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After a pitch the Italian multinational producer of transport vehicles  has chosen the work of 777 for the launch of their new communication strategy which will revolve around IVECO’S new  payoff: «Spirito in Movimento». (Spirit in Movement)

777 is an independent agency which was founded by a partnership between Armando Testa and Herezie. They are already developing an integrated communication platform for IVECO which will cover all the geographical areas where the Turin based brand operates. 

The first communication initiative is a spectacular corporate film to celebrate the 50th anniversary of the brand and to highlight all the achievements along IVECO’s journey since 1975. The video was created with an innovative hybrid technique which combines traditional shooting with real actors and AI enhanced frames and visuals, with the objective of creating consistent and instantly recognisable imagery. 

The campaign is distributed entirely in digital form and a preview was  presented at IVECO’s  50xBeyond, an event held in Turin from 12 to 15 June in front of an audience of more than 6,000 stakeholders including clients, dealers, partners as well as employees. 

«As well as the privilege of working with such an iconic Italian brand, there’s something else that fired our enthusiasm», declaresAndrea Stillacci, Co-President along with Marco Testa of 777 «that is the deep sense of community we feel in everything the brand does and that makes   IVECO unique. Thanks to its tireless “Spirit” this is a community that connects with and  strengthens all the players both inside and outside the company».

«In 777 we’ve found a partner who shares our enthusiasm and our passion for what we do», adds Francesco Polsinelli, Chief Communications Officer, Iveco Group. «As we underline in the anniversary video, “What really spurs IVECO on is not only what we construct; it’s for who and with who we are constructing”. With 777 we are constructing a new way of communicating the strengths of our brand: cohesion, design, passion, Italianness. In short, our “Spirito in Movimento”».

CREDITS

IVECO 

Chief Communications Officer, Iveco Group – Francesco Polsinelli

Head of Corporate Identity, Publications & Events, Iveco Group – Livianna Curri

Head of Strategy & Marketing, Truck BU, Iveco Group – Carlotta Mathis

Head of Marketing & Branding, Truck BU, Iveco Group – Pamela Paratico

Head of Centro Stile, Technology & Digital, Iveco Group – Marco Armigliato

777

Co – President – Andrea Stillacci

Creative Directors – Francesca Nepote, Federico Anelli

Account Director – Nina Marti 

TV Producer – Silvia Cattaneo 

Head of Strategic Planning – Claudia Gravagna 

Junior Creative – Chiara Maffioletti, Valentina Consani 

Diaviva 

Director – CRIC 

Executive production – Pietro Puccioni, Marco Lasagni 

In charge of production – Luca Biagini 

Producer – Maria Vittoria Ceresoli 

Assistant Producer – Maria Sole Gatti

Production Assistant – Enrico Covezzi

The Negroni brand is communicating again with a new integrated campaign on air from 29th June on main TV channels and digital platforms. 

The Armando Testa agency won the account for the integrated communication for the food brand of the Veronesi Group after a pitch. This marks a new stage in the brand’s journey and also introduces the new payoff: “La tua Buona Stella”.

The goal is to describe how Negroni salamis, – a symbol of tradition and conviviality – are present in the most authentic moments we share in our lifetimes. From the first meeting as kids up until building a future together: in our story, Negroni products mark the stages in a love story, they are there with our strongest relationships, they light up our lives with their “Good Star”. The storytelling starts off from one of the brand’s iconic products, the Negronetto, which produces abutterfly effect rich full of emotion and great taste. 

“The Negroni star has always enriched people’s everyday lives and today, with new communication we describe how any occasion can become an unforgettable experience, along with our products which trigger emotions and special moments to share.  After all, sharing food is the common thread running through lots of moments enjoyed together and for more than a century Negroni has supported the value of sharing food as an authentic gesture. That explains the choice behind the new payoff ‘La tua Buona Stella”. We are also proud to have selected Paolo Genovese as director to tell this story with a cinematic slant, while at the same time the film is exciting and close to  everyone who chooses Negroni every day” – comments Claudia Ferrari, Negroni Marketing manager.

“Great stories are made of small gestures and moments of everyday life that make our lives unique.” – add Jacopo Morini and Fabiano Pagliara, Creative Directors of Armando Testa – “This  film belongs to everyone, because each one of us has experienced those little moments: sharing a sandwich on the school steps, an aperitif with friends, a family lunch. Little sliding doors that can change our lives for the better. Sooner or later everyone finds his or her good star on their journey.”

With this new creativity, Negroni is strengthening its bond with people, the narrative highlights everyday gestures and authentic emotions, where their products are discreet but vital protagonists: because “when you discover something really good, you always want to share it”. The brand’s iconic jingle, rearranged in a new key, is featured in the new campaign, and it reinforces the emotional link with their consumers.  

It was decided to entrust Paolo Genovese with directing the film because he could give the story a cinematic slant to ensure the film aroused emotions and was even closer to consumers. 

“Negroni is a brand that we all grew up with, that’s why we wanted to ensure people understood we were talking about something familiar, something real, from the very first frame.” – says director  Paolo Genovese, “for me, the beautiful thing about this campaign was the decision to talk about Negroni products by talking to the people they are aimed at, describing their emotions and their stories. It is a tender and deeply human story, we get emotional because it reminds us of some events in our lives.  Like in a romantic comedy, we fall in love:  with the characters, the simple gestures, the joy of sharing something good. The camera was totally at the service of the story: every shot had to make us feel part of an emotional and light-hearted story.“

The formats planned are 45’’, 30’’ and 15’’ and the first subject to air will feature Negroni cold cuts. Two additional subjects are also planned: one dedicated to cubed ham and another to pre-cooked products.  

As well as the film, the campaign will be extended and be featured on social media with a dedicated campaign.  

AT Studios handled production of the campaign. 

CREDITS

Client: Negroni

Marketing manager: Claudia Ferrari

Brand manager: Francesca Pedrazzi

Digital marketing & communication specialist: Giulia Monti

Agency: Armando Testa 

Creative Direction: Jacopo Morini and Fabiano Pagliara

Creative team: Sarin Demirdjian, Mira di Chio

Client Service: Francesca Romaldo

Production Company: Armando Testa Studios

Media Planning: iProspect (dentsu group)

Turin is a candidate city for the title of European Capital of Culture 2033,  and the Armando Testa agency has won the pitch to design the logo that will represent  the city throughout the whole process.

The Turin agency welcomed the invitation from the Fondazione per la Cultura Torino enthusiastically, with the presentation of a structured project that focuses on the active participation of new generations.

At the heart of the creative journey was  a shared brief, conceived by the agency  with the support of the director of the candidature Agostino Riitano  and the city Councillor responsible for Youth Policies, which was developed along with an elementary school and three selected High Schools in Turin.  Based on the proposals and suggestions that emerged during this workshop, the agency then worked on creating the final logo, transforming the youngsters’ ideas into a visual identity which can represent the entire project. 

The official logo of the candidature will be presented to the public and projected onto the Mole Antonelliana during this year’s festivities for the Feast of San Giovanni in Turin. It’s a symbol that was created thanks to collaboration between the Armando Testa Group and  80 young people from a range of schools.  

The new logo was created from the intuition of new generations and the spark that shines in their eyes when you talk about the future. A monogram with a punchy character, created by AT Design, which reworks the colours of the city in a more vibrant style and looks straight to tomorrow.

The O of  Torino is an eye wide open to the future, where the star of culture and fun shines brightly,  as does that of sustainability and social commitment. All values that will lead Torino to 2033 and beyond.  

Thanks to the support from AT Studios who share the vision, the agency created a reveal video for the logo which was presented to the city on 24 June, on maxi-screens set up in Piazza Vittorio, on the occasion of the event “Torino is fantastic”, the big concert hosted by Gerry Scotti and broadcast of Mediaset channels. 

To ensure continuity in the project, Armando Testa will also handle the development of the official web site for Turin’s candidature as European Capital of Culture  2033.

CREDITS

Armando Testa Creative Team: Fabiano Pagliara, Jacopo Morini

AT Design Creative Team: Roberto Gresti, Patrizia Massarenti

Production Company: AT Studios

Vidal’s new communication campaign gets underway Vidal’s new communication campaign gets underway.

Everyone feels better after a shower. But after a shower with Vidal we feel enveloped in a wave of freshness, good humour and energy that stays  with us throughout the whole day; a wave of vidalità.

That’s the insight behind the new Vidal campaign created by InTesta – Armando Testa Group. Italy’s best loved brand of shower gel is communicating once again with a dynamic, colourful and involving ad, sure to become the musical catchphrase of the summer. 

The wave of vidalità that is released after a shower is at the centre of the story: a wave of energy made of freshness and wellbeing, able to transform a daily routine into a regenerating ritual. Thanks to its embracing and energising fragrances, Vidal reawakens our senses,  banishes tiredness and recharges with positive sensations…

even  having a knock-on effect on those around us. 

This wave comes to life in a spectacular way in the ad: a multi-coloured 3D wake which takes on the colours of Vidal and envelopes the protagonists and then spreads throughout the crowd, touching everyone with its energy. So the ad becomes a choral explosion of joy, dancing and smiles, all to the notes of a surprising remix of a much loved track.

Music is indeed a big star in the campaign; the famous track “La vasca” by Alex Britti is reworked in a Vidal version and transformed into “La Doccia” (The Shower), to create an irresistible jingle  that is sure to get into everyone’s head and stay there.

.

The ad was directed by Matteo Montagna and will air from 22nd June in cuts of 30” and 20” on all the main television channels.  The campaign will be supported by extensive cross-media planning: radio, digital, social contents and a special activated on TikTok conceived to get the whole of Italy dancing in the shower…. but also outside. 

CREDITS:

• Agency: InTesta – Armando Testa Group

• Executive Creative Directors: Nicola Cellemme, Georgia Ferraro

• Creative Team: Chiara Panattoni, Carlotta Gilardi

• Client Director: Laura Alberti

• Client Service: Claudia Bartorelli 

• Production Company: Albatros Film

Lancia is back on the market with two highly anticipated models: the new Ypsilon HF and HF Line, both of which are inspired by the brand’s more sporty side.

The ad was created by the 777 agency, which is a collaboration between Armando Testa and Herezie, and it highlights the different features of the two new Lancia models, emphasising the performance of the Ypsilon HF 280CV and underlining the eclectic aesthetics of the Ypsilon HF Line.

The soundtrack accentuates the history and the performance of the two cars as they drive through a modern city, with visuals and sounds growing ever more emphatic: a mix of sound design that combines the distant echo of the trumpeting of an elephant with the rhythm of the percussion, to bring to mind the symbol used when the brand was founded and its history, the little red elephant.

This symbol is featured along with the two letters HF on the body work and the interior details of the two Ypsilon cars. It is also to be found in images and even in the sky as clouds take shape to form it. It’s the silhouette that dominates in the final packshot of the two cars side by side and it signs off as the key visual of the story.

The creative idea has been developed for TV, press and radio as well as the brand’s social and digital channels.

CREDITS:

Advertising Agency: 777
Executive Creative Director: Andrea Stillacci
Creative Director: Raffaele Balducci
Art Director: Alessio Caminiti; Federico Albanese, Davide Cortese
Copywriter: Marta Foli
Graphic Motion Design: Thomas Marino
Account Team: Marco Evola
Production Company: BUDDY Film
Executive Producers: Alessio Gramazio
Director: Di – Al
DOP: Diego Indraccolo
Senior Producer: Elena Marabelli
Costume Designer: Miriam Mora
Set Designer: //
Film Editor: Matteo Motzo
Post Production Video: Band
Post Production Audio: Disc To Disc

Music:
Title: Trumpeting
Composer: Eraldo Bernocchi, Lorenzo Esposito Fornasari
Publisher: Antiphona
Master: di proprietà Bernocchi, Fornasari

Whatever your future, Daikin is with you.

That’s the concept behind the new campaign created by Armando Testa for the leading climate solving company,  which looks to the future with a strong yet simple message: get ready for tomorrow, today.

The campaign comes to life from a bold idea: even if you live on Mars, Daikin will be with you. To illustrate this, Daikin has chosen an exceptional voice: Gianluca Torre, a major player in Italian real estate, creator and television personality, the ideal figure to give an interpretation of the vision of contemporary, casual and sophisticated living. 

Torre lends his voice with an ironic and authoritative tone to an immersive ad, transporting the viewer to a future which might seem far away but thanks to the technological solutions conceived today, is already something we can imagine.  A comfortable house which is “future proof” since it is equipped with all of Daikin’s technology. 

Air conditioning, heating, heat pumps and air purifiers:  every location, even the most extreme, can be enjoyed to the most thanks to Daikin’s cutting-edge, sustainable and long lasting solutions. And the future is not exclusively Mars: it’s a more efficient house, it’s reducing consumption, and making our choices to experience the planet in a more aware way. 

The “Pronti al futuro”, (Ready for the future) campaign was produced by AT Studios, and will be on air from 16th June with a radio campaign and a display and in coming weeks  video-strategy on CTV and digital platforms. 

Credits:

Client: Daikin Air Conditioning Italy S.p.A.

CMO: Andrea Grassi

Marketing Department: Patrick Sirtoli, Sara Carfagna

Agency: Armando Testa S.p.A.

Executive Creative Direction: Michele Mariani 

Creative Team: Andrea Lantelme, Sara Greco, Martina Nota, Laura Celli Volta

Client Director: Gina Graci

Account Team: Carlo Piacenza

Head of Social Content: Andrea Gaetani

Social Media Manager: Chiara Sclerandi

Motion Designer: Luca Perli

Production Company: Armando Testa Studios

Director: Danae Mauro

The new integrated campaign for the Hera Group created by Armando Testa is underway. 

The Hera Group is one of the main multi-utility companies in Italy, it operates in the environmental, energy and water sectors, serving more than 7.5 million citizens. The company is now launching a new integrated communication campaign created and developed by the Armando Testa agency.

The creative concept at the base of the campaign is: “The future with Hera? Heraviglioso”. Because with the multi-utility, every step towards a sustainable future becomes not only possible but also marvellous. Together we can provide circular solutions every day that respect the environment So that the everyday represents a concrete opportunity for change for everyone.  The beating heart of the campaign is the direct involvement of people: it’s the citizens themselves who exclaim “Heraviglioso”, making the brand even more memorable and building an emotional and authentic bond with everyone. A choral campaign, accompanied by the stirring notes of  “Meraviglioso” by Domenico Modugno.

As well as the corporate communication, the agency also created a commercial in cuts of  30” and 15” dedicated to the new commercial offer Hera Hybrid Luce e Gas,  (Hera Hybrid Electricity and  Gas), which combines fixed and variable prices and so that the whole family can agree, and to the notes of  Modugno, they exclaim happily: “Heraviglioso”.

The whole communication will be developed in an integrated way using main touchpoints – ATL, BTL, digital and social media – with a coordinated and consistent approach between corporate and commercial communication.

Credits

Client: Hera Group

Central Communications and External Relations Director  at  Hera Group: Giuseppe Gagliano

Corporate Relations, Events and Advertising Manager at Hera Group: Stefania Santacroce

Marketing Communications  Manager at Hera Comm: Serena Saltarelli

Agency: Armando Testa

Executive Creative Directors: Nicola Cellemme, Georgia Ferraro

Creative Supervisors: Lorenzo Blangiardo, Maria Meioli

Creative Team: Roberto Capodanno

Head of Strategy: Guglielmo Pezzino

Strategy Team: Arianna Nicoletti

Client Director: Emanuele Cicogna Mozzoni

Account Team: Biagio Carrella, Manuel Amato 

Production Company: Armando Testa Studios

Director: Marco Missano

Dop: Guido Mazzoni

Music: Operà Music 

Photography: Alessandra Matté

A gloss that gives you extreme shine, vibrant colour without leaving any transfer? It’s not just any gloss: it’s The Gloss. 

The new campaign for Deborah Milano, is based on this promise. It was developed by InTesta –Armando Testa Group for the launch of the new The Gloss Shake Lip-gloss: a gloss with an irresistibly shiny effect and brilliant hold. to enhance lips with light colour and ultra-shine.

A promise of high performance and glamour is at the heart of the communication.: The Gloss combines a

new generation formula with a simple and speedy beauty gesture.  Three steps for an incredible result: shake the

product well, apply a thin coat to your lips and then wait a few seconds for a long lasting shiny finish, that leaves

no traces or smudges. 

The ad describes this daily gesture in a light-hearted way with a touch of pop. It transports us inside a playful setting

inspired by a super cool rooftop experience, perfect for Instagram We are on the roof of a skyscraper gazing

out at the Milan skyline at sunset, where two beautiful models, each wearing a different shade of glass move around

in a conspiratorial way.  The protagonists play with oversized mirrored spheres in different shades of pink (to bring

to mind the colours of the product) which reflect every detail just as The Gloss does on your lips: capturing the light

and reflecting it back even stronger, giving a brilliant smile and a touch of glamour that won’t go unnoticed. 

The campaign is signed off with the claim “The one, the only, The Gloss”: a declaration confirming how unique this first gloss from Deborah Milano is, since it combines extreme shine, impeccable hold and performance / no transfer effect. 

The ad was directed by Aksinja Bellone, and has been on air since 8^th June in cuts of 20”, 15” and 10” on all main television broadcasters. The campaign will be supported by a digital campaign with video contents specially conceived for social channels. 

CREDITS:

• Agency: InTesta – Armando Testa Group

• Executive Creative Directors: Nicola Cellemme, Georgia Ferraro

• Creative Team: Chiara Panattoni, Carlotta Gilardi

• Client Director: Laura Alberti

• Client Service: Claudia Bartorelli 

• Production Company: Albatros Film

The new TV ad for BioNike Photoprotection is on air. For a summer with 4D protection for sensitive skin.

There are those of us who love relaxing in the sun and others who can keep still for a single moment. Those who play in the sand and those dive into the water for a long swim. Everyone experiences summer in their own way, in the dimension they prefer. But there’s one need we all share: protecting our skin from the damaging rays of the sun. Because without the right photoprotection, every aspect of our wellbeing is at risk.

That’s the insight at the base of the new communication campaign created by Intesta – Armando Testa Group for BioNike Defence Sun, the 4 dimensional photoprotection, with greater commitment towards safeguarding the marine ecosystem, thanks eco-compatible formulas and packaging designed to reduce the environmental impact.

With the claim “La nuova dimensione della tua protezione” (The new dimension for your protection), the brand explains the innovations in its formula with PRO-Repair 4D patented technology, that combines the extended filter system, guaranteeing broad spectrum UVA and UVB protection, with the exclusive patented NBCS complex, a pool of synergistic approaches.  A combination of cutting-edge technology and dermatological expertise, which has always meant that BioNike is synonymous with care and attention to sensitive and intolerant skin.

The ad features members of a modern family, enjoying a carefree day in the sun feeling totally safe. The mum is relaxing on a lilo shaped like a D in the water, her daughter is flying a kite shaped like a D, the dad is building a sandcastle with his youngest son  – always shaped like a D –and a young girl is diving off a diving board, naturally shaped like a D. Each of them is enjoying the sun in their own way, but all of them are being protected by BioNike Defence Sun.

But BioNike’s photoprotection does not stop at the skin. The environment too is highlighted in the new Defence Sun line: the formulas are biodegradable in sea water and have been tested as eco-compatible while the new recycled and recyclable packaging has been designed taking into account eco-sustainable features. To confirm  their commitment, this year too, BioNike has renewed its support for Worldrise Onlus, in favour of safeguarding the seas, in line with the objectives of the United Nations 2030 Sustainable Agenda.

The ad was directed by William9, and has been on  air since Sunday 8th June in cuts of  20” and 15” on all main television stations. The campaign will be further supported by a large scale cross media planning which will include radio, press, digital and social contents. 

CREDITS:

• Agency: InTesta – Armando Testa Group

• Executive Creative Directors: Nicola Cellemme, Georgia Ferraro

• Creative Team: Chiara Panattoni, Carlotta Gilardi, Mariacarmen Ranieri, Marcello Maiorana

• Client Director: Laura Alberti

• Client Service: Claudia Bartorelli 

• Production Company: Albatros Film

Salumificio Palmieri has launched their new website online www.palmierisalumi.it created by Armando Testa Turin. The company has remixed all their ingredients and come up with the perfect recipe using completely renewed graphics to best illustrate their redesigned information architecture, and above all, an important strategic decision: to bring together in just one platform the corporate face of the brand and the distinctive imagery of its flagship product, Mortadella Favola. 

This is no simple showcase, rather a space conceived to convey everything that Salumificio Mec Palmieri represents with authenticity: quality, attention to detail and the perfect balance between tradition and innovation.  Each section has been thought out to describe the world of Palmieri in a clear and involving way, highlighting its history, the range of products and the values that make the company stand out. 

The team at the  AT Factory, the unit which specialises in developing tech projects, followed and managed the site every step of the way: from strategy, to redefining the visual identity and  storytelling right up to the total development of the platform. The result is a web site created with enhanced contents and which strengthens dialogue with consumers,  partners and professionals in the sector. 

“This site marks a new stage in journey of our company’s growth  – comments Francesco Palmieri, CEO of Mec Palmieri – We’ve renewed the way we communicate online – we’ve also added a section dedicated to Recipes and Guides so that our final consumers can get to know our products even more – all without losing sight of what makes us unique, which is la grande passione per l’arte della salumeria”.  (the great passion for the art of the salumeria) 

CREDITS 

Client: Salumificio Mec Palmieri 

Agency: Armando Testa Torino 

Creative team: Andrea Lantelme, Sara Greco, Laura Celli Volta 

UX&UI Design and Development: Alessia Pelliccia, Silvia Maistrello, Alessio Cracchiolo 

Digital Strategist: Federica Bramardo