{"id":2040,"date":"2017-03-27T13:00:00","date_gmt":"2017-03-27T11:00:00","guid":{"rendered":"https:\/\/newsroom.armandotesta.it\/\/2017\/03\/27\/acraf-momentact-subject-liquid-technology\/"},"modified":"2019-03-14T12:38:03","modified_gmt":"2019-03-14T11:38:03","slug":"acraf-momentact-subject-liquid-technology","status":"publish","type":"post","link":"https:\/\/newsroom.armandotesta.it\/en\/acraf-momentact-subject-liquid-technology\/","title":{"rendered":"ACRAF \u2013 MOMENTACT – SUBJECT \u201cLIQUID TECHNOLOGY\u201d"},"content":{"rendered":"

Angelini has always been attentive to their consumer needs, it is now emphasising how easy it is to swallow the Momentact chewable capsules, the specific product for severe headaches.<\/p>

The new Momentact film, created and produced by the Armando Testa agency, uses modern, innovate and symbolic language.<\/p>

Against a neutral background evocative of a technological setting we see a full screen image of Momentact’s iconic red clamp, the symbol of a severe headache which crushes the writing \u201cMAL DI TESTA FORTE\u201d(SEVERE HEADACHE).<\/i> The film presents the liquid technology of Momentact as the solution, starting off with the technological contents of the capsule. A valuable little drop of the active principle drips down from a crystal pipette. In slow motion we see it reaching a symbolic pharmaceutical lab slide, going into a little container then it is transformed into the Momentact capsule, which is easy to swallow. <\/p>

It slips quickly along the neck of a symbolic crystal lab flask and then is rapidly absorbed dissolving the small quantity of liquid contained.<\/p>

The effectiveness of the liquid technology rapidly dissolves the clamp and with it the severe head ache. The voice over emphasises the distinctive quality of the product: how easy it is to swallow, how quickly it is absorbed and its rapid action against severe headache.<\/p>

The liquid technology serves as a link to the nice final moment: a man kite-surfing on the waves, so happy to be feeling so much better again thanks to the rapid relief from Momentact.<\/p>

On air from 26 March on the main TV channels and at the Cinema, in cuts of 30\u201d, 20\u201d and 10\u201d.<\/p>

With creative direction from Piero Reinerio, art director Tina Salvato and copy Chiara Demichelis worked on this project. Production company Little Bull.<\/p>\r\n\r\n