Armando Testa has created the campaign for the launch of Moment Flu and Cold.
Armando Testa has won the pitch called by Angelini Pharma for the communication launch of Moment Flu and Cold, marking the return of a long-standing partnership. The agency has, in fact, worked with the Moment brand for many years, contributing to building its identity and consolidating its positioning in the minds of consumers.
This return coincides with a particularly significant milestone for the brand: Moment has long stood as a reference point in the treatment of headaches, and is now widening its horizons and entering the flu medication market. And it is precisely this concept of ‘entry’ which is the starting point for the new campaign. The film opens with a researcher walking through the doors of a research centre, ready to make an important announcement: the arrival of Moment Flu and Cold.
To face this new challenge, Moment has chosen to focus on what has always set it apart: scientific authority, combined with being close to people’s needs. In the ad, the researcher takes symbolic steps out beyond the confines of the laboratory and, via a holographic screen, transports us into the everyday life of a woman struggling with a range of flu symptoms.
Moment Flu and Cold’s four-fold action can address all the symptoms, which is illustrated using a demonstration with strong visual impact. The absolute hero of the show is the tablet, with a luminous X running through it and dividing it into four segments. These light up in sequence, in tune with the list of the symptoms, ensuring that the product’s comprehensive action is immediately clear.
The message is summed up in the concept ‘4 actions in a Moment’, which highlights the new medicine’s multi-symptom relief and at the same time evokes the rapid onset of action always associated with the brand name.
The film closes by returning to the relationship between the researcher and the protagonist. The man watches the woman, now free from her flu symptoms, through the screen. She turns and meets his gaze, returning a knowing smile. A brief moment of understanding that encapsulates the essence of the campaign: scientific authority close to people.
The campaign is airing on TV and CTV, digital, social channels and OOH.
CREDITS:
Client: Angelini Pharma
Agency: Armando Testa
Executive Creative Direction: Nicola Cellemme, Georgia Ferraro
Creative Team: Chiara Demichelis, Andrea Gaggianesi
Head of Client Service Turin: Giovanna Farè
Client Service: Chiara Bonet
Production Company: Think Cattleya
Director: Gabriele Buttafuoco
