Author: admAT

Angelini Pharma has always been committed to treating the symptoms of a cold, and they are now launching a new product on the market in practical sachets which can be taken without water: Tachiflutask. 

The creativity is once again by their historic partner Armando Testa, and it has a twofold objective: to reposition a historic brand, which is well-established in consumers’ minds, with its Tachifludec version and to emphasise the novelty of this on-the-go solution. It does this by playing on the similarity between the sound of a sneeze and the name of the product: Ecciù-Tachiflu becomes the common thread uniting all the various pharmaceutical products, first Task and then Dec. 

On the one hand the claim a portata di task (within reach of an “atchoo”), brings to mind the name of the new product and on the other it conveys the practicality of having a sachet that you can always carry around in your pocket, so as not to be caught out unprepared when flu symptoms occur.

The launch of Tachiflutask is also an opportunity to capitalize on the brand using a new sound logo at the root of the “Tachiflu” family and common to the range of products, making it memorable and recognizable. And it is also an opportunity for distinct positioning for these products. A different instrumental arrangement and mood depending on the pharmaceutical form will accompany each product. 

The creativity for the new launch, in 20″ and 15″ formats, has been on air on main television channels and on the web since November 27th. A more elaborate version with a “tail” dedicated to Tachifludec’s iconic “warm cure” will be added. The campaign was produced by AT Studios and directed by Giorgio Neri.

Credits:

Executive Creative Directors: Nicola Cellemme and Georgia Ferraro

Creative Team: Cristina Macchi and Chiara Demichelis

Client Service: Raffaele Reinerio and Chiara Bonet

Production Company: AT Studios 

Director: Giorgio Neri

Tingling in the throat is typical when we move from autumn to winter, often causing irritation and fear. The first symptoms can jeopardise our enjoyment of carefree days out together. This is where the new Tantum Verde Antiseptic lozenges come into play, to tackle a sore throat and that annoying stinging tingling, getting rid of our worries. The iconic symbol of these first seasonal symptoms is a cactus-scarf that focuses on a sore throat, when it starts to sting.

The creativity by Armando Testa for Angelini Pharma is airing on the main television channels and in digital format.

The film features a family in the park experiencing a cold day in late autumn when their father’s sore throat becomes a cause for alarm. The scarf he’s protecting himself with, turns into something else, bringing to mind the image of a cactus covered in curious thorns. His wife promptly suggests a smart and ready-to-use solution: Tantum Verde Antiseptic lozenges which act quickly even when out of home, letting anyone who feels their throat tingling start enjoying the day again with no worries. A 3D demo shows the effectiveness of the lozenges. Thanks to their antiseptic action, they tackle sore throats giving rapid pain relief. Indeed, at the end of the demo, we see the family enjoying their return home: the father is relaxed and his scarf has finally got rid of the irritating thorns we saw earlier. 

The warm and empathetic direction by Federico Brugia makes the tone of the film both captivating and reassuring. Produced by AT Studios.

Credits:

Executive Creative Directors: Nicola Cellemme and Georgia Ferraro

Creative Team: Mariacarmen Ranieri and Marcello Maiorana

Client Service: Raffaele Reinerio and Chiara Bonet

Production Company: AT Studios 

Director: Federico Brugia

This year too, the Armando Testa agency is offering pro bono support for the initiative In Farmacia per i bambini. (In pharmacies for kids) Now in its tenth year, this activity is promoted by the non-profit organisation Fondazione Francesca Rava-NPH to raise awareness of the rights of children and collect OTC medicines, baby food as well as paediatric products for kids suffering from health poverty.

This year, the foundation is inviting people to donate medicines from November 18 to 25. Over time they have achieved extraordinary results, which prompted the agency and the Foundation to organise this virtuous circle once again.

Literally a circle since the TV spot features a domino chain of medicines, a real chain of solidarity reaching out everywhere, spreading help. The exceptional testimonial of the initiative is once again Martina Colombari, who has always furthered the work of the Foundation.

The campaign will be developed for TV, press, social media and radio.

The ad was shot by an excellent team who offered their help to the Fondazione pro bono, including the director Federico Cambria, DOP Eleonora Castiello and production company Akita.

Shots for the press campaign by photographer Lorenzo Palizzolo.

Shot on location in the Ambreck pharmacy in Milan.

Credits:

Agency: Armando Testa

Executive Creative Directors: Nicola Cellemme, Georgia Ferraro

Creative Team: Luisa Codispoti, Roberta Campagna

Account Service: Loredana Ambrogi, Irene Maria Albano

Production Company: Akita

Executive producer: Davide Rizzi

Producer: Sonia Sassella

Director: Federico Cambria

DOP: Eleonora Castiello

Director of Production: Komlan Ahianvi

Post production: You Are

Photographer: Lorenzo Palizzolo

Radio: Top digital

After 500 years Salomone and Eritrea “escape” from the fresco by Perugino, “Eterno tra Angeli, Profeti e Sibille”, conserved in the Collegio del Cambio in Perugia. Perugia’s Winter colours and flavours help us to enjoy the fun of their elopement: 

there’s poetry, culture, refinement and charm in the original creative idea developed by the Armando Testa agency for the new promotional campaign for winter tourism in the Region of Umbria, airing from 13 November until the end of December on TV, in the press, radio and web. 

The creative idea draws inspiration from the celebrations for the 500th anniversary of Perugino’s death, one of the Master’s most famous works features at the very heart of the campaign: The Prophet and the Sibyl have secretly escaped from the fresco that adorns the audience hall of the Collegio del Cambio in the capital of Umbria. Like normal contemporary tourists, they wander around the villages and the natural landscape of the Cuore Verde d’Italia until dawn. But their gaze is mesmerised as they rediscover a profoundly changed world, yet one which has always appreciated the intertwining of the “old” and the “new”, tradition and innovation.

After a night of enjoyment and discoveries, savouring flavours and experiencing all the emotions that a trip to Umbria can give, the two “art-house” testimonials of the campaign return to their places in the fresco, while the concerned yet knowing guard looks on in disbelief. 

While witnessing this harmless and amusing escapade, the viewer gets a glimpse of the region, and has the time to appreciate the cities of art, music, cuisine and nature. A voice-over tells us that “in Umbria you can experience history with new emotions”. 

The payoff “Umbria. Cuore verde d’Italia”, gives a perfect summary of the identity of the region, and closes the 4 commercials, produced in 30″ format.  The final part features images of different areas to show the whole of the Umbrian landscape.

Produced by the Armando Testa Studios and directed by Federico Brugia; media strategy by The Gate Communication.

A preview of the video was presented to representatives from trade associations, during which, Councillor responsible for Tourism in the Region of Umbria, Paola Agabiti, highlighted the decision to spread “both national and international tourism promotional campaigns for the area, throughout the whole year avoiding a concentration only in the summer and autumn period”.

With that goal in mind, as well as the video airing for three weeks from 13 November, other “windows” dedicated to Umbria will be included in a number of television programmes, so ensuring coverage until March and April when the new campaigns will be launched. 

The key event bridging 2022 and 2023 is “L’anno che verrà”, the programme scheduled for prime time on 31 December live on Rai 1, hosted by Amadeus features musical guests and showbiz celebrities. 

As already mentioned during the official announcement, the event offers a unique opportunity to promote the entire region.  It will be produced in partnership with the Region of Umbria, which expressed great enthusiasm and offered support, and in collaboration with the Municipality of Perugia.

Credits:

Client: Regione Umbria

Agency: Armando Testa

Creative Direction: Raffaele Balducci

Creative team: Raffaele Balducci, Daniele Bona

Production company: Armando Testa Studios

Executive Producer: Raffaele Romano

Producer: Chicco Ronchetti

Director: Federico Brugia

Music: Opera Music

Media Strategy: The Gate Communication

• 

• 

• 

• 

Excellent sporting performance, all-round versatility and long-distance capability: Yamaha Motor Europe’s Sport Touring has never been so exciting.

The new campaign by Armando Testa focused on the Roads of Life segment, is addressed to people who know how to enjoy the road and experience passion to the full when in the saddle of the TRACER 7, TRACER 7GT, NIKEN, TRACER 9, TRACER 9 GT and the latest addition TRACER 9 GT+, with adaptive cruise control, unified braking system, radar and TFT screen.

Different models with different levels of performance, each guaranteed to generate thrills whatever the road surface. The 3 videos, one for each model, become real branded content and the stars are breath-taking landscapes, the best epic roads in the world, that all enthusiasts, sooner or later, just have to ride along.

So, the Roads of Life become itineraries, coordinates, maps: everything you need to experience and share incredibly exciting and adrenaline-pumping moments.                                                                                                                        

The multi touch point campaign developed for digital, social, print and catalogue pictures was created by Armando Testa and really proves that travel is not just movement but an adventure to be experienced with guidance alone or with friends.

Credits:

Client: Yamaha Motor Europe

Agency: Armando Testa Group

Executive creative direction: Nicola Cellemme and Georgia Ferraro

Creative supervisor: Sébastien Sardet

Client service team: Sascha van der Plas and Martina Conterio

Production company: Armando Testa Studios

Directors: 

Michele Sirigu (TRACER 7, TRACER 9)

Luciano Consolini (NIKEN)

Photographers:

Alessio Barbanti (TRACER 7, TRACER 9)

Luciano Consolini, Chiara Ludovica Quadrelli (NIKEN)

Colour correction and post production: BAND

Photo post production: Sara Lucchetta, Riccardo Corda

Music and SFX: Guido Smider

“Yes! We’re Open” is the title of the Lavazza 2023 Calendar, created by photographer Alex Prager, with creative direction from the Armando Testa agency.

A series of initiatives, always in collaboration with Armando Testa, followed the official presentation at the Milan Triennale. And there are more to follow.

The Lavazza Flagship Store in Piazza San Fedele was specially fitted with window decals and posters as were other prestigious coffee shops in Milan.

Domination on WeTransfer with the most expressive photos from the Calendar and the video-manifesto.

A campaign and various social activities to find out more about the project and the site.

This year’s site is even more special since it is dedicated not only to “Yes! We’re open” but also to the last ten years of the Calendar associated with sustainability and the projects from the Lavazza Foundation, using an “Easter egg” section, hidden in the shots by Alex Prager.

“Yes! We’re Open” is a universal message of inclusion and welcome, launched by Lavazza in the area it dominates i.e. coffee shops/bars.

Because a coffee shop is the most democratic place in the world, where prejudice has never existed, and labels never applied, where everyone is welcome.

And, according to Armando Testa and Lavazza that’s why we can read “Yes! We’re open” both on the door of a coffee shop and on the cover of the Calendar.

A sign that is much more than an invitation: a promise, a message of freedom and welcome which comes along at a historical moment of (re)opening of coffee shops after some difficult years.

The is the true positioning of Lavazza, accurately reflecting the values of this global brand which has been “open” since 1895.

For the creative concept, development and realization from Armando Testa:

Michele Mariani, Executive Creative Director

Federico Bonenti and Andrea Lantelme, Copy and art Creative Directors

Michela Repellino, Graphic Designer

Antonella Raso, Junior Copy

Ottavia Giola, Junior Art

For the digital part and creation of the site:

Gabriella De Stefano and Paolo Fenoglio Creative Directors

Marco Savojardo Chief Technology Officer

Maria Matarrese UX designer

Silvia Maistrello UI Designer

Antonio Pezzella Creative Developer

Luca Perli Motion Designer

Account Team and Project Management: Gina Graci, Francesca Romaldo, Federica Cartocci.

It’s called Friendship Calling and it’s Amaro Montenegro’s new 100% sound-based communication campaign, created by the Armando Testa agency with creative direction from Jacopo Morini and Fabiano Pagliara.  Airing on main networks (Rai, Mediaset, Cairo, Sky, Discovery and Dazn), the TV planning for the new ad runs to the end of December in cuts of 30’’ and 15’’. For the first time it is also featured on radio with multi-subjects. In a world full of noise what rings out loudest and clearest is the call of friendship: this is the underlying idea of Amaro Montenegro’s new integrated campaign which celebrates the brand values in an innovative way, making the iconic sound logo the star.

A lift opening, the distracted whistle from a taxi driver, a radio blaring out in a barber’s shop, a dream catcher tinkling under a veranda, the soundtrack of a videogame. They might seem like simple sounds, but they actually reproduce the six notes of the Amaro Montenegro sound logo: it is the call of friendship, the moment when you join your friends for an authentic celebratory drink.

The sound logo is a key asset for the brand, together with the famous pay off Sapore Vero, and once more it has become central to Amaro Montenegro’s communication, precisely at a moment when the exponential increase in sound-related touchpoints means that there are many more ways to develop innovative and creative content. 

Numerous purposely designed contents are also planned for the digital environment showing how central the sound element is, and developing it using the language ​​and grammar of the different platforms. The creativity designed to reach specific targets, is based on awareness and consideration objectives, and will be online on Netflix, Spotify, Meta and Youtube with impactful and engaging formats.

All contents were managed by the production company The Box, with Tommaso Bertè director for TV, and Manfredo Archinto for digital. Planning was managed by Wavemaker.

Credits

Client: Montenegro Group 

Marketing and New Businesses Director: Gianluca Monaco

Marketing Manager Core Brands: Daniele De Angelis

Brand Manager Amaro Montenegro: Marco Leonzi

Agency: Armando Testa

Creative direction: Jacopo Morini, Fabiano Pagliara

Creative team: Gabriella De Stefano, Paolo Fenoglio, Matteo Giachin Ricca

Social Media Manager: Fabio Cuscunà 

Production company: The Box

Executive Producer: Antonio Cappuzzello

Producer: Alice Crovato

Director: Tommaso Bertè

Director digital contents: Manfredo Archinto

DOP: Leandro Ferrao

Stylist: Ingrid Pastore

Art direction: Gaia De Marinis

Editor: Marcello Saurino

Colorist: Daniel Palluca

Musica: Smider

Media: Wavemaker

Yamaha Motor Europe has launched R125, the racing motorbike developed along the lines of the DNA of the Yamaha serie R.  The Armando Testa agency illustrates the R-World with an exciting, captivating video which uses the concept of connection to highlight all the passion for racing bikes: connection between who is riding a R125 and the bike itself, between the rider and track, the asphalt burning under the wheels and the rush of adrenaline giving unique thrills. 

And what’s more also the connection between the riders and their big dreams, aspirations and great international competitions. Using a double voice over, two voices (a male and female) recite in unison what attracts them to the bike and the passion they share. 

The campaign claim “R connection” focuses entirely on this irresistible magnetism and aims to establish R125 as a meeting point between two closely connected worlds. There are two variations of R125, for track and road. They provide a dynamic and engaging experience which embodies all the excitement for a younger target ready to put all their heart and power into overcoming personal limits, challenging time and obstacles. Thanks to the new integrated bluetooth system, connectivity plays an important role in the storytelling: an essential and innovative feature that lets riders record their own performance and improve it by pushing them to give their very best.

The creativity was entirely developed by Armando Testa.  Together with the in-house production company AT Studios they created an adrenaline filled passionate launch for Yamaha.

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

Client service team: Sascha van der Plas and Martina Conterio

Production Company: AT Studios

Director: Michele Sirigu

Color correction and post production: BAND

Photograher: Alessio Barbanti

Photo post-production: Sara Lucchetta and Angelo Trincone

Over the first ten years of life, the XMAX family was positioned as the best-selling range of Sport Scooters, and in 2017 it further strengthened its leadership in the European market with the introduction of the XMAX 300. Yamaha Motor Europe’s launch of the new 100% connected XMAX range for 2023 represents one of the most important steps forward in recent years in terms of Yamaha Sport Scooter design

The new campaign was designed by the Armando Testa agency and forms part of the Nothing but the MAX film saga, which began in 2021 with the video TMAX – Straight to the MAX: a series of independent stories inspired by spy and action movies to highlight the dynamism and modernity of the scooters through high intensity riding scenes.                                                                     The creativity for the global launch of the XMAX family was developed from the new design, in particular the new headlights that look like the shape of an X and come to symbolise the performance and style that riders can achieve aboard the XMAX .                                                       The hero of the film actually finds himself pursuing a series of mysterious Xs that appear along his path and that lead him to the end of his mission.                                                           The range boasts three main features: functionality, performance and design. That leads to the campaign claim, Follow the MAX, an invitation for all riders to follow the max functionality, performance and design.

The multi touch point campaign is planned globally to present the XMAX 300 model to the Thai market and other Asian countries, and the XMAX 300 Tech MAX, XMAX 300, XMAX 125 Tech MAX and XMAX 125 models to the European one, underlining the international appeal of the most successful Yamaha Sport Scooters.

Credits

Agency: Armando Testa Group

Executive creative direction: Nicola Cellemme and Georgia Ferraro

Creative supervision: Sebastien Sardet

Creative team: Roberto Capodanno and Davide Carretta

Client service: Sascha van der Plas, Martina Conterio

Production company: Armando Testa Studios

Director: Michele Sirigu

DOP: Cesare Danese

Photographer: Luciano Consolini

Colour correction and post production: BAND

Photo post production: Sara Lucchetta, Riccardo Corda

Music and SFX: Guido Smider

It doesn’t matter what the brand or what the product is: in November everyone has their own Black Friday. A whole month in which anything – absolutely anything – can become a bargain. But not all offers are the same, and MediaWorld knows something about that, it’s the leading brand in the hi-tech retail sector.

And it’s precisely on this simple observation that the concept of the MediaWorld campaign is based: it’s the only one that has the real, true, true but truly true Black Friday.

The Armando Testa Group, which is managing the brand communication in 2022 too, illustrates this concept with a heavy dose of irony for MediaWorld’s most important promo of the year, alongside the iconic M there’s an exceptional testimonial: Frank Matano, talented comic and entertainer who enjoys huge popularity across all media, from the most traditional TVCs to social media.

Frank is the host of Frank Friday, a goofy Black Friday with nonsensical offers. It will be our M, now an icon of brand expertise, that bursts onto the scene in an explosive way to show us the real, true, true but truly true Black Friday offers. Frank Friday was conceived as a real creative platform developed to the max, not just regarding creativity but also media. Indeed, the campaign has been enhanced with one-to-one consultancy with Youtube, Meta and Tik Tok, making it truly omni-channel.

The Armando Testa Group also managed the digital and social media communication, developing purpose designed creativity: Youtube, Spotify, Meta and Tik Tok will feature a series of original and native digital contents, that allow the public to get deeper into the campaign and interact with the Frank Friday!

The campaign was produced by AT Studios.

The true, true, true but truly true MediaWorld Black Friday will be on air throughout November on the main television and radio stations, covering the entire day and in particular prime time (regarding TV) and the drive time (as far as the radio is concerned). The TV ads will be 15″, while the radio ones will be 20″.

Credits

Agency: Armando Testa Group

Executive creative direction: Georgia Ferraro, Nicola Cellemme

Creative team: Wanda Napoletano, Lorenzo Blangiardo

Account team: Emanuele Cicogna Mozzoni, Carola Sessa, Chiara Simone

Production company: AT Studios

Director: Augusto Storero

Dop: Karim Andreotti

Original Soundtrack: Mokamusic

Post Production: Band

Credits Frank Matano

Talent Management: Newco Mgmt

Grooming: Andrea Croci

Stylist: Mimina Cornacchia

Assistant Stylist: Gabriella Piluso

•