Author: admAT

“ACCENDI LA TUA VIDALITÀ”. (SWITCH ON YOUR VIDALITA’) THAT’S HOW ARMANDO TESTA BRINGS VIDAL’S BODYWASH LINE BACK TO TV.

The new communication campaign for the Vital brand of bodywashes, created by the Milan branch of the Armando Testa agency, is now on air.

Vidal is one of the most important brands in the Sodalis group – the biggest Italian group in the Beauty & Personal Care market. The ad addresses the public with a desire to enjoy yourself in a surprising way.A new claim: “Accendi la tua Vidalità”, (Switch on your Vidalità) sums up the brand identity perfectly, making it distinctive and engaging.

Italian families are invited to enjoy a blast of energy with the new intense and revitalising perfumes and the brand’s new captivating and unexpected personality.

Mum, dad and daughter are indeed the actual stars of the ad, the fragrance of the bubble bath has made them tipsy, able to “switch on their vidalità” and so launch themselves unexpectedly into an ballet of “synchronised swimming” while in their own bath tub with joyful sprays and splashes of foam.

It’s “British style” irony just like the director and it wins over all Italian families.

The campaign has been on air since 7th May and will run until 1st June on the main television channels and from June to August it will feature in key magazines, as well as web and social channels.

The ad was produced by Brand Cross and directed by Barney Cokeliss.

CREDITS:

Agency: Armando Testa

Creative Director: Erik Ravelo

Copywriter: Andrea Dell’Osa

Art Director: Ilaria Accornero

Production Company: Brand-Cross

Director: Barney Cokeliss

Photography: Renato Alfarano

Set design: Systa Björnsdóttir

Editor: Danilo Torchia

Post Production and Special Effects: XLR8

Music: Philip Abussi rearrangement of Swan Lake

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Alfa Romeo Giulietta is getting a revamp with new sporty look trim.

Total black look with carbon inserts for the interior and sporty fit and trim for the exterior.

This is the Veloce edition of the Giulietta Super. Two historical names for the Alfa Romeo brand come together today in one unique model, to emphasise the liine and contents.

Two TV subjects were created by the Armando Testa agency, one dedicated to men and the other to women. They focus on the sporty attitude of both. As they are getting ready for a drive they choose clothes and accessories which remind us of the appearance of the car because of their similarities.

Giulietta is instinct. And instinct demands to be driven.

Whether by the free sporty spirit of a man, or the gritty and seductive soul of a woman.

The dynamic external frames, in the urban setting, remain true to the name of the product: agile and dynamic for truly exciting driving.

The ad was shot in Milan, and directed by Danxzen (Daniele Danxzen Zennaro) production was fine-tuned by Oltre Fargo.

The creativity was developed by Armando Testa with creative Direction fromRaffaele Balducci, Art Director Davide Cortese, copywriter Elisa Infante.

The campaign has been on air on TV and radio since 7th May and will also be developed for digital.

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The Armando Testa welcomes Giuseppe Mayer who is joining the group with a double role; on the one hand he will be Armando Testa’s Chief Digital Officer, responsible for handling and developing the agency’s integrated projects.

On the other hand Mayer will also cover the position of CEO of TDH, Testa Digital Hub, the company in the group which specialises in digital, innovation and experience marketing; he will be taking over from Valentino Cagnetta, CEO of Media Italia, who’s been at the helm of TDH along with Creative Director, Jacopo Morini for 3 years.

“I am extremely proud to be joining the Armando Testa Group; its history is unique in the international scenario, with a deep-rooted presence in Italy, yet with a truly international outlook regarding clients and the work accomplished. In addition I’ll have the opportunity to lead Testa Digital Hub, a team of 20 digital talents based in Turin, and I am really looking forward to getting down to work on projects and clients together with my new creative partner, Jacopo Morini.

I’d like to extend my thanks to Valentino Cagnetta, who has made an invaluable contribution in these early years to TDH for both the growth of the working groups and consolidating the credibility of the agency in such a challenging and innovative field.”

Giuseppe Mayer arrives from the WPP group where he held the position of Chief Innovation Officer in recent years in the Italian headquarters of Grey; previously he was a partner and General Manager of Ambito5, an agency which specialised in Social Business and which was sold in 2014 to the Publicis Group.

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The LINES LOVES ME campaign is now on air. It continues to support the research into breast cancer carried out by the Fondazione Veronesi and in addition it pays attention to women with prize-winning contests to enhance wellbeing. The ad was created by the Armando Testa agency and it is running on all the main TV and digital channels.

Lines shows a scene of collective connivance featuring women in a group hug to present the initiative which allows the Fondazione Veronesi to benefit from the donation of one minute’s worth of research for every pack purchased.

The three areas of wellbeing (Physical, Sensorial and At the table) connected to the prizes which can be won by entering the numerous contests connected to the LINES LOVES ME initiatives are shown in the second part of the film.

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

Planning by Media Italia.

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After a recent pitch, the Milan branch of the Armando Testa agency was awarded the account to relaunch the communication of a number of the most important and famous brands in the Sodalis group, leader in the beauty care sector with more than twenty brands.

“Shiny, scented and … shaved! What more could we want in Armando Testa?” comments Nicola Belli member of the Armando Testa board.

A wave of wellbeing and beauty in AT for 2017.

The company from Lodi and the famous Italian agency will work together to develop the TV and press campaigns for the relaunch of Vidal, the historical line of bath foam, as well as the new press campaign for Strep, another brand in the Sodalis group.

But that’s not all. A new TV ad for Biopoint, another iconic brand from this company, is also currently being prepared.

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Today, the amazing artistic and cultural heritage of the Musei Reali di Torino (Royal Museums of Turin) can be enjoyed in just one museum tour.

This prestigious rebranding project was entrusted to Intesta by Consulta per la Valorizzazione dei Beni Artistico e Culturale. Intesta, the company in the Armando Testa Group specialising in branding and graphic design, created the new logo and the guidelines for the identity.

“A brand’s logo, –says Antonella Testa, the artistic director of the project-, is a fantastic way to embody something. With a few precise strokes it must be able to communicate and streamline a complete vision to encapsulate the most intimate and profound things brand wants to say about itself. A logo does not just contain a name, but it personifies a philosophy.”

And that philosophy is expressed in a graphic synthesis with a drop made of gold, a colour so closely associated with regal art, a little gem of immense value.

“A drop is in its essence a rhetorical image, -continues Antonella Testa-, it already stands for a whole: the sea is an infinity of the drops that make it up; the drop is the purest distillation of a perfume and it encapsulates its essence.”

The challenge of the new logo was to tell an institutional yet also contemporary story, in line with all the most important international museum hubs such as the Hermitage, the Metropolitan, the Louvre, Versailles.

The Musei Reali Torino can truly be compared to those other European capitals and the new logo is the first step in launching it internationally.

The typographic fonts used, in black, the most classic of classics, are enhanced by the drop, which sums up both contemporary and historical values.The colour chosen is gold: the regal art integrated with contemporary design in a soft embrace of shapes which speak with the language of elegance.

A specially created video by Intesta featuring the new graphics will be projected directly onto the facade of the Royal Palace on Friday 7 at 9.00 pm, during an event which is open to the public, on the occasion of the White Nights in the city.

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La Scala Academy and TIM Foundation have joined forces for a project called INNOVAZIONE ON STAGE. Its goal is to make the entertainment professions more accessible for everyone and to promote the culture of change and digital innovation.

INNOVAZIONE ON STAGE is an Open Day Tour developed to increase awareness of La Scala Academy and what it offers in terms of training.A touring installation will showcase four courses connected to the world of entertainment. Exploiting the latest immersive technologies (Samsung Gear VR), they will encourage students aged 18 to 25 to get engaged. The INNOVAZIONE ON STAGE Tour will stop off in Milan, Turin, Bari and Palermo.

Coordination of the executive project was entrusted to the Armando Testa agency, who provided creative, digital and strategic competences, and formed a dedicated work group. The team, with creative direction from Jacopo Morini of Testa Digital Hub, the innovation unit of the Group, managed every step of the project, from concept to communication materials to the installation itself.

The aim of the partnership between the TIM Foundation and La Scala Academy is to encourage integration, communication, economic and social growth. That’s why the project TALENTS ON STAGE was also created, a crowdfunding drive developed on the WithYouWeDo platform: for every euro pledged the TIM Foundation will donate the same amount to La Scala Academy, up to a maximum of 200,000 euros. 171 scholarships can be funded from the total of 400,000 euros.

Credits

Jacopo Morini – Creative Director Testa Digital Hub

Antonello Falcone – Senior Art Director

Luca Traina – Director

Gabriele Nolfo – Senior Project Manager

Loredana Ambrogi – Account Director

Chiara Tosto – Senior Account Executive

Technological Partner and support:

Prodea

Curve Studio

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Angelini has always been attentive to their consumer needs, it is now emphasising how easy it is to swallow the Momentact chewable capsules, the specific product for severe headaches.

The new Momentact film, created and produced by the Armando Testa agency, uses modern, innovate and symbolic language.

Against a neutral background evocative of a technological setting we see a full screen image of Momentact’s iconic red clamp, the symbol of a severe headache which crushes the writing “MAL DI TESTA FORTE”(SEVERE HEADACHE). The film presents the liquid technology of Momentact as the solution, starting off with the technological contents of the capsule. A valuable little drop of the active principle drips down from a crystal pipette. In slow motion we see it reaching a symbolic pharmaceutical lab slide, going into a little container then it is transformed into the Momentact capsule, which is easy to swallow.

It slips quickly along the neck of a symbolic crystal lab flask and then is rapidly absorbed dissolving the small quantity of liquid contained.

The effectiveness of the liquid technology rapidly dissolves the clamp and with it the severe head ache. The voice over emphasises the distinctive quality of the product: how easy it is to swallow, how quickly it is absorbed and its rapid action against severe headache.

The liquid technology serves as a link to the nice final moment: a man kite-surfing on the waves, so happy to be feeling so much better again thanks to the rapid relief from Momentact.

On air from 26 March on the main TV channels and at the Cinema, in cuts of 30”, 20” and 10”.

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

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Communicating something new, with someone new.

Armando Testa has added new to the “So good there’s only one” campaign with new subjects and a new arrival in heaven, like all the others, played by Maurizio Crozza, to launch Great Lavazza Classics in A Modo Mio capsules.

And since tormenting Saint Peter has become a classic too, that’s what he’ll do too.

After the architect you will see something unusual: the irresistible and undisciplined alter ego of the blond cherub angels. Jet black curls, leather jacket, looking like lovable conman: a second class angel who hasn’t got his wings yet and so arrives on the back of his motorbike, shaking up clouds of clouds.

When he sees Saint Peter, he will rashly suggest: “Sampie, make me one of your coffees, eh, with the moka!” It will be up to Saint Peter, as usual, to show that Lavazza Heaven is much further ahead, and that the Great moka Classics – Qualità Rossa, Qualità Oro and Crema e Gusto – at long last are also available in capsules today to enjoy “the flavour of the moka, in an espresso”.

The first subject “The arrival”, in 30” and 15” cuts, will introduce the novelty and it debuts on 26th March on TV and the web. But the probationary cherub and the Great Classics will get their engines running for a second subject coming soon. Enjoy a coffee while you are waiting.

Agency: Armando Testa

Creative Direction: Michela Sartorio and Monica Pirocca

Director: Paolo Monico

Production Company: Filmmaster Productions

Postproduction: Band

Music: Paolo Re/Paolo Jannacci

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Jacopo Morini, Creative Director of ARMANDO TESTA, and specifically of the innovation unit Testa Digital Hub, has come up with “NON È UN PAESE PER VECCHI” (NO COUNTRY FOR OLD MEN) a format featuring hidden micro cameras which makes a humorous exploration of the relationship our country has with the “elderly”. The format has been hosted on ITALIA 1 programme: “#LOSCHERZOPERFETTO” and enjoyed enormous success reaching an audience of 9.74% share (+ 2million viewers). Jacopo Morini used a special silicon mask to transform himself into an old man who interacts with people without their being aware, in typical every day situations. For example he meets the workers in a building site, motorists in the traffic, queues at the post office, at the chemist’s and lots of other places too. Morini explains that the contents filmed with the hidden cameras: “are the best way to pull out people’s real reactions and feelings”, that is why he used this method also to create a range of different special contents for communication operations of some the brands which are clients of Armando Testa (e.g. TIM “YOU TEACH” a contest where Italian high school students swap roles with their teachers for one day to become “Social Network Professors”, or for the innovative project to tackle bullying and cyber bullying: “DAGLI UNA NOTA” (GIVE THEM A NOTE), where the sound of the Italian school bell ringing uses SHAZAM to activate a “POP UP” on students’ smartphones which triggers a listening service and notifies TELEFONO AZZURRO.

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