Author: admAT

Today Testa Digital Hub – the unit of the Armando Testa Group dedicated to innovation – is launching “Un Giorno da #Eroiveri” (One Day as Real Heroes), the new multi-platform digital campaign for the brand Amaro Montenegro. It involves a digital engagement activity as a follow-on to the television campaign #Eroiveri (Real Heroes) and it develops the positioning of this outstanding Italian amaro, whose values are friendship and solidarity, for the younger target.

Using a web video with “an authentic taste” – since it was created with an action cam – the brand describes the 4 experiences as real heroes #EROIVERI – WATER, AIR, EARTH AND FIRE – that the users will be able to experience in the headquarters of the four Italian voluntary associations whose commitment to protecting and safeguarding animals, people and the environment goes on every day.

The four associations featured are Filicudi Wildlife Conservation in Sicily (Water), The department of Emergency Airlifts in the Veneto (Air), the Technical Rescue Unit in Lombardy (Earth) and the Voluntary Body fighting wildfires in woods in Piedmont(Fire). When the initiative comes to an end they will host four lucky groups of friends as real ambassadors of the values of the brand, who will be able to join them to enjoy the taste of doing good for others.

The campaign includes web video, banners displays, radio and social networks and will generate traffic on the participation platform www.ungiornodaeroiveri.it where users can choose their own mission and decide to join the real heroes #EROIVERI who are active every day in the seas, woods, skies and mountains all over Italy. They are all real people who make their personal contribution thanks to their expertise to doing good every single day.

CREDITS: UN GIORNO DA #EROIVERI (A DAY AS A REAL HERO)

Client: Montenegro S.r.l.

Agency: Testa Digital Hub S.r.l. (Armando Testa Group)

Creative Direction: Jacopo Morini

Strategic Direction: Massimiliano Rossi

Senior Art Director: Francesco Mazzone

Senior Copywriter: Pierfabio Iannuzzi

Project Management: Mirko Di Gregoli

Production Company: Diaviva S.r.l

Director: Daniele Brunelletti

D.O.P: Edoardo Carlo Bolli

Hashtag: #EROIVERI

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Bullying and cyberbullying happen in all schools and often they thrive on the fact that the victims remain silent or don’t have the courage to report what has happened. That’s why the Armando Testa agency and Testa Digital Hub (the innovation unit of the Armando Testa Group specialising in unconventional operations) have created a no profit digital communications project which brings together two outstanding partners – Telefono Azzurro and Shazam, the popular audio and visual recognition app, to engage with students and make them aware of the phenomenon in an unconventional way.

Telefono Azzurro, always a front line player – above all in social channels – against bullying which affects 21% of minors, in collaboration with Shazam, with 27 million users in Italy, has implemented the social experiment #DAGLIUNANOTA. Using the technology offered by Shazam, a ministry bell, present in all Italian schools has been added to the world library of apps with musical recognition.

So the bell that rings at the end of a lesson has been transformed into a real alarm bell, recognised by all the smartphones that kids have, it’s done in such a way that a strong clear message appears on the screen: “TI È ARRIVATO ALL’ORECCHIO UN EPISODIO DI BULLISMO? #DAGLIUNANOTA”, (HEARD ABOUT AN EPISODE OF BULLYING? #DAGLIUNANOTA), meaning they can contact Telefono Azzurro at once by just tapping on the screen of their phone.

So Telefono Azzurro and Shazam have become the sounding board and the perfect ear to turn to for anyone who has been the victim of bullying or cyberbullying. They are committed to following up this activity in Italian schools for the school year 2016/2017, capitalising on new technologies such as visual

recognition. Indeed kids will be able to contact Telefono Azzurro by shazaming the posters put up in their schools with the camera of the app.

The result is an operation which can be viewed on their Facebook page, on YouTube channel and on the Telefono Azzurro site at the following link:

LINK SHAZAM RESULTS AFTER THE RECOGNITION OF THE BELL

azzurro.it/dagli-una-nota

facebook.com/SOS-Il-Telefono-Azzurro-Onlus/

youtube.com/user/sosTelefonoAzzurro

About Shazam

Shazam is one of the world’s most popular apps, used by hundreds of millions of people each month to

magically connect to the world around them. Building on its pioneering leadership in music identification,

Shazam now helps people discover, interact with, and share video, audio, or printed content on TV, radio,

movie screens, magazines, newspapers, packaged goods, and retail stores — and now Shazam lets music

fans follow their favorite artists to see their Shazams and share in the thrill of discovery. The app has

exceeded 20 billion total Shazams since its launch, and users Shazam over 20 million times each day. For

more information on how Shazam has created new technology tools for brands to utilize data follow us on

Twitter @Shazamforbrands or for more information, visit shazam.com/brands.

CREDITS:

Client: Telefono Azzurro

In partnership with: Shazam

Agency: Armando Testa Group (Armando Testa/Testa Digital Hub)

Creative Director: Jacopo Morini

Strategic Director: Massimiliano Rossi

Senior Art Director: Barbara Ghiotti, Francesco Mazzone

Senior Copywriter: Pierfabio Iannuzzi

Creative Technologist: Andrea Bassi

Client Director: Giovanna Farè

Project Manager: Sara Salamino

Director: Augusto Storero

Video Production Company: Little Bull

Audio Production Company: Top Digital

Music: Bobo Marcucci

Location: IC Niccolò Tommaseo – Turin

Image bank: Shutterstock

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With the release of the Masterpieces on cloth campaign, Esselunga’s promotion in collaboration with the brand Bellora, TDH – the innovation unit of the Armando Testa Group – has created the first video catalogue which can be navigated at 360° for the brand.

The immersive experience can be viewed on Youtube (https://www.youtube.com/watch?v=EhpY2_rG8O4) in film and pre-roll mode and is available on all devices.

Starting off from the key campaign visual and exploiting some of Google’s most recent technology, a real museum, reconstructed in 3D was actually build where you can admire the statues wrapped in the Bellora bathroom sets in 4K.

Users can discover further information about the promotion if they click on the info button in the video. In this way they can access the interactive sheets, which create a direct link to the landing page dedicated to the campaign.

CREDITS:

Client: Esselunga

Agency: Armando Testa Group/Testa Digital Hub

Creative Director: Michele Mariani (Armando Testa)

Strategic Director: Massimiliano Rossi (Testa Digital Hub)

Senior Art Director: Antonello Falcone (Testa Digital Hub)

Senior Copywriter: Pierfabio Iannuzzi (Testa Digital Hub)

Project Manager: Sara Salamino (Testa Digital Hub)

Video Production Company: Curve Creative Studio

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“When can we vamos a bailar?”that’s the invitation a young guy makes to a colleague in his office and it is accompanied by a friendly dance step. The girl looks tired and answers him that she is just not up to it these days because she feels “out of steam”

This is the hook for the new campaign created by Armando Testa for Sustenium Plus, the energising food supplement from Menarini which has been running on the main TV channels(30” and 15”) press and digital since Sunday 8 May.

Sustenium Plus is recommended for anyone who feels tired and lacking in energy because of the frenetic rhythm of everyday life and days full of commitments. The product actually gives you a “shock” of energy which helps to get back in shape and get active.

This is confirmed by a colleague who sees the two protagonists withthe Sustenium Plus and convinced comments: “I use it too, it restores your energy!”

It is also confirmed by the product demo, based on a powerful image of an electric plug with energy running through it and which brings creatine, arginine, beta-alanine with the addition of vitamins and mineral salts.

And finally it is also confirmed by the charge of energy that sees the protagonist dancing wildly in a disco at the end of the ad.So wildly that he has to underline with a shot of witty warmth “Get your shock!”

While the two protagonists dance away happily inside the symbolic-electric plug, the claim concludes “Sustenium Plus. Energia Plus”.

With creative direction from Piero Reinerio, art directors Laura Pelissero and Enrico Ambroggi and copywriter Francesca Palazzo worked on the project. Directed by Emanuele Cova for production company Little Bull.

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From 8th May, Lines, the market leader, will be presenting a completely revolutionised – both for the prouct and the packaging – version of its panty towel to audiences. The launch is being developed using a multi-channel corporate and product campaign based on a female empowerment concept.

With this campaign Lines aims to not only present the revolutionary features of the new panty towel but also to contribute to removing the barriers which have always been an obstacle for women’s self assertion, helping them to feel more self confident and free to attain self-fulfilment.And it does so by issuing an invitation not to give up, not to sacrifice being the women they want to be, despite taboos and social and cultural prejudices.

The campaign lets lots of women of all ages and with personalities express themselves in their own way, with the aim of “not wanting to give up being a woman”. This is a new way to show Lines’ affinity with women helping them to live without giving things up and feeling free, even during the days when they have their period, thanks to the new Lines Seta Ultra.

The corporate video is running on the web in a 60” cut and on TV in two 30” formats. Two 30” ads with different images taken from the 60” and a demo which highlights the great innovation of the Dry-Fresh filter, drier and fresher than ever thanks to the exclusive micro&macro perforation technology, alternate on TV to present the new product.

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. Planning Media Italia.

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Esselunga’s spring promotion features the prestigious brand Bellora with an “artistic” flavoured campaign created with the support of the Armando Testa agency.

The Bellora bathroom sets, selected by Esselunga for their clients, are presented in a curious and original way showing some neoclassical statues wrapped in the beach towels and bathroom towels.

The claim “Capolavori su telo” (Masterpieces on cloth) highlights the importance of this partner brand, confirming once again Esselunga’s ever-closer affinity with its consumers, as it is always looking for useful and quality rewards.

With executive creative direction from Michele Mariani, the campaign was created by Daniele Bona (copy) and Lara Eandi (art).

TDH, the innovation unit of the Armando Testa Group, developed the web and social campaign.

The agency team worked closely with the Communications Department of Esselunga headed by William Willinghton.

The plan which is being progressively run out from the beginning of May includes outdoor, radio, magazines, dailies and the web.

Planning was managed by Media Italia.

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After the launch of the integrated campaign #Eroiveri, Testa Digital Hub – the company in the Armando Testa Group dedicated to innovation – has acquired the management of social channels for the brand Amaro Montenegro.

Following a pitch with Ambito 5, the Testa Digital Hub team won the account to manage the page which has more than 450 thousand fans thanks to their reinterpretation in a more ironic tone of the historical values of the brand (friendship, autenticity and solidarity).

So always more and more inegrated and coordinated by the Armando Testa Group, the image of the iconic Italina brand Amaro Montenegro continues to renew its values and consolidate its positioniing, today using social communicaiton.

The debut was on 1st April on Facebook with a post which literally drove the fans of the brand wild. A super-amusing extension-line of products which featured Amaro Montenegro flavoured chewing gum, to be enjoyed strictly after dinner,as the star for a day.

The publication of this bold “April Fool’s sting” generated more than 12,000 actions – likes, comments and sharing in just one day.Surprising results for both the historical brand on Facebook, and in general for the amaro market.

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Lavazza is publicising the launch of their compostable capsule for espresso coffee made of Mater-Bi®, created in collaboration with Novamont, with a campaign developed by Armando Testa, running in video, on the web and press in the main dailies.

The video tells the story of how the compostable capsule can transform the pleasure of a Lavazza coffee, into a pleasure which is good for the environment.

An animated route relates the magical journey a drop of coffee makes as it turns into a landscape, with a final which becomes the key frame for the press campaign and web development.

The capsule is compatible with the entire range of A Modo Mio machines and can be bought exclusively in the online store of the Lavazza site. It is available in two blends, both 100% Arabica: Ricco and Aromatico.

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

The video was created by production company Dadomani with original music from Bobo Marcucci.

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