Author: admAT

For the first time Lines presents its specific line of protection for all types of leaks which require rapid absorbency.

The star is an attractive elegant woman in her 50s who joins her colleagues in a restaurant during a work break. The woman is friendly and sure of herself thanks to Lady protection, which is specially designed for active women just like her who have lots of commitments. Her self-confidence is demonstrated by the glass of water that she casually drinks and by her involving laughter.

The scene then moves to a neutral setting where the star explains to the viewers why she feels so self-assured. We see her opening two symbolic gift packages from Lines which contain the new Lines Seta Lady pads and the new Lady Intervallo panty liners to underline the innovation.

Then she shows their greater absorbency of liquids and odour protection, thanks to the exclusive odour control molecule.

The invitation “vivi la sicurezza Lady”, (Experience Lady confidence) closes the film with a knowing smile from the star.

Agency: Armando Testa

Creative director: Piero Reinerio

Art director supervisor: Monica Barbalonga

Copy: Chiara Demichelis

Production company: Little Bull

Director: Leo Solanes

Media Planning: Media Italia

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After confirmation of the commitment, Media Italia will handle the planning.

The first flight is scheduled to go on air with a 20” ad from 15 June on Mediaset channels, Real Time and La7.

The logic of the promotion is highly innovative: a promotion is included in the ad and you can participate in it by adding the promotional code shown during the ad, in the 30 seconds after it has been on air.

A different code will be announced every day.

The claim of the campaign is “se non visiti eDreams sarà tutto esaurito” (If you don’t visit eDreams it will all be sold out).

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“Joining Armando Testa is returning back for me. There are lots of reasons which make me very happy. Firstly because it is a “welcome back”, since I took my first steps in advertising in Armando Testa London, then Paris and Milan.

The second reason is that I was looking for an opportunity which would allow me to combine my strong Italian identity with an equally strong international vocation. And Armando Testa has always represented the Italian advertising brand which has been on the side of Italian brands throughout the world. 100% made in Italy, worldwide.

There is a third reason which is very timely, which makes everything even more exciting and makes me realise that sometimes things just happen at the right time.

Despite everything that is said and heard, Italy has not reached the end of the line. Quite the reverse, it is on the starting blocks.

And all together, we Italians have a duty to make our contribution in such a way as to ensure that this new departure is both speedy and ongoing.

How? The recipe is really easy… working, united, to make sure that all things Italian make a comeback and are once again admired all over the world.”

Nicola Belli joins the Board of Directors of Armando Testa as “Advisor responsible for innovation and development as well as being in charge of the Milan Branch”, after years of successful experience firstly as CEO of 1861 United (WPP) on acquired clients such as Sky, Vodafone, Ikea – to name just a few- and still in the role of CEO of DLVBBDO (Omnicom), with Sisal, Chebanca, Wall Street English WW, Yamaha Europe and others.

“Life’s too short not to be Italian,” declares Nicola Belli.

“This is what I’ve been feeling for a number of years as really strong desrie and this is the sentiment which has spurred me on in recent months to look for a “tricolour” challenge with an international flavour.

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The latest arrival in casa Lavazza, the A Modo Mio “Minù” machine, is the star of the new digital campaign, online from 3rd June on main portals.

Fun, super-colourful and suitable for any space, “Minù” is the little one that makes espresso great.

The campaign was created by the Armando Testa agency, using a video and, thanks to the ironic and impactful creativity, all played out with the animation of the A Modo Mio capsules, it immediately inspires warmth and friendliness.

To the notes of the unforgettable song from the 30s “Parlami d’amore Mariù” we see the A Modo Mio capsules describe how a love story “strikes” paraphrasing the words: “Dimmi che fai tutto per me, dimmi che fai solo il caffè, con te in casa mia non soffro più, parlami d’amore Minù.”

(“Tell me that you’ll do anything for me, that you’ll only make coffee, I won’t suffer any more when you are at my home, let’s speak of love Minù”).

In parallel with the digital campaign, a press campaign in magazines and large format outdoor where the A Modo Mio capsules artistically form a large heart, the symbol of the love story with Minù, are also running.

Executive creative director: Michele Mariani,

Creative director: Andrea Lantelme,

Copywriter: Federico Bonenti,

Client service: Nicola Crivelli, Roberto Ferrero.

Production company: Proxima Milano,

Executive Producer: Andrea Masera,

Creative supervisor: Claudio Falconi,

Director and graphic designer: Darko Prolic,

Music: Paolo d’Errico.

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We can relive the story of talented modern Infasil researcher, as she cycles off to work, she feels that there is a need to develop a deodorant that transforms sweat into freshness, all of this is played out to the notes of the song “I’ve got you under my skin”, re-orchestrated specially with a refined dynamic style. Despite the heat and her exertion, the researcher is fresh and sure of herself when she arrives in her lab. Thanks to the exclusive Infasil formula, we see that she is at ease with her colleagues even when they are close together.

The demo explains the action of the deodorant, showing how the 2C molecule manages to capture even perspiration of stronger intensity, releasing each time just as much fresh perfume to prove the claim: “Più sudi, più sai di fresco”. (“The more you sweat, the fresher you smell”)

At the end of her working day, the researcher takes her bike to meet her boyfriend waiting for her in the city centre. Since she feels just as fresh as she did in the morning, she throws her arms around his neck in a confidence and relaxed way. The symbolic embrace of the Infasil logo and the packshot appear against this scene.

With creative direction from Piero Reinerio, Monica Barbalonga was the art director on the project with copy from Chiara Demichelis. Directed by Carlo Sigon for production company Little Bull.

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The communication strategy developed by Armando Testa to address the new generations while still preserving the brand DNA exploits a creative “remix” of the values which have always been associated with Vecchia Romagna: tango and emotions.

The theme of the “Remix” comes to life thanks to the involvement of an exceptional testimonial, the famous DJ Bob Sinclar (bobsinclar.com), and a “club” version of Libertango, the well-known soundtrack of the brand campaigns, which was specially produced by him.

As well as the new track, the operation includes the creation of a video-clip and an ad which is planned on MTV and digital media.

The director selected was Denis Thybaud, who was also responsible for Bob Sinclar’s most famous videos, such as Far l’amore, a track featured in the film “The Great Beauty”.

With creative direction from Michele Mariani, Lara Eandi was the art director on the project with copywriter Daniele Bona, and production from Filmmaster.

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The film communicates in a symbolic and feminine way the great innovation from Lines Seta, the undisputed market leader, the ultra feminine protection – going against the tide, changing the rules about absorbency.

The star is beautiful, smart and friendly woman and while walking along with a group of other women, she decides to change direction: just like Lines Seta Asciutto Continuo. Speaking to the camera, the woman uses the support of 3D images to show the difference between the other ultra towels and the new Lines Seta. Indeed only the new Lines Seta, has the exclusive Active Layer technology that blocks the liquid far from the skin. After the demonstration the other women also decide to change direction and they turn with a smile to camera then go along with the star on the new route of Asciutto Continuo.

With creative direction from Piero Reinerio, Laura Pelissero was the art director on the project with copy by Francesca Palazzo.

The original sound track is “Another way” by Enzo Casucci (Vetriolo). Production company Little Bull. Planning by Media Italia.

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Nell’ambito della sua grande attenzione alle tematiche ambientali e alle nuove tendenze Cuki is paying great attention to environmental themes and the new trends regarding food, and in this context, they are launching the new promotion “L‘orto a cm zero” (The cm zero kitchen garden). A pouch of herb seeds is given free with this in-pack operation on Cuki GeloPiù bags. There is also a contest which offers a holiday in Sicily to discover all its aromas, fantastic kits of vases for vertical kitchen gardens and other fabulous prizes.

Armando Testa and Media Italia created the concept of the operation, the logo, the in-pack communication, as well as the skin and the banners planned from 12 May through all of June on green and cooking sites for a wholly digital campaign.

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In the impressive setting of Venice, during the XVII edition of “Cartoons on the bay”, the prestigious International Festival of animated and cross media television organised by Rai, with a jury made up of Giorgio Cavazzano, Fausto Brizzi, James Capobianco, Konstantin Bronzit and Richard Rouse, the prize for the category “Advertising and promotional work” was awarded to “La storia di un sorriso – The story of a smile”, a short created by the Armando Testa Group which tells the 70 year story of the Sammontana brand.

The film was shot by director Virgilio Villoresi, and was the only Italian entry to win an award. The jury explained their choice saying: “because a corporate video becomes a beautiful animated documentary film which tells the story of a company and a family in a direct way”.

Federico Bonenti from the agency worked on the copy and the art and creative director was Andrea Lantelme, with executive creative direction from Michele Mariani.

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Neither Chiquita nor Armando Testa wasted any time in showing their support for Dani Alves, the Barcelona footballer who, during the last match of the championship, picked up the banana that was thrown at him from the stands as an insult and then ate it in the most natural and simple way. This ironic gesture was very significant against racism, and it has gained approval and support all over the world.

Chiquita and Armando Testa decided to share the operation with the hashtag #weareallmonkeys – which has already been widely supported in the web – with the objective that the message can spread as much as possible.

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