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The new reference launched on the target market with a multi-channel campaign.

The pharmaceutical company ALfasigma represents a benchmark in the gastrointestinal area, both for consumer as well as primary care products. Today they are entering the laxatives market with the Onligol Line.

The Onligol brand is today addressing the general public for the first time. After winning the communication pitch, Armando Testa has been entrusted with supporting the launch of the brand on television, along with Initiative, working alongside the group to manage the media side.

At the heart of the creative idea we find the symbolism of constipation and its symptoms: a real “bummer of life” and if you suffer from it you feel its full weight and it prevents you from living life freely. This is where the action of Onligol comes into play, delicately freeing up the intestinal tract and “getting rid of the burden of constipation”, so that the protagonists finally feel relaxed again.

The film https://youtu.be/MBiu05R4FjU with an empathetic tone comes to life thanks to the colourful and dynamic direction from Paolo Monico.

The campaign has been on air since 26 May on main television stations and on digital channels.

The media strategy was developed by initiative with the goal to maximize coverage on main TV broadcasters, digital channels and platforms to introduce the new reference to the public, focusing on brand awareness and consideration.

Credits

Client: Alfasigma

Director Consumer Healthcare: Adelaide Raia

Marketing Director Consumer Healthcare: Serena Ferrari

Marketing Manager Gastro Intestinal: Silvia Lanzarini

Brand Manager: Alessia Braga

Media Manager: Barbara Orsi

Advisor: VA Consulting/Ebiquity Alessandro Arbitrio, Alessandra Pasquini, Matteo Siffredi

Agency: Armando Testa

Executive Creative Direction: Georgia Ferraro, Nicola Cellemme

Creative Team: Marcello Maiorana, Mariacarmen Ranieri, Chiara Demichelis

Head of Client Service: Giovanna Farè

Client Service: Chiara Bonet

Production Company: The Family

Director: Paolo Monico

Media Agency: Initiative

The collaboration between Daikin and the Armando Testa agency continues. This time the new campaign is dedicated to a cashback promotion for summer and winter.

The buzzword is “savings” that the team have translated into a fun and creative concept strictly linked to the activity of the brand: savings in the air.

Thanks to the friendly and vivacious tone of voice of the claim the quintessential icon of saving has undergone a reinterpretation.

Resulting in an unexpected and eye-catching key visual, focused on the classic piggy bank, reworked in a fun and ethereal version, almost as if there were balloons floating around the air conditioning unit. Very light and just like the price of the bills for anyone who buys a Daikin air conditioner.

The campaign is developed on a range of touch-points, including static assets, promotional materials for points of sale and a 30” radio ad. In addition, the animated version of the key visual is the focal point of a digital eco-system that will promote cashback on the brand’s social channels.

Credits:

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

CMO: Andrea Grassi

Marketing Department: Patrick Sirtoli

Agenzia: Armando Testa S.p.A.

Executive Creative Direction: Michele Mariani

Creative Team: Dario D’Angelo, Stefano Arrigoni, Clara Vincelli, Ilaria Lavagnolo

Client Direction: Gina Graci

Account Team: Federica Cartocci

Head of Social Content: Valentina Salaro

Social Media Manager: Sara Zavattaro

Motion Designer: Fabio Semeraro, Luca Perli

Production Company: Armando Testa Sudios

Voice over: Roberto Benfenati

Riso Gallo’s Bontà Pronte are communicating again on television, with a new flight of the ad that ran previously.

Bontà Pronte Riso Gallo will also be featured in outdoor for the first time, with a new campaign created by Armando Testa and with strategic planning in the neighbourhood of selected Esselunga points of sale in Turin and Florence.

To back up the TV and ooh campaigns, the flight will also be supported by a display campaign.

The star of the creativity once again is the flamboyant rooster. If he seduces the audience with the warmth and rhythm of his “singing” on TV, in the two outdoor subjects he takes on the role of a cooking enthusiast who has just fallen head over heels for the Bontà Pronte, and a culinary artist who can’t wait to create masterpieces.

After all, love and inspiration are the two most immediate feelings you experience when you sample Bontà Pronte Riso Gallo, perfect for letting your creativity run wild because they’re prepared with selected rice and top-quality ingredients, excellent as a base to start from and continue as you wish.

Planning managed by Media Italia.

Credits:

Executive Creative Direction: Michele Mariani

Creative Team: Dario D’Angelo, Daniele Bona, Clara Vincelli

Motion Designer: Fabio Semeraro

Client Direction: Gina Graci

Account Team: Federica Cartocci

Production Company: Armando Testa Studios

Rooster animation: H7-25 Studio

Voice of the rooster: Paolo de Santis

The campaign for the new Absolute mascara is now on air. It enhances the beauty of your gaze while respecting all types of eyes, even the most sensitive.

If you want maximum delicacy but also maximum cosmetic performance for your eyes, don’t stop where every-day mascaras stop. You have to aim higher, to a level that beats comparison with anything else: the absolute.

This is the underlying insight in the BioNike TV campaign, developed by InTesta – Armando Testa Group, for the launch of its new Absolute Mascara, created to guarantee maximum tolerability even for the most sensitive eyes.

The TV campaign, directed by Andrea Marini, leads us into our ethereal and delicate imagination where the beautiful protagonist is looking for something absolutely exceptional to elevate her look. What? Thanks to BioNike’s dermatological experience and scientific innovation, here is a mascara that combines volume, length and curves the latest generation formula, adding to your beauty and respecting even the most sensitive eyes.

Absolute mascara is also enriched with active lash-care making lashes stronger application after application. The innovative curved applicator instantly lifts, curls and lengthens the lashes without clumping, for a fanned-out effect to get an open, uplifted look better than you might ever expect.

We couldn’t not mention the amazing location where the commercial was shot: the iconic Muralla Roja, the famous postmodern building, designed by Spanish architect Ricardo Bofill. A one-of-a-kind structure, composed of a maze of tone-on-tone coloured stairways that intersect, creating a truly spectacular and unforgettable labyrinth effect. The architectural structure also brings to mind the optical design of the Absolute mascara both for the colours and its square shape. But that’s not all. This location also becomes a symbol for the world of cosmetics, where the consumer risks getting disorientated by the range of various products on the market, when really, she is looking for something that never forces her to make compromises concerning her own well-being.

The creativity, featuring the claim “The absolute, for your gaze“ is an invitation to have greater expectations as far as your make-up is concerned. To never settle and always look for the best in terms of delicacy and cosmetic performance by choosing the product (and brand) that best combines both. Absolutely.

The TV campaign is on air in cuts of 20” and 15” and is supported by a print and digital campaign with shorter cuts for social use.

CREDITS:
• Agency: InTesta – Gruppo Armando Testa
• Executive Creative Directors: Nicola Cellemme, Georgia Ferraro • Team creativo: Chiara Panattoni, Carlotta Gilardi
• Client Director: Laura Alberti
• Production Company: Albatros Film

Collaboration between Fabbri 1905 and Armando Testa continues. Everyone knows this historic brand, above all for their Amarena.

The subject of the communication this time are the Toppings, in 12 different flavoures, perfect to enjoy on sweets, ice cream and desserts, or to mix with hot and cold drinks or to add to the easiest preparations to turn them into speedy delicious recipes.

Outdoor running from 20 May in all Italian cities.

Credits

Client: Fabbri 1905

Corporate Marketing Director: Antonella Tolomelli

Product Manager: Antonella Lombardi

Agency: Armando Testa

Executive Creative Director: Michele Mariani

Creative team: Andrea Lantelme, Dario D’Angelo, Sara Greco

Client director: Giovanna Farè

Client service: Federica Cartocci

Photography: Studio Gastl

The European Oncology Institute is celebrating 30 years of activity: 30 years of commitment in a range of fields to combat tumours.

And the new fundraising campaign for 5×1000, created by the Armando Testa agency, is an opportunity to celebrate this fight, where research, innovation and focus on the patient continue to make the IEO an excellence in the field of oncology. 

That’s how the campaign came to life. It has a strong emotional impact building on a concept that has always typified the history of the Institute: cancer is afraid of the IEO. And today we’re explaining why. The characteristics of cancer, the most frightening ones, are just the same as the ones that have made the IEO such a fearsome opponent for 30 years. Cancer is strong, fast, tenacious, cancer runs fast, but “IEO even more so”, this is the brand’s new concept. It’s the doctors who proudly show the strength of the IEO, as it comes to life through their shadows as they take on the shape of animals ready to fight.

The Monzino Cardiology Centre represents a benchmark in the fight against cardiovascular diseases. Part of the same group as IEO, which has decided to dominate the period when you can make a 5×1000 tax donation, with a bold and memorable campaign, featuring the doctors as writers, authors penning strong statements of defiance towards cardiovascular diseases, to strengthen the love they feel for research, care and innovation. “Monzino fighting for the heart” is the slogan created by Armando Testa, to reinforce the fighting attitude of the people who struggle every day to ensure their patients’ hearts go on beating.

 Both creative shots were by photographer Gabriele Inzaghi.

The campaigns will be on air in early May and will feature on traditional and digital media during the 5×1000 promotion period.

Media planning by Media Italia.

In addition, a video to celebrate 30 years of IEO will be created. 

Credits:

Client: IEO

Agency: Armando Testa Group

Executive creative direction: Georgia Ferraro and Nicola Cellemme 

Creative team: Lorenzo Blangiardo, Maria Meioli, Roberta Campagna

Client director: Sascha van der Plas

Photographer: Gabriele Inzaghi

Media planning: Media Italia