Today Testa Digital Hub – the unit of the Armando Testa Group dedicated to innovation – is launching “Un Giorno da #Eroiveri” (One Day as Real Heroes), the new multi-platform digital campaign for the brand Amaro Montenegro. It involves a digital engagement activity as a follow-on to the television campaign #Eroiveri (Real Heroes) and it develops the positioning of this outstanding Italian amaro, whose values are friendship and solidarity, for the younger target.
Using a web video with “an authentic taste” – since it was created with an action cam – the brand describes the 4 experiences as real heroes #EROIVERI – WATER, AIR, EARTH AND FIRE – that the users will be able to experience in the headquarters of the four Italian voluntary associations whose commitment to protecting and safeguarding animals, people and the environment goes on every day.
The four associations featured are Filicudi Wildlife Conservation in Sicily (Water), The department of Emergency Airlifts in the Veneto (Air), the Technical Rescue Unit in Lombardy (Earth) and the Voluntary Body fighting wildfires in woods in Piedmont(Fire). When the initiative comes to an end they will host four lucky groups of friends as real ambassadors of the values of the brand, who will be able to join them to enjoy the taste of doing good for others.
The campaign includes web video, banners displays, radio and social networks and will generate traffic on the participation platform www.ungiornodaeroiveri.it where users can choose their own mission and decide to join the real heroes #EROIVERI who are active every day in the seas, woods, skies and mountains all over Italy. They are all real people who make their personal contribution thanks to their expertise to doing good every single day.
CREDITS: UN GIORNO DA #EROIVERI (A DAY AS A REAL HERO)
Client: Montenegro S.r.l.
Agency: Testa Digital Hub S.r.l. (Armando Testa Group)
Creative Direction: Jacopo Morini
Strategic Direction: Massimiliano Rossi
Senior Art Director: Francesco Mazzone
Senior Copywriter: Pierfabio Iannuzzi
Project Management: Mirko Di Gregoli
Production Company: Diaviva S.r.l
Director: Daniele Brunelletti
D.O.P: Edoardo Carlo Bolli