AMARO MONTENEGRO AND THE JACKAL AMBASSADORS OF #HUMANSPIRIT WITH ARMANDO TESTA

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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

The Jackal – Programmi Da Incubo

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