Tenderly and Armando Testa give Tenderness a voice at Sanremo

Sanremo is the stage for emotions, entertainment  and music. But it is also the venue where heated opinions, harsh comments, criticism and judgement plague the artists and their songs every year. Against such an exposed and heightened atmosphere Tenderly, along with the Armando Testa  agency has decided to showcase a simple yet powerful value: a little tenderness. 

Tenderly has chosen RTL 102.5, the  radio with the most listeners in Italy, to plan a dedicated campaign, conceived to spread a positive and kind message during the very days when Italian music attracts the attention of millions of people.  The on-air presence invites the audience to listen to the songs with their hearts and enjoy the whole week with a gentler outlook. 

Tenderly will also activate a social media strategy with dedicated contents and a limited edition of hankies will be distributed during this week of music. The specially created messages are an invitation to treat the issues which are typically hotly debated during this media event with tenderness and transform them into an opportunity to smile and choose tenderness over criticism. 

The campaign celebrates not only the music, but also  the more authentic and human side of the show: made up of emotions, which can be expressed only if embraced with tenderness. 

The campaign was conceived and developed by the Armando Testa agency, who converted the brand positioning into an integrated project, able to combine radio planning, presence throughout the country and social media contents, building  a coherent and important story during one of the greatest media events of the year.  

Client: Tenderly

Agency: Armando Testa

Executive Creative Director: Michele Mariani

Creative Team: Andrea Lantelme, Sara Greco, Martina Nota

Social Team: Andrea Gaetani, Nicole Ghiringhelli

Client Service Team: Gina Graci, Alessia Scarabello

Production: AT StudiosFilm-maker: Oscar Grafner