Armando Testa’s new social campaign for Cuki Cofresco is now online, giving tips about how to store seasonal vegetables.
There are no more secrets about how best to store veggies now thanks to the new Cuki campaign “Le tue stagioni in mani sicure” (Your seasons in safe hands),a creative reworking of the brand payoff“La tua cucina in mani sicure”. (Your kitchen in safe hands)
This multi-subject campaign starts off from the idea of seasonality and provides useful advice about storing vegetables showing how versatile the Cuki range of products is to preserve all types of food.
With just one click the user reaches Cukipedia– the dedicated section on the site Cuki.it – their digital encyclopaedia where you can find in-depth information about seasonal food and the best way to store it.
The campaign is part of a wider digital content strategy which uses mainly social media to focus on questions, interests and needs clients might have, while upholding the brand promise and promoting the use of high quality sustainable single-use products, combating food waste. So videos were also created giving information about how to use different products(How to Cuki),additional details about technical features (CukiLab),and special projects (Special Projects)which certify Cuki’s commitment to social responsibility in the area of the circular economy and environmental sustainability.
Thanks to the strategy and creativity from Armando Testa, the brand has become ever closer to its consumers on digital; and today the site Cuki.it (redesigned by the agency in June 2018) has become a sound reference for the digital eco-system of the Cuki Cofresco Group registering more than 13,000 users/month resulting form organic traffic.
After reaching the top of the podium in the pitch organized by the motorcycle giant, Yamaha Motor Europe, Armando Testa has finally taken to the track to present their new creativity at EICMA 2019, the most important show in the sector.
The historical Italian agency has created the entire communication for the European and world launch of the brand’s latest models: from Urban Mobility to Hyper Naked, whizzing along from Sport Touring to Sport Scooter.
Very different products and creativity but they all share a great goal: explore new communicative and strategic territories without compromising the positioning of each segment.
So the new Tricity 300, with its even more powerful engine, is introduced as the “Best Move in Town” turning the common city obstacles into 5-star experiences! The new Hyper Naked MT-03 and MT-125 models invite adults and teenagers to the “Dark Side of Japan”: in the MT-03 video a young biker challenges the eastern divinity of lightning, Raijin with his urban lightning bolt. MT-125 instead shows us the transformation of a video game played by a group of teenagers into a real motorcycle race through the streets of Tokyo, because the most exciting game is right out there!
The Tracer 700 expresses the need for evasion and adrenaline every motorcyclist feels with the tagline: “It’s Your Turn” and it tells the story of a man who gets his mojo back after taking a liberating ride around hairpin bends.
Finally, the T-Max560 goes back to its roots with the campaign “You Belong to the Max”: men busy doing lots of different things, hear the call of the new TMax as an all-enduring signal that lights up the eyes of anyone who belongs to this world.
But it’s not just creativity that is “made in Armando Testa”, even video production and the photo shots were handled by Little Bull, the group’s in-house production company. The 5 launches will be supported by a range of digital and social activities, planned on the main channels of the motorcycle brand. And this is just the beginning of a journey that will see Yamaha and Armando Testa achieving maximum performance together.
Agency: Armando Testa Group
Creative Direction: Nicola Cellemme and Georgia Ferraro
Creative Team: Laura Sironi, Marta Agostini, Sebastien Sardet, Andrea Dell’Osa, Elisa Marina Melagrani, Luisa Codispoti
Client Service Team: Sascha Van Der Plas, Nicoletta Pittino, Gabriele Nolfo
Production Company: Studios Little Bull
Directors: Di∙AL (MT-03 and MT-125) and Edoardo Lugari (Tricity, Tracer 700, TMax560)
Tantum Verde is a well-known brand of products from the Angelini Group to treat mouth and throat disorders. The launch of new Tantum Verde Naso Chiuso sees it entering the world of nasal decongestants for the first time, with creativity by Armando Testa. The campaign is on air in cuts of 20 “and 15” on TV and the web.
The idea is to represent the discomfort caused by the sense of apnoea when you have a stuffy nose with a symbolic red pincer “nose pad”. The pincer can always be seen on the protagonist’s nose. He is a smart, friendly engineer, and the pincer means he has trouble breathing and has to keep his mouth open all day long while at work, right up to the evening when he goes to bed.
Thanks to Tantum Verde Naso Chiuso the problem can soon be solved. This is demonstrated by the technological demo that mixes some features of the pack (profile of a nose and the spray) with 3D animation to highlight how effective and rapid Tantum Verde Naso Chiuso is in decongesting nasal passages. So the irritating pincer disappears from his nose.
We then see the protagonist relaxing in a public park with his young son on his shoulders. Even if the kid’s little hands are covering up his mouth in a playful way, he is still able to breath easily. Because with Tantum Verde Naso Chiuso you breathe very well through your nose!With creative direction from Piero Reinerio, art directors Enrico Ambroggi and Tina Salvato and copywriter Chiara Demichelis worked on this project. Client service: Raffaele Reinerio, Roberto Rosingana. Production company Filmaster.
With the return of the long-awaited docu-reality, broadcast in prime time on Rai2 and on RaiPlay and Youtube streaming and VOD, also starts ‘Freedom’ a branded entertainment format by Rai Advertising and Lines, 45 seconds on TV and 30 on the web, with daily stories of the former college students, in situations where Lines becomes the answer to the desire to move and always be at ease.
The series highlights the discovery of an innovative, original product with unique characteristics: thanks to “lactifless”, “Lines è” adapts to the body and disappears, creating a sense of protection and safety at any time of the day. The stories have a style and narrative language consistent with that of the College.
Partner of Rai Advertising in this project are the creative agency Armando Testa and Media Italia, the media center that has always been partner of the brand. Valentino Cagnetta, CEO of Media Italia, has carried out an interesting research on the target Generation Z and their vision of “The College”. He tells “how difficult it is to photograph a generation that escapes the radar systems of traditional research, it is hides among the thousand alleys of YouTube to reappear on Instagram, a generation that uses the smartphone for over 28 hours a week (so more than a day), for this reason the results of the College have really taken everyone by surprise, managing to involve the most difficult target ever for three editions, and we are sure that the fourth will surprise us too”.
The pitch, which ended before the summer, saw ARMANDO TESTA win the account and so they are now handling Ventis’s return to advertising. This is a portal for fashion, food, wine and furniture shopping as well as for digital banking services.
The pitch was won thanks to the“Ventis è tutto da vivere”campaign concept to convey the unique purchasing experience offered by the Ventis marketplace, the e-commerce site for those who love products which are made in Italy and international excellence and are on the lookout for unmissable bargains at really attractive prices. “We are very happy with the acquisition of Ventis,” says Nicola Belli managing director of the Armando Testa Group – not just for this type of client, active in a new sector flourishing today, also because it was truly integrated proof of the professionalism that Armando Testa manages to express. “
In addition to the film for TV and digital, InTesta, the in-house branding design office developed the rebranding of Ventis: in addition to a new logo, a must for improved visuals on the web and mobile, a Ventis credit card has also been designed. Today Ventis has also launched their VentisCard Visa which can be used to make purchases anywhere, and guarantees immediate cashback for purchases on the site.
The film was created and produced byLittleBull, the internal production company of the Testa Group, which is becoming increasingly structured as real “Studios” with all the professions from production, to direction, to editing, to post production. animation and 3D. The film will air from Sunday 20 October on Mediaset, Discovery and SKY
networks. The campaign is online from Monday 21 October to Sunday 8 December.CREDITS Agency: Armando Testa Project leader: Vincenzo Celli, creative director Brand design: Paolo Cremonesi, Ettore Monzeglio Digital: Cristina Macchi, Alice Franco Team Account: Laura Alberti
Verona, 9 October 2019 – Melegatti celebrates its birthday on 14 October and for the occasion it will return to TV featuring its famous Pandoro.
The company celebrates their 125 years of life on TV and digital, with a strong and impactful multi-subject advertising campaign centred on their inimitable Pandoro Originale, the symbol of Christmas tradition. The campaign will run on the main national television stations from early December and on digital throughout the Christmas period. Their return to advertising takes advantage of the contribution from the Armando Testa Group. It was October 14, 1894 in Verona when pastry chef Domenico Melegatti patented the recipe, the name and the distinctive shape of the Pandoro. His creativity and originality were confirmed by what was then called the Certificatodi Privativa Industriale dal Ministero di Agricoltura, Industria e Commercio del Regno d’Italia. (Industrial Privatization certificate from the Ministry of Agriculture, Industry and Commerce of the Kingdom of Italy).It was immediately clear to everyone that the Melegatti Original Pandoro would enjoy enormous success from then on.
Domenico Melegatti drew his inspiration from a very old Veronese tradition linked to Christmas, according to which on Christmas Eve the women would gather together in the kitchens of the courts to make the “levà”, a dough of flour, milk and yeast. He enriched the “levà” with butter and eggs, and invented and patented the Pandoro. The original Pandoro Melegatti, in its unmistakable blue packaging, still remains unique in taste and softness, thanks to the quality of the ingredients and its famous mother yeast, jealously guarded and reinvigorated for 125 years.
The new campaign for Giornate FAI d’Autunno(FAI Autumn days) created by Armando Testa has been online on the web and social networks since October.
FAI has been committed to defending Italian artistic heritage for more than 40 years,
enabling Italians to enjoy the beauties of our country which are so often neglected.
FAI’s is a true mission to reaffirm that our cultural heritage should not just be passively conserved, but experienced and integrated into our every day needs.
Armando Testa was happy to contribute to this philosophy since they are also activated by the same strong desire to cultivate the value of beauty and preserve it for future generations.
The idea for the film came from contemplating this, and collective awareness. “If you don’t do anything, there’ll be nothing left”.
What would happen if none of us did anything to safeguard our artistic heritage? How could our concept of a “work of art” change?
Luckily FAI continues to promote and safeguard our masterpieces, and to prevent the potential scenarios shown in an ironic way in the video, actually coming true.
The ad shows some of FAI’s most iconic properties which are open to the public in order to promote the Le Giornate d’Autunno, (Autumn Days).
A sequence of masterpieces which remind us that if beauty can save the world, then we too can play our part to save beauty.
The campaign will be developed on web and social media, and from 7 October it will also be running on main TV channels.
Executive Creative Director: Michele Mariani
Creative Team: Laura Sironi (Art) and Marta Agostini (Copy)
How can a capsule which is as small and compact as Momenactcompì act quickly against strong headaches? Because it is the result of the most advanced technological research from the Angelini Pharmaceutical Group. This is confirmed by a 20 ”ad created by the Armando Testa agency which is on air on the main television channels, at the cinema and on the web.
The film exploits a parallel between the powerful ability of a tiny microchip to concentrate millions of items of information from gigantic columns of books and the small capsule that concentrates all the efficacy of the liquid technology of the active principle of Momenactcompì in a blue liquid world.
The fingers of a man’s hand help to highlight the size of the capsule which is “compact and as small as this” and they also make a link with the hands on the Momenactcompì packaging. The same fingers bring a capsule to the mouth of a young man suffering from a strong headache symbolized by the iconic red clamp gripping his temples. The drug is so effective that it quickly dissolves the strong clamp / headache and the protagonist can smile again as he enjoys an amusing scene at the cinema with his friends.
The ad closes with the claim “compact and as small as this” and the Momenactcompì packshot where the blue fingers close and remind us again of the small size of the capsule.
With creative direction from Piero Reinerio art directors Enrico Ambroggi and Tina Salvato and copywriter Chiara Demichelis worked on this project. Production company Little Bull.
”Più la conosci, più ti innamori“ (The more you know it, the more you fall in love
with it). This is Esselunga’s first large-scale corporate campaign.
A new communication concept and a new by-line, to
give a authentic sketch of long, beautiful story waiting to be told. It all
started back in 1957,
when Esselunga opened the very first supermarket in
Italy and today it has become the market leader even for online shopping.
Discovering,
learning more, falling in love. We started off imagining opening up
Esselunga’s “back shop” doors for the
first time, then leading each person by hand into a world of innovation, authenticity
and excellence. To show clients
something they haven’t yet seen, and for those who are not customers to arouse their
curiosity and issue an invitation. So in
this way, one discovery after another, we reveal how easy it is to fall in love
with Esselunga.
This impressive integrated project was created by
Armando Testa. It took 12 days on set, including 5 nights in stores, 7 days
spent in Lombardy, Tuscany, Liguria and Emilia Romagna. It will involve all
media, with lots of specially conceived contents for the web, social media and
mobile including interactive pre-rolls.
The launch is planned for Saturday 14 September on
main TV channels with the corporate ad, impressive multi-subject programming
planned by Media Italia will also be added.
The
brief the agency received was clear, but also a major challenge: what was needed
was a format that could describe the many souls of the brand. It is much more than just a supermarket, it is a
real “Food Company“ which actually produces many of the products found on the
shelves, and quality, authenticity and trust are the fundamentals in every
choice they make.
Thanks to this campaign we will be able to describe
Esselunga showing all the work done every day: the production of fresh pasta
and delicatessen, the kneading and baking of bread in the Esselunga ovens …
images that show the care, love and great attention to quality that makes the
difference every day.
To make this story even more true and credible,
we decided not to use professional actors on the set but rather Esselunga
employees, simply documenting the gestures they make every day in their work, using
images to communicate their passion, their manual skills and their know-how,
without adding anything… Showing the authenticity of the people, the settings
and above all of Esselunga products was enough.
This is a Made in Italy success story. That’s why the soundtrack too is
the result of a search which ended up with a modern interpretation of one of
the most beautiful pieces of Italian musical heritage: “Che cosa c’è”
by Gino Paoli.
We also wanted an Italian director with great experience in the world of
food and that explains why the Agency chose Ago Panini and Paolo Caimi for photography
who endowed each frame with light and elegance.
“What you’ll see is something more than an ad: it’s
a real and beautiful story which belongs to all Italians, because Esselunga
truly is the first supermarket that opened in Italy, and since then it has
undertaken an incredible journey, always paying attention to details and innovation, winning over customers every
day, with quality always as its trademark … And it is precisely from a mark that
we started, continues Jacopo Morini creator of this campaign: “an” S
“made with the highest quality ingredients by the skilled hands of those
who work in Esselunga, a simple and evocative gesture, the same as the one made
by a kid’s hand on the window of his parents’ car in 1957, when he was looking
excitedly at the sign of the first Italian supermarket”.
This campaign is the result of a great team effort, adds Michele Mariani
Executive Creative Director, who got all the souls of the Armando Testa Group
involved, and we are sure that it will be a wonderful way to describe a leader
like Esselunga, indeed a “lovebrand” that getting to know it, is
enough … to fall in love.
Credits
Executive
Creative Director: Michele Mariani
Creative Director:
Jacopo Morini
Creative Director
Copy: Michela Sartorio
Creative Team:
Barbara Ghiotti – Fabiano Pagliara – Sara Greco
“The
creamiest dream has come true” that’s how the new ad for the latest success
story from the Pan di Stelle brand, created by Armando Testa, begins: the cocoa
and hazelnut cream has become a real object of desire in 2019, and it makes its
debut on air on 15 September with large-scale planning on TV and the web.
Pan di Stelle
continues to confirm its status as a brand in continuous evolution; with ever
more diversified communication needs, from sustainability to the launch of new
products. And as always this challenge
has been entrusted to Armando Testa, which has handled the brand’s
communication projects for years.
How can you
describe extraordinary goodness? A full visual
immersion into the product, so much that we can even smell its aroma.
100% Italian hazelnuts plunging into the Pan di Stelle cocoa, and then …
magic! With the delicate biscuit crumbs the soft swirls of cream get their
unique consistency, for a sensation and taste never tried before. With vital reassurance:
no palm oil.
One Sunday morning, a mother and her little girl are stretched out on a bouncy bed, they are enjoying
a really special waking up: a delicious creamy star spread on bread.
“Always follow your dreams ” is the byline of all Pan di Stelle
communication, and the cream that everyone dreamed of, is now a reality.
Creative direction: Michela Sartorio and Monica Pirocca
Client Service Director: Benedetta Buzzoni
Client Service: Federica Drogo
Director: Matteo Sironi
Food Director: Vittorio Sacco
Production Company: BRW Filmland
Music: A million dreams (Alexandra Porat), arranged by
Human Touch
