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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.

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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 

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.