Author: admAT

Pomellato has announced the launch of its new integrated international project: #PomellatoForWomen, which makes its debut in press and on the web during international women’s day, 8 March 2017.

The new concept, conceived by Pomellato in collaboration with the Armando Testa agency, is based on the brand values and presents a contemporary take on the idea of female beauty.

True authentic beauty, which challenges preconceived stereotypes, and rejects the idea that only absolute perfection counts and shows how much truth, personality and the diversity of women are to be valued.

This strong message carries the signature of the undisputed maestro of contemporary photography, the only one able to free women from all superfluous elements, able to capture their spirit while engaging directly with their hearts: Peter Lindbergh.

His sensitive vision has succeeded in immortalising the expression of real beauty without time or space – always the inspiration for Pomellato and its women -in a series of moving black and white portraits.

The campaign features six talented, committed women who are perfectly in tune with themselves, yet are far from the canons of pre-established aesthetics, from different cultural and geographical origins, but united in affirming their own personality: Anh Duong, artist; Rosemary Ferguson, nutritionist; Caroline Corbetta, art curator; Helen Nonini, brand advisor; Pihla Hintikka, writer; Larissa Hofmann, visual artist.

Unique women who resemble no one else, who express their charisma and talent in a courageous and authentic way.

The message Pomellato is promoting is an important one and it is embodied in the concept #PomellatoForWomen. A true anthem which invites all women to embrace and cherish their diversity, celebrating their individuality and sensitivity every day in a spontaneous and authentic way.

With executive creative direction from Michele Mariani, art director Michela Repellino and copywriter Roberta Montagnoli worked on the project which was coordinated by client service director Tiziana Travo, and account Carola Sessa.

Production of the photos shot by Peter Lindbergh and Eric Maillet, was handled by The Production Club.

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InTesta is taking on some new colours in 2017.

InTesta is the agency in the Armando Testa Group which specialises in graphic design and packaging, and they are now ready to handle the communication for the Osama brand, leader in the sector of writing instruments for more than forty years.

Armed with crayons, markers, pencils and pens, the inTesta team is up and ready to conquer new market segments.

Indeed, Osama produces and markets products for all age ranges, from kids to adults and is proud of its dynamic product research department which always welcomes innovation.

InTesta is already at work for the new school year, with a number of projects which are sure to leave their mark. In colour, of course.

After collaborating on a number of initiatives, Osama decided to confirm their trust in inTesta with a two-year contract, which includes strategic development as well as the communication for the launch of new Osama branded product lines.

One thing is certain; it’s going to be a colourful adventure!

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Stelvio has arrived. Alfa Romeo’s answer to the same old SUV.

The high performing and thrilling answer to the dullness of the competitors.

Stelvio is a car where balance becomes emotion.

Balance between reason and passion, balance between technique and performance.

The message of Stelvio addressed to the “same dear old SUV” is based on a comparison between traditional SUVs and the innovative features of the Stelvio.

If there’s one word which sums up this difference then it is the word m-o-n-o-t-o-n-y which introduces the final claim “When the SUV ends, the Stelvio begins”

The spot was inspired by the idea of an American Super Bowl, and was created by the Armando Testa agency.

The settings are all Italian locations, culminating in the spectacular curve of the snow-covered Stelvio Pass. The ad has been on air since Sunday 19^th February and is planned on the main national networks. Open doors Saturday 25^th and Sunday 26^th .

Stelvio has arrived. You’ll hear people talking about it. The era of the same old SUV is over.

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“Io così simile a te / un bacio in fronte e dopo sulle labbra / la meraviglia di essere simili”. “Simili” is the soundtrack for this Valentine’s Day celebration as created by Baci Perugina and entrusted to Laura Pausini, the global icon of Italian music, using her songs to talk about love. “Simili” is the song chosen for Baci Perugina’s Valentine’s Day ad on air on TV from 9th to 13th February. The subject has by now become a classic featuring two lovers exchanging a passionate kiss in the rain to the notes of the song “Simili” which is also the title of the eleventh hit album by the singer from Romagna.

Baci Perugina invests in love with a campaign created by the Armando Testa agency, which has supported the brand in all its activities for many years. The campaign features not only TV but also radio, running from 9th to 14th February, and digital with dedicated banners and videos of the ad from 10th to 13th February. Involvement of Spotify was also a must as this is the favourite channel for music lovers.

The common thread running through the campaign is the track by Laura Pausini “Simili”, which serves as the soundtrack for all media, and which was the special inspiration for the creative game in the radio communication, where couples who are in love are “so similar” that they complement each other.

But the real novelty this year is the Baci Perugina Contest which gives all consumers the chance to win a special encounter with a global icon of Italian music, Laura Pausini, if they participate in an online activity on the site baciperugina.it. “Io & Laura” is a real digital contest getting you to use your romantic talents to complete the opening loving words from Laura Pausini contained in the special notes created for Io e Laura Pausini. Everyone who buys a pack of “Autografi d’Amore” and finds a little Io e Laura Pausini note can take part, using the site and one of the 10 phrases in the collection and enter the contest. 3 winners will be drawn who can bring a friend along on the trip of their dreams to meet their idol.

Baci Perugina has also launched an official hashtag which includes all the goings-on behind the Valentine’s day project, with consumers at the centre. #ioelaura is, at its core, a gesture for two to share, it is passion for your favourite music, it is feeling that you’re part of a project, the love project from Baci Perugina entrusted this year to the international star Laura Pausini, who has made love her winning notion.

Credits (Radio – TV):

AGENCY: Armando Testa Spa
ART DIRECTOR: Cristina Macchi
COPYWRITER: Caterina Calabrò
CLIENT SERVICE: Loredana Ambrogi, Federica Bruno
POST PRODUCTION and RADIO: Proxima Milano Srl
SOUNDTRACK: Simili – Laura Pausini

Press office: Found!

Contacts:

Found!
Rossella Digiacomo
rossella.digiacomo@foundcomunicazione.com
Stefania Ghezzi
stefania.ghezzi@foundcomunicazione.com
02 20404212

Nestlé Italiana
Barbara Desario
barbara.desario@it.nestle.com
02 8181 7809

Nestlé digital:
www.nestle.it – www.buonalavita.it – www.baciperugina.it
Facebook: www.facebook.com/BaciPeruginaIT/
Twitter:@baciperugina
Hashtag: #ioeLaura

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If that’s the name of the coffee then it is because it takes its name from Kafa: the region in Ethiopia where the first coffee plants in the world grew spontaneously.

But Kafa is also a prestigious quality of Lavazza coffee:100% Arabica of limited production coming from the place where coffee culture can trace its roots.

This was the inspiration for the creative idea for the international ad created by Armando Testa and developed for press, and indoor posters for events: an Arabica bean which becomes an Ethiopian mask, a symbol of the culture and origins of coffee.

Creative director and art director Andrea Lantelme and vice creative director and copywriter Federico Bonenti, worked on this campaign for Armando Testa with executive creative direction from Michele Mariani.

Photographic shots by Andrea Melcangi, and post-production by Michelangelo Rossino.

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The Fondazione CRC, Cassa di Risparmio di Cuneo, (Savings Bank of Cuneo) has just celebrated 25 years of activity and they decided to mark this important achievement with a new graphic look.

The new identity project was developed by inTesta, an agency in Armando Testa Group specialising in graphic design and packaging, which was selected after a pitch to create the new image of this historical institution.

The Fondazione CRC has always been involved in a range of local projects in the Cuneo area and since 1992 it has been promoting initiatives connected to education, social solidarity, the arts, scientific research, public health and sport.

The new logo was presented on Saturday 28 January at the Toselli Theatre in Cuneo: on this occasion, well-known personalities, connected to the history and initiatives of the Fondazione, celebrated the achievements of the first twenty five years of activity and spoke of the new projects for the future.

And the new elegant and versatile logo selected for the Fondazione does indeed look to the future. The logo was conceived to convey a deep sense of unity by using soft lines flowing in continuous movement: it combines the previous version by playing with circles to communicate openness to the future and local support. Continuity with the past is clear but today, more than ever, Fondazione CRC wants so focus on the very long term and above all on Cuneo, with a dynamic approach which is always elegant, and which reflects the brand perfectly: the circular shapes recall the “C” of Cuneo, pointing in a future direction. The choice of a lively colour, full of impact, reinforces this drive forward – an explosive orange, just like the sprit, which inspires the Fondazione CRC.

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Giulia Veloce Q4 is on air, in the breathtaking setting of Mont Blanc given by Sky Way, the innovative and technologically advanced funicular railway which connects Courmayeur 3500 m from the Helbronner peak.

A series of special outdoor posters accompnay the fans from the departure point to the arrival.

The creativity from the Armando Testa agency plays a visual game with product details and the whole car againt a winter setting which is perfectly suited to the four-wheel drive Giulia Veloce. A common copy describing just what attractionis Alfa Romeo, runs throughout.

Creative direction from Raffaele Balducci, art directo Claudio Nicoli, copy Elisa Infante.

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After a pitch the De’Longhi Group has decided to entrust Media Italian with the management of both Online and Offline media budgets.

The agency collaborated with Ebiquity for their participation in the pitch. The task assigned to Media Italia includes management for Italy of De’Longhi branded products as well as the brands Kenwood and Braun which the Group has acquired in recent years, specifically for the household and kitchen appliances.

Vladimiro Carminati – Country Italy Director of the company comments on the result of the pitch “After a relationship lasting many years with Media Italia we thought it was the time to look around to find out if there were other businesses which could better satisfy our needs.After an initial screening of the ten main companies in the sector, and thanks to the support from Ebiquity, we narrowed it down to a short list of four companies, which actually took part in the pitch. The work performed was all top quality and I must add that we were pleasantly surprised by such professionalism. Based on objective evidence from the ratings from the pitch and with the contribution of auditors, we decided to renew our partnership with Media Italia for the next two years.”

Valentino Cagnetta – CEO of Media Italia states “We are particularly pleased with this assignation since it shows how competitive a typically Italian company can be even when the procedures favoured by multinationals are used. ”

The De’Longhi Group – is present in 33 countries with direct commercial subsidiaries and sells its products to countries all over the world, remaining committed to creating innovations that bring convenience and style into its customers’ homes, making the everyday better.

The company was founded by the de’ Longhi family in 1902 as a workshop manufacturing small industrial parts. It was incorporated in 1950. Historically known as a major producer of portable electric heaters and air conditioners, the company has expanded to include nearly every category of small domestic appliances in coffee, food preparation and the cooking industry, as well as household cleaning and ironing.

In 2001 De’Longhi’s acquired the British household appliance maker Kenwood which expanded its reach in food preparation products and secured its position as the leader in the kitchen machine category. De’Longhi continued its expansion and in 2013 bought the rights to Braun’s household products from Procter & Gamble.

THE Vision of the De’Longhi Group – Our vision is to turn people’s everyday into something special. Our aim is to make each person’s life a little simpler by providing innovative solutions for their everyday domestic needs for a happier and more fulfilled life.

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The earthquake has created a scar in the plains of Castelluccio di Norcia, one of the oldest and most beautiful villages in Italy. The scar runs through the streets, the buildings and the business activities. Perugina has such close ties with this area that it could not just stand by and do nothing.

That’s how the project #RinascitaCastelluccio came about. It immediately obtained institutional support from the Region of Umbria and the Ministero delle Politiche Agricole Alimentari e Forestali (Ministry of Agriculture, Food and Forestry Policies).

Armando Testa wasted no time in designing and preparing a crowdfunding platform (www.rinascitacastelluccio.it on TIM’s portal WithYouWeDo) to build a Villaggio per le Attività Produttive ed Economiche, (Village for Productive and Economic Activities) to aid Castellluccio in its the social, cultural, environmental, tourist and economic recovery.

Perugina has always been committed to giving it maximum visibility thanks to a multi-channel communication campaign to engage with anyone who has a special place in their heart for the heart of Italy.

The campaign concept, which was also developed by Armando Testa, features the image of a scar, which reminds us of the natural furrows in the land, but also of the slashes that the land has suffered.A furrow, a wound which will be healed by the famous blossoms of the plains of Castelluccio. Because rediscovering beauty can sooth every wound.

“The scars from the earthquake are not only in the land and buildings in Castelluccio di Norcia, but also in our hearts and the hearts of all Italians -says Nicola Belli, Member of the Armando Testa Board- that’s why it was not only natural but also our duty to offer Perugina, one of our historical clients, all our support and know-how, to do something concrete, like building an online platform, in addition to the normal communication activities for the project.”

Castelluccio must be reborn more beautiful than ever. With its colours. With collaboration from everyone. Because it is part of everyone’s heritage.

www.rinascitacastelluccio.it

www.perugina.com

CREDITS

Agency: ARMANDO TESTA

Creative Team: Vincenzo Celli (copy), Cristina Macchi (art)

Account director: Loredana Ambrogi

Technological support: WithYouWeDo powered by TIM and Starteed

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Ferrari and Armando Testa, two great Italian stories, have got together to create a toast for the new international communication for Cantine Ferrari.

The Armando Testa agency has developed Ferrari Trento’s new international communication campaign: “The Italian Tag”.

Italian Tag can be read in two ways:Ferrari TrentoDoc, the outstanding Italian label (tag), but also the tag as used in social media when you underline moments of socialising, so it’s a mix of traditional photographic language with that of social media which has now become part of everyone’s life.

The multi-subject campaign uses a contemporary style to describe the joy of living and sharing an Italian lifestyle and drinking Italian (using social media too). The product is the protagonist in every glass and becomes the social enabler in every story.

The aim is to address a metropolitan, open and dynamic consumer target, which creates thousands of consumption occasions in addition to the classical ones.And when they do so, they choose the excellence of the Ferrari bubbles.

Every moment experienced and tagged with Ferrari becomes unforgettable.

Ferrari. The Italian Tag – more simply it is the visual and oral representation of what we would like to consider the new Italian lifestyle as embodied by Ferrari.

The press campaign ran during the whole festive period and will continue in January in the main Italian and international titles, in a range of trade press as well as being developed for social and digital media.

Credits

Agency: Armando Testa

Creative Direction: Erik Ravelo

Creative Copy Director: Vincenzo Celli

Art: Irina Gliudza

Account: Davide Piron Moratti, Tiziana Perotti

Photography: Clara Vannucci

Production: Daria Bonera

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