After a pitch held in recent months Haier AC Italy has confirmed that Media Italia, media agency of the Armando Testa Group, will manage both offline and digital media activity. The new campaign will be launched in the coming days and it will run until the end of July “Quando dici aria, dici Haier”. (When you say air, you say Haier)
“The aim of this campaign is to further strengthen Haier brand awareness in the market of air conditioners and comfort. Haier is a synonym of innovation, design and energy efficiency: values that guide us in all our projects and that allow us to be ever closer to our consumers thanks to our ‘zero distance to consumer’ concept, offering not only technologically advanced solutions but also a vision of connected and sustainable comfort. – states Agnese Ranieri, Marketing manager of Haier A/C Italy – We’d like to thank all the agencies that have supported us in creating this campaign and with whom we will be working in the coming two years: Media Italia S.p.A. who manages the media and digital part; Dilemma S.r.l. for the creativity and Bonsaininja Studio S.r.l. who manages the organisation of the event dedicated to our best installation technicians.’’
The Haier Expert is at the heart of the communication. This is a flagship product in the residential line and top of the range solution for household air conditioners and purification systems. The focus is on the distinctive pluses of the product: greater efficiency, thanks to the A+++ energy class; extra ease provided by the hOn app, an ecosystem that allows centralised remote management of all company devices from just one digital platform; enhanced wellbeing with the UV-C Pro lamp, innovative purification technology which uses two types of ultraviolet rays to eliminate viruses and bacteria, ensuring the air is clean and sanitised. Three key benefits, illustrated graphically using visual language that makes air and air quality the absolute protagonist of the customer experience.
The campaign includes a multi-channel strategy, a synergic mix of national and local radio to strengthen the brand’s presence in the most strategic areas with a 15” commercial highlighting the features and advantages of the product in terms of efficiency, comfort and wellbeing; digital on Google, Meta and TikTok platforms; trade press to reach professionals; out-of-home in the main Italian cities such as Milan and Rome.
Immense satisfaction also from Media Italia. Valentino Cagnetta, CEO of the agency states: «We are both honoured and proud to have been selected for this task. For us it represents an important confirmation of our positioning and the trust shown in our approach».
«The results that we are achieving – continues Cagnetta – are extremely positive: reduction in processing times, greater precision and punctuality, automation of repetitive activities bringing benefits also to the wellbeing of the team, maximum transparency in data management and naturally, efficient reduction in costs».
Haier AC Italy was founded in 2002 in Revine Lago (TV), with a branch office also in Milan. Today it has 84 employees and a turnover of more than 110 million euros. Thanks to its four satellite logistics centres, the company can guarantee fast and efficient service throughout Italy to the 45 representative agencies in the country for the business and consumer market and to more than 350 qualified assistance centres.
Haier solutions integrate advanced technology for conditioners and air purification, such as the systems with UVC lamps, Self-Clean and Stern Clean 56° functions designed to eliminate bacteria and viruses. Haier produces air-water heating pump systems and solar panel systems, which can be integrated to reach the highest energy classes, top quality performance and significant energy saving.
Haier AC Italy operates in synergy with Haier HVAC Europe, the Division which is part of the Haier Group, one of the biggest companies in the world for household appliances. Founded in China in 1984, today it is present in more than 100 countries in Asia, Africa, Europe, North America and the Middle East. Today the group owns 8 brands of household appliances at the global level: Haier, Casarte, Leader, AQUA, Fisher & Paykel, GE Appliances, Hoover and Candy.
A new collaboration is underway to increase awareness and promote the commitment of this multi-utility company in the life of the community and the areas it serves.
New creative energy to talk about the services and values of one of the main Italian multi-utility companies operating in the areas of environment, energy and water and serving more than 7.5 million citizens: the Hera Group has chosen the Armando Testa Group as their partner for their integrated communications.
After a pitch, called in recent months, the multi-utility company has assigned the agency a three-year contract which covers development and management of the entire communication strategy for an integrated corporate and commercial campaign. Particular focus will be dedicated to ATL, BTL, digital and social campaigns, as well as the development of informative materials for environmental and commercial communications and also cross-cutting creative initiatives.
The fundamental aim of the collaboration is to increase awareness and the positioning of the Hera Group at a national level and to convey just how unique its commercial offer is, by describing in a creative and consistent way, the Group’s daily concrete commitment to sustainable development, which has been a feature of the group from its very beginning, highlighting the strong bond it enjoys with the communities where it operates and the strategic objectives that underlie its corporate purpose.
Founded in 2002 and quoted on the Stock Exchange in 2003, the Hera Group is among the top 40 Italian companies for capitalisation (it is part of the FTSE MIB index) and since 2020 it has been included in the Dow Jones Sustainability Index, World and Europe.
This is a company that is able to combine industrial size while being deeply rooted in the local area with consolidated leadership in a range of sectors: the first operator in Italy in the environment for treated waste, second in water cycle for the volume of water supplied, third in the business of gas and energy sales based on number of customers.
This new collaboration between the Hera Group and Armando Testa brings together shared values, vision and concreteness.
«Armando Testa is the agency that has written the book on the history of Italian advertising. They are able to articulate the fundamentals of the identity of the brands they work with. We are certain that they will be able to develop an original and effective strategy for the Hera Group which will consolidate the brand reputation of this mulit-utility and make our communication distinctive and iconic. This collaboration will enable us to strengthen our ties with that part of the Italian population who today receives at least one service from the Group, promoting our innovative and sustainable solutions for a greener future. Armando Testa’s creativity will help us to highlight what’s in our DNA and our values and also to express our daily commitment in all the sectors where we work – from energy to environment, from water to public lighting – creating a greater link with citizens, the users and the protagonists of our services» – Giuseppe Gagliano, Director of Central Communications and Public Relations of the Hera Group.
“We are thrilled to have been chosen by the Hera Group for this beautiful and yet ambitious project, and we’d like to thank the whole team for the trust they have shown us. A decision to tie themselves to us for a long period so that the project can have a long term strategic vision and also an immediate creative impact. The desire to work together, to tell stories and get stories told. The objective is to become an iconic brand for Italians. As an Agency we truly have the solid foundations to flank the Hera Group in their challenges. We’ve got three years to do this together, step by step! We can’t wait to get started.” – Nicola Belli, Board Member of Armando Testa.
The ads are airing on a range of national and local broadcasters from 12 May
EOLO, leader in FWA (Fixed Wireless Access) technology and the first B Corp in the telecommunications sector in Italy, has launched a new communication campaign “EOLO is in the air” created by the Armando Testa agency. The ad features the notes of the iconic song “Love Is In The Air” by Johannes Vandenberg and George Young from 1978, reworked for the occasion.
EOLO is the reference operator in Italy using FWA (fixed wireless access) technology to exploit radio frequency to ensure high speed Internet connectivity even in less well served areas. EOLO is currently serving more than 700,000 families and businesses in the country and is creating the first national FWA infrastructure with ultra fast connectivity up to 1 Gbps, integrating 5G technology and millimetric waves (mmWave).
The campaign was created by Armando Testa who were keen to spread the company’s message to challenge and bridge the digital divide and digital speed divide, by letting everyone know that with EOLO internet is “in the air” and can reach even the most remote areas of Italy. Using different regional accents and a lighthearted tone, the ad emphasises how widespread the service is, showing how EOLO is able to connect every corner of the country from north to south.
“With this campaign we want to emphasise our daily activity, which is to offer a fixed connection which is complementary to fibre, even outside main urban centres. We are continuing with our mission to digitalise the country, to guarantee internet access even in areas which are less well served so that ever more people can choose freely where they want to live, work, study, while always being connected. “ comments Alberto Nava, EOLO Marketing Director.
“We are convinced that important issues such as the digital divide can be treated with a fresh and lighthearted tone of voice.” – add Jacopo Morini and Fabiano Pagliara, Creative Directors at Armando Testa – “We have created a real catchphrase to get the message across to the public in a clear and direct way. We’re sure that this campaign will stay “in the air” for a long long time.”
EOLO is a national telecommunications operator, leader in the field of ultra-broadband wireless access (FWA) serving both residential and business markets. It guarantees Ultra Wide band quality access with a focus on areas subject to the digital divide. A Benefit Company, it is the first Italian telecommunications company to obtain a B Corp certification. It covers more than 7,000 municipalities thanks to more than 4,100 BTS (radio repeaters). It connects more than 700,000 customers, 116,000 of whom are companies, public administrations and other professionals. EOLO boasts a network of more than 17,000 people including collaborators, installation technicians and commercial partners throughout the country.
For more information about EOLO’s services visit the site www.eolo.it
The magic of Umbria is back on air. The new campaign issues an invitation to discover the Region by way of a deep and involving sensorial journey. Created by Armando Testa, this initiative is part of the well established collaboration with the Region of Umbria. Since 2020 it has promoted numerous campaigns using a range of themes and language: from the paradox of the “Mare dell’Umbria” (The Sea of Umbria) to the 500th anniversary of Perugino, to the recent hearts in flight, always with the objective of promoting the area in an authentic and innovative way.
The Umbrian skies and landscapes once again are filled with large green hearts: they symbolise emotions shared by anyone on social media who is enchanted by the beauty of this land. These hearts – digital reactions developed from the images posted by travellers and tourists — become the stars of the storytelling. They soar up in the air, fly across medieval villages, waterways, countryside and hills, to then be materialised in real experiences, involving the protagonists of the ad: a group of friends recording their holiday in Umbria using photos and sharing.
The main 30’’ ad (https://youtu.be/0U_-39IVPlY) and the three 15’’ subjects tell the story of an encounter between the virtual world and the real one, using a tone that alternates lightness and poetry. The emoticons transform into tangible hearts, able to stir amazement, smiles and wonder.
A text, serving as a common thread accompanies the images with a direct engaging invitation: Look. Inspire, Listen, Taste, Touch. A build up of suggestions culminating in the claim di suggestioni che culmina nel claim:Discover Umbria, in every sense.
The campaign is planned for TV, radio, web outdoor (both OOH and DOOH) and in formats specially conceived for large railway stations and airports. The project is completed with a multi-subject campaign dedicated to five specific areas of the Region (Valnerina, Trasimeno, Tuderte, Gubbio & Gualdo and Orvietano), where the concept of the sensorial experience is developed for the local areas, to offer itineraries that are even more immersive and personalised.
CREDITS
Client: Regione Umbria
Agency: Armando Testa
Creative Direction: Raffaele Balducci
Creative Team: Daniele Bona, Alessio Caminiti, Thomas Marino
The Armando Testa agency creates the new campaign celebrating the 30th birthday of “Dream Doctors”.
Fondazione Theodora is celebrating thirty years of activity, an achievement marking three decades of constant commitment to listening to and comforting kids and adolescents in hospital by using a tool that is as easy as it is powerful: dreams.
Founded in 1993 in Switzerland by the goodwill of brothers André and Jan Poulie, the foundation arrived in Italy on 30 May 1995 at the Pediatric ward of the Istituto Nazionale dei Tumori (National Tumour Institute) in Milan. The Foundation pays homage to their mother Théodora Poulie, a courageous and generous woman who always faced the challenges and difficulties of life including the illness of her son, André, with strength and a positive spirit. This great example of resilience was the inspiration for the idea of transforming a smile and a dream into a concrete type of treatment.
It is not by chance that the pumping heart of the Foundation is represented by “ Dream Doctor”, professionals recruited and trained by the Foundation itself to become involved with sensitivity and competence in extremely delicate contexts. Every day on a weekly basis they contribute to the psycho-physical wellbeing of the patients, by lightning the atmosphere in the wards and actively supporting families and healthcare professionals thanks to individual visits to patients, pre and post operative assistance, visiting pediatric hospices for terminally ill children and support in obstetrics and neonatal pathologies for new mothers and newborns experiencing difficulties.
This is a true example of integrative medicine to all effects and it demonstrates how offering a child and his/her family the opportunity to experience positive emotions while in hospital makes an important contribution to the effectiveness of the therapeutic journey, considering the person as a whole. And this is confirmed by the statistics: 98.5% of the kids and adolescents involved stated that they benefited from meeting the Dream Doctors, with 48.4% and 38.8% of patients respectively noting considerable improvement in their mood and joyful moments. Parents too reported a positive impact on their relationship with their children during their hospitalisation.
Today the Fondazione Theodora is present in 44 pediatric departments in 13 hospitals in 10 Italian cities. In 2024 alone, thanks to a team of 31 Dream Doctors and an operative team of 5 members, more than 35,000 kids and adolescents were visited, and support was also offered to more than 105,000 families. At the international level, the Foundation is active in six countries, with more than 200 Dream Doctors in more than 160 health care facilities.
On the occasion of the 30th anniversary of the Foundation, Emanuela Basso Petrino, Board member of the Fondazione Theodora, states: “This achievement represents a moment of great pride and gratitude for us. I would like to thank everyone who has contributed to our mission over these 30 years: the Dream Doctors, who are the ambassadors of our commitment, the healthcare professionals who work with us every day, our donors and partner companies with their generous support. It is thanks to them that we can continue to bring relief and smiles to kids in Italian hospitals. ”
Looking to the future, the Foundation is committed to strengthening the impact of its activities, by paying ever more attention to sustainability and optimising resources, both human and financial. What’s more, since 2024, the Fondazione Theodora has been part of the European Federation of Healthcare Clown Organizations (EFHCO), obtaining an important quality certification for the period 2024–2029. A neutral auditor evaluated the organisation from a range of perspectives — among which financial transparency, artistic quality and clarity in management — recognising excellence in the healthcare sphere.
To celebrate this important milestone, the Theodora Foundation has launched a new communication campaign created by the Armando Testa agency, one of the most important agencies in the Italian creative arena. An exceptional partner, who has been able to interpret in a sensitive way and with powerful expression the soul of the Foundation and the profound value of its work, embracing its values so much that it offered its contribution, together with the production company AT Studios pro-bono.
The campaign, with executive creative direction from Michele Mariani, creative team Matteo Giachin Ricca and Caterina Maliardi and Ilaria Lavagnolo, was designed to convey to everyone the mission of the Foundation: to let every child continue dreaming, even in hospital. What is particular about it is the treatment chosen, children’s drawings, a tool that immerses the observer in the point of view of the youngsters, meaning that the viewer can experience the world through their eyes.
The result is a deep dive into an encounter with a Dream Doctor, that the child describes by way of drawings, which come to life thanks to the animation by Studio Magoga, the expert direction of Luca Grafner and the musical accompaniment, specially composed by Operà Music.
So only at the end of the commercial, do we discover that the friendly Fox featured in the first drawings is actually a metaphor for the Dream Doctor who, with her soft toy fox, visits the child in his hospital room.
The campaign has been developed in a number of touchpoints, including 30’’ and 45’’ TV ads, radio and press, and created with the support of Pubblicità Progresso, and the ultimate goal is an invitation to support the Foundation to help even more children in hospital to make their dreams come true.
This 30-year milestone does not represent a point of arrival, rather the beginning of a new chapter. A journey that continues with the same dedication, the same courage and the same tenderness which has always been typical of the mission of the Theodora Foundation. Every day the Dream Doctors continue to walk side by side with thousands of kids and adolescents along with their families, bringing smiles at times of fear, listening in silence, being close in the most difficult moments. Behind every visit, there is a gesture of care. Behind every restored smile, there is the certainty that even in hospital you can continue to dream. In these thirty years the Theodora Foundation has built a network of trust, professionalism and love: a precious asset that grows thanks to the generosity of those who decide to support this mission. Doctors, nurses, donors, partner companies, volunteers and supporters: they are all part of a great community that shares a common goal, to defend childhood, even when it seems at its most vulnerable. For the future the Theodora Foundation is renewing its commitment to care for the emotional wellbeing of kids in hospital, making each department a little more humane, a little lighter and a little closer to a dream. Because every kid, wherever they might be, deserves to feel that they are simply a kid.
About Fondazione Theodora
Fondazione Theodora started its activities in Italy in 1995: today it is present in 44 pediatric departments in 13 hospitals in 10 Italian cities with 31 Dream Doctors and every year they bring a smile to more than 35,000 children and more than 105,000 family members. Theodora is responsible for selecting the Dream Doctors, it finances their initial training and updating workshops, ongoing psychological counselling, it organises their activities, ensuring all visits are of top quality. The Dream Doctors are professional artists (theatre actors, street theatre actors, mime artists) they are recruited and specially trained by the Foundation to work in a hospital setting working on emotions, looking after aspects where the child is in good health using four different programmes for their visit, individual in the ward, surgical support both pre- and post- operation, pediatric hospice and obstetrics and neonatal pathologies. To ensure the top quality of the visits, every Dream Doctor undergoes rigorous thorough initial training, as well as ongoing training and periodic psychological supervision carried out by an expert therapist in how to manage socio-health workers and prevent burn-out. The activities of the Dream Doctors are completely free of charge for the hospitals and, naturally also for the families of the young patients. In 2018, the Milan municipality awarded the Ambrogino d’Oro to the Theodora Foundation for its constant commitment to pediatric wellbeing. .
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.
