The second episode of the Lines Specialist, innovative line for incontinence protection, created by the Armando Testa Agency has been on air since 26th November on the main national TV channels.
Our protagonist is with a good, easy-going friend. She feels confident about her experience with her Lines Specialist, so she explains how she was convinced to try Lines Specialist Pants, suitable for someone looking for advanced protection.
Their story is told in flashbacks. First of all we see the supermarket where you can buy the product, then they’re at home to try it out, because Anna, her friend, has to be convinced about the absorbency and so she pours on some water from a jug. She’s quite surprised and utters, “How much it absorbs”…“And stays dry”.
The tried and tested anti-odour assurance lets her announce, in a friendly and knowing way, that “with Lines Specialist odour disappears”.
The demo on the double anti-odour technology which blocks and then neutralises any odour confirms this.
The test has convinced Anna too. She emphasises this with her confidence, as happy and relaxed, she looks at herself in a shop window.
The ad closes with a packshot of the line-up and an invitation for a free trial of Lines Specialist.
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. Planning Media Italia.
The first of two new ads in the launch campaign for embossed Cuki Alluminio, with the new technology developed for improved wrapping and protection of food debuts on 26th November.
Each of the two ads in the campaign is 10” and demonstrates the improved strength and wrapping qualities of Cuki Alluminio using the same ironic, clear and impactful tone of the successful previous campaigns for trays and freezer bags.
The subjects of this campaign were also shot using the “stop motion” technique and they use humour in a very effective way to describe the benefits of the new product and to how to use the aluminium kitchen rolls In the subject “Knife thrower” we see a chicken, tied to a rotating chopping board, it’s the target for chips being thown which bounce off its “shield” made of Cuki aluminium. Then, in the “charmer” subject, which airs from 3rd December we see a crab playing a shell charming a snake made of an aluminium roll, only to then be suddenly enveloped in it.
Planning by Media Italia on main satellite and digital terrestrial channels, the campaign was created by Armando Testa. Executive creative direction from Michele Mariani, art director Dario D’Angelo and copywriter Daniele Bona also worked on this project. Production managed by Little Bull, directed by Augusto Storero.
A new series of ads featuring the heavenly comedy created by Armando Testa is on air from 26th November until after Christmas.
It all starts off with something unusual – rather two unusual things. Two new characters have arrived up above the clouds to torment Saint Peter: a mysterious Asian businessman, eager to buy everything, even heaven itself, and his lawyer.
Then from 3rd December two Cherubs and their inevitable “Yessah!” will be the real stars. And then to follow on a series of subjects dedicated to (non) traditional Christmas and New Year greetings.
Male star is Maurizio Crozza, with his endless gallery of characters.
Female star throughout the whole series is the super silent and super compact Lavazza A Modo Mio Jolie Plus machine. Special edition with chrome details and frosted design, for the coolest of presents for 2017.
The campaign is planned for all main TV channels and on the web.
Heaven can’t wait: for those who love their espresso at home just like in a coffee bar, Christmas is on its way.
Agency Armando Testa
Creative Direction Michela Sartorio and Monica Pirocca
Not all headaches are the same. Angelini reaffirms leadership of the Moment line in treating different types of headaches with the communication launch of their new Momenxsin which fights nasal congestion headaches
The campaign was created by Armando Testa and it repeats the format used for Laboratory with the well-known presenter and the giant sized crystal heads. Thanks to the transparency of the crystal, we can see the nasal cavities inside the head with their typical X-shape, and they gradually turn red from the base to the forehead to show the inflammation and consequent pain.
The X of the nasal cavities and the X of the name Momenxsin come together to emphasise the problem and the solution.
The Momenxsin tablet, which causes both headache and nasal congestion to disappear, arrives on the crystal head at the same time as the presenter is giving her explanation. The film concludes with a beautiful moment with an autumn flavour: a little girl with a cone of roasted chestnuts hugs her dad, at last he has got rid of his headache and blocked nose so he is delighted to smell their great aroma.
On air from mid October on major TV channels, cinema and the web in cuts of 30 “and 15”. With creative direction from Piero Reinerio, Tina Salvato and Chiara Demichelis worked on the project. Production Company Little Bull.
With the new Esselunga campaign, created by Armando Testa, products returns to centre stage as icons, just as they did in the most successful communications they’ve ever run. Treated with imagination, energy and friendliness, they combine a unique style with contemporary language.
The protagonists are a series of friendly characters who create a new languge to talk everyday quality and good value.
They’re actually created from fruit, veggies and more, and as representatives of all the products they use typical emoji expressions to communicate the emotions that only Esselunga knows how to give its clients.
The new characters start off with the most corporate values, then talk about services, to end up with the discounts and special offers. They convey a world made not only of experience but also warmth, service and offering a great selection.
The campaign uses universal contemporary expressions, which have recently become part of our every day language, making it modern and engaging and they succeeed in explaining that good value is a wider asset than just savings.
And if Esselunga quality and good value are able to generate so many emotions that they give life to their products, this can happen because every day for 60 years you’ve been able to find something amazing in all their points of sale and so treat yourself whenever you feel like it.
That’s where the new pay off comes from “Esselunga. Straordinario Quotidiano” (Esselunga. Amazing everyday) it will feature with with brand in all its new communicaitons.
The communication plan starts from 16th October in outdoor (with maxi formats in Milan and Rome), dailies and magazines, radio and digital.
The campaign was created by the Armando Testa creative team.
Media plannig by Media Italia.
Digital version by TDH, the digital unit of the Group.
When they count on their legs, women can get anywhere. Overcoming fears and uncertainties, yes, but always with lots of courage and even more confidence in the power and value of their dreams.
That’s the idea behind Golden Lady’s new communication campaign, created by the Milan branch of the Armando Testa agency (creative director Michele Mariani, art director Barbara Ghiotti, copywriter Sara Greco) and it’s dedicated to all women able to make great strides to achieve what’s in their heart.
With considerable media investment and the awareness of those who’ve been on women’s side for years, the brand today uses a fresh, real tone without any hot air to describe, one scene after another, all those ambitions, fears and emotions that women encounter every day and face them one step after another, always in a rush but with courage. And the right tights. Golden Lady, obviously.
The campaign airs from October 15 on all major Italian and international TV channels, radio and web.
CREDITS:
Agency: Armando Testa Creative Director: Michele Mariani Art Director: Barbara Ghiotti Copywriter: Sara Greco Client Service Director: Benedetta Buzzoni Team Account: Federica Bruno Production Company: Mug Film Directed by: Enrico Mazzanti Music: Human Touch
Amaro Montenegro presented a preview of the brand’s product story yesterday: a journey to discover genuine taste, told with the expressions and experiences of inventor, Stanislao Cobianchi, as he goes on his adventures all round the world.
This exciting film engages all the senses and it was created by TDH, the company in the Armando Testa Group which specialises in digital, innovation and experience marketing. Directed by the famous Italian duo of directors CRIC, it stars Alessandro Cremona in the role of the protagonist.
The story is loosely based on the story of Stanislao Cobianchi, and describes a modern hero at the end of the 19th century. A rebel genius who abandons an ecclesiastical career and undertakes a long journey through uncontaminated places, encountering people and tastes from different countries. His journey is a constant quest, with the passion and courage typical of someone aiming to reach their most important goal: awareness and self-realisation.
This experience will lead him to discover the genuine taste which has made Amaro Montenegro stand out since 1885. It is a unique taste, obtained with 40 aromatic herbs, coming from the 4 continents, selected and worked in accordance with the original secret recipe which includes a complex production process culminating with the blending of 6 note aromatic notes, and the final addition of one last and most important note, called Premio.
The Premio plays a fundamental role in the final taste of the product; it is so intense that only one drop is needed in each bottle to complete the recipe. The tradition of this ingredient is represented symbolically in the film by a teardrop from the future queen of Italy, Elena del Montenegro, to whom Stanislao dedicated the name of his Amaro.
“The product story presented tells of the authenticity, typical of Amaro Montenegro, an exceptional creation that is totally Italian. Its story comes to life on the big screen thanks to the impassioned expressions of the founder Stanislao Cobianchi and his gripping adventures. This film is part of a wider revamping project that the brand has undertaken: studying our origins and drawing from them to face the future with enthusiasm.” – comments Marco Ferrari, CEO of the Montenegro Group.
“We are happy that we’ve been able to tell this story which starts off from the incredible passion of its founder Stanislao Cobianchi. He was a genius, an alchemist and an unconventional adventurer, the history of a brand with its deep roots in the past which still maintains the values and qualities of its origins in its DNA today. We succeeded in creating strong and passionate, even more involving contents thanks to Montenegro.it’s new digital platform, which focuses entirely on the use of video. Immense thanks are due to direction from CRIC and the professionalism of Alessandro Cremona, which enabled us to create a product story which is quite unique of its type.” – commented Jacopo Morini, TDH Creative Director, Armando Testa Group.
Information for the press Hill+Knowlton Strategies Milano Anna Lisa Margheriti | annalisa.margheriti@hkstrategies.com Tel : +39 02 31914 265 M : +39 348 2300285 Drink Responsibly
“Reworking the story of Stanislao was like a real adventure for us, made even more special because of the amazing crew: Stuart Greenwald and Alessandro Belotti in the editing suite, the incredible music by Filippo Beretta, Alessandro Cremona’s outstanding interpretation, the indispensible support from Diaviva and the visionary approach of the Armando Testa Group. Very special thanks goes to Amaro Montenegro, for their genuine and passionate story.” – commented Clemente De Muro and Davide Mardegan from CRIC.
FILM CREDITS
Agency: Testa Digital Hub (Armando Testa Group)
Creative Direction: Jacopo Morini
Art Director: Giulia Richetta
Art Director: Barbara Ghiotti
Copywriter: Pierfabio Iannuzzi
Project Manager: Mirko Di Gregoli
Production Comany: Diaviva
Executive Producer: Pietro Puccioni
Directors: Davide Mardegan and Clemente de Muro
Starring: Alessandro Cremona
Music: Filippo Beretta
Editing: Stuart Greenwald and Alessandro Belotti
Set Design: Pelizzo e Bosoni
Wardrobe: Sara Costantini
Audio Post Production: Top Digital
Video Post Production: AMP
Color Grading: Corte 11
AMARO MONTENEGRO
It was in 1885, after the herbalist from Bologna Stanislao Cobianchi had carried out long and impassioned experiments that one of the most famous symbols of Italian liquor traditions was created, Amaro Montenegro.
A legend for more than 130 years, its unique quality remains unchanged and this makes Amaro Montenegro the number one amaro in Italy. The traditional bottle too, with its iconic shape has not been altered and it has always set Amaro Montenegro apart over the years, with its form as well as its flavour being jealously guarded. Indeed Amaro Montenegro is still made today following the traditional recipe, consisting of more than 40 aromatic herbs, spices and citrus fruits all skilfully selected and blended; a formula and a process that have been secretly safeguarded for more than a century and which endow Amaro Montenegro with an unmistakable taste and incredible complexity.
Thanks to these unique characteristics in its organoleptic profile, Amaro Montenegro is a surprising and versatile ingredient for innovative cocktails or for a twist on the great classics which have become so trendy in the world of mixology both in Italy and abroad.
Amaro Montenegro, genuine taste.
MONTENEGRO GROUP
Founded in 1885, Montenegro Group is a Italian market leader in the food and alcoholic beverages sector which can boast brands which have always held a special place in the consciousness of Italians: Amaro Montenegro, Vecchia Romagna, Infusi Bonomelli, Thè Infrè, Olio Cuore, Spezie Cannamela, Polenta Valsugana, Pizza Catarì. Iconic symbols of products that are Made in Italy, they represent the best of the on-going research for exceptional products respecting traditions and paying particular attention to their quality and sustainability which have always been a hallmark of the Montenegro Group.
Thanks to a sound national and international distribution network, the brands in the Group can be affirmed today as true ambassadors of Italian culture and tradition
TDH, the company in the Armando Testa Group which specialises in digital, innovation and experience marketing, has won the very first Google Data-Driven Bootcamp Award (powered by Doubleclick). First there was a series of 5 meetings at the Italian headquarters of Google, and then all the main Italian creative agencies involved in the challenge had to create a Data-Driven campaign using a real case.
Google itself, represented by Marianna Ghirlanda (Head of Agencies), Luca Bistrattin (Creative Specialist DoubleClick) and Isotta Enrici (Head of Advertisers DoubleClick) drew up an initial short list of the ideas for this challenge. Afterwards the ideas were evaluated by a creative jury linked to the IF! Italians Festival (this year part of the ADCI Awards) which declared Testa Digital Hub (TDH) the winner of this prestigious award.
“In the Armando Testa Group we firmly believe that creativity is one of the main tools to bring real innovation to our clients’ campaigns and business.” says Giuseppe Mayer, CEO of TDH and Chief Digital Officer of the Armando Testa Group. “We are proud to be bringing this award from IF! Italians Festival home. The jury was composed of our creative colleagues and the Italian Google team. This affirms that with TDH we are on the right road to create a new agency model which is not only digitally integrated, but also able to exploit the information and potential offered by all new technologies focusing on generating value for our clients.”
The agency has won 2 golds in the Press category with the Philippe Matignon campaign “Welcome Man”. The famous hosiery brand launched a collection entirely dedicated to men for the very first time.
The three other bronzes were won in the Craft Photography category for the outdoor campaign “We are what we live” part of the project for “Lavazza Calendar 2017”.
The skills, passion and dedication of the crews on the ships of the Onorato Armatori group are the ingredients featured in their latest press campaign created by Armando Testa.
The protagonists are the Captain Antonio Scotto di Ciccariello, boatswain Giovanni Malinconico, purser Stefania Meloni and trainee officer Silvia Galigani, each of them with a smile showing their pride in belonging to a team which emphasises the mission of the Onorato group to uphold the best Italian maritime traditions.
The images portray them on-board, where they carry out their duties every day; the treatment in black contrasting with white giving them greater impact underlining how proud they feel.
The campaign was created by art director Sebastien Sardet.
Shots by photographer Marco Pignatelli, who shot the protagonists at work as they sailed between Leghorn and Olbia.
The campaign is running at the moment in dailies and magazines and all the subjects will gradually be revealed.
