Starhotels, the leading private Italian hotel group for 4 and 5-star hospitality, has chosen the Armando Testa agency via direct assignation, for its new communication strategy.
The company has 30 hotels for a total of over 4200 rooms as well as luxury residences located in the heart of the top-class Italian destinations, and also in London, Paris and New York.
In addition to developing the brand’s new communication strategy, the Armando Testa agency will also manage reviewing the brand identity and building a communication platform on different touch points.
“Thisis a historical moment of great growth and evolution for Starhotels, I am pleased to start collaborating with Armando Testa. We identify with the founding values of the agency: a success story that has gone on for generations, synonymous with the excellence of Made in Italy” declares Elisabetta Fabri, President and CEO of Starhotels. “I am confident that Armando Testa will be able to grasp and predict market trends, contributing to the greater recognition for and repositioning of our brand in Italy and abroad.”
”We have finally emerged from the pandemic and the leisure and business market is recovering, so what better time to support the number one Italian hotel group and contribute to the great dream of representing the art of Italian hospitality throughout Italy and abroad” comments Marco Testa, President and CEO of Armando Testa. “We are happy, but above all driven by the that healthy Italian pride we can take in writing another success story together with Starhotels!”
Simplicity, freshness and tradition have always been what makes Gingerino stand out. This original aperitif from Triveneto is communicating once again right in the area where it has its origins with a radio and outdoor campaign created by the Armando Testa agency.
Straight or with wine, in Triveneto they drink Gingerino, runs through the campaign like a mantra, to express the strong bond between the brand and Triveneto on the one hand, and the classic drinking ritual on the other.
Exactly so, because throughout Triveneto Gingerino represents a real ritual to enjoy at any time of the day, at a bar with friends or at home with the family.
The result is a light sparkling communication just like the soul of the product. Each radio subject is a fun quote from the city being mentioned. One above all the others, Verona: “Gingerino, Gingerino why are you Gingerino even if you have wine inside? – Because it’s always me, Gingerino!” recites the radio ad.
Oltre al periodo primaverile, la campagna animerà il Triveneto anche in estate, nei mesi di giugno e luglio.
The radio campaign will run on all the main radio stations in Trentino, Veneto and Friuli Venezia Giulia until 9 April, with a schedule to make you smile and really make you want to stop and taste it or buy it.
Gingerino outdoor featuring its iconic cap will also run until 9 April in Venice, Vicenza and Padua. In addition to the spring period, the campaign will liven up Triveneto in the summer, in June and July too.
GranTerre was created by bringing together Grandi Salumifici Italiani and Parmareggio. This is the only large Italian company that combines together excellence in cured meatsbrands and mature cheeses brands namely Parmareggio, Teneroni, Gran Tenerone Senfter and Liberamente. A marriage of knowledge and skills that aims to provide consumers with all the flavours of the typical products from different regions, and a great dream for the future: to become the reference point for the gastronomic excellence of cured meats and cheeses.
The new group, GranTerre organised a tender to assign all communication initiatives and this was won by the Armando Testa agency, already a partner for the Grandi Salumifici Italiani brand. The creativity of the multimedia campaign uses an immediate and memorable symbol to showcase the wide range of flavours, varieties and specialities: a chopping board. Thechopping board of quality delights. It stands out in the symbolic GranTerre valley, and represents the coming together of the excellence of the individual brands, showing not only the fine cured meats and mature cheeses but also their history, and their exclusively Italian skill and know-how. The chopping board is an icon of a land without borders, above it there is a farm house, the heart of craftsmanship and home of the people who work hard in the fertile and generous GranTerre lands.
The chopping board holds the whole communication together. It starts off on TV with two commercials, one dedicated to Grated Parmareggio and the other to Gran Tenerone, where the protagonists welcome us to GranTerre, inviting us to discover the top quality of two of the delights on the chopping board.
The idea this heart of excellence is further emphasized by the soundtrack: Grande Grande Grande by Mina, a classic Italian song, reworked and specially resung by the music production company “Quiet,Please!”
The campaign will be on air from 5 March on main TV channels, Radio, Digital and Social media.
Do we really need so much light when you can see the most beautiful things even in the dark?
The new Pan di Stelle project “Less light, more Dreams” kicked off yesterday. It was created thanks to the collaboration between the Pan di Stelle Marketing and Digital team and the strategic and creative team of the Armando Testa Group.
The Pan di Stelle love brand is now appreciated by 10 million families in Italy, and has always had a mission: to
nurture the ability to dream every
day, encouraging everyone, especially children, to believe in and follow their
dreams.
“Less light, more Dreams
was created to blend together the story of dreams with a concrete, extremely topical
theme, like paying attention to the environment and saving energy, to spread
the culture of making important ethical choices in terms of
sustainability” explains Chiara
Pisano,Marketing Director Pan di
Stelle.
At a time when we hear more and more talk about saving
energy, the project stems from a natural instinct: “Dimming or switching off the lights, even just for 10 minutes
every evening – comments the Armando
Testateam – is effective not only for saving energy that’s good for us and for
the planet, but more than that, it is a small gesture that lights up the most
powerful energy we have: being able to dream and our imagination. We discover
that as we dim the lights we amplify our senses, making it easier to feel closer
together, that listening to a fairy tale becomes even more magical, increasing
our ability to imagine, to remember and to concentrate. And of course, we can rediscover
the marvels of the starry sky”.
Eleven children– eleven like the stars in the Pan di
Stelle biscuit – will launch the project “Meno luce, più Sogni”
“Less light, more Dreams” with
a 30″ film directed by Matteo Sironi and produced by BRW with planning on digital and social networks.
We’re so accustomed to keeping everything switched on,
the lights in the house but also the light devices that are always with us,
that not only are we missing out on the sky, but we are losing our ability to
imagine and the power of dreams that we get when we dim the lights. And
the words of the children, as they pass the Pan di Stelle star to each other like
in an ideal relay race remind us of this.
A series of digital and social posts and a dedicated landing page run parallel to the film. They were created in collaboration between Armando Testa’s Digital Unit and I Mille – and they explore the themes and benefits, particularly emotional and inter-personal, of using household lighting less and in a more and conscious way.
An editorial plan destined to evolve over the next few months includes multiple contents, such as the launch of the Pan di Stelle Pyjama Party, also in “Less Light More Dreams” mode.
The graphic symbol of the
project is the large star-moon featured
in the latest Pan di Stelle campaign “Dream, it’s delicious” and
which here is transformed into a symbolic dimmer
switch, with the light becoming less intense as it turns.
Lines has redesigned the wings of their new Seta Ultra and so has become a pioneer of a long-awaited innovation. The “perfectly interlocking wings” feature in the new integrated campaign, on air since 22 January created by Armando Testa.
Milan, 24 January 2023 – Lines, the Fater brand, has pushed innovation by creating the exclusive sanitary pad with “perfectly interlocking wings” that fit together without overlapping. The distinctive features of the new Lines Seta Ultra are that the pads are much easier to use and remove with maximum adherence to panties.
“Listening to women’s needs and being by their side in everyday life is what Lines has always been committed to – comments Ione Volpe, FemCare & AdultCare Marketing Director of Fater – That’s why we are constantly developing innovative and increasingly efficient products, such as Lines Seta Ultra with Perfectly Interlocking Wings. Furthermore – continues Ione Volpe – we’ve collaborated with young artists for the restyling of the pouches in order to keep the dialogue on gender stereotypes alive and fight taboos of menstruation and sanitary pads as something to be hidden away .”
This innovation was the source for the idea of the new omni-channel campaign created by the Armando Testa agency. Creativity starts off from a simple human truth we can all identify with: there are certain things in life that should never come together. Like, for example, pizza margherita and pineapple, your new vegetarian boyfriend and grandma’s turkey for Sunday lunch or the wings of a sanitary pad, and that’s a fact. William9 was the director behind an authentic story and with a distinctly ironic tone of voice, which succeeds in presenting the problem from a unique perspective and introducing the solution in a fresh and pop way, also thanks to the innovative 3D demo dedicated entirely to the new product feature, the unique design of the wings.
“Lines has always been an innovative brand that lets you work creatively in a strong and strategic way – comments Georgia Ferraro Executive Creative Director of Armando Testa. And today, product innovation is very important in your life when you’ve got your period so creating a modern and bold campaign was even easier for us. We had fun devising an integrated digital, social and TV project where not only our young target could recognize themselves, but which was also able to bring a smile thanks to its fresh and ironic tone.”
Lines will showcase the new graphics of the pouches for this important innovation. They were designed by Francesca Gasparri, a young designer who won a competition promoted by LINES for the main Italian design schools and their students.
The campaign was planned by Media Italia and produced by Mercurio. It is developed in two 20″ TV subjects, airing from January 22nd, which join a digital and social campaign conceived from a native perspective for Spotify, Meta and Google platforms. Furthermore, on TikTok, the concept will be enriched by original contents from the Gemels (@legemels).
Credits
Fater Marketing Team – Lines
General Manager: Antonio Fazzari
FemCare & AdultCare Marketing Director Fater: Ione Volpe
Head of Marketing Pads&Tampons: Mariaelena D’Ippolito
Brand Manager Lines Pads: Mariana De Simone
The new Ypsilon Range, even more connected, even more efficient and even more stylish.
“Tech à porter. Wireless technology. Uncompromising elegance.” That’s the claim of the communication campaign dedicated to the new Lancia Ypsilon Range. It describes how technology and elegance blend together and are embodied in the new model in perfect Lancia style. The actor Cristiana Capotondi, the brand testimonial, stars in the ad. She faces everyday life on board her Lancia Ypsilon, being ever more connected, efficient and stylish thanks also to her “friendly” travel companion: a red “E. Marinella by Lancia” bag. In a musical crescendo, the ad, along with 4 short videos, describes some moments in a “typical” day in city traffic, highlighting the winning features of the new car, even in the most unpredictable situations. Developed for TV, print and digital, the communication campaign was created by the creative agency Armando Testa, the ad was directed by Ago Panini, production company Movie Magic, with soundtrack by the maestro Flavio Ibba.
The record-breaking Lancia Ypsilon achieved the best market share in its history in 2022, consolidating its leadership in segment B for the fourth consecutive year.
Guida Gallo which offers an journey visiting masterpiece dishes created by great Italian and international chefs, is now available online too.
Riso Gallo, together with the Armando Testa agency, has selected ten recipes from the 11th edition of Guida Gallo and collated them in a digital extract entitled “da Guida Gallo: le tue Feste Gourmet”. (From Guida Gallo: your Gourmet Feasts)
This is not only a recipe book with masterpiece dishes ideal for Christmas menus, but also a way to enhance and ensure the hard copy Guide, a great reference for the world of gastronomic publishing, has contemporary look.
A specially designed section on the Riso Gallo website is dedicated to the extract. The visual identity remains consistent with the aesthetics of the Guide while, at the same time, adapting to the digital context: an interactive path through masterpiece recipes, with a simple and intuitive journey.
The ecosystem designed by Armando Testa includes several touchpoints: social PR activation involving the Chefs as ambassadors of the Guide, the new section as a digital hub and collection of recipes and, finally, a DEM marketing campaign with a drive-to-website perspective. A complete environment integrating an important editorial project with a totally new way of using it – a perfect example of a phygital ecosystem.
The project has been online since 21st December, and it will be supported by social content published on Riso Gallo’s digital properties.
This is what the up-to-date version of the tradition of this itinerary of taste, started in 1998, looks like.
CREDITS
Armando Testa
Executive Creative Direction: Michele Mariani
Digital Creative Direction: Gabriella De Stefano, Paolo Fenoglio
Creative team: Dario D’Angelo, Daniele Bona, Laura Celli Volta, Laura Guida, Matteo Cattaneo
Chief Innovation Officer: Alessandro Peroncini
Tech Lead: Marco Savoiardo
Front-end Developer: Alessio Cracchiolo
Account and Project Managers: Gina Graci, Federica Cartocci
Vecchia Romagna presents their new project “Maestri di Emozioni” (Masters of Emotions), branded content in 3 (three) episodes available on Corriere della Sera’s digital platform
The project, conceived by the Armando Testa agency in collaboration with CairoRCS Studio, describes how talent and know how produce unique emotions.
In a series of three episodes three Maestri di Emozioni talk about their skills, their secrets and their passions as they sample three prestigious Riserve of the Vecchia Romagna range.
Federico Buffa, Italian journalist and writer acts as their host with all his charisma and storytelling passion he accompanies the viewers along an emotional journey traversing the lives and careers of the grand masters.
Marco Tardelli, star of the 1982 Italian National football team, reveals all the emotions contained in his iconic exaltation during the World cup with a shout that has passed into history;
Giuseppe Vessicchio, the best loved orchestra conductor from the Sanremo Festival, takes us with him through a story made up of notes and harmonies: a lifetime dominated by music;
Iginio Massari, the greatest Italian Pastry maker in the world, explains how searching for perfection makes each of his creations unique.
Three Maestri all share passion which they convey in their work, just like Vecchia Romagna which, since 1820, has combined Italian know how in the world of spirits with the ability to experience intense emotions.
Each interview is dedicated to one of the references in the Vecchia Romagna range: Riserva 18, Riserva Tre Botti and the famous Etichetta Nera.
Each phase of the project was managed by Armando Testa Content, the branded content unit of the Armando Testa agency, with creative direction from Jacopo Morini and Fabiano Pagliara and by CairoRCS Studio, the branded content unit of CairoRCS Media, exploiting their creative, digital and strategic skills. The integrated campaign also includes contents dedicated to social media, for which purpose developed expansion was also created.
Production: CairoRCS Studio. Social Agency: Hub09. Media Planning by Wavemaker.
Credits
Client: Montenegro Group
Marketing and New Businesses Director: Gianluca Monaco
The new Riso Gallo commercial has been on air since 18 December. Created by Armando Testa it is dedicated to unique wholemeal Basmati, Black and Red rice from sustainable agriculture.
The histrionic Rooster, the traditional testimonial of the brand’s most fun campaigns is the star of the animation once again. Forming a heart with his fingers, the gesture which closed the 2021 commercial for the line of sustainable whites, he immediately declares his love for the environment, taste and all the well-being to be found in Red and Black Riso Gallo Basmati rice dishes.
The Rooster duplicates himself to reinforce his words: the screen is divided into three, recalling the 9:16 format typical of instagram stories, we can see a Rooster picking ears of rice, a second Rooster smelling a plate of Basmati and a third busy jogging. The coloured backgrounds, an absolute first in the Gallo campaigns, accentuate the lively pop character of the animation.
While presenting the complete line, once again we see just one Rooster, like the format of the screen. In this final scene we discover the characteristics of the rice varieties in the Line: the fragrance, goodness and sustainability, unique qualities that make them irresistible, “to be loved grain after grain”.
The commercial is on air on TV and digital in a 15″ cut, and it is supported by a display campaign and social content, always with the unmistakable free-range and appealing “look” of the Rooster and always with the Creative Direction of the Armando Testa Agency, partner of Riso Gallo also for all Italian digital assets and for Global coordination since 2022.
Milan, 30 November 2022 – The corporate campaign “Ten Calls” created by the Armando Testa Group, and running on film, radio and the press tells the story of Telefono Azzurro’s 35 years of activity supporting kids and young people.
The message focuses on Telefono Azzurro’s daily commitment and invites people to reflect on the inevitable emotional difficulties experienced by the people working and responding promptly every day. The number of telephone calls and requests for help on all platforms the non-profit organization actually manages amounts to around 3573 cases in a year. This sizeable number is destined to increase due to the long-term effects of the pandemic.
“Over the years as the Armando Testa agency we have had the privilege of working with Telefono Azzurro on a number of occasions. We know how serious they are, their social outreach and constant commitment over the years. We were looking for a different way to tackle the problem for this campaign. Rather than describe the disadvantage of those who need support, we decided to focus attention on the emotional impact of the people who have to respond to constant pleas for help every day. On how important it is to do that in a sensitive way, to be helpful and listen carefully. These are values that Telefono Azzurro has been putting into action for 35 years” explains Michele Mariani, executive creative director of Armando Testa.
So, the 30” TV commercial features a boy jogging. It looks like a normal workout on a normal Sunday morning, even if, from the very first seconds, the dystopian setting immerses us in a metaphorical narrative. The boy is wearing headphones, listening to music, he’s running along in between buildings, then he climbs the steps of a showground in the outskirts of town when a child suddenly interrupts his run and his music.
We don’t know where he’s come from or what he is doing there, but his question, so simple and direct, strikes the guy and all of us: “Will you help me?”
The adult inevitably feels disoriented and troubled. Exactly as anyone of us would feel in the same situation. And the voice-over message clarifies: “If a child asking for help troubles you, imagine what ten feels like”. At that point the shot widens out and nine other children appear, while the corporate message explains the commitment of Telefono Azzurro: “Ten pleas for help every day for 35 years”.
The press ad also features the key frame of the commercial, with the ten children sitting on steps, an example of a plea for help that the operators receive every day, next to them. The radio ad, on the other hand, is a single plea consisting of ten voices. A mash-up that, in an unsettling way, presents us with the daily commitment of Telefono Azzurro.
“35 years of listening, dialogue and continuous intervention to defend the rights of minors means we have become aware of countless situations of difficulty and serious problems and have understood their needs. 35 years of concrete, professional and sensitive help for children and young people who have been victims of abuse and violence. 35 years at the service of the community taking charge of over 120,000 cases reaching the three lines that Telefono Azzurro currently manages. The numbers and victim impact statement collected by the Telephone AzzurroListening Centre speak for themselves. Even if the drama of the pandemic, at least at an emergency level, seems to be diminishing and everyone is more concentrated on the post-emergency and getting back to a new normality, children and young people are experiencing more distress. The dramatic data regarding violence and abuse, with a noted increase online, confirms this. We’ve now reached the most complex moment, the period when such problems are no longer the focus of attention in current affairs, but continue to constitute a source of anxiety for young people. We hope that this campaign will raise awareness among institutions, companies and civil society of the urgency of specific interventions to support children so that our organisation can continue listening” said Professor Ernesto Caffo, President of Telefono Azzurro
Regarding abuse, in the first ten months of 2022, Telefono Azzurro, by way of the 114 Childhood Emergency Service and the 19696 Listening and Consultancy Service, actually handled 231 cases relating to offline and online abuse and exploitation, an average of over 23 cases handled per month. In detail, there were 180 related to offline (mainly touching and harassment), while 95 related to the online, making a total of 275. Each individual case handled can actually involve a number of complaints related to both offline and online abuse and exploitation and, likewise, every single child helped may have been involved in situations of prejudice both offline and online.
In line with the historical data of the Foundation, the identikit of the child victim of offline sexual abuse and exploitation is predominantly female, in the 11-14 age group (pre-adolescents) and victim of abuse within the family; the scenario changes in the case of online sexual abuse and exploitation, when the victims remain predominantly female, but of a higher age group, i.e. adolescents over 14 and typically victims of strangers.
With executive creative direction from Michele Mariani, the creative directors Federico Bonenti, copy, and Andrea Lantelme, art, created the campaign for Armando Testa. The production company was AT Studios and director Maria Guidone. The press campaign was created by the photographer Marco Pignatelli.
The radio and online TV ads were created by Sample Milano, with the corporate voice from Tamara Fagnocchi.
The Armando Testa agency and all the professionals involved worked pro bono.
Before the “Ten Calls” campaign Armando Testa also developed the experimental social activation “L’Ora del Silenzio” (The Hour of Silence).
Telefono Azzurro’s goal in this project was to underline the value of silence to encourage dialogue between generations, inviting internet natives to lower the background noise surrounding us every day. Some influencers even changed from creators to listeners for a few minutes, sharing silent content and inviting their followers to make this action, as simple as it is powerful, become viral.
