The new HeraComm campaign dedicated to the new Hera Hybrid Electricity and Gas promo created by the Armando Testa agency is now on air.
This multi-subject campaign is aimed at three different target audiences. Thanks to the 200 euro bonus in their bills they can activate electricity and gas together and enjoy life while saving money:
Marco spares no expense in the kitchen because he knows that he is saving on his bills, Paolo hums away while shaving knowing that he can also cut his costs, while Erica enjoys a light-hearted moment dancing with her daughter.
They are the very characters who exclaim “Heraviglioso!” breaking the fourth wall, satisfied with the choice they have made ending with the statement: “It’s twice as good” to emphasise that the offer which is already good value since it combines fixed and variable prices, today is even better thanks to the new bonus!
The campaign closes with the claim, created by the Armando Testa agency which was already launched with the Hera Group’s corporate campaign: “The future with Hera? Heraviglioso!”
These light-hearted and dynamic ads were directed by Paolo Monico and produced by AT Studios.
The campaign will air from Sunday 1st March on TV with cuts of 30” and 15” and also on radio.
It will involve all major touchpoints ATL, BTL, digital as well as social media.
Client: Hera Group – Hera Comm
Hera Corporate Relations, Events and Advertising Manager: Stefania Santacroce
Hera Comm Corporate Relations, Events and Advertising Manager: Thejra Tonetto
Hera Comm Marketing, Communications Manager: Serena Saltarelli
Sanremo is the stage for emotions, entertainment and music. But it is also the venue where heated opinions, harsh comments, criticism and judgement plague the artists and their songs every year. Against such an exposed and heightened atmosphere Tenderly, along with the Armando Testa agency has decided to showcase a simple yet powerful value: a little tenderness.
Tenderly has chosen RTL 102.5, the radio with the most listeners in Italy, to plan a dedicated campaign, conceived to spread a positive and kind message during the very days when Italian music attracts the attention of millions of people. The on-air presence invites the audience to listen to the songs with their hearts and enjoy the whole week with a gentler outlook.
Tenderly will also activate a social media strategy with dedicated contents and a limited edition of hankies will be distributed during this week of music. The specially created messages are an invitation to treat the issues which are typically hotly debated during this media event with tenderness and transform them into an opportunity to smile and choose tenderness over criticism.
The campaign celebrates not only the music, but also the more authentic and human side of the show: made up of emotions, which can be expressed only if embraced with tenderness.
The campaign was conceived and developed by the Armando Testa agency, who converted the brand positioning into an integrated project, able to combine radio planning, presence throughout the country and social media contents, building a coherent and important story during one of the greatest media events of the year.
Client: Tenderly
Agency: Armando Testa
Executive Creative Director: Michele Mariani
Creative Team: Andrea Lantelme, Sara Greco, Martina Nota
Social Team: Andrea Gaetani, Nicole Ghiringhelli
Client Service Team: Gina Graci, Alessia Scarabello
After consulting with a number of agencies, Barilla has entrusted the
Armando Testa Group with managing communications for Mulino Bianco, one of the most important brands in Italy. Its history has always epitomised and related the story of not only the evolution of a major brand, but also that of Italian society and culture.
This collaboration also feels like something of a return: back in the early 1990s
the Family at the Mill campaign by Armando Testa was created, followed by
iconic campaigns such as Nature in the City, Fairy Tales, and others in following years. The relationship has also been consolidated over the years thanks to the work for Pan di Stelle, with campaigns also by Armando Testa.
Marco Testa, President and CEO of the Group, said: “We are very happy and
very proud of this great opportunity, and we are grateful to everyone at Barilla for once again entrusting us with the management of such a prestigious brand.”
The new campaign is the result of painstaking strategic and creative work, and the launch is scheduled for this spring and will continue in the following months with an integrated communications plan.
Lancia kicks off the year with a new TV commercial that reinforces Ypsilon’s positioning as an icon of style, character and appeal.
The ad was created by the 777 agency, founded by the collaboration between
Armando Testa and Herezie. With its more contemporary and engaging visual approach, perfectly aligned with Lancia’s eclectic spirit, it marks a further step in the renewal journey the brand is undertaking,
The story unfolds using dynamic and modern language featuring an energetic split screen and on scene supers, visual techniques that set a fast paced and involving rhythm.
This visual approach was designed to immediately highlight the main product features and to showcase Lancia Ypsilon’s colour combinations, an expression of a car that adapts to different tastes and styles, the perfect choice of car.
What makes the ad stand out is its soundtrack: “Ti voglio” by Ornella Vanoni, Elodie and Ditonellapiaga. An iconic track which is also contemporary, perfectly reflecting the Lancia style, and which adds charm to the images and boosts the emotional impact.
So the music becomes an integral part of the story, underscoring Ypsilon’s ability to meet the most diverse desires.
With this new TV ad, Lancia is confirming its commitment to combine elegance, modernity and personality with a powerful and recognisable communication where the claim “Ogni desiderio è un viaggio” (Every desire is a journey) sums up what we see – the product features and what we hear – the song “Ti voglio”.
The new communication campaign is being rolled out across TV, press and radio as well as on the brand’s social and digital channels. It is on air in Italy and will gradually be extended to all European markets where the brand is present.
CREDITS:
Agency: 777
Co-President & Founder: Andrea Stillacci
Executive Creative Director: Angelo Ratti
Art Directors: Federico Albanese, Mattia Grassi Copywriters: Marta Foli, Giulia Di Crescenzo
In 1997 in San Prospero in the province of Modena Carlo Palmieri transformed his love for cured meats into something exceptional: he invented the first mortadella that was stuffed and cooked in its own natural skin.
This story has now become a fairytale. Or better “Favola’s fairtale” because that’s just what the mortadella was called.
The third and fourth generation of the Palmieri family along with the Armando Testa Turin agency are now relating this story in the most magical way, as they saw that the true story had the potential to become a beautiful narrative.
A completely different visual style from usual was selected to celebrate its essence. The “stop motion” technique was revived. This is a frame-by-frame process which demands precision, careful attention and timing, just like the production of the mortadella itself. This stylistic choice reflects the values of craftsmanship and of things made with love.
The Palmieri family’s interest in animation and in this technique coincide with Armando Testa’s long-standing passion for visual imagination and the artisan frame-by-frame language. The combination lead to the creation of a short film with a cinematic style rather than a classical ad. It was produced by AT Studios, designed and directed by DaDomani.
The story was conceived as a format that might include further episodes and it comes to life from a book whose pages are made of soft, fragrant slices of mortadella. Then we arrive in San Prospero and meet Grandpa Carlo and his “obsession”: to make mortadella even better. In his workshop he selects the finest meats, weighs out the best ingredients, stitches up a natural skin as if it were a magical garment, stops the cooking time and finally hot brands his creation. That’s how a mortadella comes to life, so unique that it has been called “a Fairytale”.
The ad will air in cinemas in 45” version, and on TV in cuts of 30” / 15” and on radio from 21 December. .
Wednesday 26 November, the 2026 edition of the Financial Police calendar was presented at the “Salone d’Italia” in the National Modern and Contemporary Art Gallery in Rome. It was created by the Armando Testa agency and the photographer Massimo Sestini.
The project is entitled “Tre colori, un mondo” (Three colours, one world), and it presents an unique perspective on the work carried out by the Financial Police, with special emphasis on the less visible and often more complex activities of the economic-financial police.
The Armando Testa agency is proud and enthusiastic to support the vital commitment of the Financial Police in safeguarding the economic-financial security of the country.
That’s how the creative idea took on different forms, from the most dynamic to more digital, concentrating from the very beginning on bringing together the visual synthesis of the graphics and the expressive power of the photography while using a limited palette of colours: grey, yellow and green. By using only the iconic colours of the Corps and a style that might be defined as photo-graphic, the agency worked by subtraction, hiding to reveal actions, and removing to add meaning.
The Armando Testa agency, with executive creative direction from Michele Mariana, worked closely with the photo reporter Massimo Sestini, winner of a World Press Photo award, to create the images in the calendar. His powerful black and white shots specially created on location became the canvas onto which the creative team grafted geometric patterns, colour fields and words to simultaneously complement and enhance the images.
So the thirteen shots became first of all thirteen works of art and then finally thirteen involving stories which express the values of the Police, their commitment, dedication and spirit of service of all their members in a powerful way.
An institutional and artistic project where the creative agency faced the challenging task of developing a distinctive and memorable language, which could provide a comprehensive description of the wide-ranging and complex work, even the less well known aspects, that the women and the men in the Financial Police perform every day,
Credits:
Client: Ente Editoriale per il Corpo della Guardia di finanza (Financial Police Publications department)
This year too the Francesca Rava Foundation is promoting In the Pharmacy for kids, a wonderful initiative which has been assisting young people in health poverty for more than ten years.
Until 20th November, you can buy and donate medicines in many participating pharmacies throughout Italy, to support lots of kids who do not have access to these essential products.
As well as longtime sponsor Martina Colombari, the Armando Testa agency is standing side by side with the Foundation. Always attentive to social issues the agency developed the creativity for the TV ad and the communication materials.
The ad is a magical invitation to go to a pharmacy: testimonial, Martina Colombari, with a snap of her fingers encourages us to follow a big green flashing arrow, moving around the city and showing us the way to the pharmacy, where it takes up its place in the illuminated sign.
The 30-second commercial is being shown in rotation on main TV networks with a sound track specially composed by Filippo Beretta. The campaign is also airing in the press and on social media with photos by Massimo Bellotto.
Credits
Agency: Armando Testa
Executive Creative Directors: Nicola Cellemme and Georgia Ferraro
Creative team: Roberta Campagna, Carlotta Gilardi, Sebastien Sardet
Account team: Eugenia Cesile and Nikolina Gramegna
The joint venture created by Armando Testa and Herezie has won the pitch organised by Maserati to celebrate the centenary of its symbol.
777, founded by the union of two independent agencies Armando Testa (Italy) and Herezie (France) has been assigned the global communication campaign dedicated to the centenary of the Tridente, the iconic symbol of the Maserati brand.
It was back in 1926 when the legendary Tridente created by Mario Maserati, the artist in the family, appeared for the first time on a vehicle. It had been inspired by the statue of Neptune in Bologna. A symbol of strength, courage and determination, still the brand’s clear personality even today after almost 100 years.
Maserati has selected 777 to communicate this important anniversary with a global campaign developed over hero videos, OOH and DOOH. Visual storytelling over time highlighting the spirit of the brand: passion for performance, beauty of Italian design and the ability to reinvent itself without ever betraying its origins.
That’s how the Tridente came to life, connecting brand heritage with outlook towards the future, while upholding the dream and energy which have made it iconic.
“2026 will be a year of great celebrations dedicated to the emblem which has made us famous all over the world: the Tridente, created exactly a century ago. The campaign that we will create with the 777 team will represent the common thread of the activities, ensuring continuity in the omni-channel approach and the omni-funnel which is central in all our actions.” states Pietro Zambetti, Maserati Brand Creative Director.
On the occasion of the launch of the new model in the special TMAX 25th Anniversary edition, Yamaha presents “Obsessed to the MAX”, the new campaign created by the Armando Testa agency.
A concept that pays homage to one of the true icons of style and performance, able to boost its own allure year after year, until for many people it has become an object of desire.
Red, inspired by the inserts in the Anniversary model, dominates the scene symbolising passion and temptation, and converting the emotional depth that always goes along with TMAX into an image.
The result is evocative and contemporary storytelling, where the premium language and the bold visuals merge in a production of intense impact where the product is treated as an object of absolute desire.
Shot in a studio with LED walls and AI generated contents, the film switches between immersive close-ups of the TMAX and evocative images interspersed with powerful keywords building up to a sound and vision climax that explodes into pure passion.
With the new campaign created by the Armando Testa agency, TMAX has become even more magnetic, more powerful and more desired than ever.
Social and digital media is planned, with dedicated cuts for each channel.
The campaign airs from 4th November on the occasion of EICMA.
Agency credits:
Client: Yamaha Motor Europe
Agency: Armando Testa Group
Executive creative direction: Nicola Cellemme ans Georgia Ferraro
Creative Supervisor: Lorenzo Blangiardo, Maria Meioli
The new 2025 campaign was created by the Armando Testa agency with planning by Starcomm, part of the Publicis Group.
Say yes to the best omni-channel services and solutions with an uncompromising shopping experience. That is the mantra that MediaWorld, Experience Champion in consumer electronics in Italy, brings to life with its new 2025 Black Friday campaign, in collaboration with the Armando Testa agency entitled “Non esiste No, da MediaWorld si può.” This is a reinterpretation of MediaMarktSaturn’s international concept, reaffirming its distinctive super colourful identity, in stark contrast to a grey standardised Black Friday
The subject of the campaign has continuity with the distinctive theme that ran through the previous editions, but the 2025 version offers a reinterpretation of the concept with an added plus. Centrestage an outstanding testimonial: Jake La Furia, a prominent personality in the Italian music scene and, for two years, a judge on the X Factor, where MediaWorld is an Official partner. With his charisma and his typical slang he sends out loud and clear the key message: while online competitors often respond to users’ requests with a “No!”, MediaWorld always responds with a decisive “Yo!”, or better still “Si può!” (You can); whether it is about collecting your online order in 30 minutes, Click&Collect, customised consultancy, or advantageous offers, MediaWorld emphasises that they offer solutions and service with their omni-channel approach.
“Black Friday is the most important time of the year and that’s why we have prepared a series of unmissable promotions throughout the month both online and in store. Our services will also play a key role, reflecting our evolution from retailer to omni-channel platform for services and solutions. Thanks to an exceptional testimonial, painstaking planning and unmissable promotions, 2025 will be MediaWorld’s strongest ever Black Friday because ‘No doesn’t exist at MediaWorld, yes, you can’.” states Vittorio Buonfiglio, COO of MediaWorld.
With this campaign MediaWorld is reaffirming its evolution from retailer to omni-channel platform for services and solutions, continuing along their strategic path defining the company as an enabler for peoples’ passions. In addition it also demonstrates and clearly states how the perfect shopping experience is much more than just the lowest price but an experience consisting of good value solutions and exclusive services.
“We are enthusiastic to introduce this year’s Black Friday campaign, which represents the highest expression of an integrated omni-channel strategy which has always been the mark of our communication. I am particularly happy to have found the perfect combination of the central theme of our international campaign, the continuity in communication of our distinctive ‘Black Friday Colorato’ (Colourful Black Friday) and, not least, to have an exceptional testimonial with us: Jake la Furia the most charismatic and engaging judge on the X Factor, a programme where we are proud to be Official Partner. States Francesco Sodano, Marketing Director at MediaWorld, who adds: “The concept of full funnel and of joint touchpoint activation that characterises us as an omni-channel services and solutions platform culminates in this campaign. Throughout the various waves we don’t only showcase our unmissable offers, but we also highlight our services and the added value and expert consultancy that clearly sets us apart from pure online players. We will also highlight our private labels, one of which is the limited edition PEAQ By Robbie Williams. In this context too there is synergy which makes us unique: having Jake as our testimonial, one of the best-known rappers on the scene and, at the same time, having activated strategic product placement during X Factor, where he is a judge. This alchemy helps create a virtuous circle between channels that make us distinctive and consistent in our integrated communication strategy.
The Italian campaign, in collaboration with the Armando Testa agency and produced by AT Studios, will be broadcast on TV, online and in points of sale, and further integrated with marketing initiatives focusing on different services and the added value offered, such as financing, Click&Collect, trade in and evaluation of used items, the goal is to further increase awareness of the extensive range of services that MediaWorld offers. .
As far as planning is concerned, MediaWorld together with Starcom, agency in the Publicis Group, has studied a cross channel media strategythat stands out since it is completely in line with the seamless integrated shopping experience presented. From 31 October until Cyber Monday on 1st December, MediaWorld’s black month is noteworthy for the robust and all round media strategy it adopts.
In this context, every single communication touchpoint has been meticulously designed to reinforce and amplify the messages of the others, creating a cohesive and highly engaging user experience. The strategy is based on a powerful and synergistic mix, including Video, Display, Social, and Audio, to reach audiences with clear and impactful messages.
In keeping with the omnichannel approach, social and digital channels will remain active continuously and with maximum synergy throughout all waves of the campaign. This integrated approach will seamlessly guide customers through the entire conversion funnel: starting with Awareness, to generate interest and raise awareness of the unmissable opportunities included in MediaWorld’s Black Friday; continuing with Consideration, to foster purchase intent by providing detailed information and encouraging product evaluation; and culminating with Performance, to directly drive conversion.
Saatchi & Saatchi (creation), Tony Petersen Film and Accenture (production), as well as German Wahnsinn (sound track and brand music) were involved in the development of the international concept. Media planning by Starcom, an agency in the Publicis Group.
Credits
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
