Author: admAT

Peuterey, the Italian clothing brand which specialises in outerwear, has entrusted Armando Testa with their new international communication campaign.

With creative direction from Michele Mariani, the Fall Winter 2019/20 campaign introduces a new pay off, in line with the philosophy of reality telling which characterises the brand: “Life is an everyday challenge”.

The creative idea came about with the intention of showing how many challenges are hidden within the bounds of our daily lives. A touch of irony is added to this investigation which is usually explored in a more serious and extreme way. Besides, nowadays, you are much more likely to get wound up looking for a taxi than pursuing mysterious ends.

So here we find our everyday heroes, personified by Cleo Cwiek, Asta Stensson, Sven De Vries and Julian Schneyder, and portrayed by photographer Emilio Tini. They find themselves in the jungle of a supermarket and have to extricate themselves in order to conquer Mont Blanc one bite at a time, to tame a ferocious kitty to get it to purr, and explore the surroundings to get a wi fi connection.

This message has an immediate impact which adds value to the soul of the brand, a blend of dreams and substance, elegance and practicality, adventure and the everyday: the essential dualism of the authentic man, who chooses Peuterey as a companion on his journey to face everyday challenges with confidence and self-irony.

The campaign is planned for the press, outdoor, TV and web.

Agency: Armando Testa

Executive creative direction: Michele Mariani

Creative team: Laura Sironi and Marta Agostini

Photographer: Emilio Tini

Stylist: Emil Rebek

Male models: Sven De Vries  and Julian Schneyder

Female models: Cleo Cwiek and Asta Ste

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Georgia Ferraro and Nicola Cellemme, who arrived in the agency last year, have taken on the role of creative directors after a period of national and international successes, including winning the pitches for MediaWorld, Birra Messina of the Heineken group and Yamaha Motor Europe, for whom the agency will be the European HUB.

“At a time when everyone is replacing Mad Men with Maths Men – says Nicola Belli, managing director of AT – we’re continuing to go ahead in our own way: ever more crazy about creativity. Nicola and Georgia have shown in a short time and with such great results that they share this madness. Their appointment will reinforce the creative direction of the Armando Testa group. Welcome!”

“We are really proud to have been entrusted with this role and to have the chance, together with this fantastic team, to carry high the Testa flag in Italy and all over the world – declared Georgia and Nicola – we’ve always been fascinated by Armando Testa’s story, by the power and immediacy of his campaigns, but what won us over and made us fall in love was what we found once we’d arrived here: a vibrant and lively agency, focused on the future and everything that’s different and original, a passionate group that always puts creativity above all else, oozing professionalism all over that makes each brainstorming meeting an opportunity to share ideas and for continuous inspiration.”

After a pitch involving several agencies, Armando Testa emerged victorious as the new strategic-creative hub for Yamaha Motor Europe for their 2-wheeled products.
The agency will handle the integrated communication for motorcycles and scooters from next autumn.

 
“Some time ago in Armando Testa we shared the dream of becoming a strategic-creative hub for Italian and international clients – says Nicola Belli, managing director of AT – seeing us being chosen by a Japanese company with European HQ in Amsterdam, not only makes us more than proud, it lets us understand that we are on the right track. And from today we will travel far … on two wheels!
Welcome Yamaha! “
 

“A few years ago we decided to centralize the preparation of launch campaigns and support for the main products distributed in the markets of our continent in our European HQ – says Paolo Pavesio, Marketing and Motorsport Director of Yamaha Motor Europe – In some cases those campaigns become global, and might be used for example in the United States or in the markets of South East Asia. It is a delicate exercise, where the search for a strong and distinctive message must be combined with the need to address a wide-ranging and sometimes diversified target. Passion for 2 wheels and an understanding of what is really important for those who drive them are a vital “USP”, and that’s what we found in the creativity produced by Armando Testa. “

Creative directors Georgia Ferraro and Nicola Cellemme and their team, have already fired up their engines to respond to the imminent challenge of Eicma 2019 and the Tokyo International Show, with lots of new international and global launches.

Little Bull, Production Company in the Armando Testa Group will handle all the productions.

From today “ The more you sweat, the fresher you feel” also with the new Infasil Easy-Dry deodorant sticks: that’s what the 30” ad, created by Armando Testa announces.

In the Infasil lab where the sprays with 2C molecule were introduced a final sequence highlights the Easy-Dry texture of the new sticks which start off fluid and then become compact: for gentle application on the skin and rapid drying.

The young woman, who already featured in the video dedicated to the sprays, demonstrates this as she applies the stick with Easy Dry texture to her armpit.

The ad with the new final sequence is on air on main TV stations from mid-July.

With creative direction from Piero Reinerio art director Tina Salvato and copywriter Chiara Demichelis worked on this project. Production company Little Bull.

After the success of the awareness announcement for Lines first sanitary towel with the 100% cotton filter, Lines Cotone is communicating again with a new ad, created by Armando Testa which highlights the pleasure of delicateness and naturalness on the skin.

On air from July on main TV channels with a multi subject follow-up on Instagram Stories.

We see our fabulous protagonist waking up to the gentle notes of the song “Sunny” (sung by Bobby Hebb) as a ray of sunlight peeping through hits her. The woman lingers on enjoying the touch of the soft cover on her skin. Then she gets up, lively and positive, continuing to enjoy the delicacy all around her.  We see her putting on a soft sweater, as its pattern turns into many cotton flowers that become the filter of the product. Her voiceover expresses the love she feels for delicacy and for Lines Cotone thanks to the 100% cotton filter combined with 100% Lines absorbency. Because Lines Cotone is the driest cotton there is!

With creative direction from Piero Reinerio, art director Monica Barbalonga and copywriter Mariarosa Galleano worked on this project.  Production Company Little Bull. Director: Pierluca De Carlo.

Planning Media Italia.

When you have a headache, you’ve only got one desire: that it passes in a moment! This was the idea that formed the basis for the Angelini Group’s historic success for Moment 200, and it’s more relevant than ever now. 

This is confirmed in the 20” ad created by Armando Testa (always the agency for Moment), which is on air in July on main TV channels and outdoor video.

The film shows a young, refined girl, who was the protagonist of a previous Moment 200 ad as she experiences such pain, and then smiles again as she enjoys to the full a beautiful moment with her boyfriend at a bar.

The demo highlights the quick solution, emphasising it thanks to a transition from the girl’s real face to a crystal face (which is common to all the products in the Moment line up). The pain is highlighted by a red circle surrounding her head just at her forehead, where light impulses branch out and run along the frontal and lateral red lines inside her head.

Just one Moment 200 tablet is enough to make the redness of the pain disappear and bring back the girl’s smile.   Because “Good times can’t wait” and Moment 200 is  “quick acting against headache. Even on an empty stomach”.

With creative direction from Piero Reinerio, art director Tina Salvato and copywriter Chiara Demichelis worked on this project. Production Company Little Bull.

Click here to see the spot

Summer time. The “best Italian problem solvers” of ENIGMISTICA IN have selected ARMANDO TESTA in a direct assignment for their new communication campaign.
And what’s better than ENIGMISTICA IN, the cult monthly mag where you can find more puzzles, more crosswords and other pastimes, to spend a carefree holiday?

In fact, “Divertirsi alla grande” (Having big fun) is the concept of the campaign, which includes a 3D commercial featuring an iconic white elephant with crossword puzzle skin who enjoys himself with amazing dives into a swimming pool.
“This client is going to add value to acquisitions of recent months,” comments Nicola Belli, managing director of the Armando Testa Group they chose us because they welcomed an ownable idea full of impact with light-hearted and fun treatment that perfectly reflects the tone of the product and the style of the agency. Let’s play together!”
In addition to the ad, the campaign also includes press and point-of-sale materials throughout Italy, always starring the great white cross-worded elephant.

Credits:

Agency: Armando Testa


Creative Team: Cristina Macchi, Vincenzo Celli

Client service: Federica Drogo


Production Company: Revolution Department

Director: Andrea Pecora


Post prod. press: Marco Pignatelli

Lines, Armando Testa and the new-born Dragotto are pleased and proud to introduce Lines Baby, the new nappy that will win over mothers and children.

The creation of the new brand was tackled as a special project: an agile and flexible approach, from the very start, with excellent collaboration between the Agency and client right from kickoff.

So, the brand was conceived and designed from zero. Day after day, every element came to life: brand image, naming, logotype, packaging, nappy backsheet and then above all strategy, character design and storytelling. The real heart of the campaign is to be found in its cute protagonist, Dragotto, a baby dragon that lives in the clouds and moves around gently in a world of softness.

An initial teaser phase preceded the campaign. It featured a countdown on social media and the Lines Baby website showing a mysterious colourful egg floating around in the clouds.
The communication campaign is exclusively digital, with cross-cutting activities for all the brand’s channels. The strategy involves a launch which is mainly social with a differentiated media approach. In the storytelling the Dragotto character is a testimonial that introduces the brand, presents the products, interacts with the packs and is able to win over children and mothers with his smile.

Particular attention was paid to the design, user experience of the website and brand image on e-commerce platforms, since this new product is designed for millennial mothers who buy online. A real revolution for the brand.

CREDITS

• Agency: Armando Testa 
• Executive Creative Director: Piero Reinerio
• Vice Creative Director: Antonello Falcone
• Creative team: Giulia Richetta, Gabriella De Stefano, Monica Barbalonga, MariaRosa Galleano
• Client service team: Piero Reinerio, Cristina Omenetto
• Project Manager: Sara Salamino
• Social Media Manager: Ludovica D’Aquino
• Tech and Motion Design: Marco Savojardo, Silvia Maistrello, Damiano Gui, Alessandro Garelli

• Client: Fater S.p.A.
• ICT Director: Domenico Di Francescantonio
• Unit Manager E-Commerce and Digital: Carmen Malangone
• Purchasing Group Manager: Mauro Palomba
• Brand Manager Baby Care: Stefano Stipa
• ICT Digital Functional Analyst: Lida Sorino
• Baby Care and F&HC Italy Category Finance Assistant: Valerio Gioia

Amuchina is a brand in the Angelini Group and leader in the field of disinfection, and it is now advertising again on the main television channels and in cinemas with a new 20-second spot, created by the Armando Testa agency, dedicated to the historic product – Amuchina Concentrata.

The protagonist of the film is a young mother who’s expecting. She grabs hold of a tomato which has fallen out of the shopping bag the father has brought home, and this makes her consider just how many hands it has passed through before reaching her family.

Water and products that do not disinfect are not enough to get rid of all the bacteria, that’s why she relies on Amuchina. A comparative demo shows the difference between a washed tomato and one disinfected with Amuchina that gets rid of up to 99.9% of bacteria.
The mother’s smiling look, along with the relaxed and playful image of the father with their two children, confirms the claim: “Amuchina disinfected, family protected “.

Agency: Armando Testa. Creative Director Piero Reinerio, art director Laura Pelissero, copywriter Francesca Palazzo. Production company Little Bull, directed by Marcello Lucini.

Click here to see the spot

Tantum Verde SOS Afte (mouth sores), a brand of the Angelini Group, has been on air on main radio stations since Sunday 9^th June with a multi-subject campaign.

The radio ads are in cuts of 20 and 30 seconds and once again they take up the concept of the TV campaign that plays on the name of the product by launching a typical alarm siren to respond to the mouth sore SOS with Tantum Verde SOS Afte spray!

The first two subjects feature two dialogues in situations where a mouth sore can typically ruin a pleasant dinner with friends or an important work opportunity.

In both cases Tantum Verde SOS Afte spray quickly reduces pain with a barrier effect that lasts up to six hours and allows you to enjoy a happy ending.
The voice over at the end reminds us that the Tantum Verde SOS Afte line consists of spray, gel and mouthwash and is available in pharmacies.

Agency: Armando Testa. Creative Director Piero Reinerio, copywriter Francesca Palazzo. Production company Little Bull.