Author: admAT

The docufilm is available on DAZN from 30 May, it features three Naples fans who have been living abroad for years, as they now disembark in the city to experience all the excitement of the party to celebrate winning the football championship.

There are more than 35 million fans of the Naples football team all over the world. The flagship MSC World Europa, considered the greenest ship in the world, provides the background for a story about some of them, ready for one of the most intense experiences of their lives. A cruise full of expectations and emotions which will reach Naples on a special day: the party at “Maradona” to celebrate having just won the football championship.

Antonio has lived in Brazil for 12 years, he’s known there as “il napoletano” and he’s proud of that.

Aurora moved to France with her family when she was just 9 years old and, ever since she was a kid she’s always watched matches with her beloved dad, singing along with the chants and the superstitions while on the sofa.  He takes her on a “virtual” trip through the alleyways full of sky blue. 

Tony left for the United States 32 years ago, one of his last “Neapolitan” memories is the party when they won the championship for the second time and he is ready to celebrate again.

The three fans, guests of MSC Cruises, talk to each other, retracing their stories and their visceral passion for the team and the city.   A cruise around emotions, expectations and memories of anyone who loves Naples and the Naples team even if it is from thousands of kilometres away. The docufilm will be available from 30 May on DAZN, the world’s leading live streaming and sports entertainment platform, which owns the rights for major football competitions. 

“A cruise is already in itself a unique experience”, says Andrea Guanci, MSC Cruises Marketing Director. “This cruise, more than others, gave us the opportunity to describe the magic you experience onboard our ships through the passion in the eyes of our guests. In this case they share another passion with us and we’ve accompanied them to celebrate such a historical  event as SSC Napoli’s third championship win, whose main sponsor we’ve been for years.”

“We decided to describe the sports-media event of the year viewing it from a different perspective”, add Jacopo Morini and Fabiano Pagliara, creative directors of Armando Testa. “We are very happy to have found a partner like MSC, able to grasp the essence of the project immediately. True stories, seem from the sea, are even more thrilling.”

The new docufilm is the first challenging project involving MSC Cruises and the branded content unit of the Armando Testa Group, which was created to give added value and importance to brands using organic and cross-media contents, able to excite thanks to storytelling and creativity developed by Armando Testa.

MSC Cruises is the third biggest cruise brand in the world, not to mention being market leader in Europe, South America, the Persian Gulf and South Africa with greater market share and transport capacity than any other player. In addition, it is the cruise line which is experiencing the most rapid growth at a global level with a strong presence in the Caribbean, North America and the far East. 

Armando Testa Studios were entrusted with producing the docufilm.

CREDITS

Agency: Armando Testa

Creative direction: Jacopo Morini, Fabiano Pagliara 

Creative team: Sarin Demirdjian, Francesca Graziani 

Authors: Francesco Bolognesi, Michele Cardano 

Client service: Carlotta Paterlini

Client: MSC Cruises

Brand and Product Specialist: Maria Grazia Pelella 

Partnership Specialist: Antonio Di Bonito 

Marketing Controller: Rosa Serra

Social Media Specialist: Antonia Silvestro, Marta Zeppetella

Events Operations Specialist: Marzia Oliva 

Trade Marketing Manager: Ciro Petrone 

Marketing Director: Andrea Guanci

Media partner: DAZN 

Executive Producer: Francesco Carabelli 

Producer: Giovanni Marrucci 

Rights: Anna Manfrin 

Production company: Armando Testa Studios

Line Producer: Viviana Biondolillo 

Shooting, editing and post production: Luca Grafner, Oscar Grafner 

SegnoVerde, full digital brand of the Canarbino Group, which operates as a 100% Green supplier of Electricity and Gas has chosen Armando Testa for their new positioning campaign  by direct assignation.

The collaboration involves the production of a TV  and radio ad, on air from Sunday 14 May. For the occasion, a musical catchphrase has been revisited to face very topical issues that affect the sensitivity and the wallet of Italian families using an ironic tone of voice.

“Splash”, the acclaimed single featured in the last Sanremo Festival by the duo Colapesce Dimartino, has been reinterpreted using a counter-current approach and fun storytelling.

The campaign represents a true manifesto of the divide in today’s current society.

To the cry of “but I work to pay for electricity and gas!” a voice is given to all Italians tired of the continuous increases in bills, but also eager to find a supplier who respects the environment.

The brand presents itself as a solution for living a life immersed in green in the name of savings.

So, SegnoVerde’s twofold mission is described in an entertaining but direct way: on the one hand, their commitment to the environment, demonstrated by an energy model based on energy coming from renewable sources and on the reduction of emissions; and on the  other by the ability to ensure a reduction in energy costs for consumers, who are more sensitive than ever to such issues today.

The campaign marks a new chapter for the brand, which aims at becoming a reference point in the national arena for green supply of electricity and gas using digital channels.  

Production was entrusted to Armando Testa Studios, while strategy and planning were managed by Media Italia.

Credits

Client: SegnoVerde

Agency: Armando Testa 

Creative direction: Jacopo Morini, Fabiano Pagliara

Yamaha Motor Europe has launched Booster, their new electric vehicle which guarantees an unexpected booster effect, because it ensures that any city where you’re driving becomes super pop, colourful and full of positive energy.  This is such a contagious transformation that even your hair can enjoy a surprising boost! The colour palette of the video explodes in an array of colours but the undisputed star is Aqua, which represents Yamaha’s entire electric range. 

We follow the two versions of Booster around the city from a central crossroads to a basketball court and even on to a hair salon at a metro stop: Booster (up to 45 km/h) and Booster Easy (limited to 25 km/h). Either one is perfect for whoever wants to enjoy fun in any driving experience, but also for anyone who decides to give themselves and their everyday life a boost. This clear point of view is summed up in the evocative payoff payoff ‘Boost up your city’.

The film was shot in the style of a music video and created by AT Studios in virtual production, using a production technique where the city elements were recreated in real time with a mix of set design and VFX, combining the background with the interaction of the protagonists. This is a novel glamourous approach for this launch from Yamaha Motor Europe.

CREDITS

Client: Yamaha Motor Europe

Agency: Armando Testa Group

Executive Creative Directors: Nicola Cellemme and Georgia Ferraro

Creative Supervisor: Sébastien Sardet

Creative Team: Marcello Maiorana and Mariacarmen Ranieri 

Yamaha Motor Europe has launched its new NEO’s campaign that addresses the need felt by an entire generation to get their stress levels down to zero. So NEO’s generation are able to  rediscover how important it is to feel fully themselves, sharing authentic moments with others, and above all living in a more sustainable way.

With NEO’s noise, emissions and stress decrease giving space for more positive feelings; the result is a group  of young people who are carefree  and fun and who share the same passion.

The Armando Testa agency has come up with dynamic and fun creativity combining the emotions of this generation as they ride their NEO’s with the reliability and light-heartedness offered by electric scooters.

NEO’s is presented in its three colours: Midnight Black, Milky White and the new Aqua  colour which is the absolute star of this new video in the Move, Live, Love segment.  The  video strategy closes with the payoff “Move Smart”: an invitation to move around the city in an intelligent, sustainable, simple carefree way.  

CREDITS

Client: Yamaha Motor Europe

Agency: Armando Testa Group

Executive Creative Directors: Nicola Cellemme, Georgia Ferraro

Creative Supervisor: Sébastien Sardet

Creative Team: Marcello Maiorana, Mariacarmen Ranieri

Client Service Team: Sascha van der Plas, Martina Conterio

Directors and Photographers: Luciano Consolini, Chiara Ludovica Quadrelli

Producer: Massimo Busato

An outstanding testimonial to represent Italy all over the world. Someone who’s really contemporary but has a great history. That’s Sandro Botticelli’s Venus, one of the best-known women in the world, and she’s the star of the new international tourism promotional campaign from the Ministry of Tourism and Enit, created with the contribution of the Prime Minister’s Department for information and publications.

Instantly recognisable by everyone thanks to her unmistakable gaze and her hair, this new Venus, as a virtual influencer, will travel throughout the boot of Italy presenting the “wonders” of Italianness to the world, describing landscapes, iconic destinations of the cities of art as well as small villages, the food and wine specialities and the whole host of rich and colourful tourist opportunities which make Italy’s heritage so unique.

 “Open to meraviglia” (Open to wonders) is the claim created for this multi-subject campaign- developed from an idea of the Armando Testa group. It consists of a promotional video and an outdoor campaign with geographical settings ranging from typical glimpses into the beauties of the south, central Italy as well as the north. Step by step new locations, suggestions and itineraries will be added based on the visits Venus makes to the municipalities and regions that decide to join the digital campaign, live on the Instagram profile venereitalia23, on the Italia.it website and other social platforms.

From all the icons of the Renaissance, Venus is back today as an allegory of rebirth and renewal. In this case for the Italian tourism sector, after having endured the difficult effects of lockdown and closures during the pandemic, it has now found new drive and vitality. And it is casting its gaze far and wide. The boom of tourism during the Easter period saw Italy ranking second amongst the most visited European destinations and saw the return of US tourists in record numbers (+50% presence), this augers well for 2023 which will be a year of great intensity, with greater flows than 2019 which was already very positive.

At this time when tourism to Italy is opening up again, and when the government is launching policies to benefit of the sector, the logo of the Ministry has also changed, becoming more expressive. This rebranding is reflected in the logo with the same Open to meraviglia” (Open to wonders) claim which opens up in a tricolour window, promising surprises for the visitor and the unmistakable Made in Italy welcome.

The total of the forecast investment by ENIT for the spring/summer and autumn/winter campaign is nine million euros. It will be developed in all main international markets, both consolidated and those with high potential, with greater weight based on existing tourist and expected flows. In particular, Europe, the Gulf states, USA, Central and South America, China, India, South East Asia and Australia. Roughly half of the investment will focus on the main international airport hubs, with a promotional video to be shown on Ita Airways flights, and in those European railway stations, with direct connections with Italy and where there is a strong synergy between ENIT and Trenitalia: France, Germany, Austria, Switzerland. A local country QR code will ensure a strong connection to Italy.it. About 4 million euros will be invested in the international digital ecosystem with international cross-media campaigns, always with the goal of increasing traffic on the Italy.it portal.

Collaboration with the Armando Testa agency for the 2023 campaign, Cam il mondo del bambino (the world of children) focuses once again on creativity, and this time it exploits the potential of artificial intelligence.

The new campaign concept is “Cam into my world” where the brand name this year gives the thumb up to entering a truly visionary world, the world of children’s imagination!

Youngsters dream of incredible things, they imagine worlds where everyone would love to live.  And the Cam il mondo del bambino campaign lets all adults to look at the world with the amazing innocence that only the very young enjoy.

The project is the result of stories and words from children of different ages. Thanks to an AI programme visionary scenarios of great emotional impact have been created.

The publication of the 2023 catalogue, which will be distributed in more than 70 countries around the world, marks the first step of the campaign. And that’s just the beginning. Let’s get ready!

Credits:

Client: CAM S.p.A.

Director of Marketing and Communication: Monica Rho

Agency: Armando Testa

Executive Creative Direction: Georgia Ferraro, Nicola Cellemme

Creative team: Luisa Codispoti, Maria Meioli, Roberta Campagna

Account team: Carlotta Paterlini, Irene Maria Albano

The new TV Biopoint campaign is on air, to discover the innovative effect of hair lamination.

When our hair is brittle, damaged and dull we don’t like to show it off. We prefer to tie it up or hide it with scrunchies or hats, trying not to draw attention to it or ourselves. 

But rediscovering healthy, full-bodied hair that shines with new brightness and reflects a new mood – just like the surface of a mirror – takes just a moment, with the new Biopoint Hair Lamination treatment.

This concept forms the basis for the new Sodalis Group TV campaign – conceived and developed by InTesta (Armando Testa Group) – for the innovative and exclusive professional hair lamination treatment.

Hair lamination is a treatment to repair and renew your hair that is all the rage among celebrities all over the world and today it has finally arrived in the homes of every woman, offering the same professional result as a salon in a few simple steps. Shampoo, Reconditioning Mask, Laminating Serum and Crystal Sublimator Gel are the 4 steps in the Biopoint Hair Lamination programme to ensure that your hair immediately is brighter and more luminous, full of reflections and visually more beautiful because it is perfectly sealed and thicker.

The video was directed by Senio Zapruder and stars a beautiful girl with glorious brown hair, moving around in an abstract setting, with shades that bring to mind the colours of the packaging. The camera revolves around her, and with rapid movements and plays of light it showcases her hair: shiny, glossy, 3D mirror effect.

Mirrors are highlighted mainly because one of the most obvious results is the “mirror effect” the product has on your hair, right from the very first application. But that’s not all: mirrors are also the visual metaphor that best emphasise the multiple benefits of the product: hair 4 times more hydrated, 7 times better repaired and 7 times shinier.

And for the more curious consumers, Biopoint has also created a practical kit with four mini sizes to try the complete treatment so that you can be won over by its wow effect.

The 20’’TV ad is on air on   all broadcasters along with a digital compaign with shorter cuts for social media.

CREDITS:

• Agency: InTesta – Armando Testa Group

• Executive Creative Directors: Nicola Cellemme, Georgia Ferraro

• CreativeTeam: Chiara Panattoni, Carlotta Gilardi

• Client Service: Laura Alberti, Giulia Bresciani

• Production Company: Albatros Film

Mottura S.p.A., an Italina compnay and leader in the international market of curtain systems, has entrused Armando Testa by direct assignment, with the new communication campaign aimed at celebrating the excellence of the brand.

The creative concept of the campaign focuses on two fundament features: on the one hand the experience of the comapny which has been committed to providing Italians with high quality curtain systems for sixty years; and on the other, Mottura’s innovative solutions for sun protection, satisfying energy saving needs for consumers who are more sensitive to such issues today than eve before.

To celebrate the anniversary in grand style, a memorable claim has been created with a touch of irony: “For 60 years the Italian company that makes TENDEnza”, accompanied by an equally iconic visual which emphasises the brand’s  top class Italian DNA.  

Since 1963 Mottura has been dressing the windows of Italy and the world (in over 70 countries) with a wide range of curtain systems made to measure by master craftsmen. Technology and design combined to ensure excellent performance in terms of sun protection, resistance to temperature, humidity and atmospheric conditions, ensuring a reduction in energy costs.

And the press subject “Enjoy your oasis of comfort” focuses precisely on the sensitive issue of expensive energy costs, focusing on how  Mottura curtain systems can ensure a reduction in energy costs of up to 70%, guaranteeing excellent performance in terms of sun protection, resistance to temperature, humidity and atmospheric conditions.

In addition to the press campaign, planned for the main furniture and interior design titles, the Armando Testa agency has also created and planned digital presence with impactful video and banner formats and a new storytelling approach for  Facebook, Instagram and Pinterest social editorials that aims to describe the brand, its products and the values that make it stand out.

Strategy and media planning managed by  Media Italia, also selected by direct assignment.

Credits

Cliente: Mottura S.p.A.

Marketing Manager: Camilla Lovera

Agency: Armando Testa

Creative Direction: Jacopo Morini, Fabiano Pagliara

Creative team: Sarin Demirdjian, Francesca Graziani

Chief Innovation Officer: Alessandro Peroncini

Client service: Giovanna Farè, Gabriele Nolfo

Media: Media Italia

In addition to the TV ad, Victoria Cabello will also host “NiceJob!” for Humangest. With an irreverent format and ironic tone of voice it will answer the most pressing questions concerning the world of work.

Each episode will feature a guest from the world of entertainment who will complete their CV, providing unexpected anecdotes and reflections on the world of work.

Humangest, Employment Agency of the SGB Humangest Holding, Group specialized in human resources selection, gamification, recruitment, international mobility, training, outsourcing, logistics and payroll – has chosen the leading agency in the advertising sector Armando Testa for their new campaign featuring the claim “La differenza è nel talento”, (The difference is in the talent) which has been on air since Saturday 1st April.

The world of work has wide ramifications and abounds with questions, from both jobseekers and those offering positions.  Different job sectors and company vacancies all conceal dreams and passions, but also training and career paths that, in a way which might be rapid and direct or not, can lead to results.  Above all for those embarking on searching for a job for the first time, their doubts, uncertainties and curiosity generate questions, that often go unheard. In this context, companies need to communicate their needs in order to ensure efficient matching with candidates. 

This is the background for the new Humangest campaign. Broadcast for the first time on Saturday 1st April on Dazn, the 15’ ad will air for three months on the main TV channels, Radio, Digital and Social, including Sky TG24, TGcom24 and Radio 24. Humangest has invested an amount of more than 1 million euros for the media planning of the entire communication campaign.  

«The Humangest 2023 marketing campaign represents a quality leap with respect to the past with investment aimed at reaching as wide an audience as possible and successfully increasing the visibility of our brand.    Engaging, intriguing and building loyalty -both individuals and companies- is key to forging new relationships and strengthening existing ones; that’s why we decided to use the most effective channels and tools, as well as great professionals from the world of entertainment», comments Gianluca Zelli, CEO of SGB Humangest Holding. «The new Humangest claim featured in the campaign “La differenza è nel talento”, (The difference is in the talent) summarises the mission and values that drive us to work with passion, every day, in order to foster everyone’s talent and find the perfect match between supply and demand».

Victoria Cabello, voice and face of the new campaign, will also host the talk show “NiceJob!”. The new format from Humangest – which will run on the company’s social channels, with the first episode planned for 19th April – it aims to tackle the most topical issues concerning the world of work, in an engaging and genuine way, thanks also to contributions from “out of the box” guests. Famous personalities with successful careers will be interviewed to explain how they started off, how they took their first steps and what their CV would look like today if they had to complete it.  Doing this, among the witty exchanges and light-hearted chats, many answers will be provided for the questions candidates ask, thanks also to the examples of those who have been successful in their work.

«“Work and talent are an inseparable pair, and with Humangest we explored this theme using pop language that sounds a lot like me. I enjoyed filling in the CVs of these really amazing characters who have made history. Completing my own CV today? Well, that’s just what I imagine hell would be like! », declares Victoria Cabello, testimonial of the campaign and host of the NiceJob! format.

The campaign and the NiceJob! format were conceived and developed by the Armando Testa agency, who will also manage the selection of the guests for the talk show and recording the episodes, to be directed by Augusto Storero and produced by Armando Testa Studios.

«Like this we completed the CVs of personalities form the world of entertainment», comment Jacopo Morini and Fabiano Pagliara, Creative Directors from Armando Testa. «Being able to work with such an authoritative client was great, and in a such a “serious” sector as that of employment, they let us give a pop and entertaining slant to the communication».

The entire ad can be viewed on the Humangest site at the link: www.humangest.it/index.php/human-news/879

Credits Armando Testa Group:

Creative Direction 

Jacopo Morini and Fabiano Pagliara

Client Direction 

Carlotta Paterlini

Production 

Armando Testa Studios

Director

Augusto Storero

Perugia April ‘23 – Perugino emerges furtively from his famous painting “The Adoration of the Magi” which is in the National Gallery of Umbria in Perugia, then he sets off towards the exit  to discover  all the beauty in the cities and villages of Umbria: the campaign to promote tourism in the Region of Umbria is starting again,  and this time, “the finest Maestro of Italy” in person, is the one who will promote the spring season with a new ad created by Armando Testa, airing on TV from 2 April.

The film opens in one of the most beautiful rooms of the National Gallery, from where Perugino sets off, once in the streets, he volunteers to be an unusual guide for a couple of tourists, out to discover the beauties of Umbria.

The frenetic journey of the threesome touches on places that are close to the heart of the great artist: from Città della Pieve to Trasimeno, from Panicale to the waterfalls of Marmore Falls. A sequence of spectacular villages, breathtaking landscapes and masterpieces. All the ingredients to ensure that a holiday in Umbria is an unforgettable experience.

The ad closes with an invitation to “Vivere l’arte con nuove emozioni” (Experience art with new emotions) and the historic pay-off “Umbria. Cuore verde d’Italia”. (Umbria. The Green heart of Italy).

The communication campaign includes a rotation of three 30” subjects. In the final part, they photograph different sites to show everything that makes up the panoramas in Umbria. From May, the journey will feature additional areas in Umbria as a backdrop.

Produced by Armando Testa Studios and directed by Luca Grafner; media strategy by The Gate Communication.

Credits:

Client: Region of Umbria

Agency: Armando Testa

Creative Direction: Raffaele Balducci

Creative team: Raffaele Balducci, Daniele Bona

Client Service: Giovanna Farè

Production Company: Armando Testa Studios

Executive Producer: Raffaele Romano

Producer: Chicco Ronchetti

Director: Luca Grafner

Music: Opera Music