The lines campaign “Io non rinuncio” (I’m not giving up) created by the Armando Testa agency has won the first prize in the TV Spot category at the Premio Immagini Amiche.
The award ceremony took place yesterday in Rome at the chamber of the Parliamentary group of the Chamber of Deputies in the presence of the President of the Chamber Laura Boldrini.
The award is now in its 6th edition and is promoted by the Unione Donne in Italia (UDI). The objective is to counter the trends in television and advertising which objectify the image of women and betray their dignity, and to endorse communications which convey positive and creative messages.
The Lines campaign won the award because of the support it gives women, as it encourages them not to give up being themselves, starting from the smallest everyday things, up to important values in life, to always pursue their dreams and passions. This campaign was created due to the fact that Lines listens to thousands of women of all ages every year. They listen first of all so that they can satisfy their most practical needs, also involving their more emotional and psychological side and their behaviour in social changes.
The short list of finalists was drawn up by a jury headed by the journalist and writer Daniela Brancati and based on entries posted on the site www.premioimmaginiamiche.it
The campaign was created by the Armando Testa agency which has always managed the Lines communication. With creative direction from Piero Reinerio, art director Tina Salvato and copywriter Chiara Demichelis worked on this project. Directed by Pierluca De Carlo. Production Company: Little Bull. Media Planning: Media Italia.