{"id":2042,"date":"2017-03-14T14:00:00","date_gmt":"2017-03-14T13:00:00","guid":{"rendered":"https:\/\/newsroom.armandotesta.it\/\/2017\/03\/14\/a-creative-director-an-old-one\/"},"modified":"2019-03-14T12:38:05","modified_gmt":"2019-03-14T11:38:05","slug":"a-creative-director-an-old-one","status":"publish","type":"post","link":"https:\/\/newsroom.armandotesta.it\/en\/a-creative-director-an-old-one\/","title":{"rendered":"A CREATIVE DIRECTOR \u2026\u2026. AN OLD ONE"},"content":{"rendered":"

Jacopo Morini, Creative Director of ARMANDO TESTA, and specifically of the innovation unit Testa Digital Hub, has come up with \u201cNON \u00c8 UN PAESE PER VECCHI\u201d (NO COUNTRY FOR OLD MEN) <\/i>a format featuring hidden micro cameras which makes a humorous exploration of the relationship our country has with the \u201celderly\u201d. The format has been hosted on ITALIA 1 programme: \u201c#LOSCHERZOPERFETTO\u201d and enjoyed enormous success reaching an audience of 9.74% share (+ 2million viewers). Jacopo Morini used a special silicon mask to transform himself into an old man who interacts with people without their being aware, in typical every day situations. For example he meets the workers in a building site, motorists in the traffic, queues at the post office, at the chemist\u2019s and lots of other places too. Morini explains that the contents filmed with the hidden cameras: \u201care the best way to pull out people\u2019s real reactions and feelings\u201d, that is why he used this method also to create a range of different special contents for communication operations of some the brands which are clients of Armando Testa (e.g. TIM \u201cYOU TEACH\u201d a contest where Italian high school students swap roles with their teachers for one day to become \u201cSocial Network Professors\u201d, or for the innovative project to tackle bullying and cyber bullying: \u201cDAGLI UNA NOTA\u201d (GIVE THEM A NOTE),<\/i> where the sound of the Italian school bell ringing uses SHAZAM to activate a \u201cPOP UP\u201d on students\u2019 smartphones which triggers a listening service and notifies TELEFONO AZZURRO. <\/p>\r\n\r\n