Author: Rosi Iozzo

Cuki is launching its new site created by the Armando Testa agency, with totally renewed graphics, redesigned and intuitive information architecture and revised navigation contents  an for improved user experience and user journey.

Simple browsing and UX mobile first, contemporary visual mood where colour takes centre stage and an indisputably pop, fresh and fun tone of voice. Food preservation and the fight against food waste are fundamental issues for the positioning of the Cuki brand, they are the focus of the contents and feature in the large scale iconic and synthetic images, completely in line with the Armando Testa style, and which are integral to the storytelling on each page. 

Navigation has been reorganised particularly in the section dedicated to the product catalogue, where the search feature has been redesigned to be more intuitive and “speaking” for the user with a system of filters and labelling that allow the user to reach individual product references. 

On the homepage of the new design two important projects are highlighted: the Cukipedia section, a substantial “encyclopaedia” of food dedicated to seasonality of products and the correct way to preserve them in your freezer or fridge – and the app Save the Food (also developed by Armando Testa) where you can use your smartphone to keep an eye on your freezer in  a simple and intuitive way, so that you can minimize food waste as much as possible. 

There is also ample space for a section dedicated to other activities that the brand undertakes against waste, such as Cuki Save Bag – the doggy bag distributed in restaurants – or the partnership with the Food Bank (Banco Alimentare): providing aluminium trays and thermos boxes, since 2011 Cuki has supported Siticibo, the programme to recover left over or unsold food from organized catering, supermarkets and shopping centres for daily distribution in thousands of charitable organisations.  

Discover the new site at www.cuki.it

Credits

Client: Cuki Cofresco

Marketing manager: Carlo Bertolino

Brand manager: Elisabeth Beccaris

Agency: Armando Testa 

Executive creative director: Michele Mariani 

Digital creative directors: Gabriella De Stefano, Paolo Fenoglio

Creative team: Laura Celli Volta 

Chief innovation officer: Alessandro Peroncini

Ux/Ui design team: Silvia Maistrello, Anna Bigaran

Digital strategy: Federica Bramardo

Head of client service Turin: Giovanna Farè

Client service: Francesca Romaldo, Andrea Cantore

Today it goes without saying that digital communication plays a vital role and it is essential to be able to bring to creativity, where the agency reigns supreme, top class specialization and outstanding technological skills.

Against this backdrop, the Armando Testa Group, led by Marco Testa, president and CEO of the Armando Testa Group, continues to pursue its strategic journey of enriching its digital offer by acquiring an initial share of 30% in the Turin-based company Redabissi.

Founded 5 years ago thanks to the intuition of its CEO Lucio Gamba, and with an immediately winning team, due to partners Alessandra Mangiavacchi, Claudio Antonaci and Marco Tomatis, today Redabissi is one of the leading companies among the top in the MarTech sector for its innovative capacity, continuous and constant growth and solidity.

Extraordinary innovation is in the soul of Redabissi, which has produced a new approach to Trade Marketing: we are talking about the RedHab platform, a social media publishing tool currently adopted by over 150 companies of all sizes and product sectors.                                                       Operating in more than 40 countries around the world, the RedHab platform is able to create effective communication synergy between brands and retailers through social networks, thanks to a totally unique and innovative project, which has received partnership recognition from Meta, Google and Linkedin.

The technical skills of Redabissi are backed up by a young dynamic in-house team, always focused on coming up with and realising new technological solutions to support a brand’s communication, all with an informal and friendly approach. 

 “We at Redabissi know that we are multi-talented: on the one hand we have the necessary skills to be able to foresee the needs of a dynamic and competitive technological market, while at the same time we always have our feet firmly on the ground, we are solid, well balanced and take a pragmatic approach. This is a characteristic that we share with the philosophy of Armando Testa, who is able to fly high with passion and emotion, but always knows how to manage its business efficiently” states Lucio Gamba.

So, the Armando Testa Group, flanked by Lucio Gamba and the RedAbissi Team, Alessandro Peroncini (Chief Innovation Officer Armando Testa) and Valentina Salaro (Head of Social Content Armando Testa) can count on a team of almost 50 talents to develop this challenging digitech project, for which further investment during the year is foreseen. 

Lancia has always been a synonym for elegance, innovation and that Italianness that captures any gaze and always inspires new emotions. 

The new 777 campaign for Lancia Ypsilon focuses on the idea of how the attractiveness of this car makes it unique in its category.  

This is a car that goes beyond fashion, able to reinvent trends thanks to the perfect blend of timeless elegance and state of the art technology. 

But the charm of the new Ypsilon extends beyond just the people admiring it on the road to even involve the store models in the sparking shop windows in a fashionable street. Not only do they come to life but they become detached from their glossy routines, attracted by the irresistible aura of the new Ypsilon.

An increasingly intense narrative accompanies the viewer with images that describe the main features that make the new Ypsilon truly unique. 

From design to connectivity, from comfort to performance, all through the prism of Lancia’s elegance which can’t but release all its magnetism and attract the gaze of anyone around it, no matter who they are. 

A new Ypsilon that truly “collects gazes” as stated by the claim that is featured throughout the whole campaign. 

The new communication is consistent with the strategic plan of the Ypsilon series, started in February 2024 when the new limited edition Cassina Ypsilon was launched with a follow-up in May of the same year with the electric and hybrid range. 

 The campaign was produced at Cinecittà World, and is developed for TV, radio, outdoor and digital channels with films dedicated to the features of the product.

 CREDITS

Advertising Agency: 777

Executive Creative Director: Andrea Stillacci

Deputy Executive Creative Director: Angelo Ratti

Art Director and Copy Writer: Creative Team 777

Account Team: Federica Tos, Giulia Ghignone

Production Company: Buddy Film

Executive Producers: Alessio Gramazio, Paolo Calabresi Marconi

Director: Federico Brugia

DOP: Marcello Dapporto

Senior Producer: Giulia Buffa

Costume Designer: Massimo Cantini Parrini

Set Designer: Chiara Balducci

Film Editor: Vilma Conte

Post Production Video: Band22

Post Production Audio: DisctoDisc

Music:

Title: Hot Stuff

Authors: P. Bellotte / H. Faltermeier / K. Forsey

Publisher: WARNER MUSIC PUBLISHING ITALY SRL

Master: Red Rose Productions

Rework cover: Flavio Ibba-Carlo Palmas 

Voice: Greta Bragoni

ACI Ready2Go, the National Network of driving schools affiliated to the training methodology of the ACI (Automobile Club of Italy) and the Armando Testa agency have created a new campaign dedicated to building awareness of one of the most serious dangers regarding road safety: using a mobile phone while driving. 

The creative concept was developed from a powerful insight: the compulsive use of our mobile, deeply rooted in our daily routines, often leads us to become distracted from what really matters. 

If this distraction means that we miss important moments every day, at the wheel it can make us lose what is most dear to us: our very lives. 

So, ACI Ready2Go and Armando Testa are addressing young people and adults with a simple but powerful call to action: “concentrate on life”. The goal is to get people thinking about the importance of being present, aware and responsible, above all in situations where a fraction of a second can make all the difference between safety and danger. 

The campaign comes at a crucial time, coinciding with the implementation of the new Highway Code, which includes increased sanctions for anyone using a mobile phone while driving, the main cause of road accidents, as confirmed by statistics.  

Against this background, the educational message of the campaign takes on even more current importance: it is essential to promote cultural change which encourages responsible behaviour to protect your own safety and that of others. 

With this initiative, ACI Ready2Go reaffirms its leading role in promoting more aware mobility.  

The ad https://youtu.be/xvixsa8WYJw developed in cuts of 45”, 30” and 15” is online from 23 December with Social planning managed by Media Italia, followed by a cinema flight during the holiday period.

Credits:

Client: ACI Ready2Go

Agency: Armando Testa 

Executive creative direction: Georgia Ferraro, Nicola Cellemme

Creative team: Roberto Capodanno, Francesca Graziani

Head of client service Turin: Giovanna Farè

Client service: Chiara Bonet

Production company: Filmine

The Turin agency will manage the creativity for ATL and digital activities for all the food brands in the Group.

Creative excellence to support great Italian food tradition: from 2025 Armando Testa will become the strategic and creative partner of the Veronesi Group.

After a pitch held in recent months, the Veronesi Group selected the creative agency to develop upcoming campaigns for their brands AIA and Negroni. This Group is the first agri/food group in Italy that can rely on a complete and integrated supply chain for the production of feed, eggs, meat and traditional Italian cured meats.

This will be a partnership where innovation will be key to create the culture, an aspect that has always distinguished the approach of this pioneering company in many segments of the sector where the brand has introduced products which have become iconic over time, such as AeQuilibrium, BonRoll, Negronetto, Spinacine, Wudy.

An ability to predict tastes and lead evolution not only regarding eating habits but also of the consciousness of Italians as demonstrated by the fact that this year AIA and Negroni have been selected by the Ministero delle Imprese e del Made in Italy (Ministry of Trade and Made in Italy) to be part of the exhibition “Identitalia, The Iconic Italian Brands”, developed to celebrate 140 years of the Italian Patent and Trademark Office. 

From next year, Armando Testa will handle the conception, development and creation of a multi-channel integrated communication strategy with innovative storytelling using TV, visual and social campaigns.  The goal is to promote all the food brands in the Group, further strengthening the ties of trust between the public and the prodcuts AIA and Negroni, which already today can be found on dinner tables of more than 17 million and almost 10 million Italian families respectively. 

“The decision to entrust just one agency with the creativity for the entire communication of AIA and Negroni – Veronesi Group explains– springs from the desire to make the story of our brands even more iconic and distinctive, with storytelling that reflects the values we have always believed in. Thanks to the collaboration with another company that embodies Italianness throughout the world, such as Armando Testa, we want to give a new voice and imagery to products that have been on millions of Italian dinner tables for decades”.

“We are proud to stand side by side with an outstanding Italian company such as the Veronesi Group, this company has always contributed to the culture of good food in this country and today Armando Testa is enthusiastic to share a further chapter in this journey. 

°°°

Veronesi Group

The Veronese Group is the first Italian group with a complete and integrated supply chain which starts off from the production of feed substances and goes up to the processing and distribution of meats and cured meats, which are part of the Italian gastronomic tradition.  AIA, Negroni and Veronesi are the three reference brands present in the market; with around 8,500 employees in 24 production facilities in Italy, the Veronesi group closed 2023 with consolidated net income of 4 billion euros, confirming its position among the main Italian actors in the agri/food sector.  Sales in the domestic and international market contributed to these results: the company’s “Made in Italy” exports reach more than 70 countries and account for 15% of total turnover. For more information visit the site: https://www.gruppoveronesi.it/

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