{"id":3696,"date":"2019-07-08T17:08:36","date_gmt":"2019-07-08T15:08:36","guid":{"rendered":"https:\/\/newsroom.armandotesta.it\/?p=3696"},"modified":"2019-07-09T17:25:45","modified_gmt":"2019-07-09T15:25:45","slug":"welcome-the-new-born-dragotto-a-new-friend-for-mothers-and-children","status":"publish","type":"post","link":"https:\/\/newsroom.armandotesta.it\/en\/welcome-the-new-born-dragotto-a-new-friend-for-mothers-and-children\/","title":{"rendered":"WELCOME THE NEW-BORN DRAGOTTO, A NEW FRIEND FOR MOTHERS AND CHILDREN."},"content":{"rendered":"\n<p>Lines, Armando Testa and the new-born Dragotto\nare pleased and proud to introduce Lines Baby, the new nappy that will win over\nmothers and children.<\/p>\n\n\n\n<p>The creation of the new brand\nwas tackled as a special project: an agile and flexible approach, from the very\nstart, with excellent collaboration between the Agency and client right from\nkickoff.<\/p>\n\n\n\n<p>So, the brand was conceived and designed from\nzero. Day after day, every element came to life: brand image, naming, logotype,\npackaging, nappy backsheet and then above all strategy, character design and\nstorytelling. The real heart of the campaign is to be found in its cute\nprotagonist, Dragotto, a baby dragon that lives in the clouds and moves around\ngently in a world of softness.<br>\n<br>\n<\/p>\n\n\n\n<p>An initial teaser phase\npreceded the campaign. It featured a countdown on social media and the Lines\nBaby website showing a mysterious colourful egg floating around in the clouds.<br>\n<br>\nThe communication campaign is exclusively digital, with cross-cutting\nactivities for all the brand&#8217;s channels. The strategy involves a launch which\nis mainly social with a differentiated media approach. In the storytelling the\nDragotto character is a testimonial that introduces the brand, presents the\nproducts, interacts with the packs and is able to win over children and mothers\nwith his smile.<\/p>\n\n\n\n<p><br>\nParticular attention was paid to the design,\nuser experience of the website and brand image on e-commerce platforms, since\nthis new product is designed for millennial mothers who buy online. A real\nrevolution for the brand.<\/p>\n\n\n\n<p>CREDITS<\/p>\n\n\n\n<ul><li>Agency: Armando Testa&nbsp;<\/li><li>Executive Creative Director: Piero Reinerio<\/li><li>Vice Creative Director: Antonello Falcone<\/li><li>Creative team: Giulia Richetta, Gabriella De Stefano,\nMonica Barbalonga, MariaRosa Galleano<\/li><li>Client service team:&nbsp;Piero Reinerio, Cristina\nOmenetto<\/li><li>Project Manager:&nbsp;Sara Salamino<\/li><li>Social Media Manager:&nbsp;Ludovica D\u2019Aquino<\/li><li>Tech and Motion Design:&nbsp;Marco Savojardo, Silvia\nMaistrello, Damiano Gui, Alessandro Garelli<\/li><\/ul>\n\n\n\n<ul><li>Client: Fater S.p.A.<\/li><li>ICT Director:&nbsp;Domenico Di Francescantonio<\/li><li>Unit Manager E-Commerce and Digital:&nbsp;Carmen\nMalangone<\/li><li>Purchasing Group Manager:&nbsp;Mauro Palomba<\/li><li>Brand Manager Baby Care:&nbsp;Stefano Stipa<\/li><li>ICT Digital Functional Analyst:&nbsp;Lida Sorino<\/li><li>Baby Care and F&amp;HC Italy Category Finance Assistant:&nbsp;Valerio Gioia<\/li><\/ul>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" loading=\"lazy\" width=\"960\" height=\"421\" src=\"https:\/\/newsroom.armandotesta.it\/wp-content\/uploads\/2019\/07\/Dragotto_1-1.png\" alt=\"\" class=\"wp-image-3697\" srcset=\"https:\/\/newsroom.armandotesta.it\/wp-content\/uploads\/2019\/07\/Dragotto_1-1.png 960w, https:\/\/newsroom.armandotesta.it\/wp-content\/uploads\/2019\/07\/Dragotto_1-1-800x351.png 800w, https:\/\/newsroom.armandotesta.it\/wp-content\/uploads\/2019\/07\/Dragotto_1-1-768x337.png 768w, https:\/\/newsroom.armandotesta.it\/wp-content\/uploads\/2019\/07\/Dragotto_1-1-696x305.png 696w, https:\/\/newsroom.armandotesta.it\/wp-content\/uploads\/2019\/07\/Dragotto_1-1-958x420.png 958w\" sizes=\"(max-width: 960px) 100vw, 960px\" \/><\/figure>\n\n\n\n<figure class=\"wp-block-embed-youtube wp-block-embed is-type-video is-provider-youtube wp-embed-aspect-4-3 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe loading=\"lazy\" width=\"696\" height=\"522\" src=\"https:\/\/www.youtube.com\/embed\/SlUCJG_4leU?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; encrypted-media; gyroscope; picture-in-picture\" allowfullscreen><\/iframe>\n<\/div><figcaption>LinesBaby &#8211; Dragotto<\/figcaption><\/figure>\n","protected":false},"excerpt":{"rendered":"<p>Lines, Armando Testa and the new-born Dragotto are pleased and proud to introduce Lines Baby, the new nappy that will win over mothers and children.<\/p>\n","protected":false},"author":5,"featured_media":3698,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_mi_skip_tracking":false},"tags":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v20.2.1 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>WELCOME THE NEW-BORN DRAGOTTO, A NEW FRIEND FOR MOTHERS AND CHILDREN. - AT News Room<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/newsroom.armandotesta.it\/it\/welcome-the-new-born-dragotto-a-new-friend-for-mothers-and-children\/\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:title\" content=\"WELCOME THE NEW-BORN DRAGOTTO, A NEW FRIEND FOR MOTHERS AND CHILDREN. - AT News Room\" \/>\n<meta name=\"twitter:description\" content=\"Lines, Armando Testa and the new-born Dragotto are pleased and proud to introduce Lines Baby, the new nappy that will win over mothers and children.\" \/>\n<meta name=\"twitter:image\" content=\"https:\/\/newsroom.armandotesta.it\/wp-content\/uploads\/2019\/07\/Dragotto_2-1.jpg\" \/>\n<meta name=\"twitter:creator\" content=\"@ArmandoTestaSpA\" \/>\n<meta name=\"twitter:site\" content=\"@ArmandoTestaSpA\" \/>\n<meta name=\"twitter:label1\" content=\"Scritto da\" \/>\n\t<meta name=\"twitter:data1\" content=\"Anna Piizzi\" \/>\n\t<meta name=\"twitter:label2\" content=\"Tempo di lettura stimato\" \/>\n\t<meta name=\"twitter:data2\" content=\"2 minuti\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\/\/newsroom.armandotesta.it\/en\/welcome-the-new-born-dragotto-a-new-friend-for-mothers-and-children\/\",\"url\":\"https:\/\/newsroom.armandotesta.it\/en\/welcome-the-new-born-dragotto-a-new-friend-for-mothers-and-children\/\",\"name\":\"WELCOME THE NEW-BORN DRAGOTTO, A NEW FRIEND FOR MOTHERS AND CHILDREN. - AT News Room\",\"isPartOf\":{\"@id\":\"https:\/\/newsroom.armandotesta.it\/it\/#website\"},\"datePublished\":\"2019-07-08T15:08:36+00:00\",\"dateModified\":\"2019-07-09T15:25:45+00:00\",\"author\":{\"@id\":\"https:\/\/newsroom.armandotesta.it\/it\/#\/schema\/person\/5d4b22dee94ae271b95d488539ae4346\"},\"breadcrumb\":{\"@id\":\"https:\/\/newsroom.armandotesta.it\/en\/welcome-the-new-born-dragotto-a-new-friend-for-mothers-and-children\/#breadcrumb\"},\"inLanguage\":\"it-IT\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/newsroom.armandotesta.it\/en\/welcome-the-new-born-dragotto-a-new-friend-for-mothers-and-children\/\"]}]},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/newsroom.armandotesta.it\/en\/welcome-the-new-born-dragotto-a-new-friend-for-mothers-and-children\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\/\/newsroom.armandotesta.it\/it\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"WELCOME THE NEW-BORN DRAGOTTO, A NEW FRIEND FOR MOTHERS AND CHILDREN.\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/newsroom.armandotesta.it\/it\/#website\",\"url\":\"https:\/\/newsroom.armandotesta.it\/it\/\",\"name\":\"AT News Room\",\"description\":\"\",\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/newsroom.armandotesta.it\/it\/?s={search_term_string}\"},\"query-input\":\"required name=search_term_string\"}],\"inLanguage\":\"it-IT\"},{\"@type\":\"Person\",\"@id\":\"https:\/\/newsroom.armandotesta.it\/it\/#\/schema\/person\/5d4b22dee94ae271b95d488539ae4346\",\"name\":\"Anna Piizzi\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"it-IT\",\"@id\":\"https:\/\/newsroom.armandotesta.it\/it\/#\/schema\/person\/image\/\",\"url\":\"https:\/\/secure.gravatar.com\/avatar\/4ed2db8b9426cdc2ce87794129f366e4?s=96&d=blank&r=g\",\"contentUrl\":\"https:\/\/secure.gravatar.com\/avatar\/4ed2db8b9426cdc2ce87794129f366e4?s=96&d=blank&r=g\",\"caption\":\"Anna Piizzi\"},\"url\":\"https:\/\/newsroom.armandotesta.it\/it\/author\/anna-piizzi\/\"}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"WELCOME THE NEW-BORN DRAGOTTO, A NEW FRIEND FOR MOTHERS AND CHILDREN. - AT News Room","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/newsroom.armandotesta.it\/it\/welcome-the-new-born-dragotto-a-new-friend-for-mothers-and-children\/","twitter_card":"summary_large_image","twitter_title":"WELCOME THE NEW-BORN DRAGOTTO, A NEW FRIEND FOR MOTHERS AND CHILDREN. - AT News Room","twitter_description":"Lines, Armando Testa and the new-born Dragotto are pleased and proud to introduce Lines Baby, the new nappy that will win over mothers and children.","twitter_image":"https:\/\/newsroom.armandotesta.it\/wp-content\/uploads\/2019\/07\/Dragotto_2-1.jpg","twitter_creator":"@ArmandoTestaSpA","twitter_site":"@ArmandoTestaSpA","twitter_misc":{"Scritto da":"Anna Piizzi","Tempo di lettura stimato":"2 minuti"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"WebPage","@id":"https:\/\/newsroom.armandotesta.it\/en\/welcome-the-new-born-dragotto-a-new-friend-for-mothers-and-children\/","url":"https:\/\/newsroom.armandotesta.it\/en\/welcome-the-new-born-dragotto-a-new-friend-for-mothers-and-children\/","name":"WELCOME THE NEW-BORN DRAGOTTO, A NEW FRIEND FOR MOTHERS AND CHILDREN. - AT News Room","isPartOf":{"@id":"https:\/\/newsroom.armandotesta.it\/it\/#website"},"datePublished":"2019-07-08T15:08:36+00:00","dateModified":"2019-07-09T15:25:45+00:00","author":{"@id":"https:\/\/newsroom.armandotesta.it\/it\/#\/schema\/person\/5d4b22dee94ae271b95d488539ae4346"},"breadcrumb":{"@id":"https:\/\/newsroom.armandotesta.it\/en\/welcome-the-new-born-dragotto-a-new-friend-for-mothers-and-children\/#breadcrumb"},"inLanguage":"it-IT","potentialAction":[{"@type":"ReadAction","target":["https:\/\/newsroom.armandotesta.it\/en\/welcome-the-new-born-dragotto-a-new-friend-for-mothers-and-children\/"]}]},{"@type":"BreadcrumbList","@id":"https:\/\/newsroom.armandotesta.it\/en\/welcome-the-new-born-dragotto-a-new-friend-for-mothers-and-children\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/newsroom.armandotesta.it\/it\/"},{"@type":"ListItem","position":2,"name":"WELCOME THE NEW-BORN DRAGOTTO, A NEW FRIEND FOR MOTHERS AND CHILDREN."}]},{"@type":"WebSite","@id":"https:\/\/newsroom.armandotesta.it\/it\/#website","url":"https:\/\/newsroom.armandotesta.it\/it\/","name":"AT News Room","description":"","potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/newsroom.armandotesta.it\/it\/?s={search_term_string}"},"query-input":"required name=search_term_string"}],"inLanguage":"it-IT"},{"@type":"Person","@id":"https:\/\/newsroom.armandotesta.it\/it\/#\/schema\/person\/5d4b22dee94ae271b95d488539ae4346","name":"Anna Piizzi","image":{"@type":"ImageObject","inLanguage":"it-IT","@id":"https:\/\/newsroom.armandotesta.it\/it\/#\/schema\/person\/image\/","url":"https:\/\/secure.gravatar.com\/avatar\/4ed2db8b9426cdc2ce87794129f366e4?s=96&d=blank&r=g","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/4ed2db8b9426cdc2ce87794129f366e4?s=96&d=blank&r=g","caption":"Anna Piizzi"},"url":"https:\/\/newsroom.armandotesta.it\/it\/author\/anna-piizzi\/"}]}},"_links":{"self":[{"href":"https:\/\/newsroom.armandotesta.it\/en\/wp-json\/wp\/v2\/posts\/3696\/"}],"collection":[{"href":"https:\/\/newsroom.armandotesta.it\/en\/wp-json\/wp\/v2\/posts\/"}],"about":[{"href":"https:\/\/newsroom.armandotesta.it\/en\/wp-json\/wp\/v2\/types\/post\/"}],"author":[{"embeddable":true,"href":"https:\/\/newsroom.armandotesta.it\/en\/wp-json\/wp\/v2\/users\/5\/"}],"replies":[{"embeddable":true,"href":"https:\/\/newsroom.armandotesta.it\/en\/wp-json\/wp\/v2\/comments\/?post=3696"}],"version-history":[{"count":1,"href":"https:\/\/newsroom.armandotesta.it\/en\/wp-json\/wp\/v2\/posts\/3696\/revisions\/"}],"predecessor-version":[{"id":3699,"href":"https:\/\/newsroom.armandotesta.it\/en\/wp-json\/wp\/v2\/posts\/3696\/revisions\/3699\/"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/newsroom.armandotesta.it\/en\/wp-json\/wp\/v2\/media\/3698\/"}],"wp:attachment":[{"href":"https:\/\/newsroom.armandotesta.it\/en\/wp-json\/wp\/v2\/media\/?parent=3696"}],"wp:term":[{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/newsroom.armandotesta.it\/en\/wp-json\/wp\/v2\/tags\/?post=3696"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}