After creative consultation, Coesia, the Italian group of companies and industrial solutions, headed by Isabella Seragnoli, has assigned the inTesta Agency with their complex rebranding project and with the design of a new international brand architecture.
Over recent years the Coesia Group has been involved in substantial international expansion, thanks to the acquistion of important productive companies operating in 4 different continents. Today the Group consits of 14 leading companies in the production of industrial machinery, in the design and production of solutions for industrial processes and in the creation of precision mechanisms.
With leading clients in a range of market sectors (Consumer Goods, Tobacco, Healthcare, Aerospace, Racing & Automotive, Electronics), Coesia currently has 92 operative units of which 55 are productive plants, present in 31 different countries. In 2013 they recorded turnover of around 1,400 million Euros.
This was the complex and renovated company structure from which the agency of the Armando Testa Group started off, without ever losing sight of the brand positioning, to manage the “restyling” of the Coesia logo. That’s how they came up with a more human and gestural evolution of the original logo, aimed at communicating the “Human Touch of Technology”, which is the essence of the positioning and values of the Groupp.
Once the new identity of the parent company had been defined, inTesta “designed” the logos of the 14 controlled companies from scratch and to ensure uniformity of the logos decided it was decided to use the same visual language throughout, which can safegurard and promote the special features and the history of each of the individual companies.
Tantum Verde Gola, a historical brand of the Angelini Group for the treatment of sore throat, returns to communication with moving ad with a cinematographic mood, created by the Armando Testa agency.
Objective: underline the rapid effectiveness of the Tantum Verde Gola inhaler, a practical and successful treatment, specially suited for those irritating sore throats which prevent you from carrying out your daily routines to the best.
The trainer of a junior football team, his young captain, the winning goal. These are the ingredients of the story which make the Tantum Verde ad a little film full of emotions.
The situation is simple: the trainer is deep in thought in the locker room, and he’s the victim of a sore throat, he realises in his current condition he won’t to guide the team. The captain, surprised that the coach has not turned up, appears from the door and after just one look and a moment’s worry, he understands what’s wrong and goes into attack, going off to call for the right reinforcements. He returns to the locker room with match referee who immediately hands the trainer the Tantum Verde Gola: two spays and “relief is immediate!” The match is in the closing stages and the trainer encourages the kid to strike with a great kick…. which ends up in the goal! As they cheer the goal the trainer, captain and the whole team have a great group hug together, the claim underlines the action of the product in tune with the winning chant of the kid claim: “Tantum Verde Gola, a knock out against sore throat!”.
With creative direction from Piero Reinerio, Laura Pelissero, art director and Francesca Palazzo, copywriter worked on the project. Directed by Emanuele Cova for production company Little Bull (Armando Testa Group).
Infasil, the personal hygiene brand in the Angelini Group, is launching the new Infasil with Lymph n+ intimate wash for daily intimate protection. Angelini has chosen the modern, dynamic researcher, who created the exclusive Lymph n+ complex as the star of the ad to underline the authoritative science of the innovative technology behind the product.
The new ad describes the defensive action against intimate irritations using the metaphor of female personal defence. Indeed, the protagonist is in a bright modern gym, busy doing some kick-boxing training with her instructor. She is aware of the importance of “knowing how to defend yourself” so, immediately after, in her role as an Angelini researcher she uses images of a 3D demo, to show us the reinforcing action of lymph n+ on weakened intimate defences which can increase 40%. At the end we see the woman in a city setting: someone puts a hand on her shoulder, she realises that it is her instructor, and as a joke, she turns round and surprises him with a defensive move. The fun sketch is followed by an the two of them hugging affectionately, highlighted by the symbolic hug on the Infasil logo which dissolves on the scene along with the packshot of the range.
The campaign is supported with planning on main TV channels, as well as on the web with a pre-roll and video banner.
With creative direction from Piero Reinerio, Laura Pelissero, art director and Francesca Palazzo, copywriter worked on the project. Directed by Emanuele Cova for production company Little Bull (Armando Testa Group).
Able to tackle even the most rugged terrain thanks to the Terrain Control and its 4-wheel drive, even the steepest ascents and descents with its corner attacks, it is matchless for the city thanks to its small size and its agility in traffic. So much so that it wouldn’t be beyond belief to see it parked on the top of as yet unexplored summits….disheartened panettoni!
That is the image of the press campaign created by Armando Testa which is running throughout Europe in these weeks. The key visual was brought o life with creative direction from Raffaele Balducci and art director Angelo Ratti. In addition to press, and web, it has been included launch film presented in the Balocco circuit on the occasion of the media drive and events in the main piazzas in Italy.
P.S. Panda Cross invites everyone to eat outrageously but park responsibly!
The claim, “Winter is a warm hug” features the warmth of Conpibel articles, embracing and cossetting all Italians, from Milan to Palermo to describe the coldest season of the year.
That’s how Italy’s warmest hugs came to life. Once again it represents the values of the “Con Te Card” Conbipel club, the special loyalty programme which entitles all those enrolled to enjoy advantages and exclusive discounts. A spontaneous gesture, a hug to talk about the special attention paid to the most important consumers.
The campaign was created by the Armando Testa agency and it is developed on the web site and in shop windows of the single brand point of sales.
The Paradise ads continue and are confirmed as one of the best loved campaigns in Italy and they represent a unique example of success in Italy, for their longevity and high appreciation. The values that inspire the stories, the simplicity of the narrative, along with the steady adspend over the years, mean that Italians can identify emotionally with Lavazza Paradise.
In this ad Saint Peter is played by Tullio Solenghi, a welcome return for the first tenant of “Paradise”. Today Tullio Solenghi is the ideal character to take on the important role of Saint Peter, thanks to his wide-ranging experience in the theatre and on TV, his irony and his elegance and of course, to his previous appearances in “Paradise”. There is no one better than him to make the most of his experience in Lavazza’s Paradise to reinterpret such an important and authoritative character as Saint Peter, who is often at the centre of the stories which have not only been fun but have also made people think about the themes of goodness, altruism, sharing, love and respect for people.
Passing the baton from Riccardo Garrone to Tullio Solenghi in the role of Saint Peter is part of the natural development of the “Paradise” project
where the excellent stars have always been close to each other on the set. As well as the change from Garrone, to Solenghi with the current star, Enrico Brignano, this advertising series has featured numerous famous names and stars such as the duo
Bonolis-Laurenti, a very young Laura Chiatti at the outset of her career, the international star Julia Roberts, and also important Italian directors such as Alessandro D’Alatri, Gabriele Salvatores, Daniele Luchetti and Umberto Riccioni Carteni.
Lavazza offers their sincere thanks to Riccardo Garrone, who was splendid in his interpretation of Saint Peter for his professionalism and the passion with which he contributed to the success of the Paradise campaign.
The new spot was created by the Armando Testa agency with creative direction from Mauro Mortaroli, copy by Leonardo Manzini, directed by Alessandro
D’Alatri, production company Filmmaster Productions. It will air on all TV networks and on the web.
This seamless product reinvents the women’s pantyhose sector and becomes the new benchmark.
Elegant, comfy and ultra-glam. But also resistant, run proof, with a silky touch and sensitive to body temperature.
On the occasion of the launch of such an innovative product, the result of years of research and with patented technology, the Armando Testa agency has come up with a communication event, able to evoke a wow effect and to convey the importance this product will have for the market.
That’s how GOLDEN LADY ROCK YOUR LEGS comes to life. This new communication concept invites women to move with freedom they’ve never experienced before.
With Golden Lady, pantyhose plays a starring role in any girl’s outfit. An absolute must have for every wardrobe, blending seduction, fashion and super practicality.
For such an ambitious project, the choice was one which turns all classic communication routes followed to date on their head: MILEYCYRUS.
Pretty difficult not to know who she is: admired, gossiped about and explosive. Ever since those distant days when she played the part of Hanna Montana, she’s been a legend for a whole generation of twenty somethings…
Today she is an international icon for youngsters, certainly the perfect embodiment of transgression, entertainment and above all, for anyone who did not get it, also tons and tons of fun.
A glamorous personality who won’t accept weakness or half measures, just like the pantyhose she is putting her name, face and legs to.
A celebrity recognised at a planetary level, global star of social networks with followers running to six figures: 55 million Facebook fans; around 14 million followers on Instagram; more than 18 million followers on Twitter and by now almost 2 billion views onYoutube.
Addressing a young target which represents the future for pantyhose.
Another name which is far from conventional was chosen to make her femininity and energy explode: the American photographer and director TERRY RICHARDSON – he needs no introduction and with his punk style and soul, he was behind unforgettable fashion campaigns.
Together, MILEY CYRUS and TERRY RICHARDSON, form a wild and unpredictable couple, an explosive mix of joyous sensuality and irreverence. But also with tons and tons of fun.
The campaign includes a range of small with perfect video clip style, inspired by the Miley’s fun and irreverent live shows, part of her Bangerz Tour which is enjoying worldwide success, and some scenes of delirium.
The sound track was chosen by Miley Cyrus personally: it will be the hit #getitright, a track featured in her album, written by that mythical master PHARRELL WILLIAMS, whose video and song HAPPY have been viewed billions of times and enjoyed worldwide success.
The film was shot over two days in LOS ANGELES, at the Siren Studios in Sunset Blvd. The setup for the press and point of sale campaign for a range of Golden Lady products was recreated in the same location.
The campaign kicks off in Italy, but Miley’s legs will take it all around Europe, where the Golden Lady brand is already present, and above all to Russia. An international tour which will mark a new page in the history of panty hose.
The creativity features a symbolic representation of the affinity between the two brands. It exploits the similarity between the circles composing the logo of the Italy Pavilion and some plates of appetising Citterio cold cuts, lying on a table: the plates are rapidly removed by a number of different people and so gradually the distinctive logo of Italy’s presence at the Expo is revealed.
Citterio won the pitch for the preparation of an important exhibition space inside the Italy Pavilion. The most important Italian salami/delicatessen products will be displayed here, their histories will be told and the places where they originate will be described.
The new campaign was devised by Daniele Bona and Lara Eandi with executive creative direction from Michele Mariani, it is produced by Little Bull, directed by Augusto Storero and planning by Media Italia.
The contract was entrusted directly to Media Italia.
Stroili has made its jewellery attractive to a crosscutting audience, while still maintaining its key product features of luxury and beauty and value.
Today it can boast 370 direct sales points. These represent a unique format for the world of jewellery, and thanks to a blend of elegance, Italian style, top quality and glamour, they offer the prefect interpretation of contemporary living and being.
In addition they are present in 1,000 stores at the international level in 24 countries including the United Arab Emirates, China, Spain and Germany.
Research, design, attention to the client and the ability to foresee trends are the added values which have enabled Stroili to grow in the market and win the competition with other players.
2013 closed with a positive performance: Stroili recorded income of 210 million euros, growth of 5% on the previous year. One of the objectives set for 2014 is expansion of the brand in new international markets such as the USA and Russia, as well as continued growth in markets where it is already present.
The shot is one of those featured in the Lavazza 2015 Calendar, a creative project developed by Armando Testa and photographed by the great Steve McCurry.
A photographic journey through the African continent to celebrate the stories of the everyday heroism of the “Earth Defenders”: women and men who defend their cultural and food traditions with courage, pride and dedication.
The shots are on display at the Salone del Gusto and Terra Madre where visitors can also buy the Calendar, available for sale for the first time in limited numbers, to support the Slow Food project “10,000 gardens in Africa”. This is a way for everyone to become #earthdefenders.
In addition to the outdoor, the campaign is planned in dailies, magazines and digital.
With executive creative direction from Michele Mariani, Andrea Lantelme, creative and art director and copywriter Federico Bonenti worked on the project.
