shot by Francesco Calabrese for Think Cattleya, Emma is in an undefined setting, she is walking along with other women, and then she comes across some mirrors with stereotypical sentences written on them, as cutting as blades, and they stop her from seeing her reflection. This is a symbol of what happens to all women who can’t see themselves and who are not seen for what they are because their image is viewed through the filter of clichés and prejudice.
The film revolves around the position taken by Emma as she says enough of stereotypes to the notes of her song, “Amami”. Then like a modern inclusive leader, she is at the head of a proud female march urging society to take a step forward because the time has come.
The campaign planning is by Media Italia, and it has been on air since Sunday on TV, digital and social.
FURTHER DETAILS ABOUT THE PROJECTS:
· With We World, for the opening of a “Women’s Space” in Bologna in 2021 and support for those already active. Lines supports WeWorld, an important non-profit organization that operates every day in Italy and in 29 countries around the world to defend the rights of children and women by guaranteeing education, health and protection from violence and abuse. Inside their Women’s Spaces, WeWorld carries out a programme to combat and prevent violence and holds courses on female empowerment, with support and activities for women who have been victims of violence to get back to work and society, as well as psychological support with activities on self-esteem and awareness.
· In schools, with the Uncomfortable Questions @School project for lower and upper secondary schools. This project was created to break down stereotypes and build a culture of gender equality, starting off with the very young and trying to construct a different future. The interactive materials were created with the support of a team of experts and specialists, and they touch on the themes of education, affectivity and sexuality, physiological knowledge of one’s body, integration between genders and cyberbullying. The common thread will always be the fight against stereotypes which cuts across the 10 different themes / episodes the programme is divided into. Indeed, it is through education that prevention is achieved; it is through knowledge and respect that violence against women is overcome. These multimedia materials will be available, from November 2020, for teachers on the www.scuola.net platform and for students on the www.domandescomodeatschool.it platform. A letter to children’s parents clarifies the aims of the project as a further element of support to parents and teachers in such an important phase of the psycho-physical development of young people. Two versions of the project have been developed, for junior high and high schools, with differentiated contents to meet the cognitive needs of girls and boys.
Credits:
Team Marketing Fater – Lines
• General Manager, Marketing and Digital Director: Antonio Fazzari
• Associate Marketing Manager: Ione Volpe
• Marketing Manager: Mariaelena D’Ippolito
• Assistant Brand Manager: Benedetto Gazzara
Agency: Armando Testa Group
• Creative directors: Georgia Ferraro and Nicola Cellemme
After running for seven years the time has come for the Dark Side of Japan from Yamaha Motor Europe to get a restyling. We’re talking about the most famous segment from the Japanese manufacturer which includes models such as the MT, hyper naked urban whose main features are the super responsive engines, attractive design and great agility.
The Armando Testa agency tells us all, with a new campaign featuring a radical evolution, yet still maintaining the dark soul.
This change of style is first and foremost a reflection of the new design of the new MT, more elegant and minimalist in shape compared to previous, more angular and robotic generations.
The change might alter the shape, but not the substance: this more mature style responds to the evolution of the reference target for the product.
The first campaign to be released, “Nuova MT-09. A new power from the darkness” marks the launch of the new communication for this segment and describes the birth and transformation of this vibrant dark energy that brings the new Dark Side of Japan to life.
The ad, which has been online since 27 October, was produced by Little Bull Studios directed by the duo DI•AL with visionary photography by Diego Indraccolo. Costumes were created by Kay Korsh with input from Keko Hainswheeler, the costume designer who has created outfits for celebrities such as Lady Gaga, Madonna, Pink and Skunk Anansie.
But this is just the first ride on this new communication path.
Credits:
Agency: Armando Testa Group
Creative direction: Nicola Cellemme and Georgia Ferraro
Creative team: Sebastien Sardet, Lorenzo Blangiardo, Andrea Dell’Osa.
Production company: Little Bull Studios
Direction: DI∙AL
Director of photography: Diego Indraccolo
CGI and color correction: BAND
Music: XZN Sound – Sarah Eisenfisz
SFX: Guido Smider
Photographer: Marco Campelli
Photo post-production: Sara Lucchetta, Riccardo Corda
The Armando Testa Group has created the TV and online launch of the Matt Age Activ beauty programmeusing dance steps along with the testimonial Samanta Togni.
The ad has been on air since 25 October and will continue until 14 November on Real Time and until 21 November on La7 and la7D. Planning also includes digital and is managed by Media Italia.
Samanta Togni, who is a dancer, dance teacher, and also a well-known TV celebrity who has taken part in the show “Dancing with the Stars” for more than ten years, opens the ad with elegant dance steps.
While dancing, with her voiced thoughts she tells us about her love for life, her passion for dancing and her dear wish to “stop time”.
Her wish can finally come true, thanks to the Matt Age Activ beauty programme. Then Samanta shows us the Pure Hyaluronic Acid treatment with its plumping action, capable of improving skin moisture and elasticity as well as visibly reducing wrinkles.
In addition to hyaluronic acid, the Matt Age Activ laboratories have developed a complete beauty programme with a high concentration of natural active ingredients: youth activator with ViperSerum, regenerative Snail Slime, recompacting Collagen and Black Pearl for cell renewal.
Five dermatologically tested lines, to ensure your face is beautiful, bright and young looking every day.
Le Stagioni d’Italia – has started digital communication with a super testimonial: Maria Grazia Cucinotta, star of a mini-series on the web created by Armando Testa Turin who won the pitch organised by the brand for the management of the digital project. https://www.youtube.com/watch?v=MPgVp0ZzNWg.
In the format designed by Armando Testa of Turin, Maria Grazia Cucinotta – a true icon of Mediterranean beauty – becomes an ambassador for Mediterranean cuisine and Le Stagioni d’Italia products. She is joined by a light-hearted and cheerful young friend, the influencerJaser (aka Andrea Baggio) who – unlike Maria Grazia – has nothing against eating “junk food”. During their short, but friendly video calls, Cucinotta’s wisdom and friendliness convinces him to get back on “right path”, getting him to appreciate the importance of the Mediterranean diet and the goodness of Le Stagioni d’Italia ingredients.
The web series includes 6 episodes with just one great star: the Mediterranean diet, which Maria Grazia presents as a choice for food which is not only full of flavour and creative, but also as a healthier and more genuine lifestyle. This is thanks to the Le Stagioni d’Italia products which are 100% Italian with a traceable production chain.
In each episode, Maria Grazia Cucinotta prepares a recipe which is clearly “Mediterranean” inspired always with a different Le Stagioni d’Italia product. This can range from Senatore Cappelli durum wheat pasta to rice grown in the Po Delta area, from extra virgin olive oil to legumes, or one of the extraordinary 100% Italian organic herbal teas. In short “In the kitchen with the Cucinotta”, is an “appetizing” idea which can arouse curiosity and present the widevariety of Le Stagioni d’Italia products. The project will feature on and be sponsored by all major web and social channels (Facebook, Instagram and YouTube), as well as being supported by a national press campaign.
Le Stagioni d’Italia is a brand of BF Agro – Industriale, part of the BF SpA Group. The BF SpA Group is listed on the stock exchange, and was founded and developed around Bonifiche Ferraresi SpA with its 7,500 hectares, it is the largest Italian farming business for Superficie Agricola Utilizzata (SAU) (Utilized Agricultural Area). The company is committed to circular, integrated, sustainable, precision agriculture, and, thanks to technology, it can optimize resources.
From a traditional agricultural operator, oriented to the sale of commodities, the Group has gradually been transformed into something more advanced and innovative, capable of managing consumer-oriented production and generating value thanks to rigid control of the entire agricultural, industrial and distributive network. All Le Stagioni d’Italia products are 100% Italian and fully traceable.
The butterfly has always been a metaphor for rebirth, and it now becomes the symbol of pure beauty celebrating a merger of Cosmetics and Art.
That’s how InTesta, Armando Testa Group, wanted to imagine the new partnership between the BioNike brand, No. 1 in Dermo-cosmetics in pharmacies, and Italian National Rhythmic Gymnastics. This collaboration celebrates the 60th anniversary of the brand which is part of the Sodalis Group, and thanks to it a cross-media TV, print and digital campaign has been created.
The stars of the BioNike campaign are Le Farfalle Azzurre (the Blue Butterflies), captained by the charismatic Alessia Maurelli. It conveys all the perfect harmony of Defence Color make-up: make-up as light and delicate as a flap of wings, but with high performance and extraordinary effective results.
So, your skin feels as free as the flight of a butterfly, it’s regenerated every day and vibrates with pure beauty. The athletes whirl among feather-light powders and fluids with grace and precision. At the end of the film the metaphor of the butterfly is revealed as it is amazingly recreated with the textures of BioNike make-up, a symbol of rebirth for the skin.
The union between BioNike, Beauty Partner since 2020, and the Italian Gymnastics Federation, also comes to life in the photo shoot. The champions of the National Team and individual athletes are portrayed in surprising technical poses inspired by the textures of the most loved BioNike dermo-cosmetic products.
The campaign is on air until December on all major broadcasters, on digital channels and in women’s weekly and monthly magazines.
