The branded content campaign is online
“PROGRAMMI DA INCUBO – QUANDO ERA MEGLIO AVERE ALTRI PROGRAMMI”
(NIGHTMARE PROGRAMMES – WHEN IT WAS BETTER TO
HAVE OTHER PROGRAMMES)
Amaro Montenegro’s new branded content campaign – a collaborative product involving the Armando Testa agency with creative direction from Jacopo Morini and The Jackal – has now made its debut.
Part of the #Humanspirit communication platform, developed by Armando Testa and launched in October 2018, for this operation Amaro Montenegro has opted for a more relaxed tone than that of the famous team of Italian web creators to emphasis the “Sapore vero” (Genuine Taste) of friendship and authenticity, so the importance of socialising and enjoying time together can also be promoted among a younger target.
This creative development involving the factory The Jackal, in collaboration with Armando Testa sets out to be a sarcastic reflection on the alienation caused by today’s technology, undermining human relationships and socialising.
The format of the 3 videos created for this operation recalls in an ironic way trash TV programmes on commercial channels describing “invasive” technology which is gradually changing life styles. Now with the concept #Humanspirit, the brand is suggesting a more balanced approach towards such technology in favour of genuine sharing.
Two outstanding partners add the final touch to the recipe – Comau and Makr Shakr – they make a special cameo with their robots since they are convinced that along with Amaro Montenegro, while keeping man, his needs and his smile centre stage, technological evolution can lead us to a horizon of positive development.
The planning of the campaign with an exclusive on the Ciaopeople network, includes three videos which will be online in crossposting on The Jackal, Fanpage and Amaro Montenegro properties and – to increase the values aspect – editorial support is also foreseen with six articles distributed in Fanpage.it and the social network properties of the title.
Here’s the link for the first episode: https://www.youtube.com/watch?v=LtRc4khEzOw
CREDITS
Client: Amaro Montenegro
Marketing Manager Spirits: Alessandro Soleschi
Senior Brand Manager: Daniele De Angelis
Assistant Brand Manager: Marco Leonzi
Agency: Armando Testa
Head of Branded Content: Jacopo Morini
Creative Direction: Jacopo Morini, Antonello Falcone.
Art Direction: Giulia Richetta
Copywriting: Fabiano Pagliara, Gabriella De Stefano
Project Management: Mirko Di Gregoli
Social media management: Ludovica D’Aquino
Strategy: Luca Buonamici
Content Factory: The Jackal
Head of Branded Content Ciaopeople: Vincenzo Piscopo
Creative Direction: Francesco Ebbasta
Copywriting: Francesco Ebbasta, Alessandro Grespan, Elettra Mauri
Project Management Ciaopeople: Anna Manzo
Director: Francesco Ebbasta, Valerio Vestoso
Assistant Director: Magda De Cicco
Director of Photography: Mattia Croccia
Executive Producer: Simone Ruzzo
General Organisation: Maria Chiara De Gregorio
Editing, graphics and post production (The Jackal): Alfredo Felaco, Nicola Verre, Mario Rotili
Music: Liz Martin
Planning: Wavemaker
Editorial Partner: Fanpage.it
