Author: admAT

Always follow your dreams, because the most fantastic dreams in the universe are the ones inside you. Pan di Stelle is communicating again with this beautiful, important message featuring two films dedicated to the iconic biscuit. The campaign, created by Armando Testa, which has been managing the communication of the brand for years, starts with the first of the two subjects on Sunday 10 February on the main channels and on the web. From the very first moment with the poetry in the animated section – started off with Nyma in the campaign “A dream called cocoa” – we are immersed into the iconic world of Pan di Stelle. Big little dreams described by the voices of the protagonists, made up of real relationships and true feelings. If it’s true that believing in dreams is important, believing in your own, making them come to life and following them is even more so.

And then there’s a triumph of cocoa, hazelnuts and fresh milk, so close that you could almost smell them.

And finally, the precious, magical little moment that’s breakfast, described with the same delicacy and authenticity of the images that went before.

To the notes of “A million dreams”, one of the most beautiful songs ever written on the importance of believing in dreams, a new campaign with a special flavour, just like Pan di Stelle.

Creative direction: Michela Sartorio and Monica Pirocca

Creative team: Michela Sartorio, Monica Pirocca, Laura Sironi, Marta Agostini

Account Director: Benedetta Buzzoni

Account Executive: Federica Drogo

Production Company: BRW Filmland

Animation: Margherita Premuroso

Director of live action: Matteo Sironi

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Giant posters and outdoor for the new campaign “Good to Earth” are on display in the city, in international European and Italian airports and in the press. They are all part of the project for the Lavazza 2019 Calendar, created by the Armando Testa agency.

The three subjects in the campaign feature works of “nature art” created in Colombia, Kenya and Switzerland by contemporary artists who have shown special sensitivity to the environment, such as Saype from Switzerland. Mantra from France and the American Hula. Their artistic endeavors viewed from the lens of the famous American photo reporter Ami Vitale reinforce important messages in defense of the planet, celebrating the places in the world where man’s intervention is bringing good news for the Earth.

So caring for our future, fighting climate change and protecting biodiversity become poetic images and at the same time, they are a call to action for all of us.

With executive creative direction from Michele Mariani, creative directors Andrea Lantelme and Federico Bonenti, copywriter Stefano Arrigoni and graphic designer Michela Repellino worked on the campaign and calendar for Armando Testa.

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Christmas is always something special for Esselunga, and this year, together with the Armando Testa Agency, the appointment is also featured on television with a great promotion “A million prizes for you”.

This time the ad transports everyone, old and young, into a real fairy tale and an enchanted world where everything is possible.

The supermarket actually comes to life from a book of fairy tales and becomes magical with the special power of transforming everything into something enchanting: food into goodness, wishes come true and so your shopping becomes a gift, but not one hundred, not even one thousand but ” a million “gifts”.

So at the end we can say that everyone “won happily ever after”!

This is the idea behind Esselunga’s new communication campaign which was conceived with the executive creative direction from Michele Mariani, by art director Barbara Ghiotti and copywriter Sara Greco and it’s dedicated to all families.

Esselunga has been taking close care of their customers and serving them enthusiastically for more than 60 years, and today they present an animated ad, which uses a large pop-up book and the voice of Santa Claus to describe an incredible but real promotion, which takes us back in time, making us wish for a real surprise.

The spot, in 40” and 30″ cuts, was produced by the Little Bull production company with the animation by Tax Free and directed by Franco Tassi.

The campaign is on air from Wednesday 12 December on all major TV channels, at the cinema, outdoor and in parallel on the web, in print and radio. Media managed by Media Italia.

Executive Creative Direction: Michele Mariani

Art: Barbara Ghiotti

Copy: Sara Greco

Production Company: Little Bull

Director: Franco Tassi

Animation: Tax Free

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The setting is the symbolic world of fashion – it’s realistic, lit up with purple lighting like the package of Lines Seta Ultra, here a beautiful, ultra modern elegant girl, whose short silver haircut with purple highlights makes her even more original is the protagonist of the new campaign, on air from November 25th on main TV channels and the web. Refined, lively music, introduced by the singing of “Seta Seta” accompanies the rapid sequence of images that, with the help of the gigantic neon words VELOCITÀ, ASCIUTTOPULITO and ZERODORE(SPEED, CLEANANDRY and ZERO ODOUR), emphasises the distinctive qualities that make Lines Seta Ultra unbeatable.

The protagonist is relaxed and lively as she walks along the neon letters with a smile, interspersed with rapid demonstrations of the superior quality of the product which a voice over describes. We see that if the filter does not adhere firmly to the pad, an annoying wetness can be experienced, while Lines Seta Ultra with more than 500 micro-dots ensures the filter adheres firmly to the newAssorbilampolayer. An oversized roller with more than 500 small luminous reliefs is used for a demo – passing over the product, it brings all the layers together and secures them. Result? “ASCIUTTOPULITO (CLEAN AND DRY)in a flash!” Comparison with another ultra pad that does not absorb so quickly and remains wet confirms this. Then we see the protagonist walking near the word “ZERODORE” (ZEROODOUR):the lights go out on all the letters except the O of ZERO, because with Lines Seta Ultra there is zero odour! The film closes with the girl smiling and playing with the pack next to the word LINES SETA that lights up and goes off with the typical sound of neon lights accompanied by the singing of “Seta Seta” and the claim: Lines Seta Ultra, unbeatable confidence!

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

Production Company: Little Bull – Armando Testa Group.Planning by Media Italia

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CHRISTMAS IS LAVAZZA’! WITH A MODO MIO AND ARMANDO TESTA

At Christmas, the spotlight is turned to the Musical in Heaven, which has got even more sparkle for the festive season.

With the creativity of Armando Testa and the extraordinary singing (and great dancing!) skills of Maurizio Crozza, Lavazza has written a new chapter dedicated to the A Modo Mio range and the launch of the new Idola machine: the perfect Christmas present for lovers of the most heavenly coffee, a great one whether at home or at a bar.

“I want to celebrate Christmas ce soir!” Sings the Devil with his sparkling red jacket and his Fred Astaire style cane. He has arrived up in Heaven disguised as St. Peter, to toast the parties with a cup of coffee and above all to make off with the whole range of the A Modo Mio machines.

But the cherubs on their swings catch on to his trick, and an unexpected “Elvis” version Saint Peter, with his golden jacket and batwing sleeves, will chase him back to the underworld crooning in a charming and charismatic style, worthy of the Broadway lights, from the top of a staircase, “You’re not part of the party, Christmas is Lavazzà!”.

The comet star shines, the staircase lights up, music maestro! The song Lady Marmalade has been rearranged in Christmas style by Silvano Belfiore. Production company Filmmaster Productions, directed by Federico Brugia.

A Modo Mio Musical in 30” and 15” cuts makes its TV and web debut on 11 November.

CREDITS

Agency: Armando Testa

Creative Direction: Michela Sartorio and Monica Pirocca

Director: Federico Brugia

Production Company: Filmmaster Productions

Post production: Band

Music: Lady Marmalade – Arrangement by Silvano Belfiore

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Chiquita is communicating again with “Pink About It”, their new campaign which aims to raise awareness and sensitise public opinion on the topic of breast cancer research and prevention.

October is the month for prevention: traditional treatments are currently making enormous progress, but early diagnosis remains the best tool to make the treatment as effective as possible.

Chiquita has demonstrated its strong social responsibility and pays particular attention to health issues: indeed, for a number of years it has produced a special edition of its iconic Blue Sticker, replacing it with the now famous “Pink Sticker” during Breast Cancer Awareness Month.

The brand has now added a CSR campaign to this operation. The aim is to provide information and be involving thanks to the use of pop language, but also to make the target reflect.

The Armando Testa digital unit has chosen a visual synthesis full of impact: two bananas side by side bring to mind a woman’s cleavage. One of the two disappears leaving an empty space, then the copy outlines the campaign insight: early diagnosis can give hope, which should not be allowed to disappear.

The campaign is integrated and cross-media, and is part of a communication environment that includes several touchpoints, both online and offline. Development both on DOOH totems with 10 “and 20” video cuts and in the digital world. The Armando Testa social team has created a series of ad hoc contents for Facebook and Instagram, integrated into the special “Pink” editorial plan created for the month of October.

Media planning by Local Planet, the global media network of independent agencies of which Media Italia (Armando Testa Group) is one of the founding partners.

Credits

Creativity: Armando Testa

Executive Creative Director: Michele Mariani

Creative Director: Antonello Falcone

Art Director: Giulia Richetta

Copywriter: Gabriella De Stefano

Chief Digital Officer: Giuseppe Mayer

Client Service Director: Nicola Crivelli

Account Team: Gina Graci, Gabriele Nolfo

Social Media Manager: Chiara Guadagnini

Media planning: Local Planet

There are those who forget their keys, others their phone, others an anniversary. And then there are those who forget their clothes. Indeed, Golden Lady for Man “makes you forget everything else” and makes the taboo of a naked man with his socks quite acceptable.

Armando Testa has created the launch for the new line of Golden Lady for Man socks.

With creative direction from Michele Mariani, Laura Sironi and Marta Agostini, the agency shows the protagonist totally “in his birthday suit” except for his socks.

From today Golden Lady is targeting its know-how and expertise to the service of men too, with three lines of socks – classic, fashion and sports – designed to accompany a man throughout his daily activities. The fine yarns ensure maximum performance, whatever the occasion.

Because you can forget many things, but style is not one of them.

On air from 15th October in the press, on radio, points of sale, and the web.

Agency: Armando Testa Milano

Creative direction: Michele Mariani, Laura Sironi and Marta Agostini Account team: Benedetta Buzzoni and Federica Drogo

Photographer: Ten Artist

Media: press, radio, POV, web and social media.

On air: October 15th 2018

Armando Testa has made a specific communication for the launch in Australia of the Lavazza’s new sustainable coffee line, ¡TIERRA!, Bio, Single Origin Perù and Brazil. The spot “Hands” is on air in October on the web, on radio and with dynamic billboards in the most important malls in major Australian cities.

The common theme is hands, the ideal extension of the ¡TIERRA logo! and symbol of work and sustainability, which summarises the “Made of Nature” concept in a memorable and impactful way.

Creative directors Andrea Lantelme and Federico Bonenti worked on creativity, with Michele Mariani as creative executive director. The soundtrack is by Ben Harper, the outdoor was photographed by Fulvio Bonavia.

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Esselunga returns to television with a 15” ad created by Armando Testa.

Thanks to the “Grandi Marche al 50%”, (50% off Big Brands) promotion, good value takes to the stage. Quite literally.

The campaign highlights products, drawing on the traditional succinct and fun style the brand has always used.

So, to the notes of a TV show signature tune, we open with a spectacular curtain made of spaghetti which reveals a stage lit up with lemon spotlights, where the products are displayed. The applause in the background emphasizes just how efficient the promotion is.

With executive creative direction from Michele Mariani, creative directors Federico Bonenti and Andrea Lantelme worked on this ad for Armando Testa.

Production company Little Bull collaborated with Tax Free for the 3D part. Planning by Media Italia.

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Thanks to the new guidelines from the Ministry of Health relating to the advertising of OTC medicines and non-prescription medical devices, today it is possible for pharmaceutical companies to advertise on Facebook and Instagram in Italy too.

Of the 31 million monthly Facebook users in Italy, 15 million are interested in health and wellbeing, 20 million buy cosmetics and 6 million men are interested in fitness and body care (Facebook data, for more info see www.facebook.com/business/pharma). The potential of Social Media now represents a real opportunity for pharmaceutical companies to reach their audience in a targeted way. From Instagram Stories to Carosello, many options are available for different marketing objectives, throughout the entire purchasing process: from buying to sales.

To publicise this important change in the scenario, Facebook Italia chose the Armando Testa creative agency which conceived and developed a multi-channel campaign. The core assets were targeted messages for decision makers in pharmaceutical companies, reached through Facebook, Instagram and LinkedIn with short multi-subject videos, dedicated to the different types of drugs and medical devices.

Dedicated press pages in specialized magazines and a station domination in the Assago Milanofiori Nord (MI) station, an important location to reach those who plan online sponsorship campaigns for big players every day were used to extend the communication. The multi-subject campaign succeeds in connecting hashtags used by users on social networks to products that might interest them in a simple and iconic way.

Armando Testa Credits:

Chief Digital Officer: Giuseppe Mayer

Digital Chief Creative Officer: Flavio Fabbri

Deputy Creative Directors: Nicola Cellemme, Georgia Ferraro

Creative team: Tommaso Casarini, Stefano Arrigoni, Sebastien Sardet, Fabio Camera

Client Service: Cristina Castelli, Martina Saddemi

Social Media Manager: Ludovica D’Aquino

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