Author: admAT

Tescoma is the leading Italian company in the kitchen utensils and home care market. In order to further consolidate and improve its positioning, they have decided to entrust all future communication to the Armando Testa Group.  This extensive project will include a new brand strategy, ATL and BTL communication, as well as digital and e-commerce projects.

The companies met just before the lockdown and immediately recognised such a strong elective affinity, that they decided to set up an agency-client work team to capitalize on their respective know-how. “We wanted a team that was extremely competitive, and that’s why we immediately involved the AT brains, our source for analysis of big and small data, strategic planners and the most food-oriented creatives and directors in the agency” says Benedetta Buzzoni, who is responsible for new business in the Armando Testa group.

“Tescoma is recognized as market leader.  It is a modern and innovative company, and that’s why we decided to put our trust in the leading communication agency, we expect to see great projects and fabulous results from this partnership” said Nicoletta Abeni, responsible for marketing and communication in Tescoma SpA

And Nicola Belli, Managing Director of the Armando Testa Group, adds: “Tescoma ticks all the right boxes to become even more of a lovebrand, and in Armando Testa, like in a gigantic creativity kitchen, the cooker is already on.”

The new communication campaign for Leocrema was created thanks to the collaboration between InTesta, part of the Armando Testa Group and Sodalis Group. This historic Italian brand is one of the leaders in the beauty care sector and welcomes this opportunity to relaunch their new 48-hour moisturising body creams to celebrate how important it is to feel good in your own skin.

A sincere yet bold manifesto describes in a rational way the story of the longest and most important love affair we experience – for ourselves.

This strong message with a visual hug highlights both the sweetness and the determination of women and emphasises the importance of dedicating yourself to your own well-being and loving yourself every day, every moment.

The TV and digital campaign “Amati nella tua pelle” (“Loved in your skin”) is currently on air.

Armando Testa Group

Creative Directors: Nicola Cellemme, Georgia Ferraro

Creative Team: Luisa Codispoti, Elisa Marina Melagrani

Production Company: Albatros Film

Director: Francesco Calabrese

• 

• 

An adventure in the desert is transformed into a journey through time. That’s what happens in the new Yamaha campaign “Timeless Horizon” created by Armando Testa for the new Ténéré 700 Rally Edition. The latest arrival in the Adventure segment takes us beyond the horizon in a journey which has lasted almost 40 years.

The film opens with Serge Bacou’s original XT500, which he used in the iconic ’81 Paris-Dakar.  This legend has retained a special place in the hearts of off-the-road lovers, as it whizzes and glides through the desert and then, transformed into the new Ténéré 700 Rally Edition, it reaches us in a flash.  The new bike is inspired by the livery of this historic one just as if it has crossed a time-space horizon.

The legend goes on.

The film was shot in Morocco and is planned for the web. It was produced by Little Bull Studios, the in-house production company of the Group. Thanks for original styling go to the Dune Motor Museum in Monza.

Credits:

Agency: Armando Testa Group

Creative Direction: Georgia Ferraro, Nicola Cellemme

Creative Team: Sebastien Sardet, Alice Franco

Client Service Team: Sascha Van Der Plas, Nicoletta Pittino

Production Company: Little Bull Studios

Directors: Di∙AL 

DoP: Diego Indraccolo

Music: HZN SOUND – Sarah Eisenfisz 

SFX: Guido Smider

CGI and Color Correction: BAND

Styling: Silvia Capra

Photography: Marco Campelli

Post production: Sara Lucchetta

• 

• 

• 

• 

• 

• 

InTesta, of the Armando Testa Group and the Sodalis Group, the leading Italian group in the market of beauty and personal care, continue their collaboration with a new educational digital campaign, with strong visual impact for BioNike Defence Sun, the sun protection developed to defend the skin against short and long term damage.

The objective is to show the effects directly on the skin when someone doesn’t take care while exposed to the sun. The language and aesthetic used make a nod to the social media world.

The risks for your skin when exposed to the sun without the right protection are made visible thanks to a series of specially created filters that convey a clear and direct message: get only the best of the sun with quality photoprotection and let’s defend our skin today from the damage of tomorrow.

The digital campaign is online from 24 June.

Armando Testa Group

Creative Directors: Nicola Cellemme, Georgia Ferraro

Creative Team: Luisa Codispoti, Elisa Marina Melagrani

Client Service: Federica Bruno, Alessandra Carrozzino 

Production Company: Albatros Film

• 

• 

Armando Testa has created the multi-subject digital campaign: 7 simple rules to reduce the amount of food that ends up in the trash every day. Planning by Media Italia.

Cuki’s commitment to fight against food waste goes on with the new campaign “Le Buone Abitudini” created by Armando Testa with valuable support from di Banco Alimentare (Food Bank): 7 simple rules that can help everyone make a significant difference to the amount of food that ends up in the trash every day.

The multi-subject campaign starts off with data from the Banco Alimentare about the current situation to highlight the problem and provide useful tips about how to manage your shopping, from smart planning and the right way to preserve food, to a guide about how to read food expiry dates carefully.

Cuki’s 7 “missions” against food waste are illustrated in animated videos online on a dedicated landing page (https://www.cuki.it/le-buone-abitudini); a collection of  more particular in-depth information explains  how to use quality sustainable disposable products  against food waste and certifies the brand’s commitment in the field of the circular economy and environmental sustainability.

This topical and well defined “manifesto” is the result of a wide-ranging digital content strategy, perfectly aligned with the mission of the brand which has always worked to improve food management respecting both man and the planet.

Client: Cuki Cofresco

Marketing Manager: Carlo Bertolino

Agency: Armando Testa

Creative Director: Antonello Falcone

Creative team: Fabio Camera, Raffaele Pignataro

Social Media Manager: Fabio Cuscunà

Project Manager: Francesca Romaldo

Planning: Media Italia

• 

• 

• 

• 

Yamaha Motor Europe and Armando Testa, the European hub of the Japanese motorcycle manufacturer, continue to race together with the launch of a new brand campaign that rekindles the passion of motorcyclists from all over Europe, who have been forced to park their bikes during quarantine.

The idea for the #RevYourHeartAgain concept was conceived by the agency, and comes directly from brand’s pay off, “Revs your heart”. It evokes the deepest values of belonging ​​of the brand and invites people, to get back in the saddle with the right rhythm, from the heart!

But the strategic and creative partnership between Yamaha Motor Europe and the Armando Testa Group did not stop even during the lockdown.  Multi-channel campaigns were designed and implemented for all phases of the emergency during that time, they were adapted to the new scenario, often anticipating new consumer needs, thanks to painstaking and on-going analysis of the market and its recent evolutions.

Such as the social campaign #IStayInMyGarage, capitalising on the trending “Io resto a casa” (“I’m staying home”) and making it personal. In just a few days, thousands of motorcyclists from all over Europe  got involved, uploading photos of their stationary motorcycles in their garages. And also #ChangeYourMove, a multi-segment campaign which relaunches 2 and 3 wheels as new forms of fun, covid free, efficient mobility.

With Yamaha Italia, on the other hand, the videocall service You Online Dealer was launched, allowing you to access dealers directly from your own home.

But not only communications focusing on the emergency, in recent months the Armando Testa agency has also created several product campaigns for Yamaha Motor Europe, including Tricity 125, Tricity Family and Tech Max Family.

And for Yamaha Italy, the launch of XMAX 300 Roma Edition: a new gladiator ready to hurtle through the streets of the eternal city.

All the productions were managed by Little Bull Studios, the Group’s production company.

New and exciting challenges are also being planned … always with your hand on the accelerator!

Creative Directors: Nicola Cellemme, Georgia Ferraro

Creative Team: Sebastien Sardet, Alice Franco, Luisa Codispoti, Elisa Marina Melagrani, Gabriella di Stefano, Giulia Richetta

Client Service Team: Sascha Van Der Plas, Nicoletta Pittino, Gabriele Nolfo

Social Media Team: Chiara Guadagnini

Chief strategy officer: Francesco Lucchetta

Digital strategy team: Luca Buonamici

Production Company: Little Bull Studios

Momenactcompì from the Angelini Group is back with a new TV spot on main channels from 14^th June and with follow up on the web.

A great big, bulky red elephant, created in 3D, symbolises a great big headache. It balances along on one large paw on the head of the protagonist.

What in our imagination might scare an elephant? A mouse, such a small animal that can beat the enormous size of the elephant. In this case what scares our red elephant is Momenactcompì, the smallest lozenge from Moment, but super effective, created thanks to the technological research of the Angelini Pharmaceutical Group.

As soon as the lozenge arrives on the scene, the elephant trumpets in fear and dissolves into millions of liquid molecules, just like the liquid that is the active ingredient in the lozenge.

Against a headache as big as this, there’s Momenactcompì: as compact and small as this.

With creative direction from Piero Reinerio, art director Monica Barbalonga and copywriter Mariarosa Galleano worked on this project.

Production company: Little Bull Studios

• 

• 

• 

• 

The new ad for Riso Gallo created by Armando Testa is on air in international markets, first of all in the UK and then in other European countries. 

The star is the Premium line of di Rices for Risotto, with the varieties Carnaroli, Arborio and Risotto Traditional from Agricoltura Sostenibile, which has recently undergone significant restyling in its packaging both for the graphics and the use of materials with the goal of reducing environmental impact.

The 10” cut of the ad is a delicate animation made with India ink and watercolours. It illustrates the new pack and reminds us of the transition from the rice fields of the Po Valley, the lands where the rice originates, right to the consumers’ table.

The animation comes to life, symbolically, starting off from a drop of water: a way to bring to mind the most important element in the cultivation of rice.

Even the logo on the pack comes alive at the end in a kitchen where creativity reigns, and we discover that the narrating voice describing all the excellence, the Italian origins and sustainability, belongs to none other than Galletto, who sings the original payoff “Riso Gallo. Cock-a-doodle … Do it! “.

With executive creative direction from Michele Mariani, art director Dario D’Angelo and copywriter Daniele Bona worked on this ad for Armando Testa. Production Company: Little Bull. Illustrations by Alessandra Scandella. Animation by Studio Magoga.

• 

• 

And we’re starting off again, but we’ve got to be in perfect unison as we do so, just like in a big  orchestra. We’ve got to get back to playing together, like the leading musicians in #Touverture. This pro-bono creative project from the Armando Testa Agency sees the involvement of the Filarmonica TRT and the La Stampa Foundation – Specchio dei tempi in making a video, produced by Little Bull with the support of the Film Commission Torino Piemonte.

All the talents from Savoy have come together with the aim of reviving the city in difficult times such as the post-lockdown Phase

Three minutes of pure beauty: a soundtrack to accompany the rebirth of Turin. And to promote initiatives from the Specchio to support small businesses overwhelmed by Coronavirus.

The video features thirty members of the Filarmonica TRT performing “en plein air”: the notes from the concert will flow out from thirty different locations in the capital of Piedmont bringing the bright and warm embrace of music to the entire city to sweep away darkness and fear. A concert to symbolise  the generosity of a sector deeply affected by the crisis, which nevertheless wants to do its part: for the occasion, in fact, the Philharmonic musicians have become Specchio dei tempi volunteers.

Filmed in compliance with the safety and distancing regulations, the images encourage the people of Turin to start off again. Certainly distant, but more united than ever in taking a first step towards normality: without leaving anyone behind, rather supporting, in a special way, small businesses affected by the economic crisis caused by the pandemic. The Specchio is actually helping more than 200 activities in the province with the track “Un respiro per Torino”. (“A breath for Turin”). This activity supports getting back to work, after two months on the front line donating machinery and protective devices to hospitals, financial assistance for the neediest families and tablets for schools. The funds raised thanks to the #TOuverture video will be donated to this project for small business and artisans.

The track is “Shéhérazade” and it was partly recorded in the theatre and partly performed live.  This musical poem by the Russian composer Rimsky-Korsakov has a strong symbolic value relating how the fear of darkness dissolves every time a new day dawns.

According to legend the captivating Shéhérazade made up a fairy tale every night to tell her husband, the cruel sultan Sahrigar, so that she could survive. And that’s what happened for a thousand and one nights until the sultan, enchanted by the bewitching force of the woman, decided to save her life.

Imagination and invention, flair and a good heart. These are the characteristics of Shéhérazade and also those we have to cling onto tightly in the most difficult times in history.

So be courageous Turin, let’s raise the curtain together!

Specchio dei tempi’s commitment against Covid

La Stampa Foundation- Specchio dei tempi is supported by the solidarity of the readers of the newspaper La Stampa and the citizens of Turin. Since 9 March it has been involved in the Coronavirus emergency: over 10 million euros has been collected, with almost 16 thousand donations from all over the world. These resources are converted into concrete and immediate assistance on a daily basis: 1.2 million protective devices for health workers; 150 medical machines and equipment donated to hospitals in Piedmont; tablets, sanitizing kits and online teaching platforms for schools; subsidies for small businesses in Turin and Cuneo. And shopping for thousands of elderly people and families in difficulty, distributed first in Turin and now throughout Italy.

How to donate to #TOuverture

You can support the project, quoting in your donation “#Touverture”:

– by credit card and Paypal on www.specchiodeitempi.org.

– by bank transfer to the account in the name of Specchio dei tempi, via Lugaro 15, 10126 Turin, IBAN: IT67 L0306909 6061 0000 0117 200, Banca Intesasanpaolo.

– by transfer to the post office current account 1035683943, made out to Specchio dei tempi.

– with Satispay.

Info: specchiodeitempionlus@lastampa.it; 011.6568376.  

FILARMONICA TRT

Founded in 2003, on the initiative of the orchestra professors of the Teatro Regio di Torino, the Filarmonica TRT is currently recognized nationally and internationally as one of the most important European orchestras. Known for its great versatility, the activities of the Filarmonica TRT encompass an extensive musical repertoire, paying particular attention to the cross over between the “high-brow” music and the other genres that have come together and blended with each other, such as jazz, soundtracks and popular music.

Since it has been impossible to continue the concert activities during the lockdown, the Filarmonica TRT has used its energies to come up with a new image, a new logo, new colours. And today, in conjunction with the presentation of TOuverture, it is introducing its new look to the public.

The video can be viewed on https://youtu.be/m9QZ3NaR_xo

• 

• 

• 

Starting off again is more difficult when everything’s been in lockdown for some time, people are afraid but also more cautious. And now, in these historical times we’re experiencing when even simple everyday gestures have become a veritable enterprise, the message that the Transversal Pact for Science and thePolytechnic of Turin want to convey is precisely this: we are all in the same situation and we must help one another out.

That’s where the project stared, the communication side was entrusted to the inTesta division of the Armando Testa Group, #OgnunoProteggeTutti: from the concept of protection even in the smallest every day gestures, in all contexts.

This is a multi-subject campaign that relates some of the everyday social situations that we’re starting to experience again: public transport, shops, sports facilities. But today these everyday places are “protected” by hands, a symbolic way of being careful, which can make all the difference and which we must all take part in.

That’s how the hashtag of PTS #OgnunoProteggeTutti came to life. TheTesta Group has adopted it as the campaign message and now, like never before, hopefully it will become viral.

The campaign is supported by the project “Imprese Aperte” (Open Companies) from the Polytechnic of Turin, which saw the participation of PTS Chairman Pierluigi Lopalco and the coordinator of the animal testing group, engineer Alice Ravizza. This project provided the tools to ensure safe reopening first of all for businesses and production companies and then for other aspects of social life (sports facilities, schools, doctors’ surgeries etc).

(Http://www.impreseaperte.polito.it)

“We are very happy to stand side by side with the Patto Trasversale per la Scienza e del Politecnico di Torino (Transversal Pact for Science and the Polytechnic of Turin) declares Managing Director of the Armando Testa Group, Nicola Belli. “We want to help not just science, but everyone, ourselves included, to start off again, sending out the right messages about collaboration and protection that we need”.

Chairman of PTS, Pier Luigi Lopalco adds: “The values ​​of science must serve to guide our actions, but it is with the combined actions of everyone that we can win the battle against the coronavirus.”

www.ognunoproteggetutti.pattoperlascienza.it.

Agency: Armando Testa Group

Creative Director: Paolo Cremonesi

Creative Team: Lara Aldrighi, Roberta Campagna

Client Service: Emanuele Cicogna Mozzoni