A social editorial series of five episodes that reinterprets Cukipedia’s tips using the irreverent style of Fluffy Revolution, a community with over 650,000 followers.
As well as being a good way to combat food waste, food preservation can also become content able to both inform and entertain. This is the aim of the collaboration between Cuki and Fluffy Revolution, created from an idea by the Armando Testa agency.
The project develops using the format of a social media editorial series structured into five episodes, where food is centre stage in ironic and irreverent contents dedicated to using Cuki products to store it correctly – in the fridge or freezer.
The idea comes from the combination of two approaches: that of Cukipedia, Cuki’s historic and well-established project dedicated to food preservation, and that of Fluffy Revolution, a community that now counts more than 650,000 followers across Instagram and TikTok and which tackles the themes of food, sustainability and the vegan lifestyle through a mix of information, irony and creativity.
The first food to be featured is the blueberry, at the heart of content that originates from an everyday insight: buying a notoriously expensive type of fruit and then, because of distraction or carelessness, there’s a risk you forget about it in the fridge, so you waste food and money. But if it’s the blueberry itself that gives us tips on how to preserve it, everything becomes simpler – especially when Cuki products come to our aid. The story continues with broccoli and lentils, followed in the coming weeks by new foods, each taking centre stage in a video and a series of stories dedicated to a tip on how to store them properly. To discover all the episodes, all you need to do is follow the brand’s official channels.
The collaboration presents Cukipedia’s content as part of a native, social and entertaining style, transforming practical information on food preservation into content that combines practicality with entertainment. Through the language of Fluffy Revolution, Cuki connects with a particularly vibrant community aligned with food-related topics, with considerable presence amongst Gen Z and Millennials.
That’s why the project adopts a cross-platform approach, with posts on Instagram, TikTok and YouTube Shorts.
The project was created by Armando Testa and represents a new way of tackling a practical topic such as food preservation, using a contemporary format that reflects the language of digital communities.
CREDITS
Client: Cuki Cofresco
Marketing Manager: Carlo Bertolino
Brand Manager: Elisabeth Beccaris
Agency: Armando Testa
Creative Direction: Jacopo Morini and Fabiano Pagliara
Digital Creative Direction: Gabriella De Stefano, Paolo Fenoglio
Vimex, leading Italian supplier of explosion-proof electrical equipment, has entrusted AT Design – the branding and design unit of the Armando Testa Group – with restyling their brand and visual identity,
The project started from a need to refresh Vimex’s image and redefine a new brand architecture, in light of expanding business.
This involved AT Design, together with the strategic unit AT Brain, in a phase of market and brand analysis, which led to the creation of the new brand territory, with the development of the creative concept, positioning and the new structure of the brands.
Vimex is actually currently introducing a model in which Vimex Group serves as the umbrella brand under which the Vimex and Vimscale divisions operate. The former manages projects at a global level supplying explosion-proof electrical equipment, while Vimscale represents the new business unit conceived specifically for the Data Centre and hyperscaler sector. This is a move which allows Vimex to engage with the most advanced players in the market as well as consolidate its commitment to its existing customers.
To strengthen the positioning of the two divisions, the agency has come up with new payoffs that emphasise their high level of specialisation within the sector.
The payoff chosen for Vimex is ‘Engineer – Procure – Improve’, an expression that succinctly summarises the brand’s activities, highlighting its ability to drive continuous improvement over time.
The payoff for Vimscale, on the other hand, reads ‘AI Infrastructure. Engineered.’
This formula, during this early phase of the business, aims to provide a clear definition of the scope of what’s on offer.
The brands have been redesigned based on a unique style, featuring reference colours. The new logo consists of a monogram and logotype, and it is intended to represent the electrical sector and the projection of light, thanks to a dynamic yet solid and well-grounded appearance – just like Vimex.
The graphic design project is completed with the restyling of the website, entrusted to the AT Factory unit, which has completely redesigned the user experience and interface, creating a unified visual and linguistic identity for the brand.
The new brand identity has also been at the basis for the development of the coordinated identity and brand guidelines, which define the new language of Vimex: that of a company increasingly focused on the future.
Credits
Client: Vimex Group
Chief Executive Officer: Riccardo Viganò
Project Manager: Giammaria Viganò
Business Development Director: Barbara Fontana
Agency: Armando Testa Design
Creative Director: Roberto Gresti
Creative Team: Ettore Monzeglio, Delia Laviola
Strategic Team: Arianna Nicoletti
Chief Innovation Officer: Alessandro Peroncini
UX-UI Designer: Simona Palmeri
Project Manager: Valentina Venerussi
Head of Client Service Milan: Emanuele Cicogna Mozzoni
It has been 35 years since the first MediaWorld store opened in Curno in 1991. Today, the brand is celebrating this significant milestone with a project developed in collaboration with the Armando Testa Group: ‘35th Anniversary Let’s Wow!’, which has come to life with a new campaign, a film, in-store activations for partners and customers, as well as a dedicated event. At the heart of the project is the concept of ‘first times’: those moments when your encounter with some new technology opens up unexpected possibilities and leaves an impression sure to last.
The celebratory film was created by the Armando Testa agency and is a journey form è un 1991 to today featuring the emotions of the first times, experienced by people interwoven with the presence of MediaWorld in their lives and it describes how the brand has been by the side of generations as they discover the ever new possibilities and ways to experience technology.
As stated in the closing lines of the film: “To give you the thrill of the first time, every time. We’ve been here for 35 years.”
The concept extends beyond the film. The Armando Testa Group has, in fact, created the visual identity for the 35th anniversary, developing not only the commemorative logo but also in-store materials, leaflets, and ad hoc digital and social media content. They’ve created a unique visual language which underpins all the initiatives dedicated to the anniversary and which consistently tells the story of a brand that evolves, to ensure it always remains relevant to people’s lives.
The project saw the agency working in close collaboration with AT Design to create the logo and with AT Studios for the production of the film.
“To celebrate this important milestone, we opted for a campaign with a strong focus on video, designed not only to recount how technology has evolved, but above all the emotions that technology has allowed us to experience over these 35 years. Because MediaWorld’s story is not just about shops, products or campaigns: it is, above all, about people and their ‘first times’. Their first television, first computer, the first smartphone, the first games console, the technology chosen for your first home. Since 1991, we have accompanied millions of Italians through many of these moments and, very often, MediaWorld was there with them. This was the inspiration for the film created with Armando Testa: a journey through 35 years of a shared history, built around the ‘first moments’ experienced together with our customers. Technologies have changed, we have changed, but MediaWorld has always been there. The campaign will unfold across an integrated ecosystem of TV, Connected TV, Online Video and Social Media, with formats designed to amplify its emotional impact and reach people across various touchpoints. The story will kick off in the first week of October and run until 24 October – a particularly significant date for us, as it marks the anniversary of the opening of our first store in Italy, in Curno. But the 35th Anniversary won’t stop there: from January 2027, a new chapter of the campaign will begin, with a second wave and new
ways to continue telling our story and celebrating this journey together with our customers,” commented Francesco Sodano, Marketing Director at MediaWorld.
“When was the last time you did something for the first time? It’s the question that opens the film and captures the very heart of the project: first-time experiences change us, but often it’s only afterwards that we realise it. We wanted to focus attention precisely on that emotion, on that moment when something enters our lives for the first time,” adds Georgia Ferraro, Executive Creative Director at Armando Testa.
“Telling the story of MediaWorld’s 35 years meant rediscovering many of those moments and the sense of wonder that goes along with them. Because that’s precisely where the ‘wow’ moment comes from: when something new surprises us so much that it stays with us,” concludes Nicola Cellemme, Executive Creative Director at Armando Testa.
The celebratory ad was directed by Paolo Monico and kick off on air from October with multi-channel planning which includes TV, digital and social media platforms. The total video campaign developed in cuts of 60”, 30” and 15” aims for 75% coverage of the socio-demographic target, more than 300 GRPs and 60 million impressions.
Media planning and omnichannel activation developed in collaboration with Starcom, an agency in the Publicis group.
The celebrations will also involve retail outlets with promotions and initiatives dedicated to the 35th anniversary, including ‘Sottocosto 35°’, (Below cost price 35°) alongside activations and experiences such as the Red Zones in the Tech Villages. The programme will also continue through digital and social media initiatives, events dedicated to the world of gaming, and engagement opportunities for MediaWorld’s partners and staff.
CREDITS
MediaWorld
Marketing Director: Francesco Sodano
Brand & ATL Media Department Head: Mauro Miccoli
Senior ATL media buying Specialist: Luca Mondo
Digital Marketing Department Head: Davide Rossi
Digital Marketing Manager: Carmen D’Ambrosio
Brand & Sponsorship Team Lead: Mattia Alberto De Marco
September still has the colour of wheat: the new Mulino Bianco campaign, launched in late spring with the return of the Mill in a wonderful natural setting at its heart and the focus of the brand communication, continues with three new product stories and an all embracing communication ecosystem.
Starting off with Tarallucci, the Richiamo del Mulino (‘Call of the Mill”) campaign had taken us, through surprising gateways, into a natural world ready to welcome us, and inside the Mill as it reopened its doors.
Today, the five notes usher us onto a new magical journey at breakfast: in an instant, a dad and his little boy find themselves in the midst of a wheat field; a trail of petals carried by bees leads them to the Mill, where the Head Miller is waiting to welcome them with his smile and words.
“Did you follow the bees? We did too!”: with ‘Alveari’, airing from 13 September, Mulino Bianco’s expertise contains all the scent of honey and salted butter.
Each new story in the campaign, devised by the Armando Testa Group, adds another piece to the puzzle: it’s not just a tale of deliciousness to be enjoyed, but of moments that only Mulino Bianco can convey in this way, always nurturing emotions and relationships and reminding us – with the phrase “Senti che buono!” (Taste how good!) – of the unique value of rediscovering that it is possible to find harmony with nature every single day.
In the time it takes to eat a biscuit, the small amazing magic of being in the midst of the wheat, and on a great wheel that never stops exciting us.
Alveari will be followed by Baiocchi in cuts of 15”, from 27th September, and Molinetti, from 4th October. The nature of the Mill welcomes with the yummy pleasure of hazelnuts dipped in chocolate cream for a snack-break with Baiocchi, and along a pathway through buckwheat – one of the secrets behind today’s even more irresistible flavour of Molinetti’s wholemeal range.
Copy in all Alveari, Baiocchi and Molinetti ads is accompanied by CTV and social media and digital-first content; a project dedicated to the Speciality Breads range to launch in-store activations, CTV and OOH campaigns from 14th September, and new events will kick off in the coming weeks.
And from 20th September, a little surprise! Kids’ back to school tastes of Pan Goccioli, with a special tail dedicated to the Animabili kids’ promotion – all to collect.
There’s a place where nature has so many wonderful stories to tell.
And the story has just started.
Credits
EXECUTIVE CREATIVE DIRECTORS: Monica Pirocca and Michela Sartorio
CLIENT LEADER: Benedetta Buzzoni
CLIENT DIRECTOR: Gina Graci
HEAD OF STRATEGY: Guglielmo Pezzino
ATL and SOCIAL CREATIVE TEAM: Sofia Sasso, Viola Trentin, Giulia Di Crescenzo, Mattia Grassi, Stefano Arrigoni, Matteo Giachin Ricca, Dario D’Angelo, Daniele Bona
Not all shopping bags are made simply to hold your purchases on your way home. Some can reveal the personality of the person who’s carrying them, so they become more than just an accessory: something that expresses a woman’s style even before she gets dressed.
This was the insight behind “A Bag That Speaks for You,” the new project for Vicolungo and Castel Guelfo The Style Outlets, conceived by the Armando Testa agency. It transforms an everyday object into a statement accessory able to express—with irony and touch of pop—the personality of whoever chooses it.
There are as many ways to go shopping as there are types of women: impulsive, thoughtful, organised, unconventional… but one thing that’s certain: no woman can get by without it.
The three shopping bags play ironically with women’s passion for shopping—stronger than anything else—and the opportunity to identify with different styles.
The illustrations were designed and created specifically for this limited edition and are accompanied by three tongue-in-cheek statements of personality—three different ways of describing yourself: “I tried spinning, but I prefer shopping,” “I don’t follow fashion—I threaten it,” “I found myself again—I was in a shop”.
The talented Tess Masazza is the one who lends her face to the project on The Style Outlets’ social media channels. She’s an actress and content creator who, in just a few years—starting with “Insopportabilmente donna,” (“Unbearably female”) which made its debut on YouTube in 2014—has won over the hearts of the general public and made her mark in traditional media as well, from TV to film to theatre.
With her ironic and authentic language, Tess embodies the spirit of the initiative by inviting women to express their own identity—without, of course, taking themselves too seriously. The content, featuring Tess’s unmistakable cinematic flair, will be broadcast on The Style Outlets’ channels and shared on the creator’s social media accounts.
Starting from Saturday, 19th September, and for the following three Saturdays, customers who spend at least 100 euros in women’s clothing and beauty stores at either of the two outlets can pick up one of these limited-edition canvas shopping bags featuring exclusive illustrations free of charge. The bag can be collected from the dedicated desk inside Vicolungo The Style Outlets and Castel Guelfo The Style Outlets.
Which bag speaks for you? Make your choice at The Style Outlets.
Credits:
Agency: Armando Testa
Executive Creative Director: Michele Mariani
Creative team: Nuria Martin Sauceda, Sara Greco, Caterina Maliardi
Head of client service Turin: Giovanna Farè
Client service: Carlo Piacenza
Head of Social: Andrea Gaetani
Social media team: Nicole Ghiringhelli, Alberto Di Palma
This year, the 33rd General Assembly of the international network of lawyers specialising in communication law, known as Adlaw International, will be held in Turin from September 10 to 12, 2026. It is organized by RPLT’s senior partner, Riccardo Rossotto.
During the three-day event, on Friday, September 11th, a conference will be organized on an extremely important and complex topic: “Law in the revolution of online communication.”
The event will be hosted at the historic Turin headquarters of the Armando Testa agency, founded by Armando Testa in 1946. Today it is Italy’s largest communication group and is headed by Marco Testa .
Some of the 23 Adlaw members, representing 23 countries around the world, will take a deep dive into topics during four consecutive panels. They will cover copyright on the web, protecting advertising creativity in the world of Artificial Intelligence, upholding privacy in the AI era, and the subject of reputation and its protection online.
This represents an important opportunity to listen to the different legal cultures that have developed on these topics in a range of countries, with differing regulatory models which are sometimes widely diverse from each other.
Back to School with Pan di Stelle, without ever losing the longing to dream.
Pan di Stelle Snack is advertising once again with a new commercial created by the Armando Testa agency with the story of a new mouth-watering recipe: delicious milky cream. fluffy choccy cake and soft even bigger and better stars, for a truly dreamlike taste experience.
Mattia, a young skateboard champion who already featured in the Pan di Stelle manifesto ad, has just landed after an amazing leap in front of the star-moon, and is sharing the Snack with two friends. As always, the goal is to bring the most authentic dreams of young and old to the screen – with their smiles and their voices because “Dream, it’s delicious” is the real, powerful message that Pan di Stelle, continues to spread along with Armando Testa..
The new Pan di Stelle Snack ad has been on air since 6 September on TV, digital and social media.
Credits:
Creative Direction: Monica Pirocca and Michela Sartorio
Creative Team: Sofia Sasso and Viola Trentin
Client Director : Benedetta Buzzoni
Account manager: Gabriele Baccolo
Director: Matteo Sironi
Production Company: BRW Filmland
Food Director and Production Company: ZeroTableTop
At the heart of Riso Gallo’s new TV campaign we find a mix of convenience, taste, and fun. Once again it features two stars of the brand’s ready-to-eat line: Bontà Pronte and Gallo Blond, the white rice ready in one minute.
Conceived by the Armando Testa agency, the campaign (link https://youtu.be/R-fKScm6OPM ) reaffirms the central role of the iconic Rooster, which fronts a lighthearted and instantly recognisable advertising tone. In the ad dedicated to Bontà Pronte, it’s his voice that transforms the product storytelling into an engaging jingle, while a family prepares a simple and easy lunch.
The finale is dedicated to Gallo Blond with new never seen before animation: Gallo takes on the role of an energetic DJ, the undisputed mixing master. With one hand, he holds his headphones, while with the other he has great fun “scratching” the plates of rice as if they were vinyl records, demonstrating the versatility of one-minute rice with just a few moves, showing how perfect it is to create a veritable compilation of recipes, from poké bowls to rice salads to side dishes.
Planning for the campaign was managed by Media Italia, and it has been running since 19 July on TV and digital channels in cuts of 15 seconds; it is also backed up on social media with the same ironic, dynamic and engaging tone as the film.
Credits:
Client: Riso Gallo
Commercial Manager: Carlo Preve
Marketing Manager: Marco Devasini
Agenzia: Armando Testa
Creative Direction: Jacopo Morini and Fabiano Pagliara
Lycia, the historical brand in the Sodalis Group, is now publicising the launch of Lycia Balance, the first deodorant dedicated to women, undergoing hormonal changes.
The campaign was created by InTesta, Armando Testa Group, and features a film which alternates between brand storytelling and the launch of the new product, highlighting the deep bond that Lycia has enjoyed with women for more than 40 years. This bond is being renewed today during a phase of a woman’s life which is not often spoken about but which is experienced intensely: the time of the menopause and hormonal changes.
The menopause marks the beginning of a new chapter in a woman’s life. And Lycia has decided to be present for women during this time as well, with a specialised product that not only addresses the increased need for protection due to sweating but also helps women rediscover their well-being, confidence, and emotional balance, thanks to the new Vivascentz scent technology.
The commercial originates from a simple, everyday gesture: a fifty-year-old woman is applying deodorant in front of the mirror. From that moment on, an intimate, personal story unfolds, in which the woman revisits the most emotionally charged moments of her life. Moments when she felt insecure, in love, fulfilled, and today subject to “unexpected emotions”—yet always accompanied by Lycia, a trusted ally in women’s well-being.
The narrative thread revolves around the word “feel,” which becomes the emotional key to the ad: feeling one’s own body, feeling change, but also feeling the closeness of a brand that understands women and has accompanied them over time.
The commercial closes with the protagonist practicing yoga alongside other women. With her arms raised, she expresses a newfound balance: a gesture that evokes well-being, but also self-confidence and the freedom to be herself. A direct reference to the packaging of Lycia Balance, where feminine balance becomes both an icon and a promise.
The campaign has been developed in cuts of 20”,15”, 10” and 6”, it was produced by Albatros Film and directed by Francesco Quadrelli. In addition to the on air TV planning from 28 June, social and digital activities are also foreseen.
Pernigotti SpA has entrusted its new advertising campaign to Armando Testa. The confectionery group based in Novi Ligure (Alessandria) has chosen the creative team at the historic Italian agency to develop communication for the Pernigotti brand and its most iconic products. The campaign will go live this coming Autumn.
“We’re speaking directly to Italian consumers once again,” stated Francesco Pastore, CEO of Pernigotti SpA. “We chose Armando Testa for a specific reason: we wanted an agency capable of balancing the weight of 165 years of history with the urgency of an industrial project focused on the future. This campaign is a sign of confidence in the brand, in line with the Business Plan we’re developing. There’s a unique synthesis of tradition and innovation in our products, and we are certain that Armando Testa will be able to tell our story with the creative quality that our purpose—Creating masterpieces of joy—deserves.”
“Telling the stories of great Italian brands is our greatest passion,” said Nicola Belli, Board Member of Armando Testa, “and trying to do so by combining the values embedded in each brand’s DNA with something new that makes it relevant today is the most appealing challenge. That’s exactly what we’ll be doing together with Pernigotti!”
