Author: Rosi Iozzo

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

The brand narrative of Acqua Valmora is evolving and thanks to the new version of the corporate ad created by Armando Testa  the connection with the world of tennis is growing even stronger.  The goal is to consolidate the brand’s positioning as official partner of the Italian Tennis and Padel Federation  and as the  “Water of Italian Tennis”, while still focusing on the distinctive values of its Alpine origins, naturalness and purity.  

The little fawn is once again the star of the new subject. Wandering through the Rorà Mountain Park  – in the heart of the Piedmont Alps  – all of a sudden he finds himself in a tennis court, nestled among the mountains, as if attracted by the call of the passion for sport which the brand embodies. 

The tennis court, immersed in nature,  perfectly represents the encounter of the two souls of  Acqua Valmora: on the one hand uncontaminated nature, a place where water flows pure, and on the other the world of tennis which the brand has consistently dominated. 

The campaign claim “La fonte della tua natura”  (The source of your nature) is complemented in this new subject by a voice announcing  “L’Acqua del Tennis Italiano” (The Water of Italian Tennis), which reinforces Valmora’s positioning as the official water of this sport. 

The ad is running on TV, with extensions on social and digital channels, along with press planning and visibility initiatives on the occasion of major international tennis events such as the Rolex Monte-Carlo Masters, the Internazionali BNL d’Italia in Rome, the Davis Cup and the Nitto ATP Finals in Turin where Acqua Valmora is a partner.

The ad was produced by AT Studios, with CGI and directing support from  H7-25.

Planning managed by Personal Media.

CREDITS

Client: Acqua Valmora

Agency: Armando Testa

Creative direction: Jacopo Morini and Fabiano Pagliara

Creative team: Caterina Maliardi, Ilaria Lavagnolo

Head of client service Turin: Giovanna Farè

Client service: Francesca Romaldo

Production: AT Studios

Durability, practicality, ergonomics: Cuki’s aluminum extra-strong trays always take their place on the winners’ podium for quality. And now Cuki is back on TV with their “Food Game” to tell us all about it. This new communication campaign was created by the Armando Testa agency, it  describes how excellent their products are  in a simple,  fun and engaging way.

This stands as confirmation that the Testa style has a distinct visual signature that upholds continuity and remains contemporary even as it evolves. The tone of the new campaign remains faithful to the previous iconic campaign  “Food Attack”: the theme of a paradox was a success in becoming an original and amusing multi-subject campaign, able to touch people’s hearts with its simplicity and light-heartedness.

With today’s new  10’ reboot’, food takes centre stage, but in an even more playful way – literally this time. Cuki’s aluminium trays turn into two loveable tennis rackets which challenge each other to a match with side dish shots. Durability is always the winner.  Game, set, Cuki.

The campaign kicks off on 30th March, airing primarily on digital TV channels, strategic planning also includes  Amazon channels. The campaign also features a complete social media toolkit, with specially created static and dynamic  assets  to reach targeted strategic objectives.

Produced by AT Studios. Media planning managed by Media Italia.

CREDITS

Client: Cuki Cofresco

Marketing Manager: Carlo Bertolino

Brand Manager: Elisabeth Beccaris

Agency: Armando Testa

Creative direction: Jacopo Morini and Fabiano Pagliara

Creative team: Gabriella De Stefano, Dario D’Angelo

Social media manager: Eleonora Valerisce

Head of client service Torino: Giovanna Farè

Client service: Francesca Romaldo

Production: AT Studios

Media: Media Italia

 From 23rd March and for two weeks, the Theodora Foundation is bringing its message into the streets of Milan and Turin with a large-scale outdoor campaign conceived to raise awareness of the mission of the Foundation  among the general public: allow kids in hospital to keep on dreaming. 

Planning includes extensive coverage from city centres to the outskirts of the two cities, featuring a mix of maxi ledwalls, maxi digital displays, digital installations and static posters, transforming the urban space into a platform for storytelling and building awareness about kids in hospital.  

The creativity is the same as the ad developed by the Armando Testa agency and launched in 2025 on the occasion of the 30th anniversary of the Theodora Foundation in Italy. That campaign was very sensitive in conveying the value of the work carried out every day in kids’ wards.

The poster features the encounter between a young patient in hospital and a Dream Doctor. It is related through a visual narrative that combines reality and imagination. The kid’s drawings are included side by side with the real scene, and the visit of Dream Doctor, as she takes a fox puppet to play with the child, transforming the hospital room into a small fantasy world.

The illustrated fox seems to come to life around the child’s bed, so it  becomes a symbol of the Dream Doctors’ imagination and ability to transform a difficult moment into a fun experience of playing, connection, and comfort.

The visual is accompanied by the message “Their dreams, our mission,” summing up  the core of the Foundation’s work: ensuring that every child can continue to cultivate their dreams, even while they are in hospital.

Founded in 1993 in Switzerland by brothers André and Jan Poulie, the Foundation arrived in Italy in 1995 at the National Cancer Institute in Milan. It  is named after their mother, Théodora Poulie, a generous and courageous woman who bravely faced life’s challenges, including her son André’s illness. From this experience, the idea of ​​transforming smiles and dreams into a concrete form of treatment took hold.

The Dream Doctors are at the heart of the Foundation’s work. They are specially trained professionals who work in pediatric wards, providing personalised  support for hospitalised children and young adults. Using games, listening, and interacting, they contribute to the psychological well-being of their young patients, also helping their families and healthcare professionals.

Today, the Theodora Foundation is active in 44 pediatric wards of 13 hospitals in 10 Italian cities. In 2025 alone, thanks to 31 Dream Doctors, more than 40,000 children and adolescents were seen, and support was provided to more than 120,000 family members. Internationally, the Foundation operates in six countries, with over 200 Dream Doctors working in more than 160 healthcare facilities.

The communication campaign for the Foundation’s 30th anniversary was conceived by the Armando Testa agency, with executive creative direction by Michele Mariani, client management by Benedetta Buzzoni, the creative team consisted of Matteo Giachin Ricca, Caterina Maliardi, and Ilaria Lavagnolo, it was directed by Luca Grafner, with animation by Studio Magoga, and musical production by Operà Music. The campaign was created pro bono in collaboration with the production company AT Studios.

With their renewed presence in cities, the Theodora Foundation is updating its invitation to the public: supporting the Foundation means helping more and more hospitalized children continue to dream.