Author: Rosi Iozzo

A joint project between the brand team and Armando Testato describe the excellence of the Tuscan brand. 

“P as Peuterey”, the brand’s new video strategy has been developed thanks to the creative synergy of Peuterey’s in-house team and the Armando Testa agency. Divided into a series of video contents the goal is to transport viewers into the very heart of the brand’s production process and highlight the attention and quality that have always been a hallmark of the brand. 

The objective of the campaign is to take users behind the scenes at Peuterey, showcasing the gestures, faces and the stories of those who transform every product into a unique piece.   So, the concept of craftsmanship becomes a pillar for the new storytelling, acknowledging the production process as the company’s strong point – from research and development of the product phase to the creation of samples, finally reaching large-scale production and rigorous quality control carried out in-house to guarantee the highest quality.

Transparency is the guiding principle throughout the campaign, in line with Peuterey’s reality-telling philosophy.

Two video formats describe the duality of the brand’s soul, for a total of 13 video contents.  

The first format consisting of 5 videos, invites the audience into every department of the company to embark on a fascinating journey to discover just how a Peuterey garment comes to life.  

From sketches to the first prototypes, covering all the technical sheets to the paper patterns, the videos show how creativity, expertise and know-how are an essential and necessary mix for the process of research and creation, all inside the company which aims at excellence. 

The second format consists of 7 double interviews featuring the employees and aims to underline how the history of Peuterey is inextricably linked to the personal stories of those who experience the company every day. 

In this way the campaign reveals mutual exchange and dialogue among all the departments as Peuterey’s greatest added value. 

All the videos can be viewed on the brand’s site and social channels, in the section dedicated to “P as Peuterey”. 

CREDITS:

Client: Peuterey Communication Team – Cristina Castelli, Giovanni Lusini, Daniela Gravino

Agency: Armando Testa 

Executive Creative Director: Michele Mariani

Creative Service: Antonella Raso

Client Director: Gina Graci

Client Service: Federica Cartocci

Production Company: Armando Testa Studios

Director: Luca Grafner

An elegant Italian living room dominated by tone-on-tone colours, the refined tranquillity of a moment to take a break, an all-embracing sip of coffee: the calm of this moment suspended in time, with a totally satisfying mood, is suddenly interrupted as taste takes the limelight. The new Lavazza campaign created by Armando Testa is constructed on this unexpected plot twist 

The concept is precisely the explosion of taste of Lavazza Esprsso Gourmet, the new line of caramel and chocolate flavoured NCC capsules. 

Two new flavours, two parallel stories. In addition, as well as the contents for each reference, there is also a film for the whole range featuring the two domestic settings as if located in the same building, exploiting vertical media. 

This full funnel campaign, 100% digital and social, which includes three subjects, goes live from December on Lavazza channels, first in Italy and then on international markets. 

An engaging approach that uses a strong visual metaphor to describe the new flavours emphasising how indulgent they are and the experience of a new taste. 

Credits

Client: Luigi Lavazza Spa

Agency: Armando Testa Spa

Executive Creative Director: Michele Mariani

Digital Creative Directors: Paolo Fenoglio, Gabriella De Stefano

Creative Team: Antonella Raso, Laura Guida

Head of Social Content: Valentina Salaro

Client Director: Gina Graci

Production Company: 360FX

Director: Andrea Marini

DoP: Emanuele Zarlenga

CGI Studio: DITROIT

Music: Daniele De Virgilio

Vecchia Romagna is back with the third edition of their Branded Content “Maestros of Emotions”.  The stars featured this time are two great Italian actresses: Valeria Golino and Valeria Bruni Tedeschi, who describe their most authentic relationship, without playing any characters. The dialogue touches on three values that have always been part of the brand’s DNA:  time passed and still to come, emotions experienced and the maestros who left their mark on the personal and professional lives of these two women.  

The format has been renewed compared to the previous editions and it allows the actresses to tell their own stories: sharing moments in their lives, both private and professional, a dialogue that flows just like when friends confide in each other. 

Vecchia Romagna celebrates the stories that come to life when enjoying a good glass of Brandy, in this case Vecchia Romagna Riserva Tre Botti, an elegant blend of spirits aged in three different barrels. The project was developed by the Armando Testa agency and created in collaboration with CairoRCS Studio. It can be viewed on the digital platform of Corriere della Sera and on all Vecchia Romagna’s social channels.   

CREDITS 

Group Director of Marketing Spirits: Alessandro Soleschi

Head of Marketing Core Brands: Daniele De Angelis

Global Brand Manager Vecchia Romagna: Chiara Casati

Agency: Armando Testa 

Creative Directors: Jacopo Morini, Fabiano Pagliara

Creative Team: Clara Vincelli, Beatrice Corbelletti, Valeria Villani

Motion designer: Luca Perli

Social Media Manager: Sara Zavattaro

Head of Client Service Turin: Giovanna Farè

Client Service: Gabriele Nolfo

Talent Agency: LGS SportLab

Project Manager: Giorgia Novelli

Branded content Unit CairoRCS Media: CairoRCS Studio

Creative direction: Agnese Ruta

Production Company: FrameOut

Media: Initiative

Banzai and the Armando Testa Group have been awarded “Site of the day”  and “Developer Award” the most coveted recognition in the web design sector  on Awwards, for their creation of  an innovative web experience for the brand of instant noodles. It was entirely created by the AT Factory, the Digital & Tech unit of the Armando Testa Group. 

Grif Group, the company which supplies the retail trade with 360-degree products and marketing strategies has relaunched Banzai on the market with a completely new rebellious and innovative look, thanks to the restyling work done by AT Design, the Branding & Design unit of the Armando Testa Group, to ensure the brand connects with Gen Z and beyond.

Iconic colourful and irreverent, the new packaging blends the aesthetics of manga with the language of Gen Z, endowing the brand with a strong identity. The same concept has been applied in social media with the opening of the brand’s channels (Meta, Tik Tok) and the publication of engaging content in line with the target.

The characters represented the starting point to create a unique digital experience: Veronica, Spike, Rosy and Paul, members of the lively Banzai Gang – come to life on the website as they meet in  Izakaya, which becomes the setting for the whole experience, accompanying users on a digital journey that combines aesthetics, interactivity and storytelling. Every element of the project was conceived to merge online and offline in an easily flowing and involving dialogue, thanks to the use of 3D technologies.

The restyling of the new Banzai website represents a giant leap forward for the agency in the world of 3D  web experience and innovative design. 

Thanks to this innovative approach, as well as the two awards mentioned earlier the Armando Testa Group has also been the recipient of prestigious international recognition in the web design sector including:

• Favourite Website Award of the Day on The FWA, the leading platform to recognise digital excellence, on 10^th November 2024
• Website of the Day (WOTD) on CSS Design Awards, quoting excellence in UI, UX and Innovation, on 17^th November 2024
• Site of the day on CSS Nectar, on 22^nd November 2024

As well as the two awards already mentioned:  

• Site of the Day (SOTD) on Awwwards, the most coveted recognition in the sector, dated 14^th December 2024
• Developer Award on Awwwards, for the technical innovation and development of the project, dated 14^th December 2024

With this new direction the Armando Testa Group aims to consolidate its presence on the international digital design scene, taking a position as a reference point for brands that want to connect with their consumers in an innovation and memorable way. 

 Credits Grif Group Srl:

• ART DIRECTOR GRIF GROUP Srl: Dario Tommaseo
• MARKETING DIRECTOR GRIF GROUP Srl: Clara Mentasti

Credits Armando Testa Group:

• CLIENT SERVICE: Emanuele Cicogna Mozzoni, Arianna Cipolloni, Chiara Simone
• CREATIVE DIRECTOR: Paolo Cremonesi

DESIGN DIRECTOR: Patrizia Massarenti

• DESIGNERS: Ettore Monzeglio, Jacopo Bertoglio
• COPYWRITERS: Roberta Campagna, Federica Lamonarca

• CIO: Alessandro Peroncini 
• CREATIVE DIRECTION: Antonio Pezzella
• 3D ARTIST & ANIMATION: Fabio Semeraro
• 3D ARTIST & TEXTURE: Luca Perli
• CREATIVE CODER & NEW MEDIA ARTIST: Antonio Pezzella
• DIGITAL STRATEGIST: Federica Bramardo
• UX & UI DESIGN: Silvia Maistrello
• FRONT-END DEVELOPER: Alessio Cracchiolo

• HEAD OF CONTENT AND SOCIAL MEDIA: Valentina Salaro
• SOCIAL MEDIA LEAD: Eleonora Valerisce
• SOCIAL MEDIA MANAGERS: Elisa Li Causi, Alberto Di Palma

https://www.nudolsbanzai.it

The huge star-moon is shining bright, the trees are covered with snow and a group of young dreamers is singing “A Dream Is a Wish Your Heart Makes”, holding their personal bright dreams tightly in their hands, they bring to life an enormous magic tree which glows before it turns into a cookie.

All the ingredients for a dreamy Christmas are already there, but like every year, the project developed by the Barilla Pan di Stelle marketing team along with the strategic and creative team from Armando Testa adds a month bursting with lots of other surprises. 

Online, cinema, e-commerce, in store: believe right up to the stars means getting your dream to reach every touchpoint.

The film, in cuts of 20” and 15”, shot using the 3D ledwall technique, was directed by Federico Brugia, produced by Brw Filmland with post production by Band. On air from Sunday 8^th December on TV, and from 9^th on digital, cinema will also follow with the 20” version.

A musical greeting, because this time the iconic track which accompanies the Pan di Stelle  Manifesto Film too, is sung by the young voices of kids, with an arrangement by Operà Music. It delivers the message of the new campaign, obviously with a Christmassy style: “Happy Holidays to anyone who never stops dreaming, and believing right up to the stars”.

The words of Chiara Pisano, marketing director Pan di Stelle: “Every year we are happy to send our best wishes to all dreamers, using Pan di Stelle’s unique and special way: with a pinch of a dream and sweetness but also with an invitation to never stop believing in dreams, because they’re the most powerful light we all have. This year the Dream Manifesto and believe right up to the stars campaign, developed together with the Armando Testa agency, tells authentic stories of people with a dream who do everything to make it grow, in 2025 the project will continue with important brand activism, and Christmas is the perfect time to turn on the magic switch, before continuing to remember that dreams also exert an important impact on reality.”

Following Pan di Stelle’s Christmas tradition, the special edition packs are already available in store. They were designed by the Armando Testa agency as was the new shape of the biscuit, this year like a tree as in the last image in the film.  And if you buy at least two packs you can take part in the Notti da Sogno contest, to win one of thousands of Bassetti duvet cover and pillow case sets, for a cosy good night in the Pan di Stelle sky, to dream all the way up the magic staircase that leads to the star-moon.  

The dream also lights up when we think about the gifts we all exchange at Christmas.

The little girl in the film who starts off the singing is holding a gift wrapped in the Pan di Stelle’s first gift wrapping paper: buy just two products from the range and get it free immediately, so you make every gift magical even before you unwrap it. 

What’s more, Amazon is now selling the Pan di Stelle Xmas box, created in partnership with THUN – a leading company in the world of quality gifts. It contains the Christmas pack of biscuits and a decorated mug, like the box inspired by the new film. 

Credits: 

Agency: Armando Testa

Creative Direction: Monica Pirocca and Michela Sartorio

Creative Team: Gaetano Corvino and Chiara Demichelis

Head of Strategy: Guglielmo Pezzino

Head of Research & Consumer Insights: Emanuela Calderoni

Client Director: Benedetta Buzzoni

Account Team: Biagio Carrella, Francesca Toschi

Production Company: BRW Filmland

Executive Producer: Simona Ferraro

Director: Federico Brugia

Dop live action: Pancho Alcaine

Off line post production: Tex

Post Producer: Caterina Falvo

Editor: Vilma Conte

Post production/ Vfx: Band

Vfx Supervisor: Alberto Mantini

Unreal Environment Artist: Mattia Bruno

Colourist: Adriano Maestroni

Location: TEN DOTS Virtual Production Studio Sofia

Music: “A Dream Is a Wish Your Heart Makes”

Written by MACK DAVID, AL HOFFMAN, JERRY LIVINGSTON

© Walt Disney Music Company

Italian Publisher: UNIVERSAL MUSIC PUBLISHING RICORDI SRL

Media Agency: OMD

Christmas is at our doorstep and Fabbri 1905, the iconic Italian brand famous for its sour cherries, is celebrating with a new outdoor campaign, dedicated this time to Fruit in Liqueurs.

This delicacy, which can be enjoyed pure, tried iced or paired with some recipes, is an ideal gift for a refined after-dinner drink over the festive season: there is an extra opportunity to publicise Fabbri Fruit in Liqueurs to the general public thanks to the restyling of the labels and the brand’s wish to revive the culture of consuming this product.

The territory chosen by the brand continues to be love, already dominated by Fabbri with their campaigns dedicated to Amarena, Sciroppi and Toppings: the star of the outdoor campaign is actually a small cup of cherries in liqueur and one of them, as if greedily “stolen” with a fork, and thanks to a natural drop of liqueur it turns into a heart.

The campaign for Frutta al Liquore Fabbri was conceived by the Armando Testa agency, which has been working alongside the company for a year, meeting the marketing needs and advancing the brand’s knowledge about its consumers. 

The outdoor ads are featured in the main cities in Italy.

Credits

Client: Fabbri 1905

Corporate Marketing Director: Antonella Tolomelli

Product Manager: Antonella Lombardi

Agency: Armando Testa 

Executive creative director: Michele Mariani

Creative team: Dario D’Angelo, Sara Greco

Head of Client Service Turin: Giovanna Farè

Client service: Federica Cartocci

Photos shots: Easy Asa

The Municipality of Assisi and the Armando Testa agency are collaborating together once again to create the communication campaign dedicated to promoting winter tourism in 2024-2025 in the city of Saint Francis. 

The goal of the campaign is to describe the variety and wealth of activities planned in the area of Assisi for the Christmas and New Year season. At the same time showcasing Assisi in its role as a capital for tourism  at 360° : a place  with lots of attractions  for all kinds of visitors, not only those looking for a religious experience. 

The creative idea is the « Christmas »  development of the idea used for the summer tourism campaign : in the very name of Assisi, which features a « Si » (Yes) at its very heart, you can find the answer to anything you might ask of an unforgettable experience. Above all at Christmas, when it becomes even more magical. 

Indeed Assisi answers « Sì » to everyone, regardless of age, whether you are travelling alone, as a couple or with your family. It’s a city that says yes to anyone looking for nature, beauty, art, music, theatre and even to anyone who gets swept up in the magical Christmas atmosphere, with its lights, markets, festive trains and trees majestically decorated with lights.

In this case too the « Sì »  of Assisi becomes the visual element featured in a unique way in the campaign, giving it a strong and distinctive identity making it communicatively effective and having all the synthesis of a logo. 

The campaign includes targeted planning in the outdoor circuit of the metro of Rome and Milan, the use of billboards in Umbira and a content strategy on the social channels of the Municipality of Assisi. 

Credits

Client: City of  Assisi

Agency: Armando Testa

Creative Direction : Raffaele Balducci

Creative team: Daniele Bona, Alessio Caminiti, Thomas Marino

Social Media Manager: Sara Zavattaro

Head of client service Turin: Giovanna Farè

Client Service: Federica Cartocci

Media Strategy : The Gate Communication

The time has come to write a new chapter in mixology. That’s the way Amaro Montenegro is inaugurating the new edition of The Vero Bartender, the cocktail competition of the authentic taste that attracts the talents of bartenders at the international level every year.   

On the occasion of the 140th anniversary of Amaro Montenegro in 2025, The Vero Bartender is back with a new concept created by the Armando Testa agency. “Shaping the Future” invites participants to embark on a journey with destination 2165: a future where the infinite possibilities of mixology can be explored, but where Sapore Vero remains the key element in every cocktail. 

What techniques and ingredients would we use if we were bartenders in 2165? The new edition presents us with an opportunity to experiment, create and innovate, but above all to surprise the jury with a cocktail of the future based on Amaro Montenegro. 

The competition was elaborated upon at every stage by Armando Testa, with a digital first ecosystem, structured on a number of different touchpoints: guiding everything, a hero video with a premium and minimal visual identity, ad hoc social planning, website and press announcement dedicated to the trade magazines. The organisation and management of the events, including the Italian final and the global final of the competition, have been entrusted to the agency LGS SportLab.

Credits

Client: Montenegro Group

Group Director of Marketing Spirits: Alessandro Soleschi

Head of Marketing Core Brands: Daniele De Angelis

Global Brand Manager Amaro Montenegro: Camilla Menarini

Head of International Channel & Customer Marketing: Valentina Pisano

Global Brand PR Hospitality & Events Manager: Marta Fabiani

Agency: Armando Testa 

Creative Directors: Jacopo Morini, Fabiano Pagliara

Digital Creative Directors: Gabriella De Stefano, Paolo Fenoglio

Creative Team: Laura Celli Volta, Laura Guida

Social Media Manager: Eleonora Valerisce

Head of Client Service Turin: Giovanna Farè

Client Service: Gabriele Nolfo

Events Agency: LGS SportLab

Alfasigma has selected Armando Testa as their creative partner, after a pitch to assign the communication campaign for the brand partner NeoBorocillina. 

NeoBorocillina has been at the forefront of treating sore throats for more than 80 years. Now they are back on main channels with new creativity which emphasises their wide range, consisting of pharmaceutical remedies and natural supplements.  

The creative idea describes how different types of sore throats can impact anyone’s day.  And it does so with a strong distinctive symbolism: special threatening tattoos which disturb the throats of the characters. That’s where NeoBorocillina steps in. With a response tailored for every need, it alleviates symptoms thanks to a blast of rapid action for long-lasting relief.  

NeoBorocillina’s aim, with this campaign, is to underline not only its action which can provide relief from different types of sore throats, but also how close it is to consumers, sealing it with the new payoff: “Dalla parte della tua gola”. “On the side of your throat”.

The campaign airs from 10 November on TV and the web with 30” ads for the line https://youtu.be/j_fCI3NKgqs e 20” https://youtu.be/cthjRJbivCw

Specific subjects dedicated to various types of sore throats will follow — early symptoms, severe with cough — as well as creativity dedicated to Propolmiele+, the line of supplements to improve oral health.

Credits

Client: Alfasigma

Director Consumer Healthcare: Adelaide Raia 

Marketing Director Consumer Healthcare: Serena Ferrari 

Group Brand Manager Area Pain&Cold: Chiara Francini 

Brand Manager NeoBorocillina: Edoardo Lipari

Media Manager: Barbara Orsi

Advisor: VA Consulting/Ebiquity Alessandro Arbitrio, Sonia Rocchi, Matteo Siffredi

Agency: Armando Testa

Executive Creative Direction: Georgia Ferraro, Nicola Cellemme

Creative Team: Gaetano Corvino, Chiara Demichelis

Head of Client Service Turin: Giovanna Farè

Client Service: Chiara Bonet

Production Company: The BigMama

Director: Gabriele Buttafuoco

Media Agency: Initiative

Yamaha Motor Europe returns to the most important motorcycle event of the year with a series of incredible new products. Once again this year, innovation and performance reign supreme at Eicma.                                                                                                                   The Japanese giant is taking advantage of the experience and creativity of the Armando Testa agency once more for their new international campaigns and is also collaborating with AT Studios, where many of the productions were created, from Italy to Mount Fuji.

Each campaign was a journey into one of Yamaha’s many worlds, all once again featuring the distinctive Armando Testa signature, and capable of making each message exciting and memorable in addressing a range of different targets in the 2-wheel world. From collectors on board their TRACER 9, 9 GT and 9 GT+ on the most legendary routes in the world, who rediscover the pleasure of riding with the new Y-AMT technology, to fans of the historic Paris-Dakar – for them tackling the hell of the Sahara Desert is absolute heaven. The quote from Dante “Abandon all hope, ye who enter here” adds a creative emphasis to the video of the Ténéré 700 Rally, which celebrates the perfection and the attention to detail in the “MAX is in Details” project dedicated to the new TMAX Tech MAX created with the help of generative artificial intelligence, star of the Sport Scooter segment where the new NMAX 125 Tech MAX and NMAX 125 have been added to the roster. Their addition is publicised with the video “Join the MAX” a real call to action dedicated to the younger target.

Finally, riders who dream of riding through the Tokyo nights on board their Hyper Nakeds see a new “dawn” of the Dark Side of Japan emerge in the film “Dawn of a New Darkness”. A population of Okami, the traditional Japanese masks that depict the wolf, howl at the new star lighting up the Japanese nights. While the medium-displacement MT-03 is introduced as the sharpest vehicle for cutting through the nights in the concept film “Sharp in the Dark” and the MT-125 as the true social network capable of connecting young people to a passion for motorcycles and hanging out together in the video “Connect to the Dark”, which highlights the new connectivity features of the bike most loved by youngsters of the Dark Side of Japan.

The campaigns include three different cuts of 90’’, 30’’ and 15’’, as well as a 10’’ teaser, print and catalogue images are planned for all the brand’s digital and social channels.

Credits:

Client: Yamaha Motor Europe

Agency: Armando Testa Group

Executive creative direction: Nicola Cellemme and Georgia Ferraro

Creative Supervisor: Lorenzo Blangiardo, Maria Meioli

Creative team: Chiara Panattoni, Carlotta Gilardi, Roberto Capodanno, Gaetano Corvino, Francesca Graziani, Marcello Maiorana, Maria Carmen Ranieri

Client service director: Emanuele Cicogna Mozzoni

Account Team: Nikolina Gramegna, Martina Bonanno