Cancer is cunning, it is tenacious and bold, but “lo IEO di più” (IEO even more) : with such a powerful and distinctive concept, IEO is communicating again on the occasion of donating 5×1000.
The campaign, once again created by the Armando Testa agency, features the shadows of doctors and health workers who take on the shapes of new animals ready for the fight.
The campaign has a strong emotional impact and the aim is to show how certain aspects of cancer – those that are the most frightening – are just the same as those that have made the IEO such a fearsome opponent for more than 30 years.
The reference point in the fight against cardiovascular diseases is the Centro Cardiologico Monzino, (Monzino Cardiology Centre), it continues to run the campaign launched last year. This year it’s not only the doctors but also the health workers and researchers who take on the role of graffiti artists, penning strong new challenges against cardiovascular diseases, to reiterate their love for research, treatment and innovation.
“Siamo il Monzino”: (We are Monzino) is how they all start, to emphasise the great sense of unity and belonging which has always inspired and motivated the whole of the Monzino.
“Il Monzino si batte per il cuore” (Monzino is beating for the heart) is the slogan of the campaign, created by Armando Testa, and it reinforces the combative nature of everyone who works with their heart every day.
The photos for both campaigns are by Gabriele Inzaghi.
The campaigns will be on air from April and thanks to the support from Media Italia will run on traditional and digital media during the period for contributing 5×1000.
Fratelli Branca Distillerie has entrusted Media Italia, the media agency of the Armando Testa Group, with managing both their offline and digitial media activities. The assignment was made without a pitch and is the result of two Italian business excellences coming together, both sharing a solid vision oriented to innovation .
«Two historical companies who know how to compete and establish themselves in their respective reference markets, continuously innovating without ever losing ties to their roots.» – declares Martina Cerbone, Marketing Director of Fratelli Branca Distillerie. «Our motto, Novare Serbando, (Renew but Conserve) is behind all the decision we make and in this case too we feel confident that we can achieve exceptional results, even if the market is anything but easy».
Media Italia is extremely happy about this. Valentino Cagnetta, CEO of the agency, states: «We are honoured and proud to have been chosen for this task. For us it represents an important confirmation of our positioning and the trust put in our business approach, which today more than ever is gaining positive feedback from companies».
Media Italia has been able to make on-going investments – an opportunity which is less accessible for many international networks – so we’ve been able to speed up the development of our suite of tools based on Artificial Intelligence and Machine Learning. This suite was conceived and designed specifically for the Italian market, and is able to meet the concrete needs of companies, avoiding “one size” solutions, not in line with the local conditions.
«The results we are achieving – continues Cagnetta – are extremely positive: cutting down of processing times, greater precision and punctuality, automation of repetitive activities with benefits for the team, utmost transparency in managment of data and naturally a significant reduction in costs».
Enrolment opens on 8th March for the new cycle of courses on STEM GirlsTech subjects, promoted by the new Armando Testa campaign. Airing from 5th March it is fighting to overcome stereotypes by inviting the public to take advantage of the training offer in the Tech is Woman programme.
MediaWorld reaffirms its commitment to social responsibility with the initiative Tech is Woman, which aims to encourage technological and digital inclusion, supporting the Girls Tech training project dedicated to young women. The new onmi-channel campaign created by the Armando Testa agency supporting the new cycle of STEM Girls Tech courses has been on air since 5th March. The objective? To overcome stereotypes and invite the young generations to follow in the footsteps of women who revolutionised the world of technology.
Female contribution has been fundamental to the development of lots of the technology that we use every day, but this is often forgotten. Without these pioneers, technology as we know it today would not exist. Giving visibility to these figures is essential to stimulate and inspire anew and cultivate future technological innovations to serve everyone.
The new omni-channel MediaWorld campaign, created in collaboration with the Armando Testa agency, challenges the stereotype portraying women as incapable of understanding technology, using a powerful visual metaphor. The TV ad, on air from 5th March, features a young couple trying to master a router. The guy, falling back on a stereotype, asks the girl if she needs help. She promptly reminds him that without women a great deal of the technology that we use today would not exist. At that point all the technological devices around them vanish, leaving the guy to face an undeniable fact: it’s also thanks to women’s commitment to STEM subjects that today we have wi-fi, fridges, computers and much more. The result is adirect and ironic campaign that conveys a clear message: technology needs women too.
“We are very happy to continue this positive collaboration with GirlsTech and, thanks to Armando Testa, with their particularly coherent and important campaign to give visibility to the training courses” declares Francesco Sodano, MediaWorld Marketing Director. As far as strategy and media planning is concerned, Sodano comments: “The essence of the new omni-channel media strategy lies in the synergy between traditional media and digital and consistency with the subject and the target of the campaign. Indeed, the combination of linear TV and connected TV, will reach the target and the values of the project in the same way, irrespective of the viewing habits regarding TV contents. If planning for linear TV concentrates on afternoon and evening slots with entertainment porgrammes and successful TV serials, for connected TV the platforms selected will be Disney+ e RaiPlay. At the same time the visibility of the contents produced at digital level too, will be increased with a video strategy which will be live until 21st March on the most strategic channels for this type of campaign: YouTube, Meta and TikTok”.
As well as TV, Connected TV and development on social channels, the campaign will be extended by The Jackal collective, who will produce a set of Instagram Stories and a TikTok video with a call to action (CTA) inviting users to discover and enrol in the MediaWorld and GirlsTech courses.
In addition, MediaWorld is launching the first episode of their new podcast “Il Tech delle 5“, (Tech of the 5)recorded at MediaWorld Studios, dealing with the themes of the gender gap in the technological field. Thepodcast was conceived by the agency BTREES, and features Greta Galli (populariser of STEM, IT student and teacher of robotics and coding) as the Main Host and Johnny Shock (young author, actor and creative well-known for his show “Diventare Grandi” (Grow UP) )as Co-Host. Together they will explore the latest technological developments as applied to current affairs, using a light-hearted and engaging tone. The guests on the first episode will be Antonella Arpa (in art Himorta) and Arianna Timeto, Marketing Manager Acer Italy, Greece & Malta and ambassador of “Women in Games”the most followed cosplayers in Europe, who by now are the reference points for the nerd/gaming community in Italy. All together they will talk about STEM, the gender gap in the gaming world too and their commitment to helping to reduce it, just as MediaWorld is doing with GirlsTech. The episode will be available on the main listening apps, on YouTube and it will be relaunched on MediaWorld’s social channels.
After a little more than a year since the first Tenderly campaign from the Armando Testa Agency, the kids once again draw our attention to the importance that tenderness should always have in our lives.
In lots of everyday situations at home, the little kids literally interrupt the routine of their parents, who are often distracted, and with the spontaneity and sweetness that only little kids can show, they invite all of us to perform “little gestures” so as to never forget such an important value.
With strategic consultancy from the Agency, the brand wanted the communication to evolve while still dominating a very precise positioning (that of tenderness) and a distinctive language for this product category (the voice of the kids).
This led to the creation of a completely different ad, with new protagonists, but to ensure continuity it still maintains some of iconic gestures, such as the use of the roll of toilet paper as a megaphone and as a telescope.
The ad was produced by the AT Studios and directed by Tommaso Bertè, and airs from 2nd March in cuts of 30” and 15”, widespread planning on radio, digital and social channels will follow. In parallel, the same Armando Testa Group has developed a social strategy which includes the publication throughout the year of a lengthy series of new contents in line with the fundamental idea behind the campaign.
“The kids are still the protagonists, undisputed representatives of the three most important features of the brand Tenderly: tenderness, softness and delicacy. – comments Giovanni Monti, Lucart Corporate Sales & Marketing Director Consumer.
“The Armando Testa agency managed once again to make the story of the brand both tangible and credible, consisting of small, tender family shots of what takes place in our homes every day. And indeed just this year the brand – adds Giovanni Monti – is celebrating its 50th anniversary.
“The new Tenderly ad, confirms the strategy of the new style of communication which the brand started more than a year ago. The story always focuses on the value of “tenderness”, a dominant and more than ever contemporary value.” comments Michele Mariani, Executive Creative Director of the Armando Testa Group.“It’s the little kids in the film who remind us how important tenderness is and who invite us to make room for gentleness, empathy and little gestures of affection.”
CREDITS
Client: Lucart S.p.A.
Agency: Armando Testa S.p.A.
Executive Creative Director: Michele Mariani Creative team : Andrea Lantelme, Sara Greco
Social contents creative team: Laura Guida, Laura Celli Volta
The new social campaign to promote papilloma virus (HPV) vaccination starts off with a strong, thought-provoking question, “What would you do for love?”
The equally strong answer is “The real act of love is to get yourself vaccinated against HPV.”
The communication project, started from an initiative of the Regina Margherita Hospital in Turin, the School of Hygiene Specialties and the Piedmont-Aosta Valley Oncology Network.
Armando Testa is an agency that has always been sensitive to social issues, and they enthusiastically embraced the project, designing two-stage creativity where the tone of voice directly addresses young people.
The soundtrack for the operation is a freestyle song by rapper Shade, composed specifically for the campaign, to emphasise the link with the target audience.
The integrated project, with planning by Media Italia, lands on a number of touchpoints: digital billboards throughout the city, print ads, radio, a video featured on the web platform and social channels of vaccinarsinpiemonte.org.
A guerrilla operation throughout the city of Turin ran before the campaign went on air. On the morning of 14th February, Valentine’s Day, a giant 30-meter banner appeared on the bridge crossing the river Po, completely unbranded, but with just one question “What would you do for love?” At the same time stickers and cards appeared around the city asking the same question: these two linked action exploited the viral potential of this street approach and the importance of the social content for the target.
After winning the pitch for last year’s communications campaign, the Armando Testa agency has been confirmed by Alfasigma as a creative partner for one of its flagship brands for 2025: Cistiflux, the supplement for urinary tract well-being.
The idea behind the campaign idea is developed around a story that is visually evocative and engaging for anyone who suffers from urinary tract discomfort. The protagonist is pulled into an arid and inhospitable landscape because of a sudden feeling of discomfort. This stands as a metaphor for urinary tract discomfort. But thanks to Cistiflux, everything changes.A pink flow of light emanating from the packaging, regenerates the surrounding environment: a waterfall starts flowing again and the vegetation flourishes once more, bringing back a feeling of well-being.
The image of the “well-being waterfall” becomes the distinctive key visual of the campaign, it conveys a feeling of relief offered by the product. A feeling of rediscovered serenity, reinforced by the claim: “Cistiflux. And your day goes smoothly.”
The film was created with virtual production technique and directed by Carole Denis, and it represents the perfect balance between technological innovation and visual poetry.
The campaign (https://youtu.be/_geu58Mclck) has been on air since 23rd February on main television channels and press and digital channels will follow.
Credits
Client: Alfasigma
Director Consumer Healthcare: Adelaide Raia
Marketing Director Consumer Healthcare: Serena Ferrari
Marketing Manager Area Nutra & Intimate Care: Chiara Francini
Cistiflux Brand Manager: Martina Marano
Media Manager: Barbara Orsi
Advisors: VA Consulting/Ebiquity Alessandro Arbitrio, Alessandra Pasquini, Matteo Siffredi
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.
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
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.
