Author: admAT

The first campaign, on air in September and October, once again capitalises on the new idea identity, taking advantage of the fact that the WSE is part of group which is a global leader. Other projects are also underway in September too concerning a range of tactical operations as well as the opening of new centres in Milan Cadorna and Florence.

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Following on from the success in the last two years, the promotion “Se ami la convenienza vieni a fare il pieno” (“If you love good value, come and fill up”) is running from 11th September to 22nd October.

The support campaign was developed by Armando Testa and features a strawberry, the iconic symbol of savings at Esselunga, which gets inside a petrol pump until it emerges out at the top.

The campaign was created by Lara Eandi (art) and Daniele Bona (copywriter) with the executive creative direction from Michele Mariani. Planning includes outdoor, press, radio, POS and web.

Media planning managed by Media Italia.

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In the new campaign created by Armando Testa, music thanks not only those who play music but also listeners. It thanks those who are tone deaf, mums who hum a lullaby, those who keep quiet those who listen with their hearts, those who go crowd surfing, but also on their feet who catch him as he plunges into the audience.

Only music will change music, only music will save music #lamusicaringrazia is Rolling Stone’s new brand religion.

The creative concept developed by Vincenzo Celli, Creative Director of Armando Testa Milan, was transformed into images by the Branded Entertainment Unit of Freemantle Media which produced a thrilling 60” video ad which will be on line on the RollingStone site from today12 September.

Seven young filmmakers were involved in creating the video (Marco Prestini, Andrea Giacomini, Alex Grazioli, Mattia Benetti, Gianluca Catania, Gabriele Trapani, Vittorio Bonaffini), which is accompanied by a track which was specially composed by Alessandro Branca with vocals by Ilaria Bernardini, which celebrates music in all its forms at all moments of life.

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“Not all headaches are the same” is the observation which underlies the concept for the new campaign for Moment-MomentAct from the Angelini Group which has been on air on main TV channels since August.

An attractive and refined female presenter of around 35 is in a super modern Angelini Group lab as she explains different types of headaches. She uses two quite novel lit-up boards to help give the information: two enormous, imposing 2-dimensional heads made of a rather dull crystal.

The presenter moves with a winning combination of self-assurance and authority, between the two “sculptures” which use different graphic vibrations to represent a headache and a severe headache.

In sync with the explanation from the presenter we can see the solutions arrive followed by a bright trail: the Moment tablet which gets rid of headaches and the MomentAct capsule that eliminates severe headaches. Rapid relief because “good times can’t wait”. The film closes with a friendly scene showing a young girl feeling so much better again as she enjoys herself in a relaxed way with her boyfriend on a ride at the funfair.

With creative direction from Piero Reinerio, art director Tina Salvato and copywriter Mariarosa Galleano worked on the project. Directed by Andrea Linke for the Little Bull production company.

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Armando Testa has created a communication route free of charge to support for Wanderio.com, a web application that offers a unique reference to create your travel itinerary

The campaign runs on 31 July 1 and 2 August, with online and hard copy spaces provided by Corriere della Sera.

Wanderio.com allows users to compare different possibilities, and personalise them based on price, length of trip or CO2 emissions and finally make a booking for the whole trip, including flights, trains, ferries including connection services such as taxis, buses and shuttles.

It was a case of explaining the range of means of transport available from the portal, facilitating recall and outlining the innovative service on offer to a very wide audience.

So the Armando Testa agency thought about developing the Wanderio logo in 3D using different types of roads, from tree lined boulevards to rail tracks, from airport runways to maritime routes. Closing with the concept: All roads pass by Wanderio.com.

Creative direction from Dario Anania and Vincenzo Celli, copy Gian Armando Testa, art Dario D’Angelo, 3D artist: Matteo Tranchellini.

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The new campaign for Cuki Ultra Forza, the new aluminium food trays which were designed by Giugiaro, is on air.

The campaign consists of three 10” films which show the amazing resistance and practicality of the trays and uses ironic, impactful and really clear language.

Each subject was shot using the “stop motion” technique and shows the preparation of typical Italian recipes in a humorous and idealised way. Asparagus au gratin, which bring to mind sticks of dynamite, which explode, baked lasagne which looks like a building imploding in on itself, roast chicken with potatoes resembling machine gun fire.

Planning by Media Italia from 27 July on the main satellite TV channels and digital terrestrial, the campaign was crated by Armando Testa. Executive creative direction from Michele Mariani, with art director Lara Eandi and copywriter Daniele Bona.

The films were produced by Little Bull, directed by Augusto Storero.

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The launch aims to be disruptive with the past, with the rules of publishing and the relationship with newsagents.

A project which will be a true communication event will run alongside the title, available in newsstands from September.

“Rolling Stone is iconic. It is a “love-mark” – more than paper copy, digital and music. It is brand that can represent a lifestyle and that’s why we’re ready to stand shoulder to shoulder with Luciano Bernardini De Pace and his team in this super-ambitious project. Vision, courage and a desire to break the mould are the ingredients which any Agency dreams of finding in a client. And we’ve found all of them here. Now it’s up to us to get all the ingredients cooking and come up with the spiciest dish possible. In line with the brand heritage, but above all consistent with the objectives they’ve set us.” affirms Nicola Belli, Armando Testa Executive Director.

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Jacopo Morini was one of the first Italian creatives and video makers to experiment with the web as a showcase uploading his videos on MySpace even before the advent of YouTube.

Some of these videos created with his team (i Bugs) were awarded the “Mondo” Home Page and attracted the attention of the TV programme “Le Iene” which then included them with their official team of their reporters.

At the same time Jacopo became a writer of a multiplatform TV format mixing typical components of the web with those from TV (e.g. the programme “Reputescion” hosted by the journalist Andrea Scanzi who would interview a guest in every episode interviewed and then confront them with their online reputation … to date guests have included the most interesting movers and shakers from the world of politics, showbiz and journalism such as Carlo Freccero, Giuseppe Severgnini, Vittorio Sgarbi, Carlo Verdone, Joe Bastianich, Don Gallo (to mention just a few).

As creative director of the channel La3 Jacopo was one of the first to bring Web Series to Italy (including cults such as MalViviendo) he also specialises in the production of Viral and Web Series created with the main Italian Web Stars (such as the multi-award winning “the jackal”).

In 2013 Jacopo created one of the most important events dedicated to the Web in Italy: the Web Show Awards, with a total of 40 thousand viewers among those watching live and in streaming on YouTube and 30 million web interactions in just one night.

Web Stars from different categories, up and coming digital talents and in general the most viewed web contents received awards on the stage of the Web Show Awards.

The viral campaign to launch the event was featured in national and international press and on the home pages of sites all over the world thanks to the involvement of stars from the world of showbiz and international sports in an unexpected awards ceremony (hosted by a zombie) and for the numbers reached on social media.

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CAM has been one of the main players in the Italian market since 1969, with a focus on safety, quality and style. All 100% made in Italy.

The campaign for the 2015 season, with press/outdoor campaigns and catalogues is currently being developed.

“What more to say! A healthy and faithful Italian company reconfirms its esteem recognising the value of the work done in past years. A family that believes in teamwork more than anything else and like few others knows how to hold a steady course even in choppy waters. Truly an enormous satisfaction. Thank you CAM!”.

For the first time all the ultra technology of the best pads is contained in a Lines panty liner guaranteeing greater protection, this is the slimmest and most comfortable Intervallo ever.

A surprising and ironic hook, typical of the Testa school, plays with an amusing misunderstanding. The mood is fresh and contemporary, the attractive 30-something star is sitting on a sofa, and talking to a friend on her smartphone, without noticing that her new boyfriend has arrived. At last she has found “the right one” the only one who can make her feel “so protected and safe”. The boyfriend is sure that he is the subject of the conversation and smugly feels pleased with himself. Only when the woman invites her friend to give it a try, does the guy’s confidence begin to waver, then finally utterly collapses when he learns he is not the object of their conversation, but rather it is the Lines ultra panty liner.

The novelty lies in the guarantee of greater dryness with reduced thickness.

The demo explains this emphasising with realism the incredible power of a single ultra absorbent Lines particle This particle transforms a drop of liquid, considerably bigger than its volume, into a gel, so justifying the product promise: superior protection and up to twice as dry. In addition the demo highlights the comfort, flexibility and slimness of the new panyliner.

The final tender and joyful hug “so who’s going leave it!” sums up in a clearly complicit way the combination of the pleasure of having finally found both the right guy and the right panty liner.

In view of the release of the new Intervallo ad, an involving web initiative to attract the attention of the female web population was produced with a teaser effect.

Using the Lines Mania Facebook page, Lines has asked women to help them choose “The right one”, the male co-star of the ad. They could choose “the sporty one”, “the shy one” or “the philosopher ” who all described themselves with a fun video interview.

At the end of the 5-day survey, a new post invited the net to discover the winner. The co-star chosen was “the shy one” who thanked all the woman who’d voted for him with a friendly and original clip!

Creative director: Piero Reinerio,

Art director: Monica Barbalonga,

Copywriter: Chiara Demichelis,

Production company: Little Bull,

Director: Riccardo Grandi,

Planning: Media Italia.

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