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.
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
Following Amarena and Topping, Fabbri 1905 is launching a new billboard campaign distinctly dedicated to summer for its iconic mint syrup.
The chosen theme continues to be that of love, already explored by previous products: at the center of the billboard stands a beautiful glass filled with ice and mint, where the straw takes the shape of a heart, almost as if transformed by the goodness of the syrup.
The campaign was conceived by the Armando Testa agency, which worked alongside the company to enhance the brand’s understanding of its consumers.
The billboards have been on air since June 17 in numerous Italian cities.
Following a tender, MediaWorld reconfirms the Armando Testa Group as its strategic and creative partner. The successful partnership will continue until 2027, using innovation to guide the evolution of communication for a sector leader that is always at the forefront and capable of challenging the status quo.
MediaWorld announces the renewal of its collaboration with the Armando Testa Group following a tender that involved several agencies. The partnership will continue under the banner of innovation, developing even more impactful omnichannel advertising campaigns. The common goal will be to further consolidate MediaWorld’s brand positioning within an extremely dynamic and competitive market, characterized by continuously evolving purchasing dynamics and a particularly broad and heterogeneous target audience.
Experientiality, omnichannel approaches, and innovation that creates shared value will be the guidelines for this new chapter of the common journey between the Armando Testa Group and MediaWorld. In the just-concluded five-year collaboration, MediaWorld has stood out for its desire to challenge the status quo and drive market evolution. From experiential store innovation to the use of AI and the launch of Retail Media solutions, every aspect has been subject to evolution and improvement.
It all started five years ago with the launch of the “Fatto apposta per Me” campaign, which revolutionized communication codes in electronics retail. For the first time, the MediaWorld brand was put in the spotlight over individual brands, addressing customers’ needs for a trusted brand capable of recommending the best solution for every requirement.
The red “M” of MediaWorld has thus become a strong and recognizable symbol that has strengthened brand awareness and brand linkage in Italy and then in other countries like never before. The journey has continued consistently through peak promotions like Black Friday and value activities like Tech is Woman, the special project that supports and encourages girls to study STEM subjects. In collaboration with GirlsTech, MediaWorld has offered courses dedicated to young Italian women, opening up a world of possibilities and inspiring them to believe in their most technological dreams.
With the evolution and arrival of the new global “Let’s go” campaign, which established the new category of Experience Electronics and described the repositioning and expansion of the range of services for its customers, MediaWorld and the Armando Testa agency, always with its production house AT Studios, have found fertile ground to continue innovating together with new and impactful creativity. An example was the new Black Friday, this time in color, featuring the humor of Fru from The Jackal, and a new, futuristic episode of Tech is Woman. To promote the new courses for girls, this time focused on artificial intelligence, the first entirely AI-produced commercial was conceived and produced.
“We are very pleased to continue the collaboration with the Armando Testa Group for the next three years and to tackle creative challenges together in a historical context characterized by further acceleration in the speed of change,” said Francesco Sodano, Head of Omnichannel Marketing & Retail Media at MediaWorld. “MediaWorld intends to lead the sector’s evolution even more decisively. We have done so with our omnichannel proposition, through the evolution of formats and layouts, and through the launch of an unprecedented tool like Retail Media solutions. Being able to rely on the creative quality of a partner like the Armando Testa Group will allow us to convey the value of these innovations even more effectively to diverse and increasingly non-categorizable audiences.”
Five years of success, therefore, represent only the beginning of a collaboration that still has much to offer and already has new and exciting projects in the pipeline. Stay Tuned…
Nicola Belli, Executive Director of the Armando Testa Group, commented on the news as follows:
“Rarely does one have the fortune to work with a brand that, besides pushing you to have courage, to break the mold, and to rewrite the rules of the game, forces you to consider an achieved goal as a starting point rather than an endpoint. MediaWorld has spoiled us well for five beautiful and intense years. Doing so for another three will be wonderful!”
The Benedetta D’Intino Centre was founded in 1994 from the dream of Cristina Mondadori in memory of her granddaughter Benedetta. The goal of the centre is to provide assistance for children with serious communication disabilities and suffering psychological distress, by trying to improve their lives and their families’ lives.
This year, on the occasion of its thirtieth anniversary, it has tasked Armando Testa with developing an awareness campaign focused on the clinical practice used by the team of doctors and professionals in the Centre with children who cannot express themselves using their voice: Augmentative Alternative Communication.
“We asked Armando Testa to help us on a journey that could publicise and promote the work of the Centre, making this difficult topic as clear and accessible as possible, because it is not easy to understand just what communicative disability is, and the reality experienced by those who have to face it, and so what Augmentative Alternative Communication represents for the lives of the children we care for and for their parents.” These are the words of Mattia Formenton, President of the Benedetta D’Intino Foundation.
The agency’s response came by listening to interviews with families, listening to the doctors and managers of the Centre, trying to imagine the unimaginable, and working in synthesis to find an immediate and memorable symbol that could bring the world of those children closer to the world of those who can help by supporting the work of the Centre.
That how the “Gabbie” campaign came to life. Developed for TV with 30″ ads, print, outdoor, digital and social, it has been running since 23 June with a preview on 17 June during the event organized by the Benedetta D’Intino Centre at the Theatre Franco Parenti in Milan.
A child who cannot express himself/herself, who can’t say – neither with words nor with body language – mum, I’m hungry, I’m happy, it hurts, is not a child who doesn’t have thoughts, emotions, fears, dreams, he/she just doesn’t know how to get them out, they’re not able to. This disability keeps the kid locked in a prison of incommunicability from which it seems impossible to escape. The work of the Centre, and the AAC, represent a key that can finally open that cage, for the first time liberating thoughts and reactions that sometimes not even the parents themselves might have imagined existed.
The three subjects for print, outdoor and digital formats have great visual impact, with three portraits of children – created with AI – symbolically imprisoned in a cage that is not real but outlined in white. The film was produced by AT Studios and directed by Augusto Storero, and it chooses an emotional journey, inviting us to imagine the lives of lots of kids – in their bedrooms, in the park, in the kitchen with their mother – and trying to summarize the complex universe of Augmentative Alternative Communication, revealing that for each of them children finally being able to express themselves is really living. And as the lines designing the cage open up, they are transformed into a poetic flight of butterflies, while the notes and words of Abbi cura di me, the beautiful song by Simone Cristicchi, accompany the images of the film.
“Abbi cura di me (Take care of me) are the words of Michela Sartorio and Monica Pirocca, the creative directors in Armando Testa who devised the campaign – it was also the principle that moved us from our first meeting with the President and the managers of the Centre. Taking care of everything we were listening to, and what we would read and take a deep dive into later – this was the only way for us tackle a world that was so difficult to imagine, but which we had to make accessible to reach as many people as possible. The balance for this type of campaign is so delicate, you need impact to be seen and to stimulate a reaction, but you also need respect and delicacy to avoid the risk of upsetting or worse offending those who suffer every day. The Gabbie campaign was created from the awareness of having to take care of that balance between “punch” and grace. For example, we chose not to have realistic metal cages, but to work more symbolically with an illustrated line. And it was the people at the Centre who told us that we were on the right road – the people who work there and even some parents – who got so excited when they saw the film for the first time.”
Armando Testa, who has always been very sensitive to social campaigns, demonstrated by their long tradition in non-profit campaigns, offered their contribution pro bono to support the important work of the Benedetta D’Intino Centre.
And anyone who wants to help can go to www.sostieni.benedettadintino.it or scan the QR code on the subjects of the campaign. Even a small donation helps: when each of those cages opens, becoming a butterfly, a child’s life changes forever.
Credits
Creative Direction: Monica Pirocca and Michela Sartorio
