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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.”

CREDITS

Client: Segnoverde

Agency: Armando Testa 

Creative direction: Jacopo Morini, Fabiano Pagliara

Creative team: Mira di Chio, Sarin Demirdjian

Client director: Laura Alberti

Production Company: AT Studios

Media: Media Italia


The project was conceived by the Armando Testa Agency in collaboration with Regina Margherita Hospital in Turin,  the School of Hygiene Speciality  and the Piedmont – Valle d’Aosta Oncology network. 

The “What would you do for love” campaign won the award in the Public Communications category at the XXII edition of Areté  –  Responsible Communication 2025, with the following motivation:  

“An awareness campaign about vaccination against HPV that succeeds in targeting a young audience with intelligence and an emotional narrative”.

The aim was to build awareness and inform the younger sections of the population   about the HPV (Papilloma Virus) infection, inviting them to take part in a major Open  Vaccination Day at Regina Margherita Hospital. 

The project was developed over a number of phases: firstly a teaser campaign,  launched with a guerrilla operation throughout the city of Turin on the morning of 14 February 2025, posing just one question “What would you do for love?”. Subsequently, a live reveal campaign on 17 February across a range of touchpoints – outdoor, press, radio, video web and social channels – with a reply that was just as powerful: “The true act of love is getting vaccinated against  HPV”. During this second phase numerous personalities generously and enthusiastically lent their image to the cause. 

This social campaign represents an important public health initiative  and an opportunity to build awareness of how effective the vaccination is and of the importance of preventing potentially serious consequences associated with Papillomavirus infection.

The Negroni brand is continuing its integrated communication campaign with a new TV subject created by the Armando Testa agency, featuring pancetta cubes. The ad airs from 5th October on all main television channels and digital platforms.

Negroni salamis – symbols of tradition and conviviality  – are present in the most authentic moments we share in our lives: they mark time in a love story, they are there during true relationships, they light up life with their “Buona Stella”, the  pay off of the Negroni logo. 

Ensuring consistency with previous subjects, the narrative part here too always starts off from the most iconic of the brand’s products, Negronetto, creating a butterfly effect full of emotion and flavour. The new film closes with the preparation of a plate of pasta based on the iconic pancetta cubes, prepared by the couple starring in the film with gestures of complicity and then savoured together at the table.

Paolo Genovese’s direction for this subject too succeeds in telling this story with a cinematographic slant to evoke emotions and make people feel closer to the story.

The film dedicated to the cubes category comes in a cut of 15’’ and it is the second subject to air in the new  Negroni campaign, after the one featuring cold cuts. 

In addition to the film, the campaign will be extended and will feature also on social media with dedicated contents. 

 AT Studios managed the production of the campaign. 

CREDITS

Client: Negroni

Marketing manager: Claudia Ferrari

Brand manager: Francesca Pedrazzi

Digital marketing & communication specialist: Giulia Monti

Agency: Armando Testa 

Creative Direction: Jacopo Morini and Fabiano Pagliara

Creative team: Sarin Demirdjian, Mira di Chio

Client Service: Francesca Romaldo

Production Company: AT Studios

Media Planning: Dentsu

Casa Sant’Orsola is a leader in the market of prosecco production and now they’re making their debut into the world of aperitifs with the launch of “l’Aperitime” with the new line dedicated to preparing spritz.

That’s how Sant’Orsola Luxury Spritz was created. It is the result of the marriage between the famous Sant’Orsola Luxury and the new 25 Aperitivo.

After a pitch to assign the brand communication, the Armando Testa agency has been entrusted with the launch campaign for the new product consisting of a TV ad where the sound track is the  distinctive feature.

The Luxury Spritz is actually celebrated with lyrics, especially adapted from the catchy tune “Tutta l’Italia”, creating such a memorable jingle that it becomes itself a sound bite capitalising on the strength of awareness enjoyed by the original track making sure that the brand itself becomes unforgettable. 

The ad opens when a beautiful girl arrives in a bar, she heads off to the counter with a bottle of Sant’Orsola Luxury prosecco hidden behind her back. She places the bottle on the bar and to the notes of “Questo Sant’Orsola Luxury Spitz è per…” the bartender gets the party going in the bar.

To the rhythm of “Lasciateci brindare, Luxury Spritz in mano”, the party comes to life with toasts and the choreography of dancers performing around the undisputed hero of the campaign: the iconic 25 Aperitivo bottle.

The video was produced by  AT Studios.

The campaign airs from 2 October on TV, web and press. 

CREDITS

Client: Casa Sant’Orsola

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 Company: AT Studios

Media planning: Personal Media

AIA, a reference brand in Italy for meat, meat-based products and eggs is communicating once again with the Armando Testa agency by their side in this strategic and creative journey  aimed at reinforcing the brand. They’re doing it by starting off from their historical domain, always part of the brand’s DNA: joy. 

AIA wants to offer people goodness and quality, but also the emotions that only joyful convivial moments with a great meal can give. In line with the historical payoff “Se c’è AIA c’è gioia”, (If there’s AIA, there’s joy)  the brand is reaffirming in a powerful way the emotional role that food plays, including taste, simplicity and daily routine, always with a positive approach highlighting the emotive benefits from products that are not only good but also easy to prepare.

The films are topped off with a one-of-a-kind jingle: the iconic “Mi piaci… ah-ah” from the track “Tuca Tuca” (Boncompagni, Pisano), the hit song by Raffaella Carrà. For this occasion  it becomes   “Che gioia… AIA”. Specially created together with Operà Music, the jingle expresses freshness and is easily memorable, becoming the underlying theme for all future campaigns which will feature AIA’s sub-brands. This is a project that encompasses not only the positioning of the brand but also all key communication touch-points.  

The first chapter in this journey is the TV debut of Carne al Fuoco AIA, the new campaign dedicated to marinated ribs and tenderised pork fillet, in  30’’ and 15’’ cuts, with two subjects dedicated to each product and a series of specially produced contents for social media. The spot is the first episode in the new format “La ricetta della gioia”, (Recipefor happiness) where personalities describe their personal recipes for happiness, involving people, emotions and shared moments – as well as the AIA quality.

The communication continues from 21 September with creativity dedicated to the AeQuilibrium brand. It features the “Aequilibrists”: people who have discovered “the joy of living well-balanced,” as the new tagline states. The ad shows them nimbly walking on a blue slackline through the city, a symbol of the perfect balance between pleasure and well-being. Once again, the ad concludes with a joyful meal accompanied by the new AIA jingle, sealing the entire communication campaign for the mother brand.

Federico Brugia directed both the ads which were produced by Think Cattleya. This is the beginning of a creative partnership which will continue through the coming chapters of this format.   Direction of social contents and photographic shots was managed by Paolo Tresoldi.

CREDITS  

Client: AIA 

AIA meat Marketing Business Unit Manager: Davide Veronesi

AIA Salumeria Avicola and Eggs Marketing Manager: Fulvio Faletra

Advisor: VA Consulting/Alessandro Arbitrio, Alessandra Pasquini, Raffaella Scarpetti, Matteo Siffredi

Agency: Armando Testa

Executive Creative Direction: Georgia Ferraro and Nicola Cellemme

Carne al Fuoco Creative Team: Roberta Campagna, Gaetano Corvino, Federico Albanese.

Aequilibrium Creative Team: Carlotta Gilardi, Chiara Panattoni, Francesca Graziani

Strategic Team: Guglielmo Pezzino, Arianna Nicoletti

Digital Creative Direction: Gabriella de Stefano, Paolo Fenoglio

Social Team: Andrea Gaetani, Alberto Di Palma, Chiara Sclerandi

Client Lead: Giovanni Sernia

Client service: Nicoletta Pittino, Claudia Bartorelli, Maria Giovanna Lanzillo

Production Company: Think Cattleya 

Director: Federico Brugia

Social director and photos: Paolo Tresoldi

Jingle and music: Operà Music

Media Planning: iProspect ( dentsu group)

After a pitch the Italian multinational producer of transport vehicles  has chosen the work of 777 for the launch of their new communication strategy which will revolve around IVECO’S new  payoff: «Spirito in Movimento». (Spirit in Movement)

777 is an independent agency which was founded by a partnership between Armando Testa and Herezie. They are already developing an integrated communication platform for IVECO which will cover all the geographical areas where the Turin based brand operates. 

The first communication initiative is a spectacular corporate film to celebrate the 50th anniversary of the brand and to highlight all the achievements along IVECO’s journey since 1975. The video was created with an innovative hybrid technique which combines traditional shooting with real actors and AI enhanced frames and visuals, with the objective of creating consistent and instantly recognisable imagery. 

The campaign is distributed entirely in digital form and a preview was  presented at IVECO’s  50xBeyond, an event held in Turin from 12 to 15 June in front of an audience of more than 6,000 stakeholders including clients, dealers, partners as well as employees. 

«As well as the privilege of working with such an iconic Italian brand, there’s something else that fired our enthusiasm», declaresAndrea Stillacci, Co-President along with Marco Testa of 777 «that is the deep sense of community we feel in everything the brand does and that makes   IVECO unique. Thanks to its tireless “Spirit” this is a community that connects with and  strengthens all the players both inside and outside the company».

«In 777 we’ve found a partner who shares our enthusiasm and our passion for what we do», adds Francesco Polsinelli, Chief Communications Officer, Iveco Group. «As we underline in the anniversary video, “What really spurs IVECO on is not only what we construct; it’s for who and with who we are constructing”. With 777 we are constructing a new way of communicating the strengths of our brand: cohesion, design, passion, Italianness. In short, our “Spirito in Movimento”».

CREDITS

IVECO 

Chief Communications Officer, Iveco Group – Francesco Polsinelli

Head of Corporate Identity, Publications & Events, Iveco Group – Livianna Curri

Head of Strategy & Marketing, Truck BU, Iveco Group – Carlotta Mathis

Head of Marketing & Branding, Truck BU, Iveco Group – Pamela Paratico

Head of Centro Stile, Technology & Digital, Iveco Group – Marco Armigliato

777

Co – President – Andrea Stillacci

Creative Directors – Francesca Nepote, Federico Anelli

Account Director – Nina Marti 

TV Producer – Silvia Cattaneo 

Head of Strategic Planning – Claudia Gravagna 

Junior Creative – Chiara Maffioletti, Valentina Consani 

Diaviva 

Director – CRIC 

Executive production – Pietro Puccioni, Marco Lasagni 

In charge of production – Luca Biagini 

Producer – Maria Vittoria Ceresoli 

Assistant Producer – Maria Sole Gatti

Production Assistant – Enrico Covezzi

The Negroni brand is communicating again with a new integrated campaign on air from 29th June on main TV channels and digital platforms. 

The Armando Testa agency won the account for the integrated communication for the food brand of the Veronesi Group after a pitch. This marks a new stage in the brand’s journey and also introduces the new payoff: “La tua Buona Stella”.

The goal is to describe how Negroni salamis, – a symbol of tradition and conviviality – are present in the most authentic moments we share in our lifetimes. From the first meeting as kids up until building a future together: in our story, Negroni products mark the stages in a love story, they are there with our strongest relationships, they light up our lives with their “Good Star”. The storytelling starts off from one of the brand’s iconic products, the Negronetto, which produces abutterfly effect rich full of emotion and great taste. 

“The Negroni star has always enriched people’s everyday lives and today, with new communication we describe how any occasion can become an unforgettable experience, along with our products which trigger emotions and special moments to share.  After all, sharing food is the common thread running through lots of moments enjoyed together and for more than a century Negroni has supported the value of sharing food as an authentic gesture. That explains the choice behind the new payoff ‘La tua Buona Stella”. We are also proud to have selected Paolo Genovese as director to tell this story with a cinematic slant, while at the same time the film is exciting and close to  everyone who chooses Negroni every day” – comments Claudia Ferrari, Negroni Marketing manager.

“Great stories are made of small gestures and moments of everyday life that make our lives unique.” – add Jacopo Morini and Fabiano Pagliara, Creative Directors of Armando Testa – “This  film belongs to everyone, because each one of us has experienced those little moments: sharing a sandwich on the school steps, an aperitif with friends, a family lunch. Little sliding doors that can change our lives for the better. Sooner or later everyone finds his or her good star on their journey.”

With this new creativity, Negroni is strengthening its bond with people, the narrative highlights everyday gestures and authentic emotions, where their products are discreet but vital protagonists: because “when you discover something really good, you always want to share it”. The brand’s iconic jingle, rearranged in a new key, is featured in the new campaign, and it reinforces the emotional link with their consumers.  

It was decided to entrust Paolo Genovese with directing the film because he could give the story a cinematic slant to ensure the film aroused emotions and was even closer to consumers. 

“Negroni is a brand that we all grew up with, that’s why we wanted to ensure people understood we were talking about something familiar, something real, from the very first frame.” – says director  Paolo Genovese, “for me, the beautiful thing about this campaign was the decision to talk about Negroni products by talking to the people they are aimed at, describing their emotions and their stories. It is a tender and deeply human story, we get emotional because it reminds us of some events in our lives.  Like in a romantic comedy, we fall in love:  with the characters, the simple gestures, the joy of sharing something good. The camera was totally at the service of the story: every shot had to make us feel part of an emotional and light-hearted story.“

The formats planned are 45’’, 30’’ and 15’’ and the first subject to air will feature Negroni cold cuts. Two additional subjects are also planned: one dedicated to cubed ham and another to pre-cooked products.  

As well as the film, the campaign will be extended and be featured on social media with a dedicated campaign.  

AT Studios handled production of the campaign. 

CREDITS

Client: Negroni

Marketing manager: Claudia Ferrari

Brand manager: Francesca Pedrazzi

Digital marketing & communication specialist: Giulia Monti

Agency: Armando Testa 

Creative Direction: Jacopo Morini and Fabiano Pagliara

Creative team: Sarin Demirdjian, Mira di Chio

Client Service: Francesca Romaldo

Production Company: Armando Testa Studios

Media Planning: iProspect (dentsu group)

Turin is a candidate city for the title of European Capital of Culture 2033,  and the Armando Testa agency has won the pitch to design the logo that will represent  the city throughout the whole process.

The Turin agency welcomed the invitation from the Fondazione per la Cultura Torino enthusiastically, with the presentation of a structured project that focuses on the active participation of new generations.

At the heart of the creative journey was  a shared brief, conceived by the agency  with the support of the director of the candidature Agostino Riitano  and the city Councillor responsible for Youth Policies, which was developed along with an elementary school and three selected High Schools in Turin.  Based on the proposals and suggestions that emerged during this workshop, the agency then worked on creating the final logo, transforming the youngsters’ ideas into a visual identity which can represent the entire project. 

The official logo of the candidature will be presented to the public and projected onto the Mole Antonelliana during this year’s festivities for the Feast of San Giovanni in Turin. It’s a symbol that was created thanks to collaboration between the Armando Testa Group and  80 young people from a range of schools.  

The new logo was created from the intuition of new generations and the spark that shines in their eyes when you talk about the future. A monogram with a punchy character, created by AT Design, which reworks the colours of the city in a more vibrant style and looks straight to tomorrow.

The O of  Torino is an eye wide open to the future, where the star of culture and fun shines brightly,  as does that of sustainability and social commitment. All values that will lead Torino to 2033 and beyond.  

Thanks to the support from AT Studios who share the vision, the agency created a reveal video for the logo which was presented to the city on 24 June, on maxi-screens set up in Piazza Vittorio, on the occasion of the event “Torino is fantastic”, the big concert hosted by Gerry Scotti and broadcast of Mediaset channels. 

To ensure continuity in the project, Armando Testa will also handle the development of the official web site for Turin’s candidature as European Capital of Culture  2033.

CREDITS

Armando Testa Creative Team: Fabiano Pagliara, Jacopo Morini

AT Design Creative Team: Roberto Gresti, Patrizia Massarenti

Production Company: AT Studios

Vidal’s new communication campaign gets underway Vidal’s new communication campaign gets underway.

Everyone feels better after a shower. But after a shower with Vidal we feel enveloped in a wave of freshness, good humour and energy that stays  with us throughout the whole day; a wave of vidalità.

That’s the insight behind the new Vidal campaign created by InTesta – Armando Testa Group. Italy’s best loved brand of shower gel is communicating once again with a dynamic, colourful and involving ad, sure to become the musical catchphrase of the summer. 

The wave of vidalità that is released after a shower is at the centre of the story: a wave of energy made of freshness and wellbeing, able to transform a daily routine into a regenerating ritual. Thanks to its embracing and energising fragrances, Vidal reawakens our senses,  banishes tiredness and recharges with positive sensations…

even  having a knock-on effect on those around us. 

This wave comes to life in a spectacular way in the ad: a multi-coloured 3D wake which takes on the colours of Vidal and envelopes the protagonists and then spreads throughout the crowd, touching everyone with its energy. So the ad becomes a choral explosion of joy, dancing and smiles, all to the notes of a surprising remix of a much loved track.

Music is indeed a big star in the campaign; the famous track “La vasca” by Alex Britti is reworked in a Vidal version and transformed into “La Doccia” (The Shower), to create an irresistible jingle  that is sure to get into everyone’s head and stay there.

.

The ad was directed by Matteo Montagna and will air from 22nd June in cuts of 30” and 20” on all the main television channels.  The campaign will be supported by extensive cross-media planning: radio, digital, social contents and a special activated on TikTok conceived to get the whole of Italy dancing in the shower…. but also outside. 

CREDITS:

• Agency: InTesta – Armando Testa Group

• Executive Creative Directors: Nicola Cellemme, Georgia Ferraro

• Creative Team: Chiara Panattoni, Carlotta Gilardi

• Client Director: Laura Alberti

• Client Service: Claudia Bartorelli 

• Production Company: Albatros Film

Lancia is back on the market with two highly anticipated models: the new Ypsilon HF and HF Line, both of which are inspired by the brand’s more sporty side.

The ad was created by the 777 agency, which is a collaboration between Armando Testa and Herezie, and it highlights the different features of the two new Lancia models, emphasising the performance of the Ypsilon HF 280CV and underlining the eclectic aesthetics of the Ypsilon HF Line.

The soundtrack accentuates the history and the performance of the two cars as they drive through a modern city, with visuals and sounds growing ever more emphatic: a mix of sound design that combines the distant echo of the trumpeting of an elephant with the rhythm of the percussion, to bring to mind the symbol used when the brand was founded and its history, the little red elephant.

This symbol is featured along with the two letters HF on the body work and the interior details of the two Ypsilon cars. It is also to be found in images and even in the sky as clouds take shape to form it. It’s the silhouette that dominates in the final packshot of the two cars side by side and it signs off as the key visual of the story.

The creative idea has been developed for TV, press and radio as well as the brand’s social and digital channels.

CREDITS:

Advertising Agency: 777
Executive Creative Director: Andrea Stillacci
Creative Director: Raffaele Balducci
Art Director: Alessio Caminiti; Federico Albanese, Davide Cortese
Copywriter: Marta Foli
Graphic Motion Design: Thomas Marino
Account Team: Marco Evola
Production Company: BUDDY Film
Executive Producers: Alessio Gramazio
Director: Di – Al
DOP: Diego Indraccolo
Senior Producer: Elena Marabelli
Costume Designer: Miriam Mora
Set Designer: //
Film Editor: Matteo Motzo
Post Production Video: Band
Post Production Audio: Disc To Disc

Music:
Title: Trumpeting
Composer: Eraldo Bernocchi, Lorenzo Esposito Fornasari
Publisher: Antiphona
Master: di proprietà Bernocchi, Fornasari