Author: Rosi Iozzo

The new campaign embodies the brand’s values, vision, and identity, and it kicks off with  a TV commercial airing from 17th May on terrestrial and satellite channels. A return to the mythical territory of  the Mulino (MIll)  and its Valley, symbolic and fantastical places where the harmony between man and nature becomes a shared emotion and imagination.

Mulino Bianco, an Italian brand of bakery products with over 50 years of history, is launching a new chapter in its communication with “Where Nature Tells a Good Story.”  The new campaign goes on air starting Saturday, 16th May, with a first commercial dedicated to Tarallucci (30-second format), a biscuit first introduced in 1975 as part of Mulino Bianco’s first biscuit line-up. The goal of the new campaign is to reaffirm the unique role Mulino Bianco has enjoyed from its very start: the brand that fosters the hope of  possible harmony between man and nature. A new direction that feels like a homecoming: indeed the entire project has been created by Armando Testa, the agency that, back in the early ’90s, helped build the unique image of Mulino Bianco in the hearts of Italians. As a follow-on after the first Equity subject featuring Tarallucci, the campaign will continue with two additional 30-second and 15-second ads airing over the next two weeks in order to strengthen the new brand message: the delicious simplicity of a snack with Pan Goccioli and the softness of Cuor di Pane. The communication project will also run in dailies, on digital channels, social media and outdoors in addition to in-store initiatives.  

Whenever Mulino has successfully combined nature and culture while tapping into a collective sentiment, it has made a difference. The result of significant strategic and creative work, the new narrative concept “Where nature tells a good story” and all its assets were conceived to create a virtuous ecosystem that unites nature, relationships, and emotions. From this desire—and from the ambition to put Mulino back at the centre of brand communication—the new central creative idea: il Richiamo del Mulino (the Call of the Mill).

THERE IS A PLACE WHERE NATURE KNOWS HOW TO MAKE WAKING UP EVERY MORNING BETTER

The campaign’s first Equity film, presented in a 30-second spot, is designed to reaffirm the role Mulino has played for over 50 years: the star of good mornings in millions of Italian homes. Waking up is magical in the ad and  tastes of fresh eggs and the wheat of Tarallucci, Mulino Bianco’s first historic biscuit, at the heart of a story of wonder, intimacy, and poetry. The ad stars a little girl who wants to give her little brother the best possible wake up. Drawn by the call of nature and passing through the magical gateway of her bedroom, she finds herself experiencing a pure emotion of nature and goodness in the surreal setting of the Valley and the Mulino: with the mill workers and their freshly baked delights.  “When fresh eggs, milk, and wheat come together at the Mulino, Mulino Bianco Tarallucci are created ….  a good morning dawns.” The first five notes, composed for the first historic commercial in 1976, bring the call to life, and in every story, the call reveals small gateways: magical passages that lead from the reality of a bedroom or a kitchen to the Valley. “Smell how good it is,” whispered by the little girl as she returns home, will be the sweetest and simplest way to wake her little brother, who is still asleep. It is the full value of the emotion that nature has bestowed, becoming one of the fundamental features  of the new storytelling.

REYNALD GRESSET’S DIRECTION AND THE MUSIC: A TRUE IMMERSION IN NATURE

Reynald Gresset, was entrusted as director and his design is to bring together authenticity and magic, the storytelling was crafted by the Armando Testa agency to always include a touch of magical realism, required in  both the construction of the stories and in the production choices. All the nature scenes were shot—using anamorphic lenses for an even more cinematic effect—in the open air. The children and actors in  each film ran, rolled, breathed in the sky, and touched the wheat stalks with their hands. So, every gaze captured belongs not to the world of fiction but to that of authentic emotion. And if everything is meant to tell a story of harmony with nature, why not try to do so through music as well? That’s where Armando Testa’s idea came  from –  to collaborate with Human Touch to compose the new music for the campaign: “Il sentiero del grano“. (The Path of Wheat.). The inspiration stems from studying Schumann’s Resonance, the electromagnetic phenomenon that identifies the Earth’s natural frequency, equal to approximately 7.83 hertz. To put it poetically, it is almost “the heartbeat of the planet”: a concept that continues to fascinate researchers, creatives, and musicians alike due to its evocative connection to the rhythms of nature. For the composition of the piece, every “A” note, played by the instruments, is tuned to the Schumann frequency, with the aim of creating a sound that immerses harmony, in line with the storytelling of the campaign.

Credits Mulino Bianco Brand Campaign

Agency: Armando Testa
Executive Creative Directors: Monica Pirocca, Michela Sartorio 
Creative Team: Viola Trentin, Sofia Sasso, Giulia Di Crescenzo, Mattia Grassi
Head Of Strategy: Guglielmo Pezzino
Head Research & Consumer Insights: Emanuela Calderoni
Client Leader: Benedetta Buzzoni
Client Director: Gina Graci
Client Team: Gabriele Baccolo, Carlotta Chiappino
Head Of Content&Social: Andrea Gaetani
Social Strategy: Federica Bramardo
Social Team: Eleonora Valerisce, Giorgia Lago, Marta Celso

Director: Reynald Gresset
Dop: Carlos Ritter   
    
Production Company: Brw Filmland
Executive Producer: Luca Orlando
Line Producer: Simona Ferraro
Producer: Camilla Sangermani
Production Manager: Francesco Narducci
Production Coordinator: Simona Furoni
Producer Post Tex: Cristina Moi
Scenography:  Paolo Monzeglio
Stylist: Cristina Urso
Make Up & Hair: Alfonso Diaz
Food Stylist: Francesca Alberoni
Product Specialist: Walter Saro                                                                               
Editor: Lorenzo Colugnati / Ass Paolo Forestale
Colorist: Claudio Beltrami
Online: Davide Maccagni
Post Cgi: Tailormade                                                                                
Video Post-Production: Tex          
Audio Post-Production: Sample
Digital Video Maker: Xavier Baron 
Demo Food & Digital Food: Zero Table Top 
KV Photography: Marco Pignatelli
Service: Vivi Film
Music: Franco Godi
Human Touch

Advisor: Va Consulting – Alessandro Arbitrio, Alessandra Pasquini, Sonia Rocchi, Flavia Arbitrio   

Media Planning Agency:Publicis Connected Idea

“From your waste, we create value”: a new narrative that highlights the expertise, innovation, and strategic partnerships of Italy’s leading operator in the field of environmental regeneration.

Herambiente Group (Hera Group), Italy’s leading operator in the environmental sector, specifically in the treatment and recovery of industrial waste, is launching its new corporate communications campaign created in collaboration with the Armando Testa Group.

This project marks a key step in the evolution of the Group’s positioning, focusing not only on industrial assets and facilities, but above all on the value generated by expertise, specialized consultancy, and the ability to support companies in their journey to regenerate their industrial waste with a global waste management service and innovative solutions.

The origin of the campaign comes from the need to explain what makes Herambiente a unique partner for industry: not merely as an environmental operator, but a player capable of being part of clients’ production processes, conducting deep-dive analysis, and designing customised solutions for the recovery and transformation of all types of waste at all client production facilities nationwide. This consultative and tailor-made approach allows companies to be supported along the entire supply chain, from management of waste to its reuse as new resources in production processes. This evolved partnership goes beyond the supplier-client approach to offer concrete support to companies in their green transition, helping them achieve their environmental and industrial targets more quickly and effectively.

This is the underlying foundation for the development of the new communications campaign. The creative concept stems from a shift in perspective: industrial waste is often perceived as low-value material destined to be  disposed of. In reality, it holds untapped potential, which can only emerge thanks to those who “know how to see new opportunities in the material.” Herambiente has the know-how to harness this potential and transform it into tangible value, providing process engineering expertise, research and development, and co-design capabilities with clients to transform this potential into tangible value. In the most advanced projects, this might even lead to joint innovation paths, multi-year partnerships, or industrial joint venture initiatives. This vision is also summed up in the campaign’s bodycopy: “Value comes from those who see new opportunities in materials, even when it comes to industrial waste. Herambiente deploys research and development, engineering, innovative systems, and customised specialised consultancy to regenerate your waste and transform it into new, valuable resources for your business.”

The title of the campaign—“From your waste we create value,” or internationally “From waste to value”—clarifies the Herambiente Group’s commitment to positioning itself as a strategic partner in the circular economy, accompanying industrial clients on sustainable and competitive transformation journeys. The payoff flanking the logo, “Your Circular Partner,” reinforces this positioning even more.

The final image in the campaign provides a visual translation of the concept: industrial waste is depicted as a truly valuable asset, underscoring how what is commonly considered waste can become a strategic resource when managed with a structured industrial process based on reliable data, clear responsibilities, and shared KPIs.

“With this campaign, we are renewing the way Herambiente presents itself to the industrial world,” states Maurizio Giani, Director of Marketing & Brand Promotion at Herambiente. “Today, companies are not just looking for someone to manage their waste, but for partners who can integrate into their production processes, understand them, and jointly design solutions that improve environmental performance and at the same time industrial results. The campaign “We create value from your waste” perfectly captures our vision of circularity applied to industry and our role as a circular partner supporting customers in their transition towards an increasingly green, innovative, and competitive economy.” This vision fits seamlessly into the broader initiative that the Hera Group has been pursuing for nearly thirty years through SCART: a project that demonstrates how waste materials can be transformed into works capable of generating cultural, aesthetic, and symbolic value. Incorporating this language into a B2B campaign means not only talking about sustainability, but making it tangible and inspiring: waste not as a problem to be managed rather a resource to be capitalised on.” 

“The idea behind the campaign stems from a shift in perspective: to show waste not for what it appears to be, but for the value it holds and what it might yet  become. Today, industrial sustainability is no longer defined solely by facilities or processes, but by the ability to generate new visions. That’s why we decided to portray industrial waste as works of art, because the value lies not in the material itself, but in the ability to recognize its potential and imagine new possibilities. It was inspiring to work with a company like Herambiente, which translates this vision into processes, innovation, and concrete transformation every day,” comment Georgia Ferraro and Nicola Cellemme, executive creative directors at the Armando Testa agency.

So, the campaign represents a strategic step toward strengthening Herambiente’s brand identity at the international level, consolidating its positioning as a partner of excellence in global waste management, and highlighting the Group’s role as a European leader in the circular economy, capable of developing advanced engineering solutions and innovation pathways shared with businesses. The new campaign will be rolled out across various media—print, digital, and commercial communications during sector trade shows and events—and represents a key element in Herambiente’s positioning strategy as the industry’s go-to partner in the transition towards ever more innovative and  sustainable production models.

Credits:

Agency: Armando Testa

Executive Creative Direction: Nicola Cellemme, Georgia Ferraro

Creative Team: Chiara Demichelis, Davide Cortese

Head of Client Service Milan: Emanuele Cicogna Mozzoni

Account Team: Ludovica Tonti, Gaia Salandrini

The new integrated campaign created by Armando Testa kicks off:radio and OOH to describe the evolution of the brand with new categories, street food and contemporary flavours. 

DimmidiSì’s communication language is evolving and it is on air again with a new integrated campaign created by the Armando Testa agency. The goal is to support the brand’s ongoing evolution and their diversification into different categories, wider targets and consumption occasions. 

Indeed the spring 2026 campaign represents an evolution of the creative “marriage” format, which contributed to building a distinctive brand identity using irony, immediacy and unexpected pairings. The narrative mechanism once again revolves around the idea of the “perfect couple”, but reworked in a more contemporary style thanks to the  fun,  easily memorable, light-hearted copy, designed to promote not only the products but also the different consumption occasions  and the brand’s personality which is always more inclusive and cross-cutting. A storyline that extends the boundaries of the DimmidiSì communication, supporting the introduction into new categories and consumption language which is always closer to people’s daily routines.

The goal is to make the DimmidiSì brand increasingly versatile in the ready-to-eat fresh food sector, able to dominate in a range of different categories—from large salads to fresh dishes and street food—while  still holding on to a consistent brand voice and visual identity.

The new creativity will highlight some of the key new entries for 2026: from the new Insalatone Golose to the Fish Paella inspired by international flavours, and the Pan Pita from the Street Food range. The campaign also features a co-marketing initiative developed with top-tier partners such as GranTerre, through creativity dedicated to iconic ingredients, easily  recognisable by consumers, such as Parmigiano Reggiano and walnuts.

The media plan, managed by Media Italia, combines radio (with a mix of national and regional stations for the commercial produced by AT Studios) and a strong out-of-home presence, with a particular focus on Milan, where DimmidiSì debuts in the city’s metro system with more than 100 displays distributed across 65 metro stations. The plan also includes a large-scale billboard in the CityLife area, digital networks, and dynamic installations in various Italian cities, including Bologna and Brescia, Florence, Parma, Treviso and Padua, as well as  at full wrap bus stops, shelters and  digital systems.  

The campaign will be on air until June 2026.

“The ‘marriage’ format helped make DimmidiSì instantly recognisable. Today, we felt the need for that language to evolve to keep pace with the brand’s growth and showcase increasingly diverse product categories. The campaign was created precisely with this goal in mind: maintain our recognisability and the humour that define us, while expanding the narrative to include new products, new targets, and new consumption occasions”, comments Matteo Laconi, La Linea Verde Marketing Director.

Thanks to a blend of humour, immediacy, and strong visual impact, the new campaign aims to further solidify DimmidiSì’s positioning in the ready-to-eat fresh food market, while also supporting the launch of its major product innovations for 2026.

CREDITS
Agency: Armando Testa
Creative direction: Jacopo Morini, Fabiano Pagliara
Creative team: Ilaria Lavagnolo, Caterina Maliardi
Client service: Chiara Bonet
Production company: AT Studios
Media: Media Italia

To mark the presentation of the new Ypsilon Turbo 100 Petrol, Lancia is advertising once again with a simple and contemporary TV campaign.

The commercial, created by the 777 agency, a collaboration between Armando Testa and Herezie,  stars actress Greta Ferro and depicts a slice of life in her daily routine. Sitting at a table  in a restaurant, she is waiting for her agent, who is late and arrives out of breath and immediately starts to describe a new project – tailor-made for her.

But what really captures Greta’s attention aren’t  his words, rather the keys to the new Ypsilon lying on the centre of the table. When the waiter arrives, she has the ideal opportunity: the actress gets up and, unnoticed, walks off with the keys to get behind the wheel of the car parked outside.





The story continues through the Roman night, where the car becomes a means to express  freedom and energy. In this context, the Ypsilon Turbo 100 Petrol asserts itself as a natural choice, in tune with its driver, and this becomes clear as the actress’s inner voice expresses: “This is my choice.”

The new Ypsilon Turbo 100 Petrol is accompanied by the campaign slogan  “Tua la strada. Tua la scelta” (Your road. Your choice.) This further underscores the model’s positioning, designed to satisfy all those who prefer manual driving, recognising it  as something simple and reliable.

Turin is the brand’s hometown, and here the campaign has been extended to cover the urban landscape with a high-impact installation in the Gran Madre di Dio church. In this symbolic context, the New Ypsilon Turbo 100 engages with one of the city’s most iconic landmarks thanks to an imposing billboard that translates the campaign’s creative concept—”Beauty changes perspective”—and integrates architecture into the visual storytelling. This project consolidates the bond between Lancia and Turin and offers a contemporary reinterpretation of the city’s aesthetic tradition.

The petrol engine is available on the three trim levels in the range: Ypsilon, Ypsilon LX, and HF Line, to suit different lifestyles while always  maintaining high quality.

The campaign is scheduled to kick off in Italy from 10th May, and it will run on TV, print, radio, and the brand’s social and digital channels, with follow-up to reach all European markets where Lancia operates.

CREDITS:

Advertising Agency: 777

Deputy Executive Creative Director: Angelo Ratti

Creative Team: Marta Foli, Federico Albanese, Giulia Di Crescenzo, Mattia Grassi

Client Director: Marco Evola

Account Team: Diletta Marchi, Giulia Ghignone

Production Company: Buddy Film

Produced by: Alessio Gramazio & Paolo Calabresi Marconi

Director: Federico Brugia

DOP: Marcello Dapporto

Senior Producer: Giulia Buffa

Producer: Nina Notari

Post Producer: Giada Destro

Costume Designer: Elena Manferdini

Set Designer: Massimiliano Sturiale

Film Editor: Vilma Conte

Postproduction Video: Band22

Postproduction Audio: Disc to Disc

Client production advisor: The Producer International

Music: LANCIA My Choice

Title: LANCIA My Choice

Composer: Flavio Ibba-Antonio Condello

Publisher: Red Rose Productions

Vox: Jen

Armando Testa Design, the unit in the Armando Testa Group which specialises in branding and design has been recruited by Unipol to design the logo of Unipol Dome, the new  venue in Milan, dedicated to entertainment and sport.  



The building was designed by the international firm of David Chipperfield Architects and ARUP, and it is destined to become one of the city’s go-to points  for concerts, big events, and sporting competitions. 

Unipol has signed a 10-year agreement, in the capacity of title sponsor, with the CTS Eventim group, a German multinational which owns the property. 

In this context, AT Design has developed a logo transforming the distinctive architecture of the structure into a graphic design.  

The logo was inspired by the three concentric bands that emphasise the volume of the building. The structure gradually opens upwards, creating a continuous dialogue between the space, light and the city. 

These architectural features, covered by an LED system to project visual contents, have become a distinctive and recognisable trait in the logo, with fluid lines and a gradient inspired by the corporate blue of Unipol providing a graphic reinterpretation. 

The result is a dynamic and contemporary logo, created to express solidity and movement, technology and emotions all at the same time. This is an image which can anticipate the immersive experience the Unipol Dome offers, transforming the building into an urban icon and a communication platform open to the city. 


Credits

Agency: AT Design

Creative Direction: Roberto Gresti

Creative team: Vittoria Fava, Dario Trigiani

Head of client service Milan: Emanuele Cicogna Mozzoni

Caffitaly is an Italian company which specialises in the production of high-quality coffee machines and capsules for coffee and hot beverages. They have now chosen the Armando Testa Agency for their corporate and promotional communication.

The challenge facing the agency is to promote the brand’s all-Italian excellence and experience, long distinguished for innovation, quality in the cup, and the wide range of its  offer. Its capital is built on the patented Caffitaly System technology and unique features, such as 8 grams of coffee in each capsule (the ideal dose for a true espresso just like at a coffee bar) and the multi-beverage system with a wide selection of coffees and top-quality hot beverages, designed to satisfy consumption whatever the time of day.  

Over time, the collaboration will involve all the main ATL, BTL, and social assets, already at the end of March, it featured the launch of a promotional campaign on social media and in single-brand stores to communicate the “Spring Promotion”, dedicated to the new mustard coloured Limited edition of the  iconic Volta machine, and also to the new machines made with 65%second-use plastic, fully recyclable packaging and energy saving technologies.

In addition, the new corporate TV ad has been on air on TV, digital TV and social media channels since 3rd May.  (Link YT: https://youtu.be/SLSfL5QevhM). The aim is to highlight and reinforce all the strengths of Caffitaly offer.  In the idea, created byArmando Testa and produced by AT Studios, we see a man at home, preparing an excellent espresso. No sooner has he stepped out onto the terrace to enjoy it peacefully, than all his neighbours from the surrounding houses are attracted by the aroma and they place their own “orders”, exactly as if they were at a bar.  The ad closes with the campaign claim “Caffitaly, un piacere tutto Italy” (Caffitaly, an all-Italian pleasure) which plays on the brand’s name with a sudden code-switching and an ellipsis that becomes an expressive licence to underline in a more than colloquial manner the all Italian way to enjoy the moment of having a coffee or hot drink and turning it into a social occasion.

Media planning was managed by Media Italia,  a partner who was already alongside Caffitaly, with the goal of ensuring an even better integrated process involving creativity and media. 

“The collaboration with the Armando Testa Group forms part  of Caffitaly’s growth and consolidation journey. During a period when the market is constantly evolving, we want to strengthen the brand’s positioning by enhancing our strategic assets with even greater effectiveness: technological innovation, quality of the choice, breadth of range, and ability to interpret new consumer needs,” comments Andrea Zocchi, CEO of Caffitaly.

«We are happy to start this collaboration with such a valued creative partner as the Armando Testa Group. For Caffitaly  this represents an important step in the brand’s development and in our dialogue with an ever wider and more diverse audience. – explains Marta Colombo, CMO of Caffitaly. The concept interprets our positioning in an effective way and describes that very Italian pleasure of enjoying top quality coffee and hot drinks at home just like at a bar».

CREDITS

Agency: Armando Testa 

Creative Direction: Jacopo Morini, Fabiano Pagliara

Creative Team: Sara Greco, Martina Nota

Head of client service Turin: Giovanna Farè

Client Service: Gabriele Nolfo

Head of content & social: Andrea Gaetani

Social media manager: Chiara Sclerandi

Production: AT Studios

Director: Luca Grafner

Media planning: Media Italia

What makes a real difference in research,  is a contribution from everyone.

That is the underlying premise behind the new 5×1000 campaign created by the Armando Testa agency for the Monzino Cardiology Centre,  a reference point in Italy in the fight against cardiovascular diseases. 

The campaign is fronted by four faces that are very well known to the public in Milan and also nationally: content creator Aurora Ramazzotti, 1982 world champion Fulvio Collovati and artists Dargen D’Amico and Elio. Four exceptional ambassadors, donning lab coats and stethoscopes – they have decided to symbolically join the Monzino cause.

“I am the Monzino” is the title of the campaign: a declaration that conveys a strong sense of solidarity and belonging, and this year it extends a hug out to anyone who decides to donate.  Because supporting research really means being part of  Monzino.

The campaign closes with the message: Whoever fights for the heart is one of us.  

The campaign was created by the Armando Testa agency, with photography by Paolo Tresoldi. The campaign is planned from May to September and includes press, outdoor,  bus shelters, trams and dedicated content on the brand’s social media channels.  

Production Company AT Studios, media planning managed by Media Italia.

CREDITS

Agency: Armando Testa

Executive Creative Directors: Georgia Ferraro, Nicola Cellemme

Creative Supervisors: Maria Meioli, Lorenzo Blangiardo

Creative Team: Roberta Campagna, Andrea Gaggianesi, Alessia Molinari

Client Director: Laura Alberti

Client Service: Edoardo Panizzi

Production Company: AT Studios

Media Agency: Media Italia

Photography and  Post production: Paolo Tresoldi


To mark its restyling, the “Stella” brand is introducing four delicious Italian-style paninis for the summer, perfect for lunch or a tasty, practical snack.

A new system pack, a refreshed visual identity, and a distinctive positioning for the Negroni cold cuts range placing the iconic Stella centre stage: the brand tells the story of how its identity has evolved with a project that combines its century-old heritage with contemporary language created by AT Design, the Branding & Design unit of the Armando Testa Agency. 

At the heart of the restyling— available in all points of sale starting from the end of April—is a dialogue between past and future. The shapes and colours that have moulded the history of the iconic Negronetto salami have been revived today with a clean, modern layout, characterized by a deep blue that marks a return to the brand’s visual roots. Indeed, this colour not only recalls the brand’s historic packaging, but also becomes the background for the Negroni Star. The choice of this colour and structure transforms the packaging into part of the storytelling, and continues the concept of the new campaign “La tua Buona Stella,”  (Your good star) created by Armando Testa.

The transformation is completed by the claim introduced on the packaging, “La Stella che significa Qualità,” (The star that means Quality). More than a mere logo, it is a real promise, a tribute to the Negroni legacy and the excellence of the goodness, unchanged over time. The Star is the starting point of all communication assets, and is now transformed into an even more unique and ownership symbol.                                                                                                                      

 The rebranding project is naturally extended to the points of sale, creating a visual experience that uses the brand’s colour, look & feel, and iconic jingle that create a virtuous journey inviting customers to follow “La tua Buona Stella” right to the shelf.                                                               

During the restyling, Negroni is also expanding its offer with a new product: Pre-sliced Napoli Salame. Inspired by Neapolitan tradition, the selected meats and smoking process before curing, enhancing its intense and spicy flavour, are what makes it so distinct.

FOCUS – THE 4 SUMMER PANINIS ACCORDING TO THE STELLA BRAND: 4 DELICIOUS COMBINATIONS WITH NEGRONI  COLD CUTS FOR QUICK AND TASTY SNACKS OR LUNCHES

As summer approaches, our desire for practical recipes without sacrificing flavour increases. That’s why the Stella brand is reviving a great classic: the Italian panini, paired with four creative recipes featuring Negroni cold cuts. These delicious options offer a quick, fresh, and high-quality gourmet experience, but also celebrate the redesign of the range and the new pre-sliced ​​Napoli Salame:

• Amigo with cooked ham, grilled peppers, and smoked provola: a panino inspired by the fantastic world of ’80s video games. Ingredients: 2 slices of Negroni High Quality Cooked Ham; 1 tablespoon cream cheese; 2 slices of whole wheat bread; chives; 2 slices of smoked provola; lettuce to taste; 2 slices of peppers; extra virgin olive oil and salt to taste.
• Wholewheat panino with raw ham, mayonnaise, and courgettes: a perfect idea for the warmer months. Ingredients: 1 whole wheat roll; 1 package of prosciutto; 1 courgette; 1 tomato; lettuce to taste; mayonnaise to taste; salt, pepper, extra virgin olive oil to taste.
• Panino with Napoli salami, artichokes, and mozzarella: a boldly flavourful choice for those who love layers. Ingredients: michetta bread; slices of Negroni Napoli salami; Artichokes in oil to taste; 1 mozzarella; black olive pâté to taste; rocket to taste.
• Panino with Negronetto, smoked scamorza, mustard, chicory, and sun-dried tomatoes: a panino for anyone who loves strong flavours. Ingredients: 8 slices of Negronetto; 1 durum wheat roll; 3 sun-dried tomatoes; 1 tablespoon of mustard; 3 slices of smoked scamorza; a few fresh chicory leaves.

CREDITS

Agency: Armando Testa 

Creative Team AT Design: Patrizia Massarenti, Lara Aldrighi, Dario Trigiani, Federica Lamonarca

Client Service: Gabriele Nolfo

A symbol that has become an icon: this is the story of Maserati’s legendary Trident, which is celebrating its centennial with a global campaign created by the agency 777, founded with the merger of Armando Testa and Herezie.

It was back in 1926 that the Trident first appeared on a Maserati car. Designed by Mario Maserati, who was an artist in the family, and inspired by the statue of Neptune in Bologna: an emblem of strength, courage, and determination destined to become the brand’s unmistakable logo.

To mark this important anniversary, 777 has developed a global digital campaign that includes OOH and DOOH billboards, where the word “Ride” emerges from within the word “Trident,” as if suggesting a journey rooted in the brand’s very origins.

The celebration culminates in a hero video. Visual storytelling that spans time, letting historic cars and contemporary models engage in dialogue, and which comes to life from a key question: when does an emblem become a legend?

The video interprets the brand’s soul and entrusts it to a voice that is an echo from the past: the voice of Maria Teresa de Filippis, the first woman to qualify for a Formula 1 Grand Prix  and actually  behind the wheel of a Maserati. A tribute to those who, together with the brand, have shared that same authentic and pioneering spirit that defines its essence. 

Masterati has embodied passion and performance for a century, the excellence of Italian design and the ability to innovate in an exciting way. 

Today, we are celebrating a journey that looks to the future with the same passion as when it all began: under the banner of the Trident.

CREDITS

Advertising Agency: 777

Executive Creative Director: Andrea Stillacci

Creative Team: Mattia Grassi, Giulia Di Crescenzo, Federico Albanese

Editor: Thomas Marino

Client Director: Marco Evola

Account Team: Diletta Marchi

Directors: Bruno Detante, Benini Stephane

Production & Post-Production Company: MATHEMATIC

CEO: Guillaume Marien

Executive Creative Producer: Augustin Vernier

VFX Producer: Gouna Logan

VFX Coordinators: Chiara La Selva 

CG & VFX Supervisor: Jehan Bouazza, Yann Aldabe

3D Environment: Yann Glica, Alan Bauge, Valentine Fripier, Lorine Guyard

3D Modeling & LookDev car: David Labelle, Nathan Vidal, Vincent Flohic

Previz & Layout: Julien Gohard, Pierre Outin

Animators: Cyril Cassaigne, Julien Gohard

Rig: Guillaume Boudeville

Lighting & Renders: Dorian Douaud, François Heysen

Matte-Painting: Quentin Collombet, Audrey Martini

FX: Thomas Van Maele, Djelloul Bekri

Compositing: Nicolas Millot, Edouard Koen

Flame: Frédéric Brandon

Editor: Jehan Bouazza

Music Authors: Flavio Ibba, Matteo Gallus

Master & Publishing: Red Rose Productions

Post Production Audio: Top Digital

AI Vox: Maria Teresa de Filippis

IEO e Armando Testa tornano in comunicazione con la nuova campagna dedicata alla raccolta del 5×1000.

Dopo il progetto dello scorso anno, che vedeva protagonisti i medici dell’Istituto Europeo di Oncologia affiancati dalle ombre di animali forti e fieri, la comunicazione evolve e sceglie quest’anno di puntare su grandi atleti italiani.

In un anno in cui Milano è al centro dell’attenzione internazionale grazie alle Olimpiadi e Paralimpiadi, la nuova campagna sottolinea il legame profondo tra i valori dello sport e quelli dell’Istituto Europeo di Oncologia: determinazione, forza, resilienza, disciplina.

La ginnasta Carlotta Ferlito, la pallavolista Francesca Piccinini, la pugile Giordana Sorrentino, il cestista Marco Belinelli e il velocista Filippo Tortu hanno prestato il proprio volto alla campagna, interpretando la loro disciplina all’interno degli spazi dello IEO e dando vita a un racconto intenso ed emozionante.

Un racconto che rende ancora più chiaro il valore del contributo di chi sceglie di sostenere l’Istituto.

“Il cancro è forte, veloce, tenace, determinato. Lo IEO di più. Anche grazie a chi lo sostiene.”

È questo il claim della campagna ideata dall’agenzia Armando Testa.

La pianificazione prevede affissioni, anche nei maxi formati, nei punti strategici della città di Milano, tram, pensiline, attivazioni sul territorio e contenuti social che coinvolgono anche gli atleti protagonisti. 

La campagna sarà on air per tutti i mesi dedicati alla raccolta del 5×1000. 

La casa di produzione è AT Studios. La pianificazione vivrà anche a cura di Media Italia. 

La fotografia è firmata da Paolo Tresoldi.

CREDITS

Agenzia: Armando Testa

Executive Creative Directors: Georgia Ferraro, Nicola Cellemme

Creative Supervisor: Maria Meioli, Lorenzo Blangiardo

Team creativo: Roberta Campagna, Andrea Gaggianesi, Alessia Molinari

Client Director: Laura Alberti

Account Junior: Edoardo Panizzi

Casa di Produzione: AT Studios

Centro Media: Media Italia

Fotografia e post produzione: Paolo Tresoldi