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
Pool Pharma has chosen Media Italia, the media agency in the Armando Testa Group, to manage their media planning.
The assignment is the result of an encounter between two Italian excellences, who share a solid and innovative entrepreneurial vision, deeply rooted in Italy.
Founded by Giorgio Pizzoni, Pool Pharma is managed today by Camilla and Sandro Pizzoni. This Italian family company stands out thanks to its independent and human approach, far distant from the logics of large scale multi-national pharmaceutical companies.
A company “with a human face”, a pool of people who work together every day with passion and skill to achieve a common objective: promote daily wellbeing thanks to quality products, such as MG.K Vis, Kilocal, Water UP, Urogermin, Melasin and Triocarbone.
Regarding this partnership, Valentino Cagnetta, CEO of Media Italia, comments:
«We are enthusiastic about the trust that Pool Pharma has recognized in our commitment, our concrete approach and our capacity for innovation.»
Media Italia continues to invest in developing owner platforms based on AI and ML, solutions that satisfy market demands, while paying particular attention to the needs of companies that invest in Italy, overcoming the limits of standarised approaches, less suitable to the real situation in Italy.
From the first white meat sausage in Italy to a new chapter for the brand: the Wudy universe is getting an update with a new campaign created by Armando Testa and a new product.
Verona, 30 October 2025 – It was back in 1985 that AIA brought to tables throughout Italy an idea that was to change the way we enjoy sausages: that’s how Wudy came to be, the first white meat sausage in the country. At a time when it was traditionally considered a product made of pork, Wudy introduced a new way to experience this flavour: lighter, versatile and accessible. In no time at all the product won over Italian families, to gain a place in the collective memory and become an icon of conviviality.
Today, 40 years since its launch, you can still find Wudy in around 7 million Italian family homes, with brand awareness over 95%. The brand is present throughout the country, confirmation that it is an integral part in Italians’ daily life. It is also available in international markets, established in more than 30 countries all over the world.
Its iconic and historic status has also been recognised by the Ministry of Business and Made in Italy, which selected Wudy as the brand representative of AIA as part of the exhibition
“Italiness: Iconic Italian Brands”. This exhibition was conceived to celebrate 140 years of the Italian Patent and Brands Office and it is currently hosted at the M9 – Museo del ‘900 di Venezia Mestre, the goal is to promote the industrial, design and cultural heritage of the country, telling the stories of brands which embody this identity. For four decades the brand has been a staple on the dinner table of those who continue to choose it every day.
“Il gusto che ci unisce” (The taste that unites us): the new campaign
To celebrate this important milestone, Wudy has started communicating again with a new campaign created by Armando Testa. It provides a powerful and energetic illustration of the joy and pleasure of being together, the core values of the AIA world. The campaign entitled “The Taste That Unites Us,” marks the beginning of new storytelling for the brand, which is getting an update without losing its authentic, pop, and colourful identity.
The ad was directed by Alessandro De Leo and produced by Think Cattleya, and the stars are the GenWudy, a generation that brings together people of all ages and backgrounds, united by the pleasure of sharing joyful moments. A simple gesture, the three-finger “W,” becomes a symbol of unity and belonging, while in the background we can hear the iconic “Mi piaci… ah-ah” from the hit by Raffaella Carrà “Tuca Tuca” (Boncompagni, Pisano), and for this occasion it becomes “Che gioia…AIA.” The campaign, on air from October 26, will be broadcast on TV (30″ and 15″ formats) and digitally, with a series of features to complement the new, fresh, and fun content.
40 years of evolution and a new chapter
Wudy’s strength has always been its ability to evolve and satisfy the tastes and trends of Italians, while still remaining true to its identity. From the classic version to the one with cheese or extra-flavour, the brand has been able to respond to new consumer needs. That history of innovation continues today with Wudy Burger: a product that was created to demonstrate the brand’s expansion into new territories, while maintaining the values that have always made it unique. Already available in two versions, with cooked ham and chicken and turkey, Wudy Burger contains 60% less fat compared with the average best selling self-service burgers in Italy.
With Wudy Burger, AIA brings a contemporary flavour into the kitchen, which can communicate with all generations, conveying the same enthusiasm and joy that have made Wudy an icon of shared taste for 40 years.
CreditsClient: AIA Salumeria Avicola and Uova AIA Marketing Manager: Fulvio Faletra Agency: Armando Testa Executive Creative Direction: Georgia Ferraro and Nicola Cellemme Creative Team: Mariacarmen Ranieri, Marcello Maiorana, Roberto Capodanno Strategic Team: Guglielmo Pezzino, Arianna Nicoletti Social Team: Andrea Gaetani, Alberto Di Palma, Chiara
Armando Testa creates the campaign for the new Yamaha Ténéré 700 World Raid
The new Yamaha Ténéré 700 World Raid is the perfect motorbike whatever the terrain
Off-road instinct, it was designed for long distance adventures. Thanks to its dual fuel tanks and state-of-the-art technology riding this bike means infinite travels, always pushing ever further ahead.
That where the concept for the new global launch campaign created by the Armando Testa agency came from, “Adventure has no limits”.
The result is a film that is a real slice of life. It’s one of those long unforgettable journeys which leaves a lasting impression.
The adventure of a motorcyclist traversing tarred roads, canyons, deserts, mountain hairpin bends, dirt roads and forests, creating a unique journey that seems to have no end.
It almost seems as if we are watching a docu-film, what we see is so real. This was a stylist choice from Armando Testa to make the story of the motorbike created for authentic experiences seem even more real.
The passage from one landscape to another is fluid creating continuity, at times triggered by one of the details of the Ténéré, at other times by something in the context.
The film has been on air since 21st October and planning includes digital and social channels.
CREDITS
Client: Yamaha Motor Europe
Agency: Armando Testa Group
Executive creative direction: Nicola Cellemme and Georgia Ferraro
GranTerre, an outstanding Italian company which specialises in mature cheeses and cured meats is showcasing for the first time on the big screen its new entire range of GranTerre snacks. The new ad is part of the “Il Tagliere delle grandi bontà” (Board of great goodness) – a project, created by the Armando Testa agency, and, in addition to celebrating the Parmareggio Snack, it introduces two new references: Grana Padano and Asiago Stagionato snacks.
The stars of the campaign are once again Emiliano, Ersilia, and Enzino: the Parmareggio Mice, true connoisseurs of flavour, ready to get us to relive the magic of their story. With their warmth and wisdom, they guide us into an extraordinary world, where practical and delicious Parmareggio Snacks come right out of the heart of the Parmigiano Reggiano wheel: 100% natural and individually packaged. A burst of natural energy and a unique pleasure, complemented by the Grana Padano and Mature Asiago Snacks. Three great PDO cheeses that combine the taste of traditionwith a healthy format, thanks to the single-portions, making them the perfect snack for the whole family, at home and on the go.
The campaign is a celebration of the goodness and quality of the products, always with the playful spirit typical of the mice’s adventures. The story comes to life thanks also to the direction and 3D production by H7-25, capable of making this world even more exciting, fun, and flavourful.
The campaign has been on air since 19th October on main TV channels with follow-up on radio channels and social media.
Credits
Creative Direction: Monica Pirocca and Michela Sartorio
Creative Team: Chiara Demichelis and Monica Barbalonga
Client Direction: Emanuele Cicogna Mozzoni
Client Service: Arianna Cipolloni
Direction and 3D: H7-25
Music and sound effects: Screen Play and Quiet, Please!
AIA and Armando Testa have launched a new episode, dedicated to the iconic BonRoll, in the new campaign created for the historical brand from Verona. This is the second episode of the “La ricetta della gioia”, (Recipes of Joy). This is a communication format where the protagonists describe their personal recipes, consisting of people, emotions and moments, as well as the quality guaranteed by AIA.
This time a family dinner is featured, where the host of the house welcomes friends and relations into the living room: while waiting for the meal to be prepared, the group starts chatting and exchanging thoughts, sparking fun moments to share over their favourite meatloaf of white meat.
The ad is on air with two subjects: whole BonRoll, traditional oven baked meatloaf,
and sliced Bonroll, showing a new way of preparation, pan-fried slices in just 15 minutes. Both ads come in cuts of 15 and 30 seconds.
Both formats close with the AIA jingle, featured throughout the project: the iconic “Mi piaci…ah-ah” from the track “Tuca Tuca” (Boncompagni, Pisano), the hit sung by Raffaella Carrà, on this occasion it becomes “Che gioia… AIA”, played at the end of each ad with the protagonists enjoying a joyful meal. The jingle was specially created along with the music by Operà Music, as well as being really memorable, the goal is to unify the strategic work, and it will be featured in all the coming subjects in the series.
Once again the ad was directed by Federico Brugia and production was managed by Think Cattleya, thus continuing the collaboration started when Carne al Fuoco was released and which aims to follow the entire product range of the brand from Verona.
Paolo Tresoldi directed the social contents and the photos.
CREDITS
Client: AIA
Marketing Manager AIA Meats Business Unit Manager: Davide Veronesi
Agency: Armando Testa
Executive Creative Direction: Georgia Ferraro and Nicola Cellemme
BonRoll Creative Team: Roberta Campagna, Gaetano Corvino, Federico Albanese.
The campaign created by the Armando Testa Agency starring the singer songwriter from Tuscany, is planned for main TV channels, radio, digital and social media, including YouTube and Meta, using a multi-format strategy which includes static contents and videos distributed on feed, reel and stories.
Francesco Gabbani is the new Brand Ambassador of Segnoverde, a company in the Canarbino Group operating in the supply of 100% green electricity and natural gas. The singer and TV personality, who has won the Sanremo Song Festival twice, will be the face of a communication campaign which will run nationwide on TV, radio, digital channels and social media for the coming months.
The strategic close partnership with the new Brand Ambassador marks a significant step in the evolution of the Italian company: from confirming its commitment to green energy to officially entering the mobile phone market. But there’s more. With a view to offering its customers an increasingly broad and integrated portfolio of services, Segnoverde is introducing an important innovation: the opportunity to manage billing in a unified way for all its services, such as electricity, gas, mobile telephony, and energy efficiency solutions.
The presence of Francesco Gabbani shows the core values shared with Segnoverde: sustainability, concreteness and being close to people.
The campaign was created by the Armando Testa agency, which already created some of the best known creativity of the Group. Stylistically it is inspired by some iconic sitcoms of the 90s. The ad has three episodes and describes a series of household situations where Gabbani, playing himself, comes up against his friendly next door neighbour who is certainly nosey and always looking to “scrounge” his supplies, including electricity, gas and telephone.
The narrative has an ironic light-hearted tone and it offers a creative excuse to present the integrated offer of electricity, gas and for the first time also mobile phones, from today part of the Segnoverde Universe.
Francesco Gabbani is not just a well-known face: his image, his authenticity and his commitment make him the ideal spokesperson for a message that talks of the future and environmental responsibility.
AT Studios handled the production. Media Italia managed the strategy and media planning.
“Our aim with this campaign is to consolidate our positioning as an Italian multi-service operator which is attentive to innovation” states Ing. Aldo Sammartano, Chairman of Segnoverde. “Choosing Francesco Gabbani as our Brand Ambassador represents an important step for us: it means that we can describe our commitment for a more sustainable energy model in a believable, accessible and consistent way, also now integrating telephone services. It is a campaign that talks to people, using new language, but still paying the same attention to quality and trust that makes us stand out.”
“I have always been very attentive to issues concerning sustainability and the enviroment.” states Francesco Gabbani.
“Collaborating with Segnoverde allows me to continue with this commitment, which I try to put into practice every day, both in my personal life and in my work. The light-hearted ironic language, along with the imagery in the campaign made this a unique experience which reflects my values.”
