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
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.
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
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
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.
This educational project is promoted by the multi-utility company in collaboration with the iconic Modena-based company. It will visit a number of primary schools in Bologna and Modena to raise awareness among children and families about sorting out waste. Friendly characters, created by the Armando Testa communications agency, will be alongside the youngsters as they embark upon their sustainability adventure.
“Got it, that one’s missing”. This time the collectable cards do not feature sports stars or comic book heroes, but rather Scartolina and Plastibolla. They’re the ones, the rejects, the waste, who are the heroes of “A dream called recycling”, the album of stickers created by the Hera group, one of the Italy’s main multi-utility companies, in collaboration with Panini, the famous Modena-based company which specialises in collectable sticker products as well as the Armando Testa advertising agency.
The educational project is promoted by Hera and was conceived to guide kids and youngsters in exploring waste recycling using an engaging tool that activates their imagination. It’s starting off in the coming days in some primary schools in Bologna and Modena.
Using stickers and games, the album tells a story with a happy ending where the waste products have a “dream in the trash” to fulfill: to become something precious. As the fantastical story unfolds the kids are accompanied on a journey that starts with the production of waste and ends up with it becoming something valuable in the recycling plants, highlighting the services Hera offers the community and the daily tasks undertaken by the refuse collectors.
How the initiative involving primary schools works
The pilot project involves nearly two thousand students between March and May 2026, in line with timetables agreed with teachers. In Bologna, the Padre Marella and Viscardi primary schools have already joined the initiative; in Modena, the Montecuccoli, Leopardi, and Don Milani schools are ready to start. The initiative involves four meetings for each class, during which the children will receive the albums and stickers and will be able to engage with environmental educators from the Great Machine of the World (the Hera Group’s historic educational project for schools), taking a deep dive into issues such as sustainability, the circular economy, resource protection, and sorting of waste products. While the project is running, additional free packets of stickers will also be available when waste is disposed of at all recycling stations in Bologna and at the Leonardo collection depot in Modena. This initiative also aims to actively involve families, encouraging virtuous behaviour and building greater awareness of environmental services. A special prize will be awarded by the Hera appointed educators for the first completed album.
Themes and characters: Plastibolla and Scartolina’s dream comes true at Hera plants send comments
The album, created by Hera in collaboration with Panini, is an original educational tool that allows for a simple and fun exploration of topics such as waste recycling, the circular economy, learning how environmental services work in the community, and the contribution we can all make through our own behaviour. That’s where the friendly characters created by the Armando Testa agency come into play: each one personifies a category of waste with a desire: to come to life again. In addition to Plastibolla, made of plastic packaging, and Scartolina, a character made of paper and cardboard, there are Metallaro, Vetrinozzo TinTin, Nucciabuccia, CamyRami, Mister Miscuglio, Oliastro Esausto, Max Ingombro, and Tekno. Ten colourful, fun-loving friends – with their games and curiosities, they take the kids along to the facilities where dreams come true. Every piece of waste disposed of in the right place will contribute to a better world. Some will be reborn as energy, some will return to being paper or plastic, some will become biofuel, and some will be repurposed to be useful again. All for the good of the planet.
“By creating this album, in collaboration with two companies of the caliber of Panini and Armando Testa, we want to tell a true story where citizens, especially children and their families, play a vital role alongside us in pursuing the circular economy and the sustainable development goals as outlined by the UN 2030 Agenda,” explains Giulio Renato, Central Director of Environmental Services and Fleets at the Hera Group.“We are certain that engaging younger generations on these issues is essential, and that’s why we’ve long been involved with all levels of schools with our projects, The Great Machine of the World and Well of Science. More than one hundred thousand students take part every year.”
“For more than sixty years the Panini sticker albums have inspired the imagination and games for generations of kids. With this project we wanted to take advantage of this language to convey an important message like environmental sustainability – comments Martina Limoni, Panini Collectables Director –. “Transforming waste into characters you want to collect is a simple and engaging way to showcase the value of recycling and help children understand how everyday behaviour can make a difference for the future of the planet”.
Yamaha Motor Europe is launching the new Tricity 300 Airbag, the premium 3-wheel scooter designed to make urban mobility even safer, more stable and comfortable.
One of the most important innovations in this model is the introduction of the integrated rider airbag system, a technological solution that guarantees an added level of protection and offers clients greater mental confidence while riding.
It was precisely this innovation that inspired the new campaign created by the Armando Testa agency. It starts off from a simple and immediate insight: when someone announces that they have bought a moped, family and friends often react with a few worries, but anyone who chooses safety knows that they have made the right decision.
The film develops along this idea using comic language that plays in a light hearted way with the initial prejudices of the protagonist’s family; this tension dissolves when they realise that the choice has been a reassuring one: the new Yamaha Tricity 300, even safer in the Airbag version.
The payoff of the campaign also originates here “Make the right move”, highlighting that choosing Tricity 300 Airbag means making a smart and well-informed choice, for both your own mobility and for your family’s peace of mind.
The launch campaign for the first Yamaha scooter equipped with an airbag was entirely developed by theArmando Testa agency, with production company AT Studios and directed by William9. The video isairing on digital and social media channels.
BioNike’s new digital campaign is now on air. A celebration of authentic and contemporary beauty, it never compromises on performance or skincare.
BioNike, a leading dermocosmetics brand, is communicating once again with a digital campaign dedicated to the new Defence Color Hydra Glow Foundation. Designed and created for sensitive and allergic skin types, the packaging and formula combining make-up and skincare have been revamped, to offer even higher performance without sacrificing maximum tolerability.
The campaign was created by INTESTA – Armando Testa Group, and is based on the idea that your skin is your true source of beauty: its radiance is revealed when it is well moisturised releasing added brightness.
In the ad the protagonist finds herself in an evocative setting, featuring a refined play of light which recalls the reflection of water, a direct metaphor for the moisture which brightens and enhances your complexion.
In this setting the woman conveys all her radiance, highlighted by the new Defence Color Hydra Glow Foundation with moisturizing action. Thanks to the innovative Aqua-Lock Technology, the new formula guarantees 30% better hydration immediately and helps maintain your skin visibility fresh and radiant, endowing it with “New Light for your brightness” as the slogan proclaims.
The subject comes to life against an iconic and timeless backdrop: the Palais Bulles, home of designer Pierre Cardin, it was designed by Antti Lovag. This dramatic and evocative venue, featuring flowing lines and delicate colours, is perfect to enhance the creative concept and embody the visual idea of contemporary radiant constantly evolving aesthetics.
The new creativity by INTESTA – Armando Testa Group sends out an invitation to give new brightness to your own beauty with a cutting-edge product, which guarantees top performance while at the same time respecting your skin, even if it is super sensitive and you suffer from allergies, with no compromises.
The campaign will run on social and digital channels in cuts of 20” and shorter formats, and as well as the video it will be supported by a range of visuals.
Litokol is an Italian company and an international reference point in the development of hi-tech solutions for installation systems for ceramic tiles and natural stones. Today it is taking a new step to assert its leadership role in the sector. With more than fifty years of experience and an on-going drive for research and development, Litokol is now publicising its innovative spirit with its first national advertising campaign.
The press and social media campaign focuses on the new SafetyGel formula. This is a product which is revolutionising the way swimming pools, terraces and showers are waterproofed. Created by the Armando Testa agency, the creative concept sends out a clear and direct provocation to the market: “Copy us”. Visually the SafetyGel packaging seems to be covered by a cut out and raised layer, as if someone had tried to cut out a piece to copy it: a clumsy effort that doesn’t work.
With a direct and decisive tone, the campaign highlights the features that make SafetyGel a truly innovative product in the sector: certified watertightness up to 3 bar, continuous barrier with no tape or strips, simple roller application even when standing, decoupling and fracture-resistent elasticity with elongation till breakage greater than 500%.
The campaign will befeatured from Monday 9th March in Gazzetta dello Sport and also on social media channels until the end of the football season.
Credits
Client: Litokol
CEO & Head of Gel eXperience: Gian Luca Sghedoni
Corporate Communication Director: Stefania Piccioni
Lancia stands alongside Patty Pravo during the 76th edition of the Sanremo Song Festival featuring in her music video for “Opera”, the intense, inspired track – written by Giovanni Caccamo – that the icon of Italian music performed during the contest and which is also the title of her new album.
Created by the 777 agency, formed from the collaboration between Armando Testa and Herezie, the film celebrates the artist’s 60 year long career and the ability she shares with Lancia, to transcend time while safeguarding her proverbial eclectic identity.
“The Opera music video builds up to a crescendo with an unfolding story where we feel that we can participate in a moment that is important for both the artist and her song .” comments director Federico Brugia during the behind-the- scenes video. .
Indeed the star is really the singer’s voice which comes to life in her dressing room, reaches the stage then goes beyond the theatre and travels through a magical Roman night.
Her song becomes like an irresistible echo for anyone who is like her: a white panther, the archetype of a magnetic and unique presence, which begins to race through the streets of the capital, attracted by her voice. Even the Lancia Ypsilon heads towards the theatre, joining in like a co-star of the story, welcoming Patty Pravo on board during the closing notes of the song, sealing this encounter combining elegance and timelessness in one unique great “Opera”.
CREDITS:
Advertising Agency: 777
Deputy Executive Creative Director: Angelo Ratti
Creative Team: Marta Foli, Federico Albanese, Giulia Di Crescenzo, Mattia Grassi, Thomas Marino
Client Director: Marco Evola
Account Team: Diletta Marchi, Giulia Ghignone
Agency Producer: Alessia Pietromarchi
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
