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.
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
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 26July 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
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.
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.
