Can there be a recipe for joy? Armando Testa and AIA have created a new communications campaign that focuses on all of the company’s products, emphasizing the brand’s historic territory of joy.
Throughout the year, several episodes were produced, each dedicated to an iconic product, to make room for the huge AIA world. In order to achieve this, the ‘The Recipe for Joy’ format was created, where the protagonists describe their formula for happiness, which includes people, emotions and good food. To secure the films, an exceptional jingle was made, which brought together the entire project: the iconic “Mi piaci… ah-ah” by Raffaella Carrà, which for this occasion becomes “Che gioia… AIA”. Then each subject is concluded with a joyful meal shared by the main characters. The jingle, in addition to being memorable, aims to standardize strategic work and is present on all launches, not only by AIA, but also by the group’s other sub-brands.
Wudy AIA – Gen W
The iconic white wurstel with the AIA mark has been on Italians’ tables for 40 years and has always been a symbol of conviviality.
Wudy is back in communication to commemorate this significant milestone with a new campaign by Armando Testa, which recounts the joy and excitement of being together, which are fundamental values of the AIA world. Titled The Taste That Unites Us, the campaign marks the beginning of a new storytelling chapter for the brand, which evolves without losing its identity: authentic, pop and colorful. The commercial showcases GenWudy, a generation that brings together those of various ages and outlooks, all united by the pleasure of sharing moments of joy. Union and belonging are represented by a simple gesture: a ‘W’ formed with three fingers. While in the background the iconic “Mi piaci… ah-ah,” the famous hit by Raffaella Carrà, plays in a special version for the occasion as “Che gioia… AIA,” closing the creative piece, as in the brand’s other spots.
AeQuilibrium, the joy of living in balance.
Our physical and mental balance is constantly tested in everyday life, making us feel, at times, like real tightrope walkers. And yet, living in balance shouldn’t be a challenge, but a source of joy. It all starts with a balanced diet that brings together pleasure and lightness, helping us find our own rhythm.
This is the starting point of the new AeQuilibrium commercial, which features the ‘AeQuilibristi’: people who have discovered the joy of living in balance, as the new claim says. As they manage their everyday lives, they move with precision on a blue slackline in the middle of the city, a thin wire that represents the ability to balance taste and lightness, without losing anything that makes life better. And with every step they take, they invite us to rediscover, day after day, the true joy of living in balance.
Throughout the year, several episodes were produced, each dedicated to an iconic product, to make room for the huge AIA world. In order to achieve this, the ‘The Recipe for Joy’ format was created, where the protagonists describe their formula for happiness, which includes people, emotions and good food. To secure the films, an exceptional jingle was made, which brought together the entire project: the iconic “Mi piaci… ah-ah” by Raffaella Carrà, which for this occasion becomes “Che gioia… AIA”. Then each subject is concluded with a joyful meal shared by the main characters. The jingle, in addition to being memorable, aims to standardize strategic work and is present on all launches, not only by AIA, but also by the group’s other sub-brands.
Wudy AIA – Gen W
The iconic white wurstel with the AIA mark has been on Italians’ tables for 40 years and has always been a symbol of conviviality.
Wudy is back in communication to commemorate this significant milestone with a new campaign by Armando Testa, which recounts the joy and excitement of being together, which are fundamental values of the AIA world. Titled The Taste That Unites Us, the campaign marks the beginning of a new storytelling chapter for the brand, which evolves without losing its identity: authentic, pop and colorful. The commercial showcases GenWudy, a generation that brings together those of various ages and outlooks, all united by the pleasure of sharing moments of joy. Union and belonging are represented by a simple gesture: a ‘W’ formed with three fingers. While in the background the iconic “Mi piaci… ah-ah,” the famous hit by Raffaella Carrà, plays in a special version for the occasion as “Che gioia… AIA,” closing the creative piece, as in the brand’s other spots.
AeQuilibrium, the joy of living in balance.
Our physical and mental balance is constantly tested in everyday life, making us feel, at times, like real tightrope walkers. And yet, living in balance shouldn’t be a challenge, but a source of joy. It all starts with a balanced diet that brings together pleasure and lightness, helping us find our own rhythm.
This is the starting point of the new AeQuilibrium commercial, which features the ‘AeQuilibristi’: people who have discovered the joy of living in balance, as the new claim says. As they manage their everyday lives, they move with precision on a blue slackline in the middle of the city, a thin wire that represents the ability to balance taste and lightness, without losing anything that makes life better. And with every step they take, they invite us to rediscover, day after day, the true joy of living in balance.
Year
2026
