The launch campaign for the new Lavazza espresso machine A Modo Mio Jolie is now running in the press, on digital and with multi-subject maxi-sized outdoor. The claim announces “così piccola, così di gusto”, (So small, so tasteful).
There will be a follow-up in the coming months in the streets and squares of the main cities in Italy, with large scale dominations too featuring eight rotating subjects starring the mini-sized Jolie and her fun emoticons.
Creativity by Armando Testa, photos shot by Fulvio Bonavia.
An endorsement operation supporting the renewed range of “Wuoi?” sausages will be on line from 19th September.
A totally vegetable sausage, a bio one, baked one, a light one and lots of other tasty variations to satisfy a wide range of needs.Building awareness was not enough to launch them, it was necessary to provide explanations. That’s way the Armando Testa creative team supported by Media Italia, the media centre of the Group, came up with a well-developed digital content campaign.
An elaborate native advertising campaign will reach the focus target, and direct it to female and cooking sites, whose editorials will develop contents with three different types of treatment (“recipes”, “life hack”, “curiosity”). All the news will serve as a ploy to illustrate the different features of the new sausages.
The mechanics also include strengthening communication to the target of those who read flyers from mass-market outlets online.
The creativity was developed by copywriter Stefano Arrigoni and art director Tommaso Casarini with executive creative direction from Michele Mariani and planning by Media Italia.
“Iguana green shutters, reinforced concrete for the clouds and invisible stairs”. From today Maurizio Crozza takes on the role of an eccentric architect at work with Saint Peter and the cherubs, to refurbish the Lavazza Paradise. But in order to accept his over-the-top ideas, you need a break which is truly pleasurable thanks to Lavazza A Modo Mio Jolie: the new espresso coffee machine, one of the smallest and quietest in its category. Its style and soft lines win over all of Paradise, for a coffee that is “So good there’s only one”.
The new campaign breaks on air from14th September on all television networks and on the web. Created by the Armando Testa agency and directed by Paolo Monico with director of photography Mark Patten – the ad stars the architect showing Saint Peter some of his revolutionary ideas, such as iguana green shutters and clouds made of reinforced concrete. Crozza-architect’s project does not quite convince, but, thanks to two friendly Crozza-cherubs,Crozza-Saint Peter can reveal Lavazza’s new Jolie: it’s not necessary to invent a true Italian espresso, it already exists and you can enjoy one in Paradise just as you can at any Italian’s home.
“This is a real renewal of Lavazza’s Paradise, one of places best loved by Italians, which has occupied a special place in their imagination for more than 20 years. For such an important project – comments Carlo Colpo, Head of Lavazza Advertising & Media – together with the Armando Testa agency we chose Maurizio Crozza, a great professional who fits perfectly with the values of the company and its communication. His ironic, scathing and surprising tone makes him unique yet different in every situation, a little like Lavazza coffee, in all its different blends and different preparation methods, it always offers authentic pleasure”.
The new image of the campaign is cinematographic and more up-to-date and represents an important change in one of the longest running and best loved advertising sagas on Italian TV. A pause to enjoy some of the fun we know and love, part of the tradition from a company like Lavazza. For years entertainment and communication have been their strong point.
“This is the first of a series of ads which will be aired over the coming months and which will cover all the the pluses of the A Modo Mio system and the new Jolie machine, such as its quietness, its compactness and its design – continues Carlo Colpo. This new chapter in Paradise forms part of a renewed communication strategy at a global level, demonstrated also in the campaign launched during the US Open which features Andre Agassi as the Lavazza testimonial for the world of tennis”.
This first episode focuses on the new Lavazza A Modo Mio Jolie machine. It was created for everyone who is looking for absolute quality and excellent performance but with the utmost simplicity, thanks to its state-of-the-art technology. With its attractive modern design, Jolie offers top-class elegance in a reduced size and is available in four colours: red, white, sky blue and lime, to prepare the perfect espresso, at home just like at a coffee bar.
Jolie.it
CAMPAIGN CREDITS
Advertising & Digital Marketing Department Lavazza
Carlo Colpo, Maddalena Lembo
Creative Direction
Armando Testa Group (Monica Pirocca, Michela Sartorio)
Client Service
Armando Testa Group (Nicola Belli; Nicola Crivelli; Roberto Ferrero)
Production Company
Filmmaster Productions
Director
Paolo Monico
Testimonial
Maurizio Crozza
Director of Photography
Mark Patten
Executive Producer
Lorenzo Cefis
Producer
Anna Sica
Original Music
Paolo Re, Paolo Jannacci
Costumes
Roberta Beolchini
Set Design
Luca Merlini
Post-Production
Band
LAVAZZA: A STORY OF CREATIVITY AND COMMUNICATION
A pioneer in the world of communication since the ‘60s, together with Armando Testa, Lavazza launches unforgettable television advertising starring Caballero and Carmencita and, subsequently, slogans with the actor Nino Manfredi the most famous of which is “Caffè Lavazza, the more you drink it down, the more it pulls you up” (“Caffè Lavazza, più lo mandi giù, più ti tira su”).
In 1995 Lavazza launches it famous TV campaign “Paradiso”, revisited on our screens today, with the goal of highlighting historical blends, from Crema e Gusto to Qualità Oro.
The latest international campaign “Lavazza, There’s More To Taste” has had a great impact. The biggest campaign ever run by the company outside Italy, from Germany to the USA, from France to Australia.An action which aims to support the Group’s internationalisation strategy and tell the story of tradition and innovation, research and passion enclosed in each of the more than 20 billion cups of Lavazza coffee, enjoyed all over the world in one year.
Founded in Turin in 1895, Lavazza is an Italian manufacturer of coffee products which has been owned by the family of the same name for four generations. Sixth place in the world ranking of coffee roasters, today the Group is present in more than 90 countries with its associated partners and distributors, exporting 53% of its production. Since acquiring Carte Noire, Lavazza’s overall workforce numbers some 3 thousand, with a turnover of more than 1,473 million euros (2015 balance sheet). From its very origins Lavazza invented the concept of blends, or more precisely the art of mixing different types of coffee from different geographical origins. This is a feature which even today continues to distinguish most of its products. The company can boast more than 25 years of tradition in the sector of producing and marketing of systems and products for individual doses of coffee, establishing itself as the first Italian company to work on the espresso capsule system, and it is present in all business sectors: at home, out of home, in the office, always focusing on technological innovation and consumer trends. Lavazza has succeeded in developing its brand awareness thanks to important partnerships perfectly in line with the strategy of making the brand more international: for example in the world of sport, with the Grand Slam tennis championships and – in the field of art and culture – with prestigious museums such as the Guggenheim Museum in New York in the USA and the Venetian Civic Museums.
He’s got a tender smile, a magic scarf and glistening shoes, he departed from the seventh star on the left and arrived on earth on Sunday 4 September 2016. Pan di Stelle presents an amazing friend: Pan Pan, a friend from dreams.
Just like Pan di Stelle, he was born from a meeting between a flash in a dream, a puff of magic stars and a handful of cocoa powder (the best in the whole universe!) and Pan Pan has a important mission: to remind everyone, even those who sometimes forget, of the magic power of dreams.
Not just a testimonial, but a bit more: a projection of the I-dreamer in every one of us. Created by the Testa agency, Pan Pan was born as the ideal bridge between a brand ambassador, representing the mission and values and something which is inside everyone’s heart, which is easy to recognise when you are young and beautiful to retrieve again when you are older.
Never more than today have we wanted to reiterate the importance of believing in dreams, and with this new communication Pan di Stelle, the outstanding lovebrand, uses its little ambassador to dominate the unique territory it owns, with its strong value contents, even more.
Its strong distinctiveness adds to this, thanks to the original and inimitable recipe which brings together dreamy ingredients and the magic of an emotional world, made of magic stars and adventure.
Mini teasers on the web accompany the new campaign “Il Potere Dei Sogni” (The Power of Dreams”): interviews with kids – including the star of the film – where they talk about their dreams and wishes, and laser rays that let you fly and who they’d like to meet in their dreams and about this magical friend who is on his way.
Creative direction from Michela Sartorio and Monica Pirocca, Benedetta Buzzoni and Sofia Coen account service. Production Company BRW Filmland, directed by Eli Sverdlov, post production Nineteentwenty London, food Vittorio Sacco.
Music by Serena Menarini and Alessandro Branca, web episodes by Jacopo Morini from Testa Digital Hub (Armando Testa Group).
In a world which is getting more and more frenetic, and remote, made up of numbers, we are giving renewed value to sensations, feelings and drawing closer to the true quality of things and details.
The new Conbipel communication format is developed around this idea of drawing closer, which was conceived by the Armando Testa agency. It will make its debut on the occasion of the launch of the new Autumn/Winter 2016 collection.
The new concept: Come Closer, has been studied to convey the Conbipel values: quality, style, and attention to the client, using verbal and visual language which is more intimate and personal.
The first TV campaign for the launch of the promotion: Back to work is on air on the main TV stations. Planning is by Media Italia.
To the notes of the recent international success: Close by Nick Jonas & Tove Lo, a sequence of close-ups describes the collection which is based on the idea of fashion which is more accessible and more attentive to quality, details and cut in every product.
A world which is always closer to its clients, their personality and their style, as well as to all those Italians who have believed in the brand for years.
The coordinated campaign is developed on the web and in all shop windows of the points of sale in Italy.
In addition, to emphasise this desire to be closer to each individual client, numerous engagement activities are planed for the members of “Con Te” Club, which today has almost 4 million members.
Executive creative direction from Michele Mariani; Art Director: Michela Repellino; Copywriter: Roberta Montagnoli; Film Director: Nicolò Malaspina; Photographer: Federica Putelli.
After a consultation the historical producer of telephones has entrusted Media Italia, part of the Armando Testa Group, with the management of its adspend.
Brondi has been a synonym for telephones in Italy for more than forty years. The company has attained a leadership position thanks to its product innovations. After an extensive diversification operation Brondi now offers different categories of products including: “easy phone”, the easy to use mobile phone, mobiles equipped with a double SIM, high fashion mobiles for a fashion conscious target as well as the evolved Android Smartphone.
The forthcoming campaigns will be developed using a range media in line with the profile of targets for specific products.
The new campaign debuts in the year when the company celebrates its 160th anniversary.
Riso Gallo is running a TV campaign from 31 July to advertise itsBenessere (Wellbeing) range, with particular focus on two products: “3 cereali” (rice, spelt and barley) and “Expresso 3 cereali“.
During their 160th anniversary Riso Gallo is launching its Benessere (Wellbeing) line with the Heritage campaign which tells the history of the company which has been committed with passion to offering Italians their favourite rice since 1856.
The ad was created by the Armando Testa agency and it plays with the concept of the time needed to prepare a super healthy risotto: 12 minutes for the classic “3 Cereali” and just 2 minutes for the ‘Expresso.
A super prestigious position and innovative outdoor digital technology form the basis for the latest operation developed forChiquita by Armando Testa, the brand’s communication partner throughout the world.
An interactive digital billboard is currently running at number 1 Piccadilly, in the heart of London, and it plays with the theme of the campaign “Just Smile!”. People are invited to smile and take a selfie with Miss Chiquita, who is present at this intersection for a number of hours during the day, a sampling activity also takes place.But that’s not all: the digital screen also features jokes and phrases which change by the day, the week and the hour.So hundreds of different combinations, managed by asoftware, transform Piccadilly into a really “SMILING” Circus, with fun smiley emoji of Chiquita which wink and offer a moment of pure happiness to the thousands of passers-by.
The “Just Smile!” campaign is also running in 9 European countries and in the USA with TV ad, web, OOH and specially developed outdoor ads, such as the one in Times Square (New York).
Creativity, production and international coordination is managed by Armando Testa (executive creative director: Michele Mariani; art director: Barbara Ghiotti; copywriter Sara Greco).
This historical pharmaceutical company has entrusted Media Italia, part of the Armando Testa Group, with the management of its investments. The company returns to advertising with the brand Timodore, which has dedicated passion and attention to foot deodorants and foot care for more than 50 years.
The TV campaign will start on 26 June, running on all main broadcasters. The campaign “Il benessere parte dai piedi” (Wellbeing starts from your feet) features a 15” ad, created by Testa Digital Hub, and delivers a simple but important message inviting viewers to take care of their feet because that it is where daily wellbeing begins: Indeed, the brand Timodore is synonymous with a wholly Italian tradition, affirmed over time thanks to the quality and effectiveness of its products.
Media Italia will handle media for all the other brands of the company including the famous toothpaste Pasta del Capitano and Cera di Cupra.
The new communication campaign for the Moment line from the Angelini Group has been on air since 5th June. Once again the 30” TV ad is set in the ultra modern laboratory where an elegant and authoritative presenter uses enormous crystal sculptures in the shape of heads to remind viewers that not all headaches are the same and that the Angelini laboratories have designed specific remedies for each one.
Four heads are featured in the new ad. Next to each of them which shows an image epitomising the different symptoms we can see the packs with the relevant remedies: Moment, Momentact, Momendol and Momentact Analgesico.
Synchronised with the explanations from the presenter, inside the heads we see an iconic representation of the four types of headache which have already featured individually in previous ads: the drip for the irritating headache, the clamp for the severe headache, a graphic disturbance in movement for the neck pain headache, the chain with the writing “ciclo”(period) for menstrual pain and headache.
Four different types of headache and four remedies ready to give rapid and effective relief because as the presenter says with a smile,“Good times can’t wait”.
The ad ends with a shot of all four heads together each of them showing a scene with restored wellbeing and serenity thanks to the use of each individual product.
With creative direction from Piero Reinerio, art director Tina Salvato and copywriter Chiara Demichelis worked on this project. Directed by Andrea Linke for production company Little Bull.
