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Lancia stands alongside Patty Pravo during the 76th edition of the Sanremo Song Festival featuring in her music video for “Opera”, the intense, inspired track – written  by Giovanni Caccamo – that the icon of Italian music  performed during the contest and which is also the title of her new album.   

Created by the 777 agency, formed from the collaboration between Armando Testa and Herezie, the film celebrates the artist’s 60 year long career and the ability she shares with Lancia, to transcend time while safeguarding her proverbial eclectic identity.  

“The Opera music video builds up to a crescendo with an unfolding story where we feel that we can participate in a moment that is important for both the artist and her song .” comments director Federico Brugia during the behind-the- scenes video. .

Indeed the star is really the singer’s voice which comes to life in her dressing room, reaches the stage then goes beyond the theatre and travels through a magical Roman night. 

Her song becomes like an irresistible echo for anyone who is like her: a white panther, the archetype of a magnetic and unique presence,  which begins to race through the streets of the capital, attracted by her voice. Even the Lancia Ypsilon heads towards the theatre, joining in like a co-star of the story, welcoming Patty Pravo  on board during the closing notes of the song, sealing this encounter combining elegance and timelessness  in one unique great “Opera”.

CREDITS:

Advertising Agency: 777

Deputy Executive Creative Director: Angelo Ratti

Creative Team: Marta Foli, Federico Albanese, Giulia Di Crescenzo, Mattia Grassi, Thomas Marino

Client Director: Marco Evola

Account Team: Diletta Marchi, Giulia Ghignone

Agency Producer: Alessia Pietromarchi

Production Company: Buddy Film

Produced by: Alessio Gramazio & Paolo Calabresi Marconi

Director: Federico Brugia

DOP: Marcello Dapporto

Senior Producer: Giulia Buffa

Producer: Nina Notari

Post Producer: Giada Destro

Costume Designer: Elena Manferdini

Set Designer: Massimiliano Sturiale

Film Editor: Vilma Conte

Postproduction Video: Band22

Postproduction Audio: Disc to Disc

Client production advisor: The Producer International

Music:

Title: Opera

Composer: G. Caccamo

Publisher: Nar International

Voice: Patty Pravo

The new HeraComm campaign dedicated to the new Hera Hybrid Electricity and Gas promo created by the Armando Testa agency is now on air.

This multi-subject campaign is aimed at three different target audiences. Thanks to the 200 euro bonus in their bills they can activate electricity and gas together and enjoy life while saving money:

Marco spares no expense in the kitchen because he knows that he is saving on his bills, Paolo hums away while shaving knowing that he can also cut his costs, while Erica enjoys a light-hearted moment dancing with her daughter.

They are the very characters who exclaim “Heraviglioso!” breaking the fourth wall, satisfied with the choice they have made ending with the statement: “It’s twice as good” to emphasise that the offer which is already good value since it combines fixed and variable prices, today is even better thanks to the new bonus!

The campaign closes with the claim, created by the Armando Testa agency which was already launched with the Hera Group’s corporate campaign: “The future with  Hera? Heraviglioso!”

These light-hearted and dynamic ads were directed by Paolo Monico and produced by  AT Studios.

The campaign will air from Sunday 1st March  on TV with cuts of  30” and 15” and also on radio.

It will involve all major touchpoints ATL, BTL, digital as well as social media.

Client: Hera  Group – Hera Comm

Hera Corporate Relations, Events and Advertising Manager: Stefania Santacroce

Hera Comm Corporate Relations, Events and Advertising Manager: Thejra Tonetto

Hera Comm Marketing, Communications Manager: Serena Saltarelli

Agency: Armando Testa

Executive Creative Direction: Nicola Cellemme, Georgia Ferraro

Creative Supervisor: Lorenzo Blangiardo, Maria Meioli

Head of Strategy: Guglielmo Pezzino

Head of Client Service Milan: Emanuele Cicogna Mozzoni

Account Team: Ludovica Tonti, Manuel Amato, Gaia Salandrini

Production Company: Armando Testa Studios

Director: Paolo Monico

Dop: Luca Esposito

Music: Operà Music

Sanremo is the stage for emotions, entertainment  and music. But it is also the venue where heated opinions, harsh comments, criticism and judgement plague the artists and their songs every year. Against such an exposed and heightened atmosphere Tenderly, along with the Armando Testa  agency has decided to showcase a simple yet powerful value: a little tenderness. 

Tenderly has chosen RTL 102.5, the  radio with the most listeners in Italy, to plan a dedicated campaign, conceived to spread a positive and kind message during the very days when Italian music attracts the attention of millions of people.  The on-air presence invites the audience to listen to the songs with their hearts and enjoy the whole week with a gentler outlook. 

Tenderly will also activate a social media strategy with dedicated contents and a limited edition of hankies will be distributed during this week of music. The specially created messages are an invitation to treat the issues which are typically hotly debated during this media event with tenderness and transform them into an opportunity to smile and choose tenderness over criticism. 

The campaign celebrates not only the music, but also  the more authentic and human side of the show: made up of emotions, which can be expressed only if embraced with tenderness. 

The campaign was conceived and developed by the Armando Testa agency, who converted the brand positioning into an integrated project, able to combine radio planning, presence throughout the country and social media contents, building  a coherent and important story during one of the greatest media events of the year.  

Client: Tenderly

Agency: Armando Testa

Executive Creative Director: Michele Mariani

Creative Team: Andrea Lantelme, Sara Greco, Martina Nota

Social Team: Andrea Gaetani, Nicole Ghiringhelli

Client Service Team: Gina Graci, Alessia Scarabello

Production: AT StudiosFilm-maker: Oscar Grafner

After consulting with a number of agencies, Barilla has entrusted the 

Armando Testa Group with managing communications  for Mulino Bianco, one of the most important  brands in Italy.  Its history has always epitomised and related the story of not only the evolution of a major brand, but also that of Italian society and culture.  

This collaboration also feels like something of a return: back in the early 1990s 

the Family at the Mill campaign by Armando Testa was created, followed by 

iconic campaigns such as Nature in the City, Fairy Tales, and others in following years. The relationship has also been consolidated over the years thanks to the work for Pan di Stelle, with campaigns also by Armando Testa.

 Marco Testa, President and CEO of the Group, said: “We are very happy and

very proud of this great opportunity, and we are grateful to everyone at Barilla for once again entrusting us with the management of such a prestigious brand.”

The new campaign is  the result of painstaking strategic and creative work, and the launch  is scheduled for this spring and will continue in the following months with an integrated communications plan.  

Lancia kicks off the year with a new TV commercial that reinforces Ypsilon’s positioning as an icon of style, character and appeal. 

The ad was created by the 777 agency, founded by the collaboration between 

Armando Testa and Herezie.  With its more contemporary and engaging visual approach, perfectly aligned with Lancia’s eclectic spirit, it  marks a further step in the renewal journey the brand is undertaking,

The story unfolds using dynamic and modern language featuring an energetic split screen and on scene supers, visual techniques that set a fast paced and involving rhythm. 

This visual approach was designed to immediately highlight the main product features and to showcase Lancia Ypsilon’s  colour combinations, an expression of  a car that adapts to different tastes and styles, the perfect choice of car.

What makes the ad stand out is its soundtrack: “Ti voglio” by Ornella Vanoni, Elodie and Ditonellapiaga. An iconic track which is also contemporary, perfectly reflecting the Lancia style, and which adds charm to the images and  boosts the emotional impact.  

So the music becomes an integral part of the story, underscoring Ypsilon’s ability to meet the most diverse desires. 

With this new TV ad, Lancia is confirming its commitment to combine elegance, modernity and personality with a powerful and recognisable  communication  where the claim  “Ogni desiderio è un viaggio”  (Every desire is a journey)   sums up what we see – the product features and what we hear – the song  “Ti voglio”.

The new communication campaign is being rolled out across TV, press and radio as well as on the brand’s social and digital channels. It is on air in Italy and will  gradually be extended to all European markets where the brand is present. 

CREDITS:

Agency: 777

Co-President & Founder: Andrea Stillacci

Executive Creative Director: Angelo Ratti

Art Directors: Federico Albanese, Mattia Grassi
Copywriters: Marta Foli, Giulia Di Crescenzo

Graphic Motion Designer: Thomas Marino

Client Director: Marco Evola

Client service: Giulia Ghignone, Sabiana Salamone, Diletta Marisdea Marchi

Production Company: AT Studios

Senior Producer: Carlotta Sito

Film Editor: Alessandro Garelli

Video Post Production: Band

Audio Post Production: AT Studios

MUSIC

Title: Ti Voglio Ornella Vanoni Featuring Elodie & Ditonellapiaga  

Composers: Gianni Belleno and Giorgio D’Adamo (lyrics); Ricky Belloni, Vittorio De Scalzi, Sergio Bardotti (music).

Publisher:  2024 BMG Rights Management (Italy) S.r.l.

In 1997 in San Prospero in the province of Modena Carlo Palmieri transformed his love for cured meats into something exceptional: he invented the first mortadella that was stuffed and cooked in its own natural skin.

This story has now become a fairytale. Or better “Favola’s fairtale” because that’s just what the mortadella was called.

The third and fourth generation of the Palmieri family along with the Armando Testa Turin agency are now relating this story in the most magical way, as they saw that the true story had the potential to become a beautiful narrative.

A completely different visual style from usual was selected to celebrate its essence. The “stop motion” technique was revived. This is a frame-by-frame process which demands precision, careful attention and timing, just like the production of the mortadella itself. This stylistic choice reflects the values of craftsmanship and of things made with love.

The Palmieri family’s interest in animation and in this technique coincide with Armando Testa’s long-standing passion for visual imagination and the artisan frame-by-frame language. The combination lead to the creation of a short film with a cinematic style rather than a classical ad. It was produced by AT Studios, designed and directed by DaDomani.

The story was conceived as a format that might include further episodes and it comes to life from a book whose pages are made of soft, fragrant slices of mortadella. Then we arrive in San Prospero and meet Grandpa Carlo and his “obsession”: to make mortadella even better. In his workshop he selects the finest meats, weighs out the best ingredients, stitches up a natural skin as if it were a magical garment, stops the cooking time and finally hot brands his creation. That’s how a mortadella comes to life, so unique that it has been called “a Fairytale”.

The ad will air in cinemas in 45” version, and on TV in cuts of 30” / 15” and on radio from 21 December. .

Media Italia managed the media planning. .

CREDITS

Agency: Armando Testa Turin

Executive Creative Director: Michele Mariani

Creative Direction: Andrea Lantelme, Sara Greco

Creative Team: Martina Nota

Client Service: Chiara Bonet

Production: AT Studios

Director: Dadomani

Media Planning: Media Italia

Wednesday  26 November,  the 2026 edition of the Financial Police calendar was presented at the “Salone d’Italia” in the National Modern and Contemporary Art Gallery in Rome. It was created by the Armando Testa  agency and the photographer Massimo Sestini.

The project is entitled “Tre colori, un mondo” (Three colours, one world), and it presents an unique perspective on the work carried out by the Financial Police, with special emphasis on the less visible and often more complex activities of the economic-financial police.  

The Armando Testa agency is proud and enthusiastic to support the vital commitment of the Financial Police in safeguarding the economic-financial security of the country. 

That’s how the creative idea took on different forms, from the most dynamic to more digital, concentrating from the very beginning on bringing together the visual synthesis of the graphics and the expressive power of the photography while using a limited palette of colours: grey, yellow and green. By using only the iconic  colours of the Corps and a style that might be defined as photo-graphic, the agency worked by subtraction, hiding to reveal actions, and removing to add meaning. 

The Armando Testa agency, with executive creative direction from Michele Mariana, worked closely with the photo reporter Massimo Sestini, winner of a World Press Photo award, to create the images in the calendar. His powerful black and white shots  specially created on location became the canvas  onto which the creative team grafted geometric patterns, colour fields and words to simultaneously complement and enhance the images. 

So the thirteen shots became first of all thirteen works of art and then finally thirteen involving stories  which express the values of the Police, their commitment, dedication and spirit of service of all their members in a powerful way. 

An institutional and artistic project where the creative agency faced the challenging task of  developing a distinctive and memorable language, which could provide a comprehensive description of the wide-ranging and complex work, even the less well known aspects,  that the women and the men in the Financial Police perform every day,                                                               

Credits: 

Client: Ente Editoriale per il Corpo della Guardia di finanza (Financial Police Publications department)

Agency: Armando Testa

Executive Creative Director: Michele Mariani

Creative team: Dario D’Angelo, Stefano Arrigoni, Danilo Gioannini

Head of client service Turin: Giovanna Farè

Client service: Chiara Bonet

Photographer: Massimo Sestini

This year too the Francesca Rava Foundation  is promoting In the Pharmacy for kids, a wonderful initiative which has been assisting young people in health poverty for more than ten years. 

Until 20th November, you can buy and donate medicines in many participating pharmacies throughout Italy, to support lots of kids who do not have access to these essential products.

As well as longtime sponsor Martina Colombari, the Armando Testa agency is standing side by side with the Foundation. Always attentive to social issues the agency developed the creativity for the TV ad and the communication materials.  

The ad is a magical invitation to go to a pharmacy: testimonial, Martina Colombari, with a snap of her fingers encourages us to follow a big green flashing arrow,  moving around the city and showing us the way to the pharmacy,  where it takes up its place in the illuminated sign.

The 30-second commercial is being shown in rotation on main TV networks with a sound track specially composed by Filippo Beretta. The campaign is also airing in the press and on social media with photos by Massimo Bellotto.



Credits



Agency: Armando Testa

Executive Creative Directors: Nicola Cellemme and Georgia Ferraro

Creative team: Roberta Campagna, Carlotta Gilardi, Sebastien Sardet


Account team: Eugenia Cesile and Nikolina Gramegna

Production Company: AT Studios

Director: Luca Grafner

The joint venture created by Armando Testa and Herezie has won the pitch organised by Maserati to celebrate the centenary of its symbol. 

777, founded by the union of two independent agencies Armando Testa (Italy) and Herezie (France) has been assigned the global communication campaign dedicated to the centenary of the Tridente, the iconic symbol of the Maserati brand.

It was back in 1926 when the legendary Tridente created by Mario Maserati, the artist in the family, appeared for the first time on a vehicle.  It had been inspired by the statue of Neptune in Bologna. A symbol of strength, courage and determination, still the brand’s clear personality even today after almost 100 years. 

Maserati has selected  777 to communicate this important anniversary with a global campaign developed over hero videos, OOH and DOOH. Visual storytelling over time highlighting the spirit of the brand: passion for performance, beauty of Italian design and the ability to reinvent itself without ever betraying its origins. 

That’s how the Tridente came to life, connecting brand heritage with outlook towards the future, while upholding the dream and energy which have made it iconic.

“2026 will be a year of great celebrations dedicated to the emblem which has made us famous all over the world: the Tridente, created exactly a century ago.  The campaign that we will create with the  777 team will represent the common thread of the activities, ensuring continuity in the omni-channel approach and the omni-funnel which is central in all our actions.” states Pietro Zambetti, Maserati Brand Creative Director.

On the occasion of the launch of the new model in the special TMAX 25th Anniversary edition, Yamaha presents  “Obsessed to the MAX”, the new campaign created by the Armando Testa agency.

A concept that pays homage to one of the true icons of style and performance, able to boost its own allure year  after year, until for many people it has become an object of desire.

Red, inspired by the inserts in the Anniversary model, dominates the scene symbolising passion and temptation, and converting the emotional depth that always goes along with TMAX into an image. 

The result is evocative and contemporary storytelling, where the premium language and the bold visuals merge in a production of intense impact where the product is treated as an object of absolute desire.

Shot in a studio with LED walls and AI generated contents, the film switches between immersive close-ups of the TMAX and evocative images interspersed with powerful keywords building up to a sound and vision climax that explodes into  pure passion.

With the new campaign created by the Armando Testa agency, TMAX has become even more magnetic, more powerful and more desired than ever.

Social and digital media is planned, with dedicated cuts for each channel.

The campaign airs from 4th November on the occasion of EICMA.

Agency credits:

Client: Yamaha Motor Europe

Agency: Armando Testa Group

Executive creative direction: Nicola Cellemme ans Georgia Ferraro

Creative Supervisor: Lorenzo Blangiardo, Maria Meioli

Creative team: Davide Cortese, Francesca Graziani

Client Lead: Emanuele Cicogna Mozzoni

Account Team: Nicoletta Pittino, Manuel Amato

Director: Nicolò Bravetta

DoP: Marcello Dapporto

A.I. artist: Director Kobayashi

Music and SFX: Human Touch

Photographer: Marco Campelli