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
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”.
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
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
Executivecreative direction: Nicola Cellemme and Georgia Ferraro
CreativeSupervisor: Lorenzo Blangiardo, Maria Meioli
Creativeteam: Chiara Panattoni, Carlotta Gilardi, Roberto Capodanno, Gaetano Corvino, Francesca Graziani, Marcello Maiorana, Maria Carmen Ranieri
The 2025 Lavazza Calendar by young talent Omar Victor Diop explores the concept of blending 130 years after the company was founded
November 6, 2024
Who knows whether Luigi Lavazza imagined a hundred and thirty years ago that the Lavazza coffee blend he’d just created would go on to embody such innovative values that they would still be relevant over a century later. It was certainly his hope, because he believed that the secret of quality coffee lay in the composition of the blend, and because his visionary talent recognised the potential of coffee as a prized material that would bring the stories of millions of people together over a steaming cup of coffee.
Continuing in the vein of the last two editions of the Calendar, which focused on collaboration and inclusion, for 2025 Lavazza has chosen the ‘blend’ as the key concept driving the aesthetic approach behind the shots in the new Calendar, with creative direction by advertising agency Armando Testa. In the words of Francesca Lavazza, Lavazza Group Board Member: “With this project we want on one hand to emphasise the importance of the art of blending as a source of inspiration since 1895, but also the importance of the people who have contributed to the Group’s growth and success and are in the process of building its future. Let’s Blend – 130 years forward is a choral calendar that takes us into 2025.”
To celebrate the anniversary, Lavazza chooses to talk about the present and, above all, looks to the future by commissioning new generation talent Omar Victor Diop to produce the images in the Calendar. Diop is an extraordinarily elegant French-Senegalese artist who creates a single choral photograph in which joyful chromaticism expressing the visual vibrancy of his home culture is combined with skilful composition that references the great tradition of Renaissance painting, giving life to four tableaux vivants that celebrate the idea of the encounter and blending, adapting it according to two key concepts. The leitmotif linking the four seasons, dominated by shades of light blue, pink, green and ochre, is the counter that symbolises the place where multiple cultures and experiences come together through a shared love of coffee. The photographs, which compose a symphony of the four seasons, are populated by 36 protagonists invited from the world of Lavazza to embody certain key moments in the Group’s history.
Every triptych features a ‘talent’, a prominent personality linked to the world of Lavazza, surrounded by the protagonists chosen for the story that will lead to the celebration of a hundred and thirty years since the Company was founded.
Francesca Lavazza comments: “With the Let’s Blend project we wanted to symbolically create a great reunion, in which everyone who shares the same value finds visibility in a collective fresco made up of 36 people. The photographer, ambassadors, chefs, baristas and trainers, with the Group’s collaborators and longstanding partners… a blend with different roots, origins and roles, but all sharing Lavazza’s values and with the task of propelling them into the future.”
So, it’s in front of the endless counter of an ideal bar that a new concept of extended community is created, based on shared values, aimed at fostering the richness of difference.
Just like a blend, which in coffee brings together a mixture of original characteristics and whose result is always more than the sum of its parts, so the union of people who share the history of Lavazza – from the baristas who devote care and attention to every aspect of preparing and serving their coffee to the internationally renowned designers who develop tools and environments – contributes to defining the magic and uniqueness of a brand like Lavazza. It’s a tribute to an idea of warm humanity that weaves relationships between equals and believes in knowhow and contamination, a humanity that welcomes the other and broadens its horizons, recognising the extraordinary value of every person.
The images for the twelve months of the Calendar form a narrative that unfolds as if in a single long take and tells multiple different micro-stories, the “molecules” that make up a larger collective story. Jannik Sinner, Massimiliano Caiazzo, Whoopi Goldberg, Tullio Solenghi, Big Mama, Omar Victor Diop, Sara Gama and Omar Hassan appear alongside Ambassadors Daniela Fatarella General Manager Save the Children Italy, designer Cino Zucchi and Chefs Norbert Niederkofler, Federico Zanasi and Chiara Pavan. These famous names are featured with Lavazza people, with professionals including coffee specialists, baristas, trainers and even Luigi, the friendly robot in the Pleasure Makes us Human Global Campaign, who represents the more futuristic side but is also rich in Brand sentiments. The triptychs, which are compositions of carefully selected objects with a precise meaning, like clues in an intriguing treasure hunt, expound the concepts of Blending Times, which brings together personalities of different generations, Blending Roots, in which each subject showcases their different origin, Blending Cultures, a mixology of different traditions and cultures, and lastly Blending Minds, where complementary attitudes, skills and professions are mixed together. They are people who work in different fields and express themselves in art, sport, culture, business, gastronomy and innovation, all areas where Lavazza has an active role to play.
Blending is therefore a “kind of foundational word in the Lavazza dictionary”, says Michele Mariani, executive creative director at Armando Testa Group, who also explains that “we thought it was important and interesting to underscore this concept. Talking about blending today highlights a major value at a time in which the world seems a little more problematic, a little more arid and often unmindful of differences. So, the invitation to collaborate, share and coexist is now more than a desire, it’s a necessity”.
Following in the footsteps of the 2024 Calendar – More than Us – with images by African photographers Thandiwe Muriu, Daniel Obasi and Aart Verrips, the new Calendar by Omar Victor Diop showcases Africa’s centrality as a continent of innovation, no longer ‘emerging’ but now a group of countries and cultures in great ferment. A symbolic place of the utmost importance for the Group. “Africa is a place of identity,” says Francesca Lavazza, “because it’s the original home of the coffee bean (the Kafa region of Ethiopia) but also a continent of harmony, bursting with energy, experimentation and belief in the future. All values in line with Lavazza’s DNA. With its natural wealth, Africa is also the stage for a number of sustainable development projects by the Lavazza Foundation, through which Lavazza Group aims to turn coffee into a huge opportunity for producer countries: a high-quality product for prosperous communities that respect and protect the environment in the framework of long-term sustainable development”.
With the 2025 Calendar, Lavazza is continuing its advocacy of responsible business practices and universal values. An international Group with over 5,500 people, Lavazza puts the values of sustainability and inclusion at the centre of its growth, moving
forward with the mission it embraced 130 years ago, in which people and the environment are now the true protagonists. Connected, to create something precious together.
CREDITS
Supervision & Coordination: Luigi Lavazza S.p.A. Francesca Lavazza, Member of Board Luigino Finelli, Creative Content Production Manager Photographer: Omar Victor Diop Creative Project: Armando Testa S.p.A. Executive Creative Director: Michele Mariani Creative Directors: Andrea Lantelme, Gabriella De Stefano, Paolo Fenoglio Graphic Designer: Michela Repellino Digital Graphic Designer: Beatrice Mezzocolli Project Manager: Gina Graci Digital Client Service: Francesca Romaldo Production Advisor & Talent Management: The Producer International Production Company: The Box Films Executive Producer: Federico Levizzani Producer: Maria Elena Amatulli
Photo dpt. Light Director: Estelle Chauffour Digit Tech: Cesare Maragnano, Nicholas Beutler, Andrea Mariniello Retoucher: Marine Woehl Set Designer: Stefano Grossi Stylist: Giuseppina Maurizi Stylist BigMama: Cristian Lorenzoni Stylist Massimiliano Caiazzo: Ramona Tabita Make Up Artist: Fulvia Bartoli Hair Stylist: Antonella Muggeo Groomer – Londra @OneRepresents: Sarah Whiteside Hair and Make Up BigMama: Serena Polh Hair Stylist Whoopi Goldberg: Diarra Sidibe Make Up Artist Whoopi Goldberg: Renata Di Leone Film-maker: Mattia Ruggeri
Special Thanks: Renata Rinaldi – Lavazza Group Creative Content and Brand Image Department Chiara Barlassina – The Producer International Carlo Sgarzi – Red Joint Film
La Linea Verde, a leading company in the segment of fresh ready-made plant-based meals and bagged salads, has chosen the Armando Testa agency as its creative partner, after the pitch to assign the communication campaign for the DimmidiSì brand.
Armando Testa has extensive experience in the food & beverage sector and the ability to create messages that leave an impression, helping to build distinctive brand identities. With DimmidiSì, the goal from the very beginning was to promote the brand name, make it memorable and immediately recognizable.
To do this, it wasn’t enough to merely highlight the simple “si” (yes). The most effective way to describe DimmidiSì was to start from the moment when that phrase takes on even greater importance. A moment full of emotions when anyone, down on bended knee in front of their loved one, has only one thought: “Dimmi di si (Say yes!)”. That’s where the connections between brand values and the raw materials themselves are start off, creating unique products and a brand to “love”.
So we have the marriage between tradition and innovation, between international flavours and Italian cuisine, between those quality ingredients that, combined together produce unique dishes. These are the marriages of DimmidiSì, an anthem to discovering new flavours and pairings for a surprise every day.
That’s how a pumpkin says yes to carrots, milk says yes to potatoes, lemon says yes to strawberries creating all the goodness of DimmidiSì products! Dishes that are tasty and also practical, to be enjoyed on any occasion.
In this way DimmidiSì dominates a long-lasting format, using a powerful image like that of the marriage proposal to make the naming of the brand iconic and even more memorable: https://m.youtube.com/watch?v=8Bab0zdYPwk
The historic DimmidiSì jingle has been reinterpreted with the same objective, this version conveys a more romantic mood and the way of singing emphasises every aspect of its name. The sweet notes highlight the moment they come together, underlining the uniqueness and taste of DimmidiSì products.
The goal of La Linea Verde is to improve people’s lives thanks to the use of ingredients that are grown and harvested with respect and transformed into the final product with love. That’s why DimmidiSì offers natural genuine dishes, easy to serve on the table, to enjoy and share, in tune with today’s consumption styles. A brand that’s loved and recognized for the quality and freshness of its products.*
The integrated campaign takes a multi-channel approach. It was developed by the Armando Testa creative team and produced by AT Studios.
* with 86% brand awareness, DimmidiSì confirms its position as the best-known fruit and vegetable brand.
Source: GFK 2023 research
Client: La Linea Verde Agency: Armando Testa Creative Direction: Jacopo Morini, Fabiano Pagliara Creative Team: Sarin Demirdjian, Valeria Villani Client Service: Chiara Bonet Production company: Armando Testa Studios
After the success of last year’s most colourful Black Friday ever, MediaWorld is once again taking on absolutely unique positioning with respect to competitors who all have the same dull Black Fridays.
An even more amusing campaign with the same concept has been created this year once again by Armando Testa, and it’s even more colourful: the 2nd episode of this Black Friday created to get itself noticed!
Thanks to more new promotions, a wider range of products and unmissable bargains. Thanks also once again to an outstanding testimonial! After the success with Fru last year, this year it falls to the rest of the stars of The Jackal!
Inspired by MediaWorld’s claim Immagina cosa puoi fare, (Imagaine what you could do) Fru, Aurora, Ciro and Fabio, have brought a new campaign to life which stands out for its comedy and irony.
All the colours of MediaWorld’s Black Friday represent the infinite possibilities that such a unique time of the year offers to everyone.
In a special super colourful and hyper technological MediaWorld store, wave after wave, we see The Jackal having fun along with the sales assistants as they discover a new world full of unbelievable offers.
The omnichannel campaign was created by the Armando Testa agency, and consists of a series of episodes developed not only for TV, but also with special production for digital and social channels where the comedy of The Jackal reaches its full potential.
L’Erbolario and Armando Testa continue to work together on the launch of the three new lines with new scents Iris Bianco, Vetiver and Tè Nero
An embrace with nature is the creative concept created by the Armando Testa agency for the L’Erbolario brand campaign, and it tells the story of these lines of scented cosmetics, true representations of ethical beauty. It does this by taking us on a sensory journey around the product and ingredients, also reflecting the values of sustainability and harmony with the planet which the brand upholds.
The new digital video strategy, entirely created by AT Studios, invites you to take an emotional journey that embraces the senses, thanks to slow motion shots and a continuous play of macro details, culminating with the product diving into nature, and being totally embraced by it all around.
This feeling of complete harmony is also enhanced by music specifically developed for each subject, where gentle, relaxing sounds encounter authentic sounds from nature, like the chirping of birds or the flowing of a stream.
And if you embrace nature you’ll create beauty at Christmas too. During the festive season, there will follow further subjects, dedicated to the highly anticipated Advent Calendar and the new collection of Giardino In Rosso packs, designed to make gifts purchased in store even more attractive.
The campaign is online on digital and social media
CREDITS
Client: L’Erbolario
Agency: Armando Testa S.p.A.
Creative Direction: Monica Pirocca and Michela Sartorio
Creative Team: Gaetano Corvino and Chiara Demichelis
777, the agency founded by Armando Testa and Herezie, won the pitch to assign the advertising campaign for the new Fiat 500e Giorgio Armani Collector’s Edition. 777 created the campaign (TV, print, digital, Social) for the launch of this new special series which can be ordered from today in Europe and will soon also be available in the Middle East, Africa and North America.
A young man leaves the lobby of the Armani Hotel in Milan and heads towards his 500e Giorgio Armani Collector’s Edition, parked just outside the entrance.
After collecting the car keys from the reception desk, the man drives off through the city centre streets. The track “Città Vuota”, the sound track of the film, emphasises the atmosphere the man encounters: a completely empty city.
Where has everyone got to? The car continues on its way until it reaches via Montenapoleone. The scene is really totally unexpected. The street has been transformed into an incredible open air runway. The audience is there and when the car parades through the crowd, it is greeted with an elegant and emotional ovation all round. As the entire city celebrates this new branded model, the claim appears “Don’t drive it. Wear it.”
CREDITS
Agency: 777
Executive Creative Director: Andrea Stillacci
Creative Director: Raffaele Balducci
Creative team: Federico Albanese, Marta Foli, Thomas Marino
Client Director: Stefano Piccini
Client service: Federica Tos
Producers:
Production Company: Buddy Film
Executive Producer: Alessio Gramazio
Director: Federico Brugia
Director of Photography: Marcello Dapporto
Music:
Title: Città Vuota
Composers: D. Pomus / M. Shuman / G. Cassia
Publishing: Warner Music Publishing Italy Srl
Master: Red Rose Productions
Arrangement and cover version: Flavio Ibba- Carlo Palmas
“A dreamer is one who can only find his way by moonlight, and sees the dawn before the rest of the world”. So said Oscar Wilde, and this quote is a good starting point to introduce much more than a new campaign, but a wide-ranging, important project, strongly encouraged by the Pan di Stelle team and the Armando Testa agency, to reiterate the need to dream particularly at such a difficult historical and cultural moment.
The older we get, the smaller our dreams become. It all started off from a research study, conducted by Armando Testa in collaboration with Toluna on a representative sample of Italian parents. The ability to dream big, to feel free to dream big and to believe in our dreams is getting weaker and weaker. And this trend, well consolidated among adults, has started to “contaminate” even those dreamers “par excellence”, kids and young people. This is sound cultural insight is very important and it was further investigated more deeply in a series of meetings with Matteo Lancini, Psychologist and Psychotherapist, specialist in adolescents, and who has worked with the Barilla Group for some time.
The project was launched with a Manifesto film on World Dream day, 25 September 2024. On a bright night, illuminated with a great star-moon that dominates the dreamy territory of the brand, a group of kids and teens get together in an epic march of dreamers. “Wanna come with us? We’re the ones who believe in dreams.”
“Today Pan di Stelle is more than a love brand, it’s a cult brand. This allows it, and in some way also obliges it, to speak up when it’s even more urgent to do so – says Chiara Pisano, Marketing Director of Pan di Stelle. And the mission of the brand – to feed the ability to dream every day – should resonate stronger than ever today. That’s why, we worked together with Armando Testa on the evolution of the campaign “Sogna, è buonissimo” (Dream, it’s delicious), to realise a large-scale project that we’re very happy about, which will start off in September and will develop over this year and next”.
“It was very important for us – says the Armando Testa team- to be able to talk about dreams while being firmly anchored in reality. To be even more relevant and inspiring, and be able to repeat in a powerful way that dreaming is not only something romantic but has a concrete impact on our lives, making us stronger, better prepared to face each day, and even able to imagine and build the future. That’s why we decided, for the first time in the history of Pan di Stelle films, and for the entire project, not to use actors to lend their faces to a dream, but to look for authentic personalities with real dreams”.
Aurora Abdalian, 12 years old, dreams of becoming an astronaut, her passion started off with books. She knows that before reaching space ships she has to qualify as a jet pilot…and she can’t wait! Filippo Giannotti, 12 years old, is a guitarist, passionate about rock music, his dream is to form a group along with his friends, with his electric guitar he won the 2023 edition of Garfagnana’s Got Talent. Mattia Murroni, 10 years old, skater since the age of 3, he has already travelled the world to take part in a range of competitions. The casting took a couple of months and schools, sports centres, conservatories and theatre schools throughout Italy were involved.
“The energy on set – continues the creative director of Armando Testa– these kids and all the other protagonists brought, was something enormous, palpable and different. With every glance, every movement they were truly telling us an authentic, precious and super important story”.
Shot with the Led wall virtual production technique, which is at the forefront of film production, the film was directed by Federico Brugia, produced by BRW Filmland with post-production by Band. Aurora’s voice and words tells of their desire to dream and to believe, because “Dreams let you see where your eyes don’t see, and where you can’t reach if you keep your feet on the ground”. Pan di Stelle’s great star-moon leads them to the highest point in the city, where it seems that their journey must inevitably come to an end. Instead, the power of their dreams lets them and us, as we watch them, discover, that if you believe right up to the stars you can truly reach where you never imaged you’d get to.
Even the soundtrack dreams big: the iconic Disney track A Dream Is a Wish Your Heart Makes, reinterpreted in contemporary style thanks to an arrangement by Operà Music, accompanies the images in the Manifesto film, the product film and the digital and social contents.
After the launch of the 30” Manifesto a 15” product will also be released dedicated to Pan di Stelle biscuits. In addition, to add value to the theme of reality and the authenticity of dreams a branded content project, created in collaboration with Freeda will air on Meta channels, YouTube and Pan di Stelle TikTok: three interviews dedicated to the main characters in the film, where we discover and take a deep dive into their stories, their dreams and their great wish to believe in them.
Feeding the desire and the ability to dream has always been the purpose of Pan di Stelle. The project starting in September represents a new step forward to do so in an even more impactful and relevant way, helping and inspiring new generations to believe in what they dream about, to dare to dream big, and to feed and nurture the brightest part of themselves.
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: Francesca Toschi and Biagio Carrella
Production Company: BRW Filmland
Executive Producer: Simona Ferraro
Director: Federico Brugia
Live Action DOP: 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
Milan 11 September 2024 – MediaWorld, the experience champion in the consumer electronics market, is now the Main Sponsor of Olimpia Milano for matches in Serie A basketball league. This strategic partnership brings together two leaders in their respective sectors, who share a passion for excellence, innovation and being close to the general public who can enjoy unforgettable experiences every day on the court, in store and online.
“Let’sgo, together!”, underlying concept of the reveal video for the partnership, was conceived and developed in collaboration with the Armando Testa agency, produced by AT Studios, and directed by Gabriele Buttafuoco.
And this concept of union runs throughout the exciting and unique basketball game, which is held inside the MediaWorld store in Carugate, starring some of the greatest athletes of Olimpia Milano, sales consultants and customers.
In just a few seconds, those watching are transported to a dreamlike dimension where a MediaWorld employee is the one to score the winning basket with a shot that turns into the iconic “swirl” of the brand’s logo.
The film closes by unveiling the new official kit of the partnership between the two great teams.
“We are really enthisaistic to use this video to announce an amazing partnership between two icons in their sectors. This is the first time in MediaWorld’s history that we are associating our image as a leader in electronics with another brand, Olimpia Milano, the most successful basketball team in Italy owned by the global fashion icon Armani, creating synergy between technical excellence and sporting tradition and style, and the outstanding creativity of Armando Testa, who always succeeds in translating our vision into effective creative solutions, was the only one we could count on to do this” – comments Francesco Sodano, Head of Omnichannel Marketing & Retail Media at MediaWorld
“As we work alongside MediaWorld we always consider the finishing line as a starting point. This sponsorship only confirms MediaWorld’s incredible “activism” and we are proud to be able to make our contribution. What else is there to say, being part of this project between two excellences means that we have to try and score … 3!” – addsNicola Belli, Board Member of Armando Testa.
What’s more, the synergy between MediaWorld and Olimpia Milano, united by shared fundamental value, is also expressed visually. The red and white of MediaWorld make a perfect match with those of Olimpia Milano in a excellent combination. MediaWorld as sponsor on the Olimpia jersey, is not just a simple logo, but a graphic element that integrates harmoniously, enhancing the team’s colours and making the kit even more attractive and appealing. A union of style that emphasises the strength of this partnership.
The video airs from 10 September with planning on Digital, Social and TV.
