Author: admAT

“Hey, adults, listen to us!”

That’s how the new Tenderly campaign starts off: with a special call that’s impossible not to listen to because the ones calling out are lots of kids sitting on their potties  and what they are saying to us is more important than ever: “everyone of us needs some tenderness… and not only when we are doing our business”

After a pitch held in recent months, the Armando Testa Group has developed a strategy for Lucart and the Tenderly brand which goes right to the deepest meaning of the word “tenderness” and its essential value in life today.

A distinctive campaign created with totally original language for this product category. We’ve been called to listen to the real voices of lots of kids who can “see far ahead” and, starting from a product that we use every day, an important message with much deeper value is conveyed.

The ad was produced by the Armando Testa Studios and directed by  Andrea Pecora. It has been on air since 10 March on TV and digital with cuts of 30” and 15”. Programming on radio and other offline media will follow. Media planning managed by EssenceMediacom.

The Armando Testa Group has also developed a social strategy which includes the publication over the whole year of a long series of contents in line with fundamental idea of the campaign, conceived to give even greater weight.

“Tenderness and softness have accompanied consumers of Tenderly by now for two generations and with this ad we wanted to convey even more – comments Giovanni Monti, Corporate Sales & Marketing Director Consumer of Lucart. “The Armando Testa agency won us over with this story of tenderness coming from kids. The storytelling is simple and pure and we hope it will have a lasting place in the eyes and hearts of all viewers.”

“We are very happy to undertake this journey with Lucart dedicated to tenderness. This is a value we always need, above all now when the world seems so complicated! Tenderness is a universal language that everyone understands, from the youngest to the oldest. And if the kids say so, then it is worth listening to them! – comments Michele Mariani, Executive Creative Director of the Armando Testa Group

CREDITS

Client: Lucart S.p.A.

Agency: Armando Testa S.p.A.

Executive Creative Director: Michele Mariani
Creative Team: Andrea Lantelme, Federico Bonenti, Sara Greco

Client Service: Gina Graci

Head of Social Content: Valentina Salaro

Social Media Manager: Fabio Cuscunà, Sara Zavattaro

Social Media Creative Team: Caterina Maliardi, Ilaria Lavagnolo

Production Company: Armando Testa Studios

Director: Andrea Pecora

DOP: Luca Costantini

Photo shots: I Pignas, Marco Pignatelli

Music: Sing Sing Music

The new Goovi TV campaign starting Michelle Hunziker “Shape your Booty “is now on air. 

Every woman knows just how harshly she judges her own body, particularly when her side B is under discussion. Accepting yourself when cellulite, or signs of it, appear becomes even more difficult. 

All the same, if we learn to love ourselves just a little more we’ll realise that all “booty” is beautiful and deserves recognition. Because every woman is a show just the way she is.

This “Booty positive” insight lies at the root of Goovi‘s new TV campaign. Conceived and developed by InTesta – Armando Testa Group – for the communication of Shape Your Booty, a line of food and cosmetic supplements designed to act on cellulite in a natural way, both inside and outside. 

The idea underlying the creativity is to create a real Booty Show to turn the spotlight on the natural beauty of any booty, whatever shape, to celebrate it in an optimistic and spontaneous way. Michelle Hunziker, Goovi ambassador since the brand’s arrival will host this celebration with all her contagious energy.

Goovi is the digital native wellness brand which was co-founded by Michelle Hunziker herself, with the vision of bringing self-love, positivity and authenticity to people’s everyday lives, encouraging them to love and care for themselves just as they are, thanks to clean, natural and vegan products. Since 2023 Goovi has been part of the Sodalis Group, the leading Italian group in the Health, Beauty & Personal Care world.

The duo Laccio e Shake are already well known for their experience with famous talent shows and TV programmes such as XFactor and Michelle Impossible and Friends. They were entrusted with directing the film to make sure it really stands out and is a true “show”. 

                 The set design was inspired by a colourful stage setting, complete with wings and staircases, with Michelle as host along with her dance troupe who sing and dance to the notes of an original piece of music with an irresistible rhythm, specially created by the rapper and producer, Danti. A memorable and energetic soundtrack that is sure to get adults and children dancing, while also communicating a message of vitally important values.

But, of course, loving yourself as you are doesn’t mean you stop taking care of yourself. As Michelle herself says, the right products can be excellent allies. Shape Your Booty, rich and complete line to take care of your booty and act on cellulite, is just one of them. This food supplement is available in liquid and tablet form, a serum, hot or cold effect cream and the brand-new mud. Ingredients in all the products are of natural origin for an in & out wellness booty routine, following the “easy. good. natural.” philosophy of Goovi.

The campaign will run on TV and on digital platforms in cuts of 30’’, 20” and 15”. A preview of the ad will be broadcast during the ad break of Michelle Hunziker’s television show“Michelle Impossible and Friends”, on air 6^th, 13^th and 20^th March on canale 5.

CREDITS:

• Agency: InTesta – Armando Testa Group
• Executive Creative Directors: Nicola Cellemme, Georgia Ferraro
• Creative team: Chiara Panattoni and Carlotta Gilardi
• Client director: Laura Alberti
• Production Company: Albatros Film

Passion for technology doesn’t have a gender on the contrary, technology is a means to bridge the gender gap: this is what MediaWorld believes, and for the fourth consecutive year it is once again standing side by side with GirlsTech to reduce the gender difference in STEM academic and professional courses.  The objective is to get more and more females involved in scientific and technical subjects, encouraging them to imagine a future without limits and stereotypes.

This year the free courses focus on Artificial Intelligence. Promoting this project of free training addressed to girls and young women, MediaWorld, with thanks to the Armando Testa Agency has actually created the whole project with AI. Four young girls, of different ages, have imagined their dream jobs and thanks to AI’s visionary and innovative language, their dreams become a concrete vision of the future:  an architect of tomorrow of a super sustainable city, a scientist researching new future cures, an expert programmer of “robotics”, an astronaut dancing on the rings of Saturn.

The films were produced by the Armando Testa Studios, and were created using innovative techniques of A.I generation in Stable diffusion and featured the inclusion of a prompter, a new professional role specialised in generative AI.

MediaWorld together with GirlsTech – an initiative created by SYX, which promotes awareness of gender equality in the world of innovation and technology – will provide over 60 free courses, lasting 3 months, for girls aged 7 to 13 and workshops dedicated to students and workers aged 14 to 24 so that the future as interpreted by artificial intelligence becomes reality. Registration for the courses is open from 8 March on the website https://www.mediaworld.it/it/specials/tech-is-woman, while the campaign airs from 4 March on TV and the web.

 “We are very happy to continue the positive collaboration with GirlsTech and to promote training courses thanks to this consistent and important campaign” states Francesco Sodano, Head of Omnichannel Marketing & Retail Media MediaWorld “Using AI, in fact, can be a means to speed up reducing the gender gap thanks to its ability to make professional wishes concrete and within reach. These are the assumptions from which the idea of creating the first commercial on the topic of AI with AI was developed.”

As far as the media mix is concerned, he comments: “The essence of the omnichannel media strategy can be found in the synergy between traditional and digital media aligned with the subject and target of the  campaign. In fact, the combination of linear TV and connected TV will reach the target just as the value of the project, regardless of the viewing habits of television content. If the planning for the linear TV focuses on afternoon and evening slots with entertainment programmes and popular TV series, for connected TV the platforms selected are Disney+, Netflix and Mediaset Infinity. At the same time, the visibility of the contents produced at a digital level will also be increased thanks to a video strategy going live from 4 to 13 March, on the two most strategic channels for this type of campaign: YouTube and TikTok”.

At digital level, a rich editorial plan has also been prepared featured on all the brand’s social channels, including Instagram, with the involvement of The Jackal collective using a series of Instagram Stories where, with their typical ironic “tone of voice”, they will help raise awareness in the community about the importance of continuing to reduce the gender gap in STEM subjects, further encouraging participation in the online courses organized by MediaWorld and GirlsTech.

View the campaign on the following link: https://www.youtube.com/playlist?list=PLSJdHE8wgQdCJuYoGY4fXhe4AG22l3lAw

Link for the video case history: https://www.youtube.com/watch?v=6KzyHvDyWPA

MediaWorld 

The first consumer electronics chain in Europe with over 1,000 megastores, MediaMarkt Saturn Retail Group operates in Italy with the MediaWorld brand, the leading company in this sector in the country.  Currently MediaWorld is present with 131 points of sale located throughout Italy and with the site

www.mediaworld.it  

Credits MediaWorld

Digital & Marketing Director: Sylvain Querné

Head of Omnichannel Marketing & Retail Media: Francesco Sodano

Head of Brand & Traditional Media: Mauro Miccoli

Brand Management: Mattia Alberto De Marco

Traditional Media Buying: Luca Mondo

Head of Digital Marketing: Andrea Tisato

Digital Media Buying: Giorgia Patricelli

Social Media & Content Manager: Margherita Dongiovanni

Art Director: Fernando Conti

Content Manager: Andrea Petoletti

Credits Armando Testa

Agency: Armando Testa Group

Executive Creative Direction: Georgia Ferraro, Nicola Cellemme

Creative team: Maria Meioli, Lorenzo Blangiardo

Account team: Emanuele Cicogna Mozzoni, Arianna Cipolloni, Irene Albano

Production and post-production: Armando Testa Studios

Director: Augusto Storero

Prompter: Dennis Pezzolato

Credits Media

Agency: Mediaplus Italia

The film, with all the flavour of a special breakfast, has been on air since Sunday 3^rd March. It marks the first of the TV and web subjects in the new “Your home, your story” campaign, always conceived by the Armando Testa Agency, and dedicated to celebrating the wide range of products included – these are the words of the agency’s creative team – “not only to simplify your life, but to give the pleasure of feeling really at home every day, where everyone follows the rhythms and rituals of their own personal history.”

Your idea of “Talk to me only after toast and coffee” has found its home is the title of the first press subject, which came out on 1st February, featuring an extraordinary Toaster-home located among the buildings in a super colourful city. And with the first TV subject we discover what waking up in that house is like, with all the flavours of a special breakfast.

Created by Armando Testa Studios, the film is dedicated to the toaster in the President Line, one of the latest hi-tech novelties in the catalogue, but also to the Tescoma products that make an excellent start to the day. With the scent of espresso coffee, with the vitamins of freshly squeezed oranges, thanks to the electric juicer, the pleasure of fried eggs and, of course, all the warm fragrance of slices of bread perfectly toasted by the Tescoma toaster.

Nicoletta Abeni, marketing and communication manager of Tescoma Italia, states: “We are happy with this film that represents the goal of the new campaign and the soul of the Tescoma products, every one of which is conceived and designed to make you feel at home, to become an integral part of your life and your daily routine.

Beautiful and reliable tools with you all day long from breakfast to dinner, making the time you spend at home with the people you love special. “

The stars of the film are actually a mum, a dad, a little girl, and the Tescoma products, tested, as the voice over states “For the most extraordinary task possible: whatever your story, to make you feel at home.”

So much “at home” that, following the creative idea of the new campaign, the object becomes a fantastic home. A backwards flight from a kitchen window reveals that the house where the family is enjoying toast and juice is not any old building, but a magnificent Toaster-house where you couldn’t but want to live. Not far away, we find two other-product houses: the Girafrittata (Omelette Tosser) house and the Infuser house, also the protagonist of the second press subject, in dailies starting from Wednesday 28 February.

Colourful, ironic, pop, and “people oriented”, with the strategic and creative slant of Armando Testa, the TV campaign can be seen and also heard thanks to a jingle that is easy to remember, which was created especially for Tescoma by Human Touch. They have also developed a purpose-made version for the radio ad, which is planned for the coming weeks.

Credits:

Creative Direction: Monica Pirocca and Michela Sartorio

Creative Team: Gaetano Corvino

Client Direction: Benedetta Buzzoni

Account Team: Francesca Toschi and Biagio Carrella

Welcome Valentina!

Valentina Salaro has joined the Armando Testa Group in the role of Head of Social Content after her recent experience in Publicis LePub, where she managed Global Clients such as Barilla, Lavazza, Marvis and Heineken.

Her arrival marks a continuation of the project of developing and strengthening the social creative team, and the promotion of talent animating the spirit of the whole Group at the moment.

“I am so happy to be able to make my contribution to what I hope will be a new approach to digital native projects and contents in such a legendary and iconic agency as Armando Testa” comments Valentina Salaro.

“Anyone like us whose centre of gravity is creativity should not limit themselves to having the best creatives, but we’ve also got to have the best “stimulators” of creativity. Welcome Valentina, who we are sure will help us to be even more curious, courageous and creative in social media” adds Nicola Belli, Board Member of the Armando Testa Group.