Author: Rosi Iozzo

“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

© Walt Disney Music Company

Publisher in Italy: UNIVERSAL MUSIC PUBLISHING RICORDI SRL

Media relations

INC – PR Agency

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’s go, 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!” – adds Nicola 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.

AGENCY CREDITS 

Agency: Armando Testa Group

Executive creative direction: Georgia Ferraro, Nicola Cellemme

Creative team: Maria Meioli, Lorenzo Blangiardo

Account team: Emanuele Cicogna Mozzoni, Arianna Cipolloni

Production and post-production: Armando Testa Studios

Director: Gabriele Buttafuoco

DOP: Matteo Terzaghi

These players from Olimpia Milano appear in the video:

Nikola Mirotić

Giampaolo Ricci

Diego Flaccadori

Ousmane Diop

MEDIAWORLD CREDITS

Head of Omnichannel Marketing & Retail Media: Francesco Sodano

Head of Brand & Traditional Media: Mauro Miccoli

Brand Management: Mattia Alberto De Marco, Erica Oltolini

Social Media & Content Manager: Margherita Dongiovanni

Art Director: Fernando Conti

Content Manager: Andrea Petoletti

Armando Testa Turin created the concept for Salumificio Palmieri’s new communication campaign, aimed at highlighting their top product: Mortadella Favola.

This is a special product, just as the name suggests, because it is created from a great intuition: indeed, Favola is the first mortadella in the world to be encased and cooked in its natural rind, this means it tastes great, has a fantastic aroma and is different from all the others.

To emphasise just how unique this product is, the creative team in Armando Testa Turin planned a number of different touchpoints: a press page, with an evocative key visual and a clear message, and a dedicated social pack consisting of several editorials, all aimed at conveying the inimitable taste of Mortadella Favola.

Because there’s only one Favola.

CREDITS

Direzione Creativa Esecutiva: Michele Mariani

Direzione Creativa: Andrea Lantelme, Sara Greco

Creative Team: Clara Vincelli, Laura Celli Volta, Beatrice Corbelletti

Head of Client Service Turin: Giovanna Farè

Client Service: Gabriele Nolfo

Social Media Managers: Elisa Li Causi, Chiara Sclerandi

Media Center: Media Italia

Team spirit, passion, dedication are values shared by Esselunga and the athletes in the Italian Team. Esselunga is extremely proud of this partnership, being publicised with a multi-platform campaign which revolves around the message, “uniti per passione” (“United by passion”), and which includes outdoor, press, graphic spot and even some contents to be featured in Casa Italia in Paris.  The creativity was conceived and developed by the Armando Testa agency and encompasses different language for each touchpoint.  For the outdoor, a graphic and photographic approach was selected featuring Esselunga’s own logo which takes on the 5 colours that represent the continents and underlines the spirit of brotherhood, historically intrinsic to the event.  In every subject the logo is overlapped by an athlete captured at the pinnacle of an amazing performance: Nicolò Martinenghi, Mattia Furlani and Paola Egonu, all members of the Italian Team. Their images turn light blue to emphasise their belonging to Italy, as if all our support as fans could almost be seen.  The same creativity was also adapted for the graphic spot and the contents will be broadcast in Casa Italia where it will create a 360° immersive environment.  In contrast, the language for the press campaign will be Esselunga’s more traditional style: beautiful radicchiolettuce leaves become a burning fire to symbolize the emotions that the Azzurri team can ignite in all of us. The campaign has been running since 26 July with media planning managed by Media Italia.  Credits Agency: Armando Testa Executive Creative Director: Michele Mariani  Creative Team: Sara Greco, Andrea Lantelme, Stefano Arrigoni, Dario D’angeloAccount Team: Gianni Sernia, Laura Alberti

Production Company: Armando Testa Studios 

AT Design, the unit in the Armando Testa Group that specialises in branding and design, has created the logo to celebrate thirty years of activity of the Istituto Europeo di Oncologia.(Europenan Oncology Institute). 

This linear design is full of meaning, encompassing all the history of research, the cutting edge technology and the pioneering vision of the Institute.  

The agency devloped lettering which is incisive yet at the same time smooth, to make the link between the IEO and its thirty years. 

Using a forward moving projection the IEO acronym is reflected in the number 30, creating a shape that conveys strength and authority. The mirrored letters  allude to  the important standing the name of IEO enjoys in the scientific world and the prestige the Institute has attained over the course of these thirty years.  

This logo will be part of the Institute’s online and offline communication, alongside the institutional logo for the whole of 2024 and be featured on all the initiatives planned during the year. 

CREDITS:

Creative Director: Roberto Gresti

Copywriter: Delia Laviola

Client Service: Carlotta Paterlini

Valerio Tutore has covered the role of Head of Research and Strategy in the agency since 2016, and he now takes on the position of General Director of Media Italia, the media centre of the Armando Testa Group.

“I’m really happy and enthusiastic about this recognition. This appointment makes me truly proud and it represents a great achievement but it is just one step in a long journey in this multi-faceted group which is in continuous evolution, and which has welcomed me like a big family and inspires me to find the surprising side of things every single day.” – Valerio Tutore comments.

Valerio Tutore has a PhD in Statistics and many years of both national and international experience in market research at Nielsen and Nextplora. Along with Chief Digital Officer Andrea Marcolin, he has been a member of the Board of Media Italia since 2022, in addition to being on the Board of Directors of Audiradio.

“I am very happy with this recognition for Valerio. It is wholly deserved in this field, since he fully shares the philosophy of Media Italia and the Armando Testa Group, he strives every day to evolve and innovate, he’s been able to bring new energy to what the agency can achieve ”adds Valentino Cagnetta, CEO of Media Italia and Vice President of the Armando Testa Group.

Following the tender to award the 2024 communication campaign for the CISTIFLUX brand, Alfasigma awards the Armando Testa agency.

The creative, which aims to promote urinary tract wellness, began as a restyling of the previous print campaign, but now extends to new formats: radio, digital, social, and display ADV. Initiative, Alfasigma’s media partner, worked to highlight the Cistiflux brand as an ally for urinary tract wellness by promoting a multichannel campaign.

The communication concept “I Like Cystiflux. And I get back to doing what I like” is developed through a graphic format that is inspired by the world of social media and puts several women at the center, who can finally get back to doing the activities they love most thanks to a newfound urinary tract wellness.

On the same concept was developed the 25” radio spot that creatively uses the medium: in fact, the listener hears music with lively, lighthearted tones continuously fragmented by the falling of small drops that represent the urinary tract discomfort that disturbs the rhythm of sufferers’ days. At the end of the commercial, the rhythm of the music returns in a linear fashion, suggesting that urinary tract wellness has been restored, with the help of Cistiflux.

Armando Testa is pleased to partner, once again, with one of Italy’s leading pharmaceutical companies, providing its expertise in this area.

Credits

Client: Alfasigma

Director Consumer Healthcare: Adelaide Raia

Marketing Director Consumer Healthcare: Serena Ferrari

Nutra&Intimate Care marketing manager: Veronica Pauletto

Brand Manager: Anna Montanari

Media Manager: Barbara Orsi

Agency: Armando Testa

Executive Creative Direction: Georgia Ferraro, Nicola Cellemme

Creative Team: Chiara Demichelis, Chiara Panattoni, Roberto Capodanno

Head of Client Service: Giovanna Farè

Client Service: Chiara Bonet

Media Agency: Initiative