Author: admAT

Harvest time, in this case grape harvest…

Cantine Ferrari has entrusted Armando Testa with the project for a new campaign featuring the Cantine Ferrari di Trento. The most excellent of Italian bubbles have been selected this year too as the official drink for toasts at the 2016 EmmyAwards ceremony in Los Angeles.

The creative idea and the strategic approach presented by Armando Testa won out over the three other agencies in the pitch.

“We enjoy drinking. We enjoy drinking well; indeed excellently. That’s why we are happy today because from tomorrow with the arrival of Ferrari every one of our “Cheers!” will be top rate. Comments Nicola Belli, board member of Armando Testa. “Working on products whose history and quality mean that they are at the very top of the market is always captivating and in a certain sense also easier. They themselves are the ones that tell us what their positioning is.”

It is not by chance that in September the Ferrari Brut, the most historic label in the company from Trentino, was crowned “World Champion Classic Blanc de Blancs” and “Best Italian Sparkling Wine” at The Champagne & Sparkling Wine World Championships in London.

In short, the campaign will tell the story of Ferrari’s “sociality” with modern language.

The invitation is for consumption which is not absolutely seasonal and also not restricted to the usual festivities.

Planning in Italy and abroad is included in the campaign.

The new Lines è campaign “New Emotion” is currently airing on TV and the web in cuts of 40”, 30” and 5”.

In an elegant atmosphere with shades in black and white we see a beautiful ballerina dancing on the stage to the notes of refined, involving music. Her harmonious movements merge with the flow of a dense white material: it is the revolutionary Lactifless from Lines è.

The Lactifless spreads out on the stage and then solidifies to form the outline of the panty towel. The ballerina continues dancing while the characteristic absorbent holes of Lines è take shape. Her body moves in the passionate choreography, with gentle movements as she comes into contact with the Lactifless, because “No one else makes you feel so free.”

A close-up of her hand as it leaves its impression highlights just how soft the product is, because “No other panty towel in the world adapts to your body like Lactifless from Lines è.”

A shower of blue crystal drops is the common element running through all the scenes of the film, it comes to life and drops down on the Lactifless and then is quickly absorbed until it disappears, because “Nothing absorbs and protects you so much.”

The ballerina continues to dance gracefully in total freedom, ending her performance with an elegant frontal view of the splits. The Lactifless dissolves, the lighting changes and the scene becomes real and full colour. The audience is now visible thanks to the background lights, and applauds her stirring performance. That’s how we discover that the film represents an original metaphor for the exclusive sensations of freedom, comfort and confidence experienced when you wear Lines è: “Your new idea of freedom.”

With creative direction from Piero Reinerio art director Monica Barbalonga and copywriter Mariarosa Galleano worked on this project. Production Company: Little Bull. Director: Pierluca De Carlo. Planning by Media Italia.

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The new launch campaign for an absolute novelty from Nestlé Perugina is underway. Perugina Tablò is a bar of chocolate that is the authentic expression of the land of its origin and an example of innovation in both its shape and packaging.

After more than 10 years, Perugina is communicating again with a spot which has been on air on TV and in cinemas since Sunday 23 October. It was created by the Armando Testa agency which has been flanking the Nestlé group for some time for the brands in their confectionery division.

The media impact of the campaign is just as strong as its visual impact.

The ad describes a fantastic journey in the heart of Italy, through Perugina which is“il cuore del cioccolato italiano” (The heart of Italian chocolate).

The inspiration for this journey comes from the colours of this land, in particular from the distinctive flora from Piana di Castelluccio di Norcia, an evocative location in Umbria in the heart of the Monti Sibillini National Park.With the blossoming of thousands of flowers, it is transformed into a unique show of sparkling multi-coloured hues.

The spot describes the journey by building a story where pictorial art and an innovative directing technique combine together to produce an astonishing effect.

The artistic slant of this communication project introduces a new language for the Perugina brand, which is due to the involvement of outstanding creative talents.

For this creative challenge, the Armando Testa agency turned to Filmmaster, and a director who this year has made his mark in international music projects, directing the video Up&Up by Coldplay: Gal Muggia.

This important new entry from Nestlé Perugina together with Armando Testa, and Perugina Tablò will colour all the points of sale and TV schedules in Italy.

Credits

AT TEAM

Creative Direction and Artistic Consultant: Erik Ravelo

Art Director: Sebastien Sardet

Copywriter: Caterina Calabrò

Client Service: Nicola Belli, Loredana Ambrogi, Emanuela Moneta

AT Creative Direction Milan: Erik Ravelo, Vincenzo Celli

PRODUCTION TEAM

Production Company: Filmmaster Productions

Director: Gal Muggia

Table Top Director: Stef Vianne

Art Director: Andrea Faini

Executive producer: Fabrizio Razza

Table Top Shooting: 360 FX

Post Production: Band

Music: John Montoya

CLIENT TEAM

Business Executive Manager Confectionery Division Nestlé: Bruno Emmenegger

Marketing Manager Perugina: Federico Giorgio Marrano

Nestlé digital:

Facebook Perugina: https://www.facebook.com/Perugina

Twitter Nestlé: @NestléItalia

www.perugina.it –www.baciperugina.it –www.nestle.it – www.buonalavita.it

Further Information:

–Nestlé Italiana: Barbara Desario; tel. 02. 81817809;e-mail: barbara.desario@it.nestle.com

–Edelman: Valentina Serio; tel. 02. 63116.234; e-mail: valentina.serio@edelman.com

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WithYouWeDo, TIM’s crowdfunding platform which supports innovative and socially useful projects which benefit Italy, has got a new testimonial: Antonio Ornano.

The famous comic from the TV programme Zelig uses a fun and amusing video on YouTube to invite people to make a small donation to finance the digital and innovative ideas hosted on the platform.

Three people will be selected from all those who make a minimum donation of 5 euros to support the projects up until 30 November and they will have the chance to meet the comic backstage during his famous cabaret show.

The campaign was created by the Armando Testa agency with the Testa Digital Hub division.

With creative direction from Jacopo Morini, art director Giulia Ricciardi and copywriter Lorenzo Marzetti worked on this project. Account service: Loredana Ambrogi, Chiara Tosto. Production company: Brandcross.

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The lines campaign “Io non rinuncio” (I’m not giving up) created by the Armando Testa agency has won the first prize in the TV Spot category at the Premio Immagini Amiche.

The award ceremony took place yesterday in Rome at the chamber of the Parliamentary group of the Chamber of Deputies in the presence of the President of the Chamber Laura Boldrini.

The award is now in its 6^th edition and is promoted by the Unione Donne in Italia (UDI). The objective is to counter the trends in television and advertising which objectify the image of women and betray their dignity, and to endorse communications which convey positive and creative messages.

The Lines campaign won the award because of the support it gives women, as it encourages them not to give up being themselves, starting from the smallest everyday things, up to important values in life, to always pursue their dreams and passions. This campaign was created due to the fact that Lines listens to thousands of women of all ages every year. They listen first of all so that they can satisfy their most practical needs, also involving their more emotional and psychological side and their behaviour in social changes.

The short list of finalists was drawn up by a jury headed by the journalist and writer Daniela Brancati and based on entries posted on the site www.premioimmaginiamiche.it

The campaign was created by the Armando Testa agency which has always managed the Lines communication. With creative direction from Piero Reinerio, art director Tina Salvato and copywriter Chiara Demichelis worked on this project. Directed by Pierluca De Carlo. Production Company: Little Bull. Media Planning: Media Italia.

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A “hot favourite” web-series which is winning over the web has just been released.

TDH, the innovation unit of the Armando Testa Group, has created 3 viral videos and one “unofficial” one for the Osama brand to promote their correction fluid which is 20 metres “long”.

The 4 videos were scripted by creative director Jacopo Morini (formerly from the TV show “Iena” on Italia 1) and director Luca Traina, and in just a few days they have clocked up more than 2 million views, more than 20 thousand likes and have been shared 6000 times, becoming a real “hot favourite” on Facebook with an extremely positive response.

The winning ingredients include irreverent humour and the creative of an effective pay off: “Osama correction fluid which has got a longer one”…”better value because it lasts longer”.

The ad stars two good black actors, and one tall thin friendly white guy and obviously the most “gifted” correction fluid on the market… and for those who find it hard to believe he shouts out “20 metres of correction fluid!??” the answer could only be “CORRETTO FRATELLO, CORRETTO.” (CORRECT, BROTHER, CORRECT). Enjoy the show.

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The Felice (Happy) family make their TV debut. The campaign for Fria Easy, the moist toilet paper, was created by InTesta (Armando Testa Group) and is now on air.

The product is from Diva International, the leading Italian company for moist wipes and it is promoted by the Felices, the ironic family of bottoms who love to dance.

“Happy” by Alexia, is covered for this occasion by the four characters, Felice, Gioia, Fortunato and Allegra and they let consumers discover the new intimate hygiene.

The reason for all this happiness is Fria Easy, obviously, which promises the maximum daily hygiene everywhere and at any time of the day.

We will see the four 15-second subjects in rotation from the end of September until the end of November on the main national television channels. They were created by the InTesta agency, with collaboration from the Inky Mind studio, which handled the development of the characters and the 3D animation.

As well as the TV ad, a press ad has been planned for magazines.

Credits:

Agency: InTesta (Armando Testa Group)

Creative Service: Patrizia Massarenti, Delia Laviola

Client Service: Andrea Rosa Ammaturo

Production Company: Inky Mind

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After dressing women from all over the world, PHILIPPE MATIGNON, the key brand from the Golden Lady Company, now presents its first collection of socks for men.

To take such an important step they have put their trust in the creativity of ARMANDO TESTA. Men’s socks have been reinterpreted with added elegance and personality, to make them an accessory that has to be seen.

Indeed in the shots by the photographer Sara Fileti, the socks take the place of a tie, the absolute male accessory, to show off the class of this new item as it is tied at the neck.

The creativity is highly visual and distinctive – Armando Testa style – and it contributes to the panorama of fashion communication. Ten shots combining a touch of irony with the inimitable style that is exclusive to Philippe Matignon. The campaign claim declares simply: WELCOME MAN.

The campaign has been on air since the end of September and is planned for dailies, magazines and in the main social media with a web video.

There are two lines in the new men’s collection from Philippe Matignon: one is more sophisticated and elegant, using prestigious yarns, such as cashmere or silk, available in 5 classic designs so that any wearer becomes a real gentleman. The other line is dedicated to the man who does not want to go unnoticed: 8 contemporary designs for 8 styles made of cotton or lisle.

Senior art director Laura Sironi and senior copy senior Emanuele Accurli, worked for the Armando Testa agency with creative direction from Dario Anania and Vincenzo Celli.

CREDITS

Agency: ARMANDO TESTA

Creative Direction: Vincenzo Celli and Dario Anania

Senior Art Director: Laura Sironi

Senior Copywriter: Emanuele Accurli Abenante

Client Service: Nicola Belli

Account service: Benedetta Buzzoni and Federica Bruno

Photo: Sara Fileti

Agency: Multi

Production Company: TheBox Films

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In Indonesia, the magical waters of Lake Tanjung seem to be mirrored in the lips of a coffee grower. Instead, in Sri Lanka, the valuable kitul palm loses itself in the features of a molasses harvester. And in India, thousands of Kotagiri bees almost seem to be interwoven with the marks and wrinkles of an elderly hunter of multi floral forest honey. The magic of the “geography of faces” plays a key role in the 2017 Lavazza Calendar, “We Are What We Live”, which, created in collaboration with Slow Food, exalts the symbiotic relationship between humans and their environment, between the Earth Defenders and nature, plants and crops.
From India to Laos and Vietnam, from Sri Lanka to Indonesia: the 2017 Lavazza Calendar, under the creative direction of Armando Testa, stops in Southeast Asia for the third chapter of the photography project of The Earth Defenders. After Steve McCurry’s pictures in Africa (2015) and those of Joey L. in Central and South America (2016), the French photographer Denis Rouvre explored the faces of the Asian Earth Defenders, just as he probed the depths of the environment in which they live and that they defend daily with love and energy. Their sacrifices and dedication make it possible to improve the living conditions of the local communities and fight against the new threats of climate change.
Part humankind and part environment: the Lavazza “We Are What We Live” Calendar is composed of 12 sets of photos displayed side by side. On one side is the face of a man or woman laid bare, portrayed in their essence and naturalness. On the other is a place, a landscape, that represents the environment in which they live and the nature they work. In Rouvre’s pictures it is as if the two halves — humans and the environment — were overlaid and shaped each other: each portrait is also a landscape and each landscape ends up being a portrait.
“We are what we live. At the centre of the 2017 Lavazza Calendar there is the physical bond, the symbiosis, between humans and their environment. One cannot prosper without the other,” comments Francesca Lavazza, Lavazza Board Member, “and the two are tied so profoundly that they share satisfactions, suffering, bad weather, sweat. In this third chapter of The Earth Defenders project, along with Slow Food and photographer Denis Rouvre, we went to Asia. Here nature explodes in all its exuberance, and what clearly emerges is the mutual relationship of defence and safeguard linking farmers, breeders and the environment around them. It is a great lesson for all of us, but above all an invitation to respect and take care of the land, to ‘live’ it and learn to love it.”
The Lavazza “We Are What We Live” Calendar will be featured during the Terra Madre Salone del Gusto 2016 (Turin, 22–26 September), the eleventh year of this bi-annual international wine and food event, which marks the twentieth anniversary of the collaboration between Lavazza and Slow Food. The Calendar will be sold in a limited edition to support Terra Madre and it will be possible to visit the exhibition devoted to the three years of The Earth Defenders project free of charge (“Lavazza Space” of Turin’s former Stock Exchange at Via San Francesco da Paola 28). This is a photographic journey that, through Lavazza projects and the Slow Food Presidia, celebrates the modern heroes of the earth of three continents, people committed to nourishing the planet in a fair and sustainable way.
“There is a difference between residing in a territory and actually inhabiting it. Inhabiting has a deeper meaning that involves not only our material relationship with a place, but also — and above all — an intimate social, cultural and spiritual bond between humans and their environment,” explains Carlo Petrini, Slow Food President and Founder. “Inhabiting means having a small world at heart, it means worrying about maintaining the balance so it remains beautiful, clean, harmonious and welcoming. With The Earth Defenders project, we are serving as spokespeople, along with Lavazza, for many excellent products that humanity and the local communities cannot afford to lose. Talking about coffee cultivations in Indonesia, and sea salt or multi floral forest honey in India means talking about people’s lives, about the life of the planet.”
The author of the 2017 Lavazza Calendar is the French photographer Denis Rouvre, winner of numerous international awards (including World Press Photo 2010, 2012 and 2013), and known to the general public for his work among the survivors of the tsunami in Japan. Rouvre comments, “During the trip to Southeast Asia, I clearly felt that the environment there directly forges the lives of these men and women who work and protect their land every day. The environment forges their character and models their faces. It is this symbiotic relationship between people and nature that I wanted to explore in the 2017 Lavazza Calendar, through the formal juxtaposition of two images: on one hand, the person’s portrait, without any frills or artifices of any kind, and on the other the environment in which they live and work. I am proud that I had the chance to explore the stories and lives of these Earth Defenders and bear witness — through the technique of the ‘geography of face’ — to the way the future of the Earth goes through respect and the daily work of those who cultivate the land.”
Michele Mariani, Executive Creative Director of Armando Testa, comments, “The theme we thought about for the 2017 Calendar, ‘We Are What We Live’, is a profound reflection on the relationship between people and the places they live in, on the love and respect for their land. It is a further development of the project dedicated to our Earth Defenders. After the intensity of Steve McCurry and the freshness of Joey L., we turned to Denis Rouvre because we were impressed and inspired by his way of working by subtraction, of distilling emotions, eliminating the superfluous and putting us before these people in a strong and direct way.”
Lavazza and Slow Food invite all citizens to become Earth Defenders, visit the Calendar2017.lavazza.com site and support the Earth Defenders through social media with the hashtag
#EarthDefenders. @lavazza @slow_food_italy
WE ARE WHAT WE LIVE
For further information:
LAVAZZA
Calendar2017.lavazza.com
Engage with us on social media: #EarthDefenders @Lavazza @slow_food_italy
Marilù Brancato +39 345 3972860 marilu.brancato@lavazza.com Davide Asinelli +39 335 6567822 davide.asinelli@lavazza.com Simona Busso +39 335 5492296 simona.busso@lavazza.com Bianca Genitori +39 340 1826579 bianca.genitori@lavazza.com
EDELMAN FOR LAVAZZA
+39 02 631 161 LavazzaCoordinationHub@edelman.com

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Croce Verde A.P.M. is a purely humanitarian institution, with deep roots in the city. The oldest in Milan, it was founded in the distant 1899, when volunteers with a good heart and strong arms were called upon to offer first aid to citizens.

But even those who help need help.

That’s why the Croce Verde A.P.M. turned to the Armando Testa agency for a non-profit campaign looking for “daytime” volunteers.

In contrast to the night-time workers, who are usually young people or students, those working during the day have to do so without any “alarm call”. They are mostly active pensioners who want to do their bit to help others.

That’s why they started a recruitment campaign targeted particularly at them. The Armando Testa agency created a typically Milanese character called “Antonio”. At a certain point he disappears from his usual haunts… Such as? Where you’d normally find retired people, a bowling ground, a bar with friends, at a dancehall, or watching men at work….

All his friends ask each other –even in Milanese dialect- “dov’è finito l’Antonio?” (Where did Antonio end up?). But no worries. Those who fear the worst are soon relieved: Antonio is dedicating lots of his time to helping others.

The film was produced by Pierangelo Spina’s Production Company Filmgood and directed by Igor Borghi.

The music used is the popular Milanese song “La bella lava al fosso” reworked by Ferdinando Arnò from quietplease!

As well as the film which is running on local networks the campaign also includes posters in the points of major interest for the target, as well as a Facebook campaign, the social network favoured by the over 60s whose time dedicated to it continues to increase.

Credits

AGENCY – Armando Testa

CREATIVE DIRECTION– Vincenzo Celli, Dario Anania

ART DIRECTOR – Laura Sironi

COPYWRITER – Emanuele Accurli

ACCOUNT – Sofia Coen

PRODUCTION COMPANY– Filmgood

DIRECTOR – Igor Borghi

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