CHIQUITA AND ARMANDO TESTA BRING A SMILE TO PICCADILLY CIRCUS

A super prestigious position and innovative outdoor digital technology form the basis for the latest operation developed forChiquita by Armando Testa, the brand’s communication partner throughout the world.

An interactive digital billboard is currently running at number 1 Piccadilly, in the heart of London, and it plays with the theme of the campaign “Just Smile!”. People are invited to smile and take a selfie with Miss Chiquita, who is present at this intersection for a number of hours during the day, a sampling activity also takes place.But that’s not all: the digital screen also features jokes and phrases which change by the day, the week and the hour.So hundreds of different combinations, managed by asoftware, transform Piccadilly into a really “SMILING” Circus, with fun smiley emoji of Chiquita which wink and offer a moment of pure happiness to the thousands of passers-by.

The “Just Smile!” campaign is also running in 9 European countries and in the USA with TV ad, web, OOH and specially developed outdoor ads, such as the one in Times Square (New York).

Creativity, production and international coordination is managed by Armando Testa (executive creative director: Michele Mariani; art director: Barbara Ghiotti; copywriter Sara Greco).