Author: admAT

Two “warrior” signs traced on cheeks, the colour is decidedly pink: this is the key visual of the operation #donaminuti for #pinkisgood with which Armando Testa/Testa Digital Hub and LINES are challenging Italian instagramers to support Pink is Good and the battle against breast cancer.

Every photo with the pink sign of Pink is Good loaded on Instagram with hashtags #pinkisgood and #donaminuti by 31 May will be transformed into minutes of research that LINES will donate to the researchers in the Umberto Veronesi Foundation.

At the end of the operation the minutes collected will be added to those which LINES has been collecting since 8 March for Pink is Good thanks to the donations which have come in using the codes shown on products: to date more than 200,000 minutes have been added to the counter on the official site.

The social media operation has been created with the association of Instagramers Italia which provided its support by involving all the communities scattered around Italy in this colourful and worthwhile challenge. The instagramers already sent out their replies in the first week of the challenge, participation is sure to increase as word goes round.

A chain of pledges from some famous webstars has also been launched on the web to raise awareness of Pink is Good and the distinctive gesture of the “warriors”.

The first to answer the call was Nicole Husel, a youtuber who specialises in make up, on her channel KissAndMakeUp01 followed by more than 300,000 users. Nicole surprised her fans an innovative way by wearing pink lipstick … for good ends! She explained how to put pink signs on your cheeks as if it was one of her usual make-up tutorials, and invited her followers to do the same thing to express their support for Pink is Good. Lots of girls and guys – as well as some other webstars – armed with a pink lipstick and a mobile phone answered the call, and the ‘”pink army” for research is growing “minute by minute” sending out its message of prevention and support for research.

Pink is Good is the project from the Fondazione Veronesi which provides information, prevention and research on breast cancer. Testa Digital Hub is the digital operations and non-conventional unit of Armando Testa. Creative teams worked on the project with creative direction from Jacopo Morini and Piero Reinerio.

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“A discount voucher every day“.

That is the concept behind Armando Testa’s new promotional campaign for Moby. It is wholly centred on the percentage of discount, which is shown as a wonderful sun as it is rising up.

Indeed discount and promotions are the order of the day with Moby.

This time too the campaign shows just how in touch the company is with its clients. On the one hand it is always surprising them with new unmissable opportunities, on the other hand it entertains them with famous characters from Looney Tunes.

Moby will give a discount voucher of 20% with every ticket, to be spent on a future purchase – this is the message of the new press and outdoor campaign, running from Monday 25th May.

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After a pitch Media Italia has won the media planning account for Clash of Clans.

Clash of Clans, available on both IOS and Android, is a follow-up to the success of Hay Day and Boom Beach and earlier still Gushine. With more than 200 million downloads Clash of Clans is already a global success, which has enabled Supercell to reach a level of capitalisation of more than 4 billion dollars. The TV campaign with cuts of 15” and 30” will debut on the occasion of the Champions League return match between Bayern – Barcelona on 12 May broadcast by Sky and Real Madrid – Juventus on 13 May on Canale 5. The campaign will continue during all major sporting events in May and June, the Europa League, Formula 1, Moto GP, Superbike.

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Monster, the world leader in facilitating matching people and job opportunities, is back on the scene after years of silence with an ultra-modern look. To celebrate this return the Armando Testa agency has come up with a multi-subject campaign produced by THE FAMILY, which invites action, determination and greater management of personal desires.

Because never before has finding a job been the most frequently expressed wish. But unfortunately, it turns out to beone which goes unheeded. That’s why Monster and Armando Testa make an invitation to trust your own desires and those who can truly help you realise them, rather than using the usual sources which are like a fleeting falling star, tossing a coin or a birthday candle.

That’s how an international format came about, but with very British irony, which the creative team and the international brand have entrusted to Sky and Discovery TV channels and the web. As well as to all the candidates of today and tomorrow so that they can grab hold of all the challenges the market presents.

CREDITS:

Advertising Agency: Armando Testa, Milan, Italy

Creative Directors: Dario Anania, Vincenzo Celli

Art Director: Matteo Pozzi

Copywriter: Samantha Scaloni

Clients Service Director: Tiziana Perotti

Advisor Responsible for Innovation: Nicola Belli

Production: The Family

Executive Producer: Stefano Quaglia

Producer: Tommaso Haimann

Director: Igor Borghi

Director of Photography: Alessandro Bolzoni

Editing: Nicola Mucelli

Color Correction: Band

Post-Production: Bloompix

Music: Enzo Casucci

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The echo of rock from Virgin Radio Italia has reached Sky, Discovery TV channels and the web with a commercial that is an anthem celebrating life. Everything that music embodies and that makes it immortal.

That’s how “Music is Life” was created. The story was developed by Armando Testa and produced by THE FAMILY and features death as the unusual star. Depressed, fragile and apathetic.

And for the first time, super human and mortal.

Defeated.

With rock reverentially bringing back to life sounds and riffs which have gone down in history, the soul and the voice of the brand, Music is Life is not just a commercial.

It is a great metaphor for the timelessness of music. Which goes on living and breathes life.

It is an admission that in the great beyond there might be silence but there is still a heartbeat with Jim Morrison and Kurt Cobain.

But above all, it proves that music can defeat everything.

CREDITS:

Advertising Agency: Armando Testa, Milan, Italy

Creative Directors: Dario Anania, Vincenzo Celli

Art Director: Matteo Pozzi

Copywriter: Samantha Scaloni

Clients Service Director: Tiziana Perotti

Advisor Responsible for Innovation: Nicola Belli

Production: The Family

Executive Producer: Stefano Quaglia

Producer: Tommaso Haimann

Director: Igor Borghi

Director of Photography: Alessandro Bolzoni

Editing: Nicola Mucelli

Color Correction: You Are

Music: Enzo Casucci

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The key Lavazza outdoor and domination campaign welcoming visitors to the Expo will be running in major transit points of the city from 1^st May.

With creativity from Armando Testa, the official coffee of the Italian Pavilion at Milan Expo 2015 celebrates the Earth Defenders and welcomes everyone passing through Milan over the coming months, who shares the same values of sustainability and respect for cultures as the Turin based brand.

The campaign features three rotating subjects with different messages, selected from the Lavazza 2015 Calendar. A real open-air exhibition thanks to the prestigious work by Steve McCurry who did the shots which are on display in airports, stations the underground, streets and special positions as well as in Eataly and at the Expo.

With executive creative direction from Michele Mariani, the creative and art director Andrea Lantelme and copywriter Federico Bonenti worked on the campaign as they did for the creativity of the calendar.

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It’s not easy to talk about a bank without talking about numbers.

That was the challenge that Armando Testa faced in telling this story in Mediobanca’s first corporate film.

On the other hand, interpreting figures and describing the values underlying their actions makes it all much easier. The story of this banking group is closely tied to significant events in Italian history.

It starts just after the war, when the needs for reconstruction were vast, and when Italian companies and indeed whole country had the strong will and desire to get back on its feet and look ahead.

The Mediobanca story starts from a war-torn Milan.

«Armando Testa has managed to tell the story right from its beginnings, – says Vincenzo Celli creative director of Armando Testa – from the historical headquarters in the palazzo behind piazza della Scala, through the ’50s when credit became available to realise the dreams of Italian families (Compass), up to current times with the opening of CheBanca! This storytelling starts in the distant past and extends far into the future, to the new international challenges imposed by today’s world, but always closely tied to deeply rooted original values».

«Mediobanca was founded on 10th April 1946. We wanted to describe almost 70 years of history – comments Lorenza Pigozzi director of Communications at Mediobanca – in a logical sequence and with a storytelling style which highlights the most intense moments experienced by our employees, shareholders, investors and the many companies which, thanks to our support, continue to represent a priceless asset for Italy. The storytelling is purposely devoid of data and figures so that it can also show emphasise the emotional records achieved and those still to be attained».

The story was developed by Vincenzo Celli and Cristina Macchi.

To convey all these emotions in this story –as well as the non-conventional format lasting around two minutes – the treatment opted for uses mixed techniques including the magic of the animation from Dadomani Studio.

Original music by Cinematic Orchestra waschosen for the sound track.

The film is online on the mediobanca.it site and on the YouTube channel of Mediobanca. A backstage “making of” was also produced.

CREDITS

Agency: Armando Testa

Creative Direction: Vincenzo Celli – Dario Anania

Art and Copy: Cristina Macchi, Ilaria Accornero – Vincenzo Celli

Production Company: Little Bull Torino

Direction, Animation and Set Design: Dadomani

Director of Photography: Patrizio Sacco’

Music: The Cinematic Orchestra – Arrival of the birds

Music Consultancy: Quiet, Please!

Director of Communications Mediobanca Group: Lorenza Pigozzi

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Sometimes a good idea can even do good.

On the occasion of the promotion launched by a well-known fast food chain offering anyone the possibility to get 24 free breakfasts – on 24th March – if they came along to their restaurant in their pyjamas, Testa Digital Hub, the innovation unit of the Armando Testa Group specialising in unconventional operations, decided to convert the marketing initiative into a charity event.

The creatives of the Testa Digital Hub wanted to help anyone who is forced to try and find breakfast outside their home every day and who often does not even have a set of pyjamas, They developed everything with the support of the Casa Santa Luisa 24 ONLUS. This non-profit organisation has been helping the homeless get essentials in Turin since 1972.

For the young people of the Casa Santa Luisa 24 ONLUS, the number “24” has a very special meaning, a door which is “always open on the road”, “a home for those who do not have a home” and often not even a hot meal.

Armed with pyjamas and captained by the passionate Sister Margherita, the volunteers from Casa Santa Luisa 24 ONLUS with the help of many of the young people present at the event managed to collect 1008 free breakfasts which will be used to give the homeless of Turin a warmer wake-up.

The hope is that from a viral video a simple gesture can become viral and that lots of people will follow the example of Sister Margherita.

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From August Mediaset will control exclusive rights for Italy on all platforms for live matches and highlights of the Champions League for the three-year period 2015-2016, 2016-2017, 2017-2018.

So Mediaset will be able to arrange exclusively rights for live broadcasts of all the matches for pay TV as well as those for a match in each round which can be seen free of charge. In addition it will be possible to broadcast all the matches, even those pre-recorded, the highlights, and all the goals can be seen the same evening, as well as direct streaming of matches on fixed and mobile devices.

There’ll be a novelty already from the next edition of the Champions League: for the first time in 14 years, the most important Wednesday evening match of the round will be broadcast exclusively and free of charge in HD only on Mediaset channels.

Until 2018, all the matches in the most important football championships in Europe, including the European Super cup will be visible only on Mediaset, thanks to their free and pay networks and the online services of the Mediaset Group.

The Màrquez brothers will launch a new Limited Edition of Lotus Watches, a brand in the Festina Group, featuring the name of the Catalan rider, winner of the 2014 Motorcycle road racer MotoGP.

The European campaign is developed for TV, press and POS and features the two road racing brothers Marc and Alex Màrquez together, two champions both determined to put on a show but this time wearing evening clothes, with a bow-tie and the indispensible Lotus Watch on their wrist.

The super-elegant Marc and Alex are ready for what is really their own personal runway: the serious race down the track. The circuit is their catwalk where the two brothers race along in the saddle of their Hondas.

The campaign claim “Designed to perform” sums up the sprit of the two racers and the entire collection.

The new Lotus Watches campaign will be launched during the Basle Fair and will be planned at the international level, especially in Spain during the Motorcycle MotoGP.

Laura Sironi (art) and Federica Saraniti Lana (copy) worked on the project for Armando Testa, with creative direction from Dario Anania and Vincenzo Celli. Client service director, Tiziana Perotti.

Direction for the TV subject is by Filippo Mari, production company Filmgood and music by Paolo Bragaglia. Press photo and postproduction by Marco Pignatelli.

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