ESSELUNGA AT THE SIDE OF TEAM ITALIA IN PARIS 2024: CAMPAIGN CREATED BY ARMANDO TESTA 

Team spirit, passion, dedication are values shared by Esselunga and the athletes in the Italian Team. Esselunga is extremely proud of this partnership, being publicised with a multi-platform campaign which revolves around the message, “uniti per passione” (“United by passion”), and which includes outdoor, press, graphic spot and even some contents to be featured in Casa Italia in Paris.  The creativity was conceived and developed by the Armando Testa agency and encompasses different language for each touchpoint.  For the outdoor, a graphic and photographic approach was selected featuring Esselunga’s own logo which takes on the 5 colours that represent the continents and underlines the spirit of brotherhood, historically intrinsic to the event.  In every subject the logo is overlapped by an athlete captured at the pinnacle of an amazing performance: Nicolò Martinenghi, Mattia Furlani and Paola Egonu, all members of the Italian Team. Their images turn light blue to emphasise their belonging to Italy, as if all our support as fans could almost be seen.  The same creativity was also adapted for the graphic spot and the contents will be broadcast in Casa Italia where it will create a 360° immersive environment.  In contrast, the language for the press campaign will be Esselunga’s more traditional style: beautiful radicchiolettuce leaves become a burning fire to symbolize the emotions that the Azzurri team can ignite in all of us. The campaign has been running since 26 July with media planning managed by Media Italia.  Credits Agency: Armando Testa Executive Creative Director: Michele Mariani  Creative Team: Sara Greco, Andrea Lantelme, Stefano Arrigoni, Dario D’angeloAccount Team: Gianni Sernia, Laura Alberti