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The new campaign to support the launch of Super Vinyl Shake Lipstick for vinyl effect lips is now on air.

If we want to feel irresistible, we carefully choose our most glamorous outfit to wear. Why not do the same with our make-up? To complement our look, we can add an extra touch of glamour, even on our lips with a super effect lipstick, like the new Super Vinyl Shake Lipstick.

This is the underlying insight for the TV campaign of Deborah Milano, a brand in the Sodalis group. Developed by InTesta – Gruppo Armando Testa, for the launch of its new liquid lipstick with intense and super shiny colours that give your lips a real, very long-lasting vinyl effect.

The TV campaign, directed by Francesco Calabrese, takes us into an abstract and imaginative world where the vinyl material is the unquestionable protagonist. The model, the face of Deborah Milano, moves around some sheets of coloured latex which remind us of the shades of the product and which also perfectly match her styling. She is a bold and confident but also ironic and light-hearted woman who wants to break out from banality, and that’s why she wants to feel super for both her style and make-up, without being afraid of showing her most glamorous side.

The video opens with a key visual with a strong visual impact: a pair of intense red lips emerge from a vinyl liquid. Then the protagonist emerges with ease and confidence from a gap in the set design, showing us her impeccable lips with their bright, intense colour, just like the fabrics surrounding her.

There are special steps to follow to apply the new Super Vinyl in the best possible way. First of all, it is essential to shake it well to ensure the components are perfectly mixed, then you should apply to your lips and leave it to dry for a few seconds. The third step is to surprise yourself by the super glam result on your lips, which lasts up to 16 hours and is totally non-transferable. This is demonstrated by the model herself, as she casually and ironically kisses the camera, certain that she won’t leave any trace.

The creativity is summed up in the claim “Glam up your lips”: an invitation to pamper yourself with that added touch of style and personality, even in your choice of lipstick whenever you feel like it.

The TV campaign in on air in a cut of 20” also backed up by a digital campaign with shorter cuts to take advantage of social and influencer marketing.

CREDITS:

• Agency: InTesta – Armando Testa Group
• Executive Creative Directors: Nicola Cellemme, Georgia Ferraro
• Creative Team: Chiara Panattoni, Carlotta Gilardi
• Client Director: Laura Alberti
• Production Company: Albatros Film

The brand Fabbri 1905 and the Armando Testa agency together for the first time, united by their shared values: both of them have a DNA that’s 100% Italian, both believe in the excellence of what they do, both have something different which makes them unique. Today, they‘ve actually chosen each other and they look to the future.

The Armando Testa creative team worked side by side with the company after being directly assigned the account, aiming to understand the marketing needs, enhance consumer awareness and design a communication with strong visual impact for the brand, able to make your mouth water at first glance.

The new outdoor campaign running until 24 March, features Fabbri 1905’s most famous product, Amarena. The undisputed star of the campaign is a yummy zeppola obviously topped by the unique, original, inimitable Amarena Fabbri, but that’s not all. The territory that the campaign will dominate is the love you feel the moment you cook or taste something so good and well made: such great love that it transforms the simple spoon for the Amarena on top of the zeppola into a heart.

The title also has a reference to Italy and its unique ability to love and make people love food, taking maximum care of every detail and presentation. Just as Amarena Fabbri does, as it crowns every delicious zeppola, the typical dessert for Father’s Day on 19^th March, inviting us to celebrate with great taste, simplicity and love for all dads.  

Credits

Client: Fabbri 1905

Corporate Marketing Director: Antonella Tolomelli

Marketing Manager: Francesca Evangelisti

Product Manager: Antonella Lombardi

Agency: Armando Testa

Executive Creative Director: Michele Mariani

Creative team: Andrea Lantelme, Dario D’Angelo, Sara Greco

Client director: Giovanna Farè

Client service: Federica Cartocci

Photographer: Studio Gastl

After a pitch, the pharmaceutical company Alfasigma has entrusted Armando Testa with the communication campaign for Onligol, a line of remedies for chronic and occasional constipation.

The symbolic and iconic creativity of the agency proved a winner because of the way it stands out in the fragmented pharmaceutical market which is full of competitors such as those for laxatives.

Armando Testa is happy to collaborate with one of the major Italian companies in this sector, supporting it with their experience and professionalism in a new, stimulating challenge in this market.

The new Onligol campaign will be on air shortly on TV and a range of media: TV, press, digital and social media.

“What I have always appreciated in Stefano Piccini is his strong strategic background along with his great passion for creativity and I immediately shared our agency’s fundamental values with him. Welcome Stefano” states Marco Testa, Chairman and CEO of the Armando Testa Group.

Stefano Piccini joins the Turin headquarters of the Armando Testa Group in the position of Client Director after lengthy international experience. 

His professional career path has always been abroad, between Madrid and London, as  Business Lead for large scale clients such as Sanofi Pharma, Alfa Romeo, El Corte Ingles, BBVA bank, Mars Pedigree, Corona Extra, in both large groups such as Wpp, Omnicom, Ipg, as well as Creative Boutiques like PS21. 

“It is an immense pleasure for me to join Armando Testa due to the ambition of the agency’s project and for the opportunity to work with huge names in Italian advertising on great national and international clients.” says  Stefano Piccini.

Yamaha Motor Europe presents “Born From Glory”. The campaign created by the Armando Testa agency celebratesthe new XSR900 GP, an icon in the Sport Heritage sector and the perfect combination of timeless design and cutting-edge technology.

A motorbike with a bold character and unique personality, created from the glory of the golden age of Yamaha sports and recognisable thanks to its yellow-black livery inspired by the ’70s and ’80s. These iconic colours remind us of the successes of the King, Kenny Roberts, three times World Champion and legend in American competitions thanks to his innumerable successes on the track and flat track which left their mark on motorcycling history and the Iwata brand with his unmistakable style and his unforgettable victories.  

Scene after scene, the XSR900 GP takes riders back to the authentic emotions of races in the past,  acting like a time machine driving all the clocks crazy, as if by recalling great triumphs they come alive again with ever renewed intensity.  

The legendary track at Reims, in France,  which has been preserved over time, provides the setting for the campaign: this is a place where the spirit of motorsport is still alive and where XSR900 GP can relight all its allure, making it the ideal way to bridge the eras. 

The presence of Kenny Roberts makes this transition even more symbolic. A Yamaha legend, his appearance seals the link between the past and the present, as if it was he himself, accompanying the XSR900 GP as it returns to its origins.  

The new campaign created by the Armando Testa agency is an evocative and powerful tribute to a bike which doesn’t limit itself to remembering the past but gets it back in motion. 

Produced by AT Studios.

Social and digital planning is also foreseen, with dedicated formats for different channels.

The campaign airs from 28^th October 2025.

CREDITS

Client: Yamaha Motor Europe

Agency: Armando Testa Group

Executive creative direction: Nicola Cellemme and Georgia Ferraro

Creative Supervisors: Lorenzo Blangiardo, Maria Meioli

Creative Team: Davide Cortese, Francesca Graziani

Client Lead: Emanuele Cicogna Mozzoni

Account Team: Nicoletta Pittino, Manuel Amato

Production: AT Studios

Director: Luciano Consolini

DoP: Luigi Gamba

Photographer: Walkin Studio

Music and SFX: Human Touch

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)