The project was conceived by the Armando Testa Agency in collaboration with Regina Margherita Hospital in Turin, the School of Hygiene Speciality and the Piedmont – Valle d’Aosta Oncology network.
The “What would you do for love” campaign won the award in the Public Communications category at the XXII edition of Areté – Responsible Communication 2025, with the following motivation:
“An awareness campaign about vaccination against HPV that succeeds in targeting a young audience with intelligence and an emotional narrative”.
The aim was to build awareness and inform the younger sections of the population about the HPV (Papilloma Virus) infection, inviting them to take part in a major Open Vaccination Day at Regina Margherita Hospital.
The project was developed over a number of phases: firstly a teaser campaign, launched with a guerrilla operation throughout the city of Turin on the morning of 14 February 2025, posing just one question “What would you do for love?”. Subsequently, a live reveal campaign on 17 February across a range of touchpoints – outdoor, press, radio, video web and social channels – with a reply that was just as powerful: “The true act of love is getting vaccinated against HPV”. During this second phase numerous personalities generously and enthusiastically lent their image to the cause.
This social campaign represents an important public health initiative and an opportunity to build awareness of how effective the vaccination is and of the importance of preventing potentially serious consequences associated with Papillomavirus infection.
The Negroni brand is continuing its integrated communication campaign with a new TV subject created by the Armando Testa agency, featuring pancetta cubes. The ad airs from 5th October on all main television channels and digital platforms.
Negroni salamis – symbols of tradition and conviviality – are present in the most authentic moments we share in our lives: they mark time in a love story, they are there during true relationships, they light up life with their “Buona Stella”, the pay off of the Negroni logo.
Ensuring consistency with previous subjects, the narrative part here too always starts off from the most iconic of the brand’s products, Negronetto, creating a butterfly effect full of emotion and flavour. The new film closes with the preparation of a plate of pasta based on the iconic pancetta cubes, prepared by the couple starring in the film with gestures of complicity and then savoured together at the table.
Paolo Genovese’s direction for this subject too succeeds in telling this story with a cinematographic slant to evoke emotions and make people feel closer to the story.
The film dedicated to the cubes category comes in a cut of 15’’ and it is the second subject to air in the new Negroni campaign, after the one featuring cold cuts.
In addition to the film, the campaign will be extended and will feature also on social media with dedicated contents.
AT Studios managed the production of the campaign.
CREDITS
Client: Negroni
Marketing manager: Claudia Ferrari
Brand manager: Francesca Pedrazzi
Digital marketing & communication specialist: Giulia Monti
Agency: Armando Testa
Creative Direction: Jacopo Morini and Fabiano Pagliara
Casa Sant’Orsola is a leader in the market of prosecco production and now they’re making their debut into the world of aperitifs with the launch of “l’Aperitime” with the new line dedicated to preparing spritz.
That’s how Sant’Orsola Luxury Spritz was created. It is the result of the marriage between the famous Sant’Orsola Luxury and the new 25 Aperitivo.
After a pitch to assign the brand communication, the Armando Testa agency has been entrusted with the launch campaign for the new product consisting of a TV ad where the sound track is the distinctive feature.
The Luxury Spritz is actually celebrated with lyrics, especially adapted from the catchy tune “Tutta l’Italia”, creating such a memorable jingle that it becomes itself a sound bite capitalising on the strength of awareness enjoyed by the original track making sure that the brand itself becomes unforgettable.
The ad opens when a beautiful girl arrives in a bar, she heads off to the counter with a bottle of Sant’Orsola Luxury prosecco hidden behind her back. She places the bottle on the bar and to the notes of “Questo Sant’Orsola Luxury Spitz è per…” the bartender gets the party going in the bar.
To the rhythm of “Lasciateci brindare, Luxury Spritz in mano”, the party comes to life with toasts and the choreography of dancers performing around the undisputed hero of the campaign: the iconic 25 Aperitivo bottle.
The video was produced by AT Studios.
The campaign airs from 2 October on TV, web and press.
CREDITS
Client: Casa Sant’Orsola
Agency: Armando Testa
Creative Direction: Jacopo Morini and Fabiano Pagliara
AIA, a reference brand in Italy for meat, meat-based products and eggs is communicating once againwith the Armando Testa agency by their side in this strategic and creative journey aimed at reinforcing the brand. They’re doing it by starting off from their historical domain, always part of the brand’s DNA: joy.
AIA wants to offer people goodness and quality, but also the emotions that only joyful convivial moments with a great meal can give. In line with the historical payoff “Se c’è AIA c’è gioia”, (If there’s AIA, there’s joy) the brand is reaffirming in a powerful way the emotional role that food plays, including taste, simplicity and daily routine, always with a positive approach highlighting the emotive benefits from products that are not only good but also easy to prepare.
The films are topped off with a one-of-a-kind jingle: the iconic “Mi piaci… ah-ah” from the track “Tuca Tuca” (Boncompagni, Pisano), the hit song by Raffaella Carrà. For this occasion it becomes “Che gioia… AIA”. Specially created together with Operà Music, the jingle expresses freshness and is easily memorable, becoming the underlying theme for all future campaigns which will feature AIA’s sub-brands. This is a project that encompasses not only the positioning of the brand but also all key communication touch-points.
The first chapter in this journey is the TV debut of Carne al Fuoco AIA, the new campaign dedicated to marinated ribs and tenderised pork fillet, in 30’’ and 15’’ cuts, with two subjects dedicated to each product and a series of specially produced contents for social media. The spot is the first episode in the new format “La ricetta della gioia”, (Recipefor happiness) where personalities describe their personal recipes for happiness, involving people, emotions and shared moments – as well as the AIA quality.
The communication continues from21 September with creativity dedicated to the AeQuilibrium brand. It features the “Aequilibrists”: people who have discovered “the joy of living well-balanced,” as the new tagline states. The ad shows them nimbly walking on a blue slackline through the city, a symbol of the perfect balance between pleasure and well-being. Once again, the ad concludes with a joyful meal accompanied by the new AIA jingle, sealing the entire communication campaign for the mother brand.
Federico Brugia directed both the ads which were produced by Think Cattleya. This is the beginning of a creative partnership which will continue through the coming chapters of this format. Direction of social contents and photographic shots was managed by Paolo Tresoldi.
CREDITS
Client: AIA
AIA meat Marketing Business Unit Manager: Davide Veronesi
AIA Salumeria Avicola and Eggs Marketing Manager: Fulvio Faletra
After a pitch the Italian multinational producer of transport vehicles has chosen the work of 777 for the launch of their new communication strategy which will revolve around IVECO’S new payoff: «Spirito in Movimento». (Spirit in Movement)
777 is an independent agency which was founded by a partnership between Armando Testa and Herezie. They are already developing an integrated communication platform for IVECO which will cover all the geographical areas where the Turin based brand operates.
The first communication initiative is a spectacular corporate film to celebrate the 50th anniversary of the brand and to highlight all the achievements along IVECO’s journey since 1975. The video was created with an innovative hybrid technique which combines traditional shooting with real actors and AI enhanced frames and visuals, with the objective of creating consistent and instantly recognisable imagery.
The campaign is distributed entirely in digital form and a preview was presented at IVECO’s 50xBeyond, an event held in Turin from 12 to 15 June in front of an audience of more than 6,000 stakeholders including clients, dealers, partners as well as employees.
«As well as the privilege of working with such an iconic Italian brand, there’s something else that fired our enthusiasm», declaresAndrea Stillacci, Co-President along with Marco Testa of 777 «that is the deep sense of community we feel in everything the brand does and that makes IVECO unique. Thanks to its tireless “Spirit” this is a community that connects with and strengthens all the players both inside and outside the company».
«In 777 we’ve found a partner who shares our enthusiasm and our passion for what we do», adds Francesco Polsinelli, Chief Communications Officer, Iveco Group. «As we underline in the anniversary video, “What really spurs IVECO on is not only what we construct; it’s for who and with who we are constructing”. With 777 we are constructing a new way of communicating the strengths of our brand: cohesion, design, passion, Italianness. In short, our “Spirito in Movimento”».
CREDITS
IVECO
Chief Communications Officer, Iveco Group – Francesco Polsinelli
Head of Corporate Identity, Publications & Events, Iveco Group – Livianna Curri
Head of Strategy & Marketing, Truck BU, Iveco Group – Carlotta Mathis
Head of Marketing & Branding, Truck BU, Iveco Group – Pamela Paratico
Head of Centro Stile, Technology & Digital, Iveco Group – Marco Armigliato
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.
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.
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
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
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 offerHera 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
