777 is a new communication agency created by Armando Testa and Herezie, wholly dedicated to the Stellantis group. The two most successful independent agencies in Italy and France have created a new company modelled around the communication goals of the Group.
The name 777 is far from casual: it recalls the exact distance in kilometres between the centre of Paris and Turin. These are not only the cities where Armando Testa and Herezie respectively have their headquarters: they are also places of historic importance for many brands that today belong to the Stellantis Group.
The agency will manage the integrated communication of the Lancia brand in Europe, where the brand intends to operate, starting with a launch campaign for the new limited edition Ypsilon Cassina which will go live on 14 February.
The two agencies have been working together since the launch of the international pitch aimed at selecting the creative agencies for several Stellantis brands. Armando Testa is the largest independent agency in Italy, Herezie the independent agency in France which has won most awards.
777 will produce strategic and creative results, thanks to the co-development and co-creation of the two agencies, in an on-going and integrated way. The two managing directors, Marco Testa and Andrea Stillacci have stated: “It’s all about a cultural change for both our companies. 777’s focus is on creating a strong international hub, specially conceived and created for the strategic and creative playing field. The journey we’ve begun with the Lancia brand is nothing short of thrilling.”
Following on from a pitch which took place in recent months, the Lucart Group has decided to pursue their long history of tenderness together with the Armando Testa Group for their Tenderly brand.
Underpinning the winning project, is a strategy which goes right to the deepest meaning of this word and all its essential values. Because, today more than ever, there is a need for tenderness, for everyone and in all senses.
A more tender world is possible and we are able to envisage it: with this campaign, running on TV, radio and a range of touch points from March 2024, we will discover just how and through whose eyes.
In addition to developing the new strategy and communication with the goal of increasing recall and improving the perception of the brand, the Armando Testa Group will also be responsible for creating a new storytelling approach for the social media editorial lines, able to describe the brand and the values it has always embodied.
Tescoma, leader in the kitchen and home equipment sector, presents their new communication campaign, with a project developed by Armando Testa, the agency with whom they have established a relationship of collaboration and trust lasting for years.
“Every home is made up of what we find there – words from the Armando Testa creative direction – not only the people but also the objects. Those everyday objects which are so special and which every day help to recreate and relive – just think about returning from a trip – moments from our own personal history. So, a toaster, a teapot, a casserole dish are no longer just objects, but they become home, your home.
The campaign was conceived from this true fact. In it the Tescoma products literally turn into apartment buildings, villas, lofts … where you couldn’t not long to live.”
Nicoletta Abeni, Responsible for Marketing and Communication for Tescoma Italy, states:
“Tescoma products have always been conceived and designed to simplify your day and make you feel at home: we have a large catalogue featuring 3500 products, always being extended with new entries developed to meet and satisfy the tastes of everyone, even the most demanding customers. In creating this campaign our creative team had fun along with the Armando Testa team in imagining unusual settings, changing perspective, making playful personalities for the Tescoma products which became the real stars.”
The first launch of the campaign is dedicated to one of the most important times of the day, breakfast, with one of the latest high-tech design products from the Tescoma range: the Toaster from the President Line.
The project will unfold over the coming months with other subjects. Presented in the press, on digital, radio, outdoor and TV, and with a 15” ad, produced by the Armando Testa Studios, planned from March. Subject after subject, this integrated campaign will feature how amazing these products are, and whatever your story they will truly make you feel at home.
Credits:
Creative direction: Monica Pirocca and Michela Sartorio
Creative team: Gaetano Corvino
Client director: Benedetta Buzzoni
Account team: Francesca Toschi and Biagio Carrella
Head of Strategy: Guglielmo Pezzino
3D and post production illustrations: Michelangelo Rossino
InTesta, part of the Armando Testa group has been entrusted with the development of the new Thermo Therapy ad after a pitch. This is a line of self-heating wraps and plasters which uses heat therapy to fight backache and mensural pains.
The InTesta agency collaborated with Urban Theory, a group of performers to create video in tutting style, a dance which features geometric positioning of arms and hands, inspired by pictograms from Ancient Egypt.
The choreography illustrates the mechanism to relieve pain thanks to the heat from ThermoTherapy.
A stop-and-go movement of the arms is used to represent the irritation caused by the pain and how heat creates wellbeing. The dance is accompanied by original background music specially composed for the occasion.
This new creativity, which sees the brand using more contemporary language and embracing the idea of freedom of movement, will be shown on TV and on the company’s social channels.
Ad created by Armando Testa Turin in cinemas in the Rai circuit from 21 December to 3 January and from 24 December to 6 January on main television channels.
San Prospero (Mo), 22 December 2023. Mortadella Favola from Salumificio Palmieri, one of the most important businesses for Italian cured meats running in cinemas from 21 December to 6 January: the evocative advertising campaign created by the Armando Testa Turin agency for Salumificio Palmieri, will air in cinemas in the Rai Pubblicità cinema cicrcuit ahead of the most hotly awaited releases of the year. The ad was shot in the Teatro Comunale Luciano Pavarotti in Modena, and will be shown in 155 cinemas totaling 727 screens throughout Italy. TV showing has also been confirmed on Mediaset and Rai networks from 24 December to 6 January.
“We are happy to be along side Italians during the festive season with our ad in cinemas and on TV – comments Francesco Palmieri, CEO of Salumificio Palmieri. The ad was filmed in 2023, and it embodies the values that describe our business culture: a strong bond with the Modena area, given Pavarotti’s background in Modena, the unique decisive taste of our best loved product, but also our fun and convivial spirit which is so appropriate particulary at Christmas”.
The curtain is up on both the big and small screen: an elegant choir, dressed in black, murmur in a subdued way Schiller’s Anthem to Joy, at the same time sampling Mortadella Favola. A sequence of images and melodies rapidly turn the singer lighter airier stronger and more intense, the close ups of the choir smiling with expressions of pleasure. An amused “salumiere” slices the cured meats in the theatre foyer, ready to serve his fellow diners. The narration is endowed with a touch of magic, combining rigour and irony in a direct and effective blend. The closure ends with pay-off “MMMortadella Favola: che gioia per il palato!”(MMMortadella Favola: what joy for the palate!) which is also the title of the ad. The choir is from the Carlo and Guglielmo Andreoli Music School in Mirandola, Orchestra conductor Maestro Mirco Besutti.
The campaign can also be viewed on Mortadella Favola’s social channels with a dedicated social pack, with ad hoc adapted cuts and static contents that feature all the phases, teaser, on air and follow up.
Production by Armando Testa Studios directed by Simone Rovellini. Planning by Media Italia.
CREDITS
Client: Salumificio Mec Palmieri
Agency: Armando Testa Turin
Creative Direction: Andrea Lantelme, Federico Bonenti
Creative Team: Sara Greco, Antonella Raso, Clara Vincelli
Client Directioni: Giovanna Farè
Client Service: Gabriele Nolfo
Social Media Manager: Fabio Cuscunà, Sara Zavattaro
“More than Us” is the title of the Lavazza Calendar 2024, created by three young Africa photographers, Thandiwe Muriu, Daniel Obasi and Aart Verrips and with creative direction from the Armando Testa agency.
The official presentation of the “More than Us” calendar in BASE Milan, will be followed by a number of initiatives, all still arranged in collaboration with Armando Testa.
A mural with a strong visual impact in Piazza XXIV Maggio. Milan. A campaign and a variety of social activities to discover the project and the dedicated landing page on the Lavazza site. Domination on WeTransfer with the most evocative photos from the Calendar and a digital platform on the New York Times.
Decor in the historical San Tommaso 10 Ristorante in Turin and the Lavazza Flagship Stores in Milan and London.
For Armando Testa those working on the concept, development and production:
Michele Mariani, Executive Creative Director
Federico Bonenti and Andrea Lantelme, Creative Directors
Michela Repellino, Graphic Designer
Antonella Raso, Copywriter
Social activities and the creativity of the dedicated landing page:
Gabriella De Stefano and Paolo Fenoglio Creative Directors
Account Team and Project Management: Gina Graci, Francesca Romaldo, Federica Cartocci.
Armando Testa has been the reference point creative agency since January 2023 for the Danone group brands Aptamil, Mellin and Nutricia, respectively specialized in 0-3 baby food and specialized nutrition.
As part of this collaboration Danone and Armando Testa have worked together to develop the new TV and digital campaign oriented at repositioning the brand Aptamil 2, with more focus on balancing the two distinct features of the brand which are essential for effective communication in the market of milk formulas: scientific authority and empathy.
The ad, There’s much more in a drop of Aptamil 2, is a journey showing the values that have always driven the brand: more than fifty years of scientific research inspired by breast milk, the experience of their experts in recommending the most suitable product and the great care and attention of both a parent for their child and of the brand, as demonstrated every day with their products and activities. Undoubtedly mothers’ milk is the ideal food for breast feeding and should be the first choice and used as long as possible during breastfeeding and the following year, but for someone who is not able to do so, the company has made available their fifty years of scientific research and their products.
“The objective of this campaign was to give a 360° overview of all the science and research which have always been fundament to the philosophy of Aptamil 2, maintaining a tone of empathy which is vital for this product category. We want to convey trust and reassure parents in the crucial moment when they are feeding their child. All of us at Danone, make a commitment with Aptamil 2, to be close to them throughout this journey, which plays an important role in the health of their baby. With this campaign we will succeed in reaching more than 75% of our target thanks to precise and targeted planning.” addsMarco Falsetti, Specialized Nutrition Unit Director of Danone Italy.
The ad has been made in four cuts of 30’’, 20’’, 15’’ and 6’’ and is planned on main TV networks and all digital and social channels.
Media planning managed by Mindshare.
“Collaborating with a company such as Danone, particularly working on brands as important as Aptamil, Mellin and Nutricia, is certainly a matter of pride for the agency. For the Aptamil follow-on milks, specially, we had the opportunity to develop a campaign which talks about not only a top-quality product but also expresses the value journey of a brand that stands out in its category for their great attention to research and science, without forgetting their closeness to parents in the most important moments in the lives of their babies. The creative team and director paid extreme care to even the smallest detail when making the film. The goal was to underline all the years of research the brand undertakes for its products, and in this context highlight also the great humanity and closeness to the people, using an emotional approach which could reassure and make all new parents heroes of the Aptamil story” – the Armando Testa team.
Credits
Agency: Armando Testa Group
Executive creative direction: Nicola Cellemme and Georgia Ferraro
MediaWorld, Experience Champion in the electronics sector, is launching their new Christmas ad. In line with the brand’s strong omni-channel proposal, it is developed for linear media, online as well as social networks and connected TV.
The ad uses an ironic and lighthearted tone to recreate those situations which are so typical at Christmas where we’ve all got to distance ourselves from the festivities to deal with “technical assistance” for technological products that our kids, aunts and uncles, grand-patents and relatives need us to set up and configure correctly for them. MediaWorld, invites all of us to concentrate on our friends and relatives and to enjoy the emotions of Christmas to the full, relieving us of not being obliged to take care of these “technological irritations”, thanks to a range of support services that MediaWorld has integrated into a wide line up of products and services.
The ad, on air and online from 16 December, is accompanied by a classic Christmas song, “Driving Home for Christmas” by Chris Rea reinterpreted as “Driving home to fix this” consistent with the storytelling of the campaign which focuses on using technology in an informed way and on the clear advantages that emerge from MediaWorlds’ valued added services.
What’s more, this initiative is perfectly integrated with the new brand strategy which aims ever more at positioning MediaWorld in consumers’ minds as the “Experience Champion” and which shifts the strategic focus on the product to the benefits and experience technology brings. So, experientiality becomes key to interpreting and promoting all touchpoints with clients. The technological product is not viewed as an end in itself, rather an enabling tool for new experiences, to feel new emotions and never ever will it detract from the pleasure of dedicating quality time to our nearest and dearest.
“Choosing the subject of the campaign, fully reflects our approach which is ironic yet always attentive all sensitivities. The power of a smile allows everyone to identify with a situation typical of Christmas 2.0 and at the same time, highlights the advantages that MediaWorld manages to office thanks to an experiential proposal. Among other things it introduces added value services such as device set up and pre-configuration. The campaign also shows how our mission always remains current and relevant and renews our desire to improve people’s lives bringing the technology they need into their everyday lives, but not just in the form of simple products but complete and always more customized solutions” declares Vittorio Buonfiglio MediaWorld COO.
Regarding the media mix selected to maximise visibility of the campaign, Francesco Sodano, Head of Omni-channel Marketing comments: “For the MediaWorld Christmas campaign we implemented a video strategy, with a cross-channel approach which includes presence on main television broadcasters and the most important streaming platforms. In addition, significant coverage on YouTube channel which exploits video Reach Campaign 2.0 innovation and the strong impact of the Masthead format”.
MediaWorld
Leading consumer electronics chain in Europe with over 1000 megastores, MediaMarktSaturn Retail Group operates in Italy as MediaWorld, sector leader in the country. MediaWorld currently has 130 points of sale located throughout Italy.
MediaWorld Credits
Digital & Marketing Director: Sylvain Querné
Head of Omni-channel Marketing: Francesco Sodano
Head of Brand & Traditional Media: Mauro Miccoli
Brand Management: Mattia Alberto De Marco
Traditional Media Buying: Luca Mondo
Head of Digital Marketing: Andrea Tisato
Digital Media Buying: Giorgia Patricelli
Social Media & Content Manager: Margherita Dongiovanni
Nicoletta Zanterino has joined the Armando Testa Group Turin in the role of Deputy Executive Creative Director.
Her appointment represents a continuation of the development project, strengthening the creative team, as well as promoting talent, the spirit of the whole group is experiencing.
Nicoletta’s professional career path has been rich in both national and international recognition including Cannes Lions, D&AD and One Show awards: She also boasts sound experience with large-scale clients.
Her joining the team will certainly bring new impetus and energy for all concerned.
“Armando Testa is the agency that wrote the book about the history of Italian advertising. I am really proud to join such an iconic company and to embrace this ambitious, exciting project.” comments Nicoletta Zanterino.
“Nicoletta has a very precise, contemporary vision about creativity, and also the personality and experience needed to make a new contribution to the Armando Testa philosophy. I am very happy that she has embraced this project so enthusiastically and I am convinced that her arrival will enable us to be even better equipped to face the challenges that the rapidly evolving market presents.” adds Michele Mariani, executive creative director of the Armando Testa Group.
The new edition of the branded content “Maestros of Emotions” is now online. It stars Mara Maionchi, Fabio Capello and Marco Giallini in conversation with the journalist Federico Buffa;
The project was conceived by Armando Testa in collaboration with CairoRCS Studio, and consists of three episodes.
The TV ad for the best-selling Italian brandy in the world, recognised as a historical brand of National Interest has been on air since 10th December. The ad was created by Armando Testa this year too, and features the Reserve range with Riserva 18 and Riserva Tre Botti.
Emotions, as evoked by Vecchia Romagna play an important role this Christmas. The world’s best-selling Italian brandy is advertising again during the festive period. After the success of the first edition, it is starting again with the branded content “Maestros of Emotions”, three episodes where three iconic personalities – this year coming from the world of music, sport and cinema – are the stars of an intimate “journey” around their emotions, the passing of time and Italian know-how which has always made Vecchia Romagna stand out. Talking about themselves in the second edition to journalist Federico Buffa, once again in the role of excellent storyteller, we have Mara Maionchi, Fabio Capello and Marco Giallini.
The three episodes are dedicated to Vecchia Romagna Reserve range: Etichetta Nera, classic Italian brandy with an elegant and decisive flavour; Riserva Tre Botti, elegant blend of prestigious brandies aged 18 years in three different barrels, with a rich and intense flavour; Riserva 18, an exceptional blend of spirits aged 18 years in precious oak barriques and then finished in barrels used to make the prestigious Amarone della Valpolicella wines.
THREE SUCCESS STORIES THAT TALK OF EMOTIONS TIME PASSING AND ITALIAN KNOW-HOW.
During the three episodes the three Maestros of Emotions talk about themselves while sipping Vecchia Romagna, the brandy from the Montenegro Group, founded in Italy in 1820 and acknowledged as a historic brand of National Interest: Mara Maionchi, exuberant and authentic icon of Italian discography; Fabio Capello, former footballer and coach who got generations of fans dreaming; Marco Giallini, one of the most intense and loved actors in Italian cinema. Three maestros who share a passion always conveyed in their work, just like Vecchia Romagna which has combined Italian know-how in the world of brandies with the ability to let you experience intense emotions for over two hundred years. The project, conceived by Armando Testa and created in collaboration with Caircs Studio, can be viewed on the digital platform of Corriere della Sera, Gazzetta dello Sport and on all the Vecchia Romagna’s social channels, including YouTube: https://youtube.com/playlist?list=PL04N52ORhvIdWW2rXtJQvBcwjBAthgmTb&feature=shared
VECCHIA ROMAGNA’S INTEGRATED CAMPAIGN
From 10th December and until the end of the month, Vecchia Romagna’s advertising will continue with an integrated campaign airing on the main TV networks (Rai, Mediaset, Cairo, Sky, Discovery), addressable TV and online on main social networks. The protagonist of the campaign is the “Maestro of Emotions” spot, created by Armando Testa, and for the first time this year will also feature the Reserve range with Riserva 18 and Riserva Tre Botti.
The new TV trailer was produced by Diaviva and directed by Alex Koci.
CREDITS
Client: Montenegro Group
Marketing and New Businesses Director: Gianluca Monaco
