Author: admAT

Baci Perugina, the most famous product on chocolate earth, Perugia, is communicating again on TV with a completely new film created by Armando Testa.

The film embodies all the values of love and emotion which have made Baci Perugina Italians’ most loved brand.

And they’ve decided to return right at Christmastime. Because Baci have always spoken of love, universal love from the historical boyfriend girlfriend couple to the love which brings all the family together.

And at Christmas more than ever, we are driven by that great desire to give, share and be together.

That is the spirit of Baci Perugina’s new Christmas film, created by the Armando Testa agency and directed by Gabriele Salvatores.

Such a delicate, symbolic film full of poetry that it makes this brand’s return to TV over the Christmas period unforgettable.

The desire of a little girl, followed up with a small gesture, becomes an act of love towards the whole community where she lives.

The little girl leaves a Bacio Perugina under the snow and waits for a miracle to happen.
That wait is full of hope and it brings forth a wonderful shining bright Baci tree, the uncontested symbol of Christmas and an anthem to life, which everyone can gather around.

Gabriele Salvatores has managed to tell the tale of this magical Christmas with a delicate and emotional story, to the notes of the legendary Baci Perugina music.

“L’amore più si condivide, più si moltiplica”. (The more you share love, the bigger it gets)

That’s how this film ends. This is a beautiful Christmas tale, which everyone would love to believe in.

The TV campaign runs from 6 December.
Digial support plan is also foreseen.

Communication created by Armando Testa agency with creative direction from Vincenzo Celli and Dario Anania.
Production company Indiana Productions. Directed by Gabriele Salvatores.

CREDITS

Client: NESTLÉ
Company: Perugina
Brand: Baci
Director General Manager of Nestlé Bakery Division: Corrado Castrovillari
Marketing Manager Baci & Impulse: Francesco Burelli
Marketing Manager Perugina: Federico Giorgio Marrano
Group Brand Manager Baci Perugina: Stefania Urso
Baci Perugina Brand Manager: Monica Ballabeni

Director: GABRIELE SALVATORES

Production Company: INDIANA PRODUCTION
Executive Producer: Karim Bartoletti
Producer: Silvia Bergamaschi
Post Producer: Alga Pastorelli
Director of Production: Attila Mancarella
Director of Photography: Manfredo Archinto
Set Design: Rita Rabassini
Styling: Patrizia Chericoni
Video Post Production Video: EDI Effetti Digitali
Audio Post Production: Bravagente
Music: Luciano Rigamonti, Peperoncino Studio

Agency: ARMANDO TESTA
Client Director: Luca Bollattino
Creative Direction: Vincenzo Celli and Dario Anania

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Esselunga is featuring on TV for the first time with Armando Testa, which has managed the client for more than 38 years, and with an amazing Christmas promotion.

The ad publicises Esselunga’s extraordinary Christmas, offering a never before seen jackpot of prizes: 1000 Smart ForFour Fidaty cars. It tells the tale of the unusual challenge set in the enchanting snows between Father Christmas, with his sleigh pulled by reindeer and a Smart ForFour.

The TV campaign confirms and highlights the values of warmth and closeness to its customers which have always been typical of Esselunga communications. The “unique” soundtrack is the version of “Jinglebell Rock” as sung by Mina.

The ad was directed by Antony Hoffman and produced by Production Company BRW. It was shot in Norway between Lillehammer and the Juvass glacier at the beginning of November.

Postproduction was handled by Post Office with supervision from the renowned 3D artist Gerardo De Lubos Surzin.

Executive Creative Direction from Armando Testa Agency by Michele Mariani (art Lara Eandi, copy Daniele Bona).

The agency team collaborated with the Communications Direction of Esselunga headed by William Willinghton.

The ad will air from 2 December on all main national and satellite networks.

The campaign connected with the ad will also be planned in parallel on radio, outdoor, dailies, web, cinema and point of sale.

Planning by Media Italia.

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2015. In the International Space Station there is an espresso capsule machine which works in the extreme conditions of space, and it allows the astronauts to drink an espresso out in space for the very first time.

This success story is all Italian. It is the result of collaboration and research by Argotec and Lavazza, two Turin-based companies, examples of excellence in their sectors, and today they are celebrated with a multimedia communication created by Armando Testa.

The latest subject in the Lavazza Paradise campaign which is dedicated to the capsule system A Modo Mio, was inspired by this amazing event.
Enrico Brignano and Tullio Solenghi are in heaven and they come across a mysterious spacecraft. As they explore it, they are astonished to discover that there too you can enjoy Lavazza espresso.
But during their space walk the astronauts have lost their way back to the spacecraft and their beloved espresso, and so they ask Enrico and St. Peter for some help…
Like all the ads in the Paradise campaign, this ad was created by the Armando Testa agency, with creative direction from Mauro Mortaroli, copywriter Leonardo Manzini and it was directed by Alessandro D’Alatri, with music from Nicola Piovani, Production Company Filmmaster Productions.
It will air on all TV networks and also on the web.

In parallel with this, the event will also be publicised using large-scale outdoor posters in Turin and Milan, dominations on display in Garibaldi and Cadorna stations in Milan, in magazines and on the web.
This communication too will reiterate the message of the television ad, but using the power and elegance of a symbolic image created by photographer Thierry Le Gouès for one edition of the famous Lavazza Calendar.
With executive creative direction from Michele Mariani, art director and creative director Andrea Lantelme and copywriter Federico Bonenti worked on this project.

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Can the memes which are mushrooming on social networks be transformed from pure entertainment into a means for communicating a non-profit social campaign to publicise internet security? The answer is Yes! The digital education campaign TIM WebRULEZ is set to take off. This idea was jointly created by TIM, Armando Testa and Testa Digital Hub with creative direction from Jacopo Morini. It will feature 10 webstars (Nirkiop, Leonardo Decarli, Greta Menchi, Michael Righini, Godz Dread, Matte & Bise, Gabbo, I soldi spicci, The Crookids, Edoardo Mecca) as ambassadors.

These webstars have been called upon to use their humour and tone of voice to explain a rulebook that helps kids and indeed anyone who enjoys delving into the world of social networks to surf in a safe way and so defend themselves from dangers such as identity theft, grooming and cyberbullying.

The 10 MEMES from WEBRULEZ posted by the webstars are enjoying huge success with likes, comments and sharing, proving just how active the enormously popular fanbases from this selection of webstars are. Among those who stand out are Greta Menchi who has become a true female phenomenon on Facebook and Youtube, Leonardo Decarli, a sweet faced boy fresh from his first cinema experience “Game Therapy” whose parodies are adored, Matt&Bise, a pair of young comedians from Turin who have exploded this year and the Soldi Spicci, an irresistible double act from Sicily.

The initiative takes off from the site telecomitalia.com/tit/it/webrulez.html and the goal is to use the voices of their idols to make young people aware of the risks the internet poses. Because everyone is involved in online security and it is only by publicising it that you can really defend yourself to ensure you can continue to experience all that the web can offer to the max. #TIMWebRULEZ is part of the wider project TIM EducaTI, using which the company wants to promote digital education for the younger generations to ensure responsible use of the web.

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“We’ve all been kids. Let’s not forget it”. This is the concept created by the Armando Testa agency for the new campaign for the historical association Vidas, which has been offering terminally ill patients and their families complete care and assistance free of charge for 33 years.

This time the objective is very ambitious: raise funds to build a new Casa Sollievo Bimbi (Home for relief for children) which is being build in Milan next to Casa Vidas.

A truly heartfelt race has taken off in support of this project: an amazing number of personalities from the world of cinema, showbiz, culture, fashion, music from Milan and from Italy, have given their time and as much backing as possible.

Emanuela Cavazzini partner of Brand-Cross was eager to join the project and produced the ad, she also got Silvio Muccino involved, as director and testimonial, just like Vittoria Belvedere, Teresa Mannino, Ale & Franz.

But they’re not the only celebrities: Fedez, Linus from radio DeeJay, Dolce and Gabbana, Lella Costa, as well cultural commentators such as Philippe Daverio and Ferruccio De Bortoli.

The star of the TV ad is a wonderful enormous Carousel funfair ride where some of the testimonials relive the emotions and fun they enjoyed as kids, to the notes of a tune which expresses great love of life.

In the name of the kids that they once were, they have left a strong clear message: childhood should not be forgotten; just as less fortunate kids should not be forgotten.

The photographs are by Stefano Babic, who shot each of the testimonials with an old toy, which is a tender souvenir of their childhood.

Nicola Belli comments: “Helping Vidas is an honour. Helping Vidas in this new project involving terminally ill kids is a duty. Helping Vidas – my father was one of the many people who received relief – is a pleasure. I am, we are proud of the way our “call” was followed by with a landslide effect from prominent busy personalities who wanted to take part in this project. Thank you to everyone.”

The Armando Testa agency Milan developed the logo for the new building as well as the ad for and the outdoor campaign, press and radio are planned for January 2016.

This solidarity challenge also saw the exceptional involvement of Chicco which made available some of the rare examples from their company museum collection Museo del Cavallo Giocattolo.

As well as the TV and press campaign, the project will also be publicised using radio and obviously social media.

ARMANDO TESTA AGENCY

Creative Direction

Dario Anania, Vincenzo Celli

Creative Service

Roberto Gargano, Maria Meioli

Client Service

Nicola Belli, Board member responsible for Innovation and Development, Manager of the Milan branch

Tiziana Perotti, Director of Client Service

Lucia Scaffardi, Account Senior

PHOTOGRAPHY

Stefano Babic for the Agency Multi – Annapia Lorenzi

Matteo Vallé@Zatdigitalartwork

PRODUCTION COMPANY

BRAND-CROSS production

PASTE UP video postproduction

Antonio D’Ambrosio – music

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Artists have special eyes. They observe the things that surround them and see them in a different way from us. Like all artists, Armando Testa, had the talent of looking to the future and creating something new, something wholly unique

“Armando Testa was a key figure in an authoritative generation of artists, architects, graphic designers, directors, and cultural innovators in general who, during the fifties and sixties, created an amazing point of contact in Italy between the avant guard and popular culture.” (Jeffrey Deitch)
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His works demonstrate deep knowledge of the semiotic and visual processes which underlie our communicative system , he had the ability to subvert logic and the connections between objects and the situations they are based on, his images could generate double meanings with renewed sense.

Why Sintesi 59.
One day in 1959, during a business trip to New York, Armando Testa saw a Japanese doll in a shop window. It was made up of two semi spheres. This was the trigger which led him on his return to Italy to retrieve a rough sketch that had long lain closed in a drawer.
Indeed, this sculpture was created from the vision of one sphere suspended over another half-sphere. Armando gave this a three dimensional form, photographed it then added a pictorial element. As he himself wrote: “I wanted to be able to present a visual representation of a sphere and a half, eliminating any connection to a pictorial design, a totally aerographic sphere and half a sphere”.

A work that today, in remembrance of those days, is entitled “Sintesi 59”. The shape is a product of his personal research, and thanks to his never ending drawing has become perfect. Totemic and incredibly modern at the same time, one of the first examples of minimal art.
Armando Testa and advertising.
Armando Testa –with his multi-discipline talents- was also a great communicator. In advertising too, in the agency he founded in Turin, he had a unique vision, he used language which before then had been the reserve of other art forms. He created a unique precise, creative graphic comprising visual synthesis and verbal irony.

Gillo Dorfles defined him “a global visualizer.”

It is not by chance that Sintesi 59 subsequently became the symbol of a renowned communication campaign, and today it is on display in a number of museums all over the world: the campaign for the liqueur Punt e Mes, represents the maximum synthesis of visual and verbal forms. The design was created independently and only later did Armando decide to use it in advertising: “The sketch for a sphere and a half was a rough sketch which had lain in a drawer for a long long time: then there came the intuition, then the definition.”

A work of art for his city.
Torinese, with close ties to the city of his birth where he could often be seen walking around with his unmistakeable hat, from today Armando Testa has a large size sculpture installed in the central piazza XVIII Dicembre.

Sintesi ’59 is located in an urban setting, in the middle of a piazza precisely like an “absurd” object which might be spotted in a painting by De Chirico, in the traffic island near the historical station of Porta Susa.

This image has found a place in the Italians’ collective imagination as the visual interpretation of a specific product, and now, -thanks to the local administration in Turin- it has been donated to the city, in its orginal form as an abstract geometric sculpture whose shape embodies essential lines. This work shows the exception ability of Armando Testa to communicate the real, the ordinary and the extraordinary using absolute, universal, abstract forms.

The best way to remember him
Armando was always curious about everything, a pioneer. His great intuition lives on and looks to the future. That is why today the best way to remember him is to make this monument out of steel, a sign for the future.

The Armando Testa Group, the biggest Italian communication group, today headed by Marco Testa, has launched a competition, addressed to young creatives. The prize to be awarded to the winner is a month in Los Angeles, at the heart of the world of cinema and entertainment, in the new offices of Testa Los Angeles. Another sign of things to come in the future.

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Amaro Montenegro is celebrating its 130th birthday with the launch of a new integrated communication campaign developed by the Armando Testa Group (Armando Testa and Testa Digital Hub).

The historical brand, which has always featured timeless heroes as the stars of its campaigns, has now decided to celebrate this important anniversary by telling stories about everyday men and women involved in voluntary work on the front line using the hashtag #EROIVERI.

The everyday heroes who use their courage and determination to protect and conserve nature, animals and the environment throughout Italy and have warmly welcomed opportunity to take part in the initiative, and take up the challenge by using thirty action cameras to record their daily endeavours, be they big or small.

That’s how the project #130SECONDI DI SAPORE VERO came to life. It is dedicated to stories with genuine taste from ten non profit Italian associations: Centro Tutela e Ricerca Fauna Esotica Monte Adone, Corpo Volontari Antincendi Boschivi del Piemonte, ENPA – Ente Nazionale Protezione Animali, FAI – Fondo Ambiente Italiano, Federazione Nazionale Giubbe Verdi, Filicudi Wildlife Conservation, Gruppi Archeologici d’Italia, Reparto Volo Emergenze, Unità Soccorso Tecnico and Vega Soccorso.

The new TV campaign, and 30 and 15 second video trailers, will invite viewers to visit the site montenegro130.it, where they can use SHAREFUNDING to support their favourite association.

It is enough to just share the 130” web video, which lists all voluntary associations involved and Amaro Montenegro will donate 130.000 euro divided among the ten associations based on pre-established regulations, created to ensure the most appreciated associations are well rewarded but at the same time to guarantee ample support for the other bodies involved too.

The Armando Testa Group involved a multidisciplinary team to create this completely integrated campaign with strong digital impact. They succeeded in renewing the historical values of the brand in an innovation and original way, using all the main communication media, starting off from the web site www.montenegro130.it, the real hub of the campaign for immersive user experience, including also social networks, with a specially designed editorial plan dedicated to Montenegro’s extensive and active fan base, and also using traditional media like TV, with a flight that will cover most of the national networks thanks to substantial media investment.

Finally the brand’s 130 years will be celebrated with a new claim: “Amaro Montenegro. Da 130 anni, sapore vero”. (Amaro Montenegro. Genuine Taste for 130 years).

CREDITS: #130SECONDI DI SAPORE VERO

Client: Montenegro S.r.l.

Agency: Armando Testa and Testa Digital Hub (Gruppo Armando Testa)

Creative Director: Jacopo MoriniDirector of strategy: Massimiliano Rossi

Art Director: Barbara Ghiotti

Copywriter: Pierfabio Iannuzzi

Digital Art Director: Francesco Mazzone

Project Management: Mirko Di Gregoli / Umberto Martelli / Sara Salamino

Client Service: Antonio Garzena

Creative Technologist: Andrea Bassi

Video editing: Luca Traina

Production Company: MADE S.r.l

Executive producer: Gianni Sias

Director: Giancarlo Spinelli

D.O.P: Angelo Coli

Website development: Med Use S.r.l.

Audio Production Company: Top Digital S.r.l.

Social Agency: Ambito5

PR and Press Office: Maria Licci

Hashtag: #130SECONDI, #EROIVERI

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The communication campaign and the marketing initiatives for the commercial launch of IWBank Private Investments got underway on 20th September.

The campaign “I’M, Io sono così e la mia Banca lo sa”, (I’m, That’s what I’m like and my bank knows it)
presents IWBank Private Investments’ way of working, its model of services and what it can offer its current Clients as well as future potentials.

This is an important moment in the history of IWBank Private Investments, a moment which to propel the B into the future with a distinctive positioning enabling its Clients to put their trust in a true “Investment House”, which can offer dedicated and evolved services for individual and family asset management thanks to their network of Financial Consultants and a technologically advanced platform.

The communication campaign underlines the care and attention the Banks gives its Clients, the central and unique role they play, such that every single one can affirm “…I’M, Io sono così e la mia Banca lo sa…” and they can put all their trust in IWBank Private Investments, “…la Banca che dà valore a quello che sei veramente…”, (the Bank which values what you really are…) a Bank with a strong identity, which is forward-looking, sound and reliable, a Bank relying on the seriousness, commitment and professionalism and passion of a great team of women and men “…Esperti di Valore…”. (Experts in values….)

This reveals the creative concept of the campaign introducing IWBank Private Investments as the Bank which gives value to the real essence of people, their experiences, their personalities and their needs with tailor-made investment solutions as well as a dedicated Expert who truly knows them. So a Bank made of “valuable” experts and who are authoritative specialists of the “value” owned by the Clients thanks to the range of excellent products available as well as consultancy services on Investments, Financial planning, Trading and Online Banking.

Andrea Pennacchia, CEO of IWBank Private Investments, affirms: “We have developed a highly visible marketing campaign which is wholly consistent with our target Clients, this is an important investment for IWBank Private Investments and for the UBI Banca Group which will enable us to strengthen our positioning. Making it even more pertinent and distinctive”.
“The public -continues Andrea Pennacchia- will be able to learn about, and appreciate our service model which allows the Clients to choose the most suitable solution to satisfy their investment needs at any time.”
The media planning is highly innovative and multi-channel. It was developed in such a way so as to maximise coverage of different targets paying special attention to personalising the communication. The Armando Testa agency and the media group Dentsu Aegis worked in full partnership to guarantee these results.
Director Sven Jacobsen was entrusted with the TV film and the subjects for the web. He was also responsible for the shots for the ten press subjects.
Original sound track “Z-Boys” by the Danish rock group “The Raveonettes”.

Visit www.iwbank.it for all the details of the initiative.
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For further information
IWBank S.p.A
Email: ufficio.stampa@iwbank.it
Twitter: https://twitter.com/IWBankPR
IWBank Private Investments
IWBank Private Investments is the bank in the UBI Banca Group which specialises in asset management for individuals and families. It was founded by the integration between IWBank and UBI Banca Private Investment, respectively the online Bank and Financial Promoters of the UBI Banca Group. The goal of this union is to become a new benchmark for investment consultancy with an approach which guides clients in the management of their savings at any time with the greatest professionalism and simplicity.

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It’s time to get Back To School, so Telefono Azzurro is focusing the attention of the media, the world of teaching and society at large on bullying. In 68% of cases this is a phenomenon which occurs in the school environment and the vast majority of cases remain unreported: according to the latest data collected by Telefono Azzurro, only 1 kid out of 5 lets an adult know that he/she has been the victim of bullying.

To break the silence at the beginning of a new school year Telefono Azzurro is launching a no-profit communication project entitled “Ferma il bullismo” (Stop Bullying) created by Armando Testa. The new film, for TV and the web, tells the story of a man who obsessively, every single day, relives the violence he suffered many years earlier. No holes barred images which stay in your memory, as does the final claim (“What you suffer as a youngster can condition your whole life”).

But the real situation is not so remote: victims of bullying are more vulnerable to the risk of committing suicide with double the probability compared to their contemporaries (according to international research 10% of the victims attempt suicide), and 30% self-harm.

This is a daily challenge that Telefono Azzurro and Ministry of Education are tackling together. A Memorandum of Understanding was signed with MIUR (Department of Education) on 1 February 2015 and since then Telefono Azzurro has been the “National line for fighting against the phenomenon of bullying”, with the free phone number 1.96.96 (active 24 hours a day, 365 days a year) and with its chat (www.azzurro.it/chat). The memorandum also includes awareness building activities and training in schools, which is powerful in encouraging improved methods of prevention and intervention.

“We stand side by side and we offer our full support to the activities which Telefono Azzurro carries out, in particular on the front of fighting bullying – declares the Undersecretary of State for the Ministry of Education Andrea Faraone –These are serious phenomena, which are unfortunately widespread in Italian schools, we have to tackle them together so that schools in this country can become better places”.

“Bullying can be defeated – says Professor Ernesto Caffo, chairman of Telefono Azzurro and Full professor of Child Neuropsychiatry at the University of Modena and Reggio Emilia – In order to do so, it is fundamental to break the silence which surrounds and isolates the victims, killing all sorts of hope. But that is not enough, we’ve got to know how to recognise the signs of what is happening in the classrooms and the corridors of our schools, and take timely action.

For this reason, the close collaboration between Telefono Azzurro and MIUR is emerging as strategic in developing an integrated approach which starts off from the appeal for help coming form kids, children and adults, and then involves the parents, teachers and other figures from the world of school, to finally reach out to the community at large in an communal effort to interrupt the violence and promote prosocial values.

The scale of the problem makes it clear that improvised, repressive or mere emergency intervention is not enough to tackle it. Long-term strategies, targeted training, shared practices, supported by efficient data, a local network of intervention and international collaboration are all needed. Telefono Azzurro is moving on these fronts: that’s why anyone who calls us and asks for our help will never be left alone”.

ARMANDO TESTA – SPOT “Ferma il Bullismo” (Stop bullying)
The Armando Testa campaign has been created once again by copywriter Federico Bonenti, and art directors Andrea Lantelme and Barbara Ghiotti, with executive creative direction from Michele Mariani. Production company Movie Magic, directed by Gigi Cassano.

1.96.96 from Telefono Azzurro “National line for fighting the phenomenon of bullying”
The number 1.96.96 is a multi-media platform where Telefono Azzurro will listen, and it represents the first “go to” point for kids and adolescents who are in difficulty and victims of violence and bullying. There are two channels for listening; one is a free phone line, active 24 hours a day, and the other an online chat (active every day from 8.00 am to 10.00 pm) which can be accessed from the site www.azzurro.it. In recent years the chat line has proved to be a particularly powerful tool in tackling issues related to bullying, as well as the perfect channel for digital natives: as they chat kids and adolescents can remain anonymous and often this allows them to be freer in expressing their own emotions and fears and reporting cases of violence and persecution from their contemporaries.

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The new campaign for Cuki GeloPiù bags is now being launched. Thanks to the 7 layers of polythene, these bags can preserve and freeze food with maximum protection.

Each of the three 10” films in the campaign is 10” uses the surreal and immediate language of the “Food Attack” campaign which made its debut in 2014 featuring the TV ads for the “Ultra Forza” trays.

Each subject was filmed with the “stop motion” technique and uses a humorous and idealised style to show the extreme resistance of the GeloPiù bags, which create a true “barrier effect” to protect foodstuffs from external contamination.

Planning by Media Italia starting from 2nd August on the main satellite and terrestrial digital TV channels, the campaign was created by Armando Testa.

Executive creative direction from Michele Mariani, art director Lara Eandi and copywriter Daniele Bona also worked on the project.

The ad was produced by Little Bull, and directed by Augusto Storero.

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