“La Tua Buona Stella”: (Your Good Star) the new campaign created by Armando Testa and directed by Paolo Genovese.
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)
