Back 7 October 2021

Friendship is centre stage with Amaro Montenegro’s “Pal Around”, the new branded content with Alessandro Cattelan created by Armando Testa

Friendship is centre stage with Amaro Montenegro’s “Pal Around”, the new branded content with Alessandro Cattelan created by Armando Testa

Amaro Montenegro has launched its new project “Pal Around”, branded content in 3 episodes, available from 5 October on the proprietary channel of the YouTube platform

The project, conceived by the Armando Testa agency, describes the Authentic Taste of friendship among a group of guests you don’t want to miss.

 “Pal Around” is a reunion among real friends, sitting at the counter of a bar, as they talk about their personal experiences and friendship, in full human spirit style. Alessandro Cattelan plays the role of the landlord and welcomes a whole range of different famous guests to his bar: Francesca Michielin, Hell Raton, Tommaso Paradiso, Federico Russo, Pierluigi Pardo, Aurora and Ciro of The Jackal. All great friends even in real life, away from the stage, once the spotlights have been turned off. 

 “The concept of the #HumanSpirit campaign, launched in 2018, is constantly evolving. For some years we have been focusing on the development of increasingly innovative and engaging projects to strengthen the link between the brand and the younger target (18-34). Friendship and authenticity are the values that have always distinguished Amaro Montenegro, and today they are transmitted using contemporary, direct and inclusive language. Pal Around actually consists of chats between real friends that take place at the counter of a bar, in an informal context, where every toast brings real shared moments. “Comments Daniele De Angelis, Core Brands Marketing Manager.

Every stage of the project was managed by Armando Testa Content, the branded content unit of the Armando Testa agency with creative direction from Jacopo Morini and Fabiano Pagliara, putting all their creative, digital and strategic skills into action. The campaign is integrated and also includes special contents for social media, for which an ad hoc storytelling has been created. 

To bring out true friendship and spontaneity in this branded content” – says Jacopo Morini, Armando Testa creative director – “we have chosen not to show a procession of talents, never making them feel as if they’re on a set, allowing them speak freely, just like you do at a bar in a club in the evening with friends you’re eager to meet up with. The result is 3 episodes full of spontaneous and unexpected moments, when the friends reflect on friendship one minute then break into improvised songs, hilarious imitations, secrets about gaming and fantasy football teams. In short, there are all the ingredients that have allowed us to create a true branded content that entertains, intrigues and is imbued with the values that have always been present in the DNA of Amaro Montenegro. ” 

Production Showlab. Media planning by Wavemaker.


Client: Amaro Montenegro

Marketing Manager Core Brands: Daniele De Angelis

Brand Manager Amaro Montenegro: Marco Leonzi

Agency: Armando Testa

Creative Direction: Jacopo Morini, Fabiano Pagliara

Creative team: Gabriella De Stefano, Matteo Giachin Ricca

Motion designer: Luca Perli

Social media manager: Fabio Cuscunà

Client service: Giovanna Farè, Gabriele Nolfo

Production company: Showlab

Media: Wavemaker

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