That’s how Armando Testa invites you to visit the Lavazza museum, which opens to the public on 8th June.
This is a new space suspended between memories and the future which has been created in Turin, in the new Nuvola Headquarters. Here you can learn all about global coffee culture, more than 120 years of Lavazza as a family and a company and more than 50 years of advertising.
And it is by evoking this beautiful story and a key moment like Carosello, that Armando Testa created the ad.
Carmencita, peeping out from the Nuvola along with other items from the Museum, is the star while the headline recalls the legendary quip from her brooding and loving Caballero.
The campaign can be seen on a giant poster in piazza Vittorio, right in the heart of Turin, and also in the press in the main Italian dailies.
Creative directors Andrea Lantelme and Federico Bonenti worked on this project, the former as art director and the latter for the copy; executive creative direction from Michele Mariani.
The Crew from the Armando Testa Group and their disrespectful muppet cats were the stars of the Ariston Comic Selfie show, as members of web jury on the most famous stage in Italy, where they received a special award as the best innovative web project of the year.
In previous editions recipients of the award have included other famous web creatives, and this now confirms the enormous success of the new project of the Armando Testa Group. In less than one year they have achieved significant results, emphasising their online potential (CAT is active on Facebook, Instagram and Youtube with thousands of viewings every week), showing how multi-platform they are and proving – to the motto of Make your own webstar – how it is possible to bring customised characters, webstars and influencers to life for brands.
Some of the formats launched by the new team dedicated to branded content, with creative direction from Jacopo Morini, have made their debut on TV and radio, in the press and national media, as well as sealing partnerships with success stories (to name just one, the CAT videos are among the contents most viewed with greatest engagement on Fantagazzetta, the main application dedicated to fantasy football).
“I believe that, from grandfather to grandson – comments Walter Vacchino, owner of the Teatro Ariston, while the award was being presented to Gianarmando Testa – what makes this great agency stand out is the way passion is blended with innovation. This is an award for innovation but it would be impossible to receive it without heart and mind”.
The new 20” Lines Seta Ultra ad created by the Armando Testa agency is on air on the main national TV channels.
The new Lines communication emphasises the features of the Lines Seta Notte product. Thanks to its greater length and amazing absorbency, it is ideal not only for night time but also during the day for anyone who wants extra protection.
The protagonist of the film is a beautiful young girl who wakes up feeling relaxed and well rested. Her Lines Seta Notte has given her maximum protection all night long and now it will help her to face her day feeling self-assured and care free.
With creative direction from Piero Reinerio, art director Monica Barbalonga and copywriter Mariarosa Galleano worked on this project. Director: Marcello Lucini. Production Company: Little Bull. Music: “We are together” by Enzo Casucci. Planning by Media Italia.
The more you sweat, the fresher you feel! The new Infasil communication created by the Armando Testa agency demonstrates live the incredible effectiveness of the innovative Molecule 2C contained in the Infasil 2C deodorant.
We see some people in sports gear in the modern and technologically advanced Infasil lab; they are running on innovative treadmills equipped with an elegant sophisticated system to monitor freshness. An Infasil researcher demonstrates in a simple, friendly, yet at the same time authoritative way, the clinical test that proves why with Infasil 2C “the more you sweat, the fresher you feel”. After a young girl applies the deodorant spray to her underarms, the researcher uses a crystal monitor panel on the treadmill to highlight that the more the girl sweats, the more the freshness increases as times passes. She also demonstrates that if you start sweating again, Infasil 2C starts working again, and your freshness goes up.
“The more you sweat, the fresher you feel” is not only demonstrated, it is confirmed by how self-assured the woman feels as she hugs her boyfriend who meets her in the lab at the end of the demonstration.
The 40” cut of the ad is on air in cinemas, with other cuts on TV, the web and Outdoor.
Chiquita – the banana “10 e lode” – returns in communication with a large multi-channel campaign until the end of the year, signed by Armando Testa.
Chiquita returns in advertising with “Always the best choice” the new campaign that plays on the little big daily dilemmas. Developed by Armando Testa the campaign – operating since the 16th of April – will be declined on all the channels, from press and bill-posting to television, digital and on the huge out of home format in some Italian cities. It will be on air during the year also in several other European countries.
Fast food or restaurant? Workout or disco? Eating healthy or eating good? The day is full of decision to be made. But is it necessary to choose? Chiquita thinks that there’s always a third way. This is the concept that inspired the multi-subject campaign, developed to describe in a fresh, dynamic and playful way the iconic blue sticker’s banana that, with its typical smile and its ”gusto 10 e lode”, always puts everyone agree. Whatever is the choice to do in our everyday life – taking the bus or the bike, eating healthy or eating good, relaxing or doing exercises, drinking apple juice or cider etc. – Chiquita is always the best choice.
The national campaign will be regionally declined with localizations that highlight cultural specificities of the Italian Regions. An important work, made by the digital unit of Armando Testa, was also done on social networks, with particular attention to the search for the most innovative and performing formats such as Camera Effects and AR Studio of Facebook
“We come back in communication with a new campaign that once again wants to emphasize the playful and fun positioning of the brand, enhancing the elements that distinguish Chiquita: bright yellow, the unique blue sticker and the inimitable taste “10 e lode”. We wanted to develop a campaign full of verve that could live on a national and local level and that was able to reach consumers in a capillary way. Chiquita is the global brand that represents the banana par excellence and in over 100 years of history” says Barbara Galli, Global Marketing & Communication Lead of Chiquita.
“Chiquita is a brand that infects happiness, positivity and the desire to share. This is why we are proud of this project that has seen all the agency’s talents at the same table: strategic, creative, social and media “, adds Michele Mariani, Executive Creative Director of Armando Testa. “Putting together creativity and technology, media and digital is always the best choice to give brand units and more value to investments. We thank Chiquita, an iconic brand and always with a” ten and praise “in communication, for recognizing the importance and the effectiveness of our integrated approach. “
After the success of Just Smile, the maxi bill-boards campaign that have brought smiles in the last two years and have colored some of Italy’s most iconic locations in yellow, Chiquita returns with a single message to consumers all over the world.
The TV campaign includes 10” commercials with various creativities adapted to the specific positioning in TV series and programs mainly close to the Millennials target. Spots will be on air from April 23rd.
The planning is by Local Planet, the international network of independent media agencies of which Media Italia (Armando Testa Group), is one of the founding partners.
Credits
Creatività: Armando Testa
Executive creative director: Michele Mariani
Art Director: Barbara Ghiotti, Tommaso Casarini, Giulia Richetta
Copywriter: Sara Greco, Pierfabio Iannuzzi
Chief digital officer: Giuseppe Mayer
Client service director: Nicola Crivelli
Account team: Gina Graci, Gabriele Nolfo
Social media manager: Chiara Guadagnini
House Productions TV: Little Bull – post production and 3D Tax Free
At the end of a consultation involving a number of agencies, Acqua Fiuggi, the prestigious historical Italian brand, selected Armando Testa, the leading Italian communications group for the repositioning, rebranding and promotion of its range of assets: Acqua Fiuggi, the historical Thermal Springs, the golf course and the tour operator. This choice is surely based on historical values, but it also definitely looks to the future.
Fiuggi is one of the most important and ancient spa resorts in Europe, once referred to as “the water of Michelangelo”. This oligomineral water is famous all over the world for its beneficial properties, but today it offers a much wider set of assets all concerned with well-being and health. For this reason the delicate work of repositioning, rebranding and therefore communication had to be entrusted to someone with the skills to convey all the historical and cultural heritage that the name Fiuggi represents, while also appreciating all the future opportunities.
The Armando Testa Group was able to respond to the needs of the company, also thanks to the range of strenghts within the group. In particular, all the rebranding work, the analysis and strategic positioning, the creation of the product campaign right up to the creation of web and social content, was conceived and developed by inTesta, the company in the Group that has always dealt with these activities, also for other prestigious Italian customers.
The Armando Testa Group thus becomes the guardian brand of the complex architecture of values that the Società Acqua & Terme Fiuggi represents today and which it wishes to represent ever more in the future.
“We were proud to note how many communications agencies participated in the pitch and this underlines how attractive our brand still is. Choosing the Armando Testa Group represents the best combination of high profile companies and the start of the process of modernization and professional communication that we intend to develop for our entire company assets” declares Carlo Marai, Sole Director of Acqua and Terme Fiuggi. “It’s been a long time since we” drank “good water, but we did not want to drink just anything: because waters are not all the same”! declares Nicola Belli, managing director of Armando Testa.
For a few days now photos and videos of people wearing panda helmets have been making a splash on Facebook and Instagram…. Here’s what it’s all about:
For Earth Hour 2018, the worldwide hour dedicated to the earth, WWF organised a night-time bike ride in Rome and other major Italian towns, involving thousands of people. After the great success of the campaign to protect pink flamingos with J-Ax, Armando Testa’s branded content team headed by Jacopo Morini, created a fun FB filter to support the WWF project for Earth Hour 2018 and make it go viral on social media.
«We wanted to transform the avalanche of filters and stickers that are used on social media just for amusement into something that could convey an important message and we succeeded by exploring AUGMENTED REALITY and thanks to our guys in the Armando Testa TECH & INNOVATION TEAM, we created a fun filter, but with an important message», comments Jacopo Morini.
The filter makes a bike helmet in the shape of a panda appear on the user’s head and handlebars with a bell (it sounds when you touch your smartphone screen), it was then developed using a network of showbiz celebrities and web influencers who are sensitive to the cause including Cristina Chiabotto, Luca Abete from “Striscia la Notiza”, Melita Toniolo, Leonardo De Carli, Edoardo Mecca as well as many others. We reached hundreds of thousand of users who in their turn became ambassadors of the event thanks to this innovate and enjoyable filter.
Another great project from Armando Testa, a company which never stops investing in creativity and technology. In particular the new tech & innovation team not only creates sites and apps, but is already creating filters, stickers, 3D posts for national and international brands (Chiquita – to cite just one example) monitoring all the technological and entertainment opportunities that above all social media such as Facebook and Instagram come up with every month.
In the photo Jacopo Morini with the Armando Testa Tech & Innovation Team:
Jacopo Morini: Head of Branded Content Armando Testa
Georgia and Nicola have arrived to add even more force to an ever-growing creative department, in their roles as deputy creative directors.
“We’re enthusiastic about being here, the birthplace of Italian advertising, which has always been an inspiration for our work. We’re ready to make our contribution to take the company even higher.”
During their careers they have worked for clients such as Yamaha Motors Europe, Compass, Bayer, Sisal, Amadori, Marionnaud, PepsiCo, Pirelli, Vodafone, Sky, Lovable, Freddy, Ubi Banca, with whom they have earned national and international recognition during their experience as a creative couple in DLVBBDO.
“I’ll never get tired of saying it,,,,, we do creativity. The more good creative talents, rather great creative talents that we have, the more we’ll succeed in satisfying the “hunger” the market has for ideas, says Nicola Belli, Board Member of Armando Testa.
That’s how Flavio Fabbri introduces himself, with his 6 Cannes Lions, which are highly representative since they were won in the most innovative categories such as Mobile and Creative Data – the latter being the very first Lion won by Italy in this category. His work was even cited in the Gunn Report as among the best creative works, not to mention the other international golds he’s been awarded including the Clio, Epica and ADC*E.
So the wave of acquiring new talents in the Armando Testa Group continues. Flavio Fabbri has been entrusted with digital leadership, taking on the role of Digital Chief Creative Officer.
“I’ve got lots of childhood memories linked to the ads by Armando Testa-comments Flavio- and I’m enthusiastic about having the opportunity to contribute to the evolution of the Group.”
Flavio previously worked for Y&R, Ogilvy, Forchets and IBM, managing national and international clients such as Opel, Nutella, Sky, Lavazza and Vodafone. In addition, he teaches advertising at the European Design Institute (Istituto Europeo di Design).
“Welcome another Mad man! Flavio is courageous, he’s talented and full of passion, he’ll feel right at home with us – says Nicola Belli, Managing Director of Armando Testa-. His arrival marks one of the tangible signs of the continued evolution underway in the agency, to bring even greater integration and support for our clients, with a creative and strategic slant that stands out from the crowd.”
2018 sees the return of Telegatto, the historical awards from “Tv Sorrisi e Canzoni” which all showbiz stars love. The brand from the Mondadori Group has chosen Armando Testa for this event.
Jacopo Morini and his new team dedicated to special operations and branded content has been entrusted with the creative direction.
JM: “We accepted this challenge with enthusiasm because we’ll have the chance to relaunch an award which has excited whole generations of TV viewers, and now it will take them to a new dimension, unknown 10 years ago. What’s unique about this event is that the jury is entirely made up of readers of “Tv Sorrisi e Canzoni”. Today we can create a digital eco-system which allows us to increase the jury exponentially thanks to social media. We plan to create special contents to accompany us right up until the date of the event, involving a younger target too.”
