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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.  

The campaign is available at the following link: https://youtu.be/8Y7SugJu4Pw

“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.

Get more information at: https://www.mediaworld.it/it/specials/tech-is-woman

Credits MediaWorld

Marketing Director: Francesco Sodano

Brand & ATL Media Department Head: Mauro Miccoli

Brand & Sponsorship Team Lead: Mattia Alberto De Marco

Brand Management Specialist: Erica Oltolini

ATL Media Senior Specialist: Luca Mondo

Digital Marketing Department Head: Davide Rossi

Digital Marketing Manager: Carmen D’Ambrosio

Content Marketing Department Head: Margherita Dongiovanni

Art Direction Manager: Fernando Conti

Off-line Content Manager: Andrea Petoletti

Social Media Specialist: Giulia Casiraghi

CRM & Loyalty Department Head: Matteo Scianni

Armando Testa Credits

Agency: Armando Testa Group   

Executive Creative Direction:Georgia Ferraro, Nicola Cellemme   

Creative team: Maria Meioli, Lorenzo Blangiardo   

Account team: Emanuele Cicogna Mozzoni, Arianna Cipolloni, Adriana Delle Donne 

Production and post production: Armando Testa Studios   

Director: Luca Grafner 

Media Planning Credits

Agency: STARCOM – media agency of the Publicis Group

CEO: Matteo Tarolli

Client Service Director: Benedetta Barbieri

Chief Digital and Strategy Officer: Giorgio Chiaramonte

Digital Lead: Grazia Bettinelli

Media Lead: Davide Marras

BTREES Credits:

Account Manager: Filippo Bondi

Project Manager: Stefania Ferrari

Creative Supervisor: Massimo Salso

Content Supervisor: Linda Botti

Copywriter: Davide De Capitani

Burson Press Office Contact  for  MediaWorld

Gioele Grisetti gioele.grisetti@bursonglobal.com

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

Client Director: Gina Graci

Head of Social Content: Valentina Salaro

Social Media Manager: Sara Zavattaro

Production Company: AT Studios

Director: Tommy Bertè

DOP: Karim Andreotti

Music: Sing Sing Music

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 14^th 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.  

Numerous talents were enthusiastic and generous in adding their image to the cause:  the motor bike GP champion Francesco (Pecco) Bagnaia  with his wife Domizia Castagnini,  the rapper Shade,  creative director Eleonora Carisi,  artist and  content creator Pietro Morello,  psychologist and creator Psicologa Cruda.

Agency: Armando Testa

Executive Creative Director: Michele Mariani

Creative Directors: Gabriella De Stefano, Paolo Fenoglio, Andrea Lantelme

Head of Social Content: Valentina Salaro

Client Director: Gina Graci

Producton: AT Studios

Directors: Luca Grafner and Oscar Grafner

DOP: Alessandro Garelli

Photography: Massimo Bellotto 

Song Lyrics: Shade

Planning: Media Italia

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 23^rd 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

Agency: Armando Testa

Executive Creative Direction: Nicola Cellemme, Georgia Ferraro, 

Creative Team: Roberto Capodanno, Chiara Demichelis, Chiara Panattoni

Head of Client Service Turin: Giovanna Farè

Client Service: Chiara Bonet

Production Company: Alto Verbano

Director: Carole Denis

Media Centre: Initiative

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.  

Discover the new site at www.cuki.it

Credits

Client: Cuki Cofresco

Marketing manager: Carlo Bertolino

Brand manager: Elisabeth Beccaris

Agency: Armando Testa 

Executive creative director: Michele Mariani 

Digital creative directors: Gabriella De Stefano, Paolo Fenoglio

Creative team: Laura Celli Volta 

Chief innovation officer: Alessandro Peroncini

Ux/Ui design team: Silvia Maistrello, Anna Bigaran

Digital strategy: Federica Bramardo

Head of client service Turin: Giovanna Farè

Client service: Francesca Romaldo, Andrea Cantore

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

Director: Federico Brugia

DOP: Marcello Dapporto

Senior Producer: Giulia Buffa

Costume Designer: Massimo Cantini Parrini

Set Designer: Chiara Balducci

Film Editor: Vilma Conte

Post Production Video: Band22

Post Production Audio: DisctoDisc

Music:

Title: Hot Stuff

Authors: P. Bellotte / H. Faltermeier / K. Forsey

Publisher: WARNER MUSIC PUBLISHING ITALY SRL

Master: Red Rose Productions

Rework cover: Flavio Ibba-Carlo Palmas 

Voice: Greta Bragoni

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.

Credits:

Client: ACI Ready2Go

Agency: Armando Testa 

Executive creative direction: Georgia Ferraro, Nicola Cellemme

Creative team: Roberto Capodanno, Francesca Graziani

Head of client service Turin: Giovanna Farè

Client service: Chiara Bonet

Production company: Filmine

The Turin agency will manage the creativity for ATL and digital activities for all the food brands in the Group.

Creative excellence to support great Italian food tradition: from 2025 Armando Testa will become the strategic and creative partner of the Veronesi Group.

After a pitch held in recent months, the Veronesi Group selected the creative agency to develop upcoming campaigns for their brands AIA and Negroni. This Group is the first agri/food group in Italy that can rely on a complete and integrated supply chain for the production of feed, eggs, meat and traditional Italian cured meats.

This will be a partnership where innovation will be key to create the culture, an aspect that has always distinguished the approach of this pioneering company in many segments of the sector where the brand has introduced products which have become iconic over time, such as AeQuilibrium, BonRoll, Negronetto, Spinacine, Wudy.

An ability to predict tastes and lead evolution not only regarding eating habits but also of the consciousness of Italians as demonstrated by the fact that this year AIA and Negroni have been selected by the Ministero delle Imprese e del Made in Italy (Ministry of Trade and Made in Italy) to be part of the exhibition “Identitalia, The Iconic Italian Brands”, developed to celebrate 140 years of the Italian Patent and Trademark Office. 

From next year, Armando Testa will handle the conception, development and creation of a multi-channel integrated communication strategy with innovative storytelling using TV, visual and social campaigns.  The goal is to promote all the food brands in the Group, further strengthening the ties of trust between the public and the prodcuts AIA and Negroni, which already today can be found on dinner tables of more than 17 million and almost 10 million Italian families respectively. 

“The decision to entrust just one agency with the creativity for the entire communication of AIA and Negroni – Veronesi Group explains– springs from the desire to make the story of our brands even more iconic and distinctive, with storytelling that reflects the values we have always believed in. Thanks to the collaboration with another company that embodies Italianness throughout the world, such as Armando Testa, we want to give a new voice and imagery to products that have been on millions of Italian dinner tables for decades”.

“We are proud to stand side by side with an outstanding Italian company such as the Veronesi Group, this company has always contributed to the culture of good food in this country and today Armando Testa is enthusiastic to share a further chapter in this journey. 

°°°

Veronesi Group

The Veronese Group is the first Italian group with a complete and integrated supply chain which starts off from the production of feed substances and goes up to the processing and distribution of meats and cured meats, which are part of the Italian gastronomic tradition.  AIA, Negroni and Veronesi are the three reference brands present in the market; with around 8,500 employees in 24 production facilities in Italy, the Veronesi group closed 2023 with consolidated net income of 4 billion euros, confirming its position among the main Italian actors in the agri/food sector.  Sales in the domestic and international market contributed to these results: the company’s “Made in Italy” exports reach more than 70 countries and account for 15% of total turnover. For more information visit the site: https://www.gruppoveronesi.it/

A joint project between the brand team and Armando Testato describe the excellence of the Tuscan brand. 

“P as Peuterey”, the brand’s new video strategy has been developed thanks to the creative synergy of Peuterey’s in-house team and the Armando Testa agency. Divided into a series of video contents the goal is to transport viewers into the very heart of the brand’s production process and highlight the attention and quality that have always been a hallmark of the brand. 

The objective of the campaign is to take users behind the scenes at Peuterey, showcasing the gestures, faces and the stories of those who transform every product into a unique piece.   So, the concept of craftsmanship becomes a pillar for the new storytelling, acknowledging the production process as the company’s strong point – from research and development of the product phase to the creation of samples, finally reaching large-scale production and rigorous quality control carried out in-house to guarantee the highest quality.

Transparency is the guiding principle throughout the campaign, in line with Peuterey’s reality-telling philosophy.

Two video formats describe the duality of the brand’s soul, for a total of 13 video contents.  

The first format consisting of 5 videos, invites the audience into every department of the company to embark on a fascinating journey to discover just how a Peuterey garment comes to life.  

From sketches to the first prototypes, covering all the technical sheets to the paper patterns, the videos show how creativity, expertise and know-how are an essential and necessary mix for the process of research and creation, all inside the company which aims at excellence. 

The second format consists of 7 double interviews featuring the employees and aims to underline how the history of Peuterey is inextricably linked to the personal stories of those who experience the company every day. 

In this way the campaign reveals mutual exchange and dialogue among all the departments as Peuterey’s greatest added value. 

All the videos can be viewed on the brand’s site and social channels, in the section dedicated to “P as Peuterey”. 

CREDITS:

Client: Peuterey Communication Team – Cristina Castelli, Giovanni Lusini, Daniela Gravino

Agency: Armando Testa 

Executive Creative Director: Michele Mariani

Creative Service: Antonella Raso

Client Director: Gina Graci

Client Service: Federica Cartocci

Production Company: Armando Testa Studios

Director: Luca Grafner