{"id":3827,"date":"2019-09-16T16:21:04","date_gmt":"2019-09-16T14:21:04","guid":{"rendered":"https:\/\/newsroom.armandotesta.it\/?p=3827"},"modified":"2019-09-17T16:25:41","modified_gmt":"2019-09-17T14:25:41","slug":"and-if-i-was-to-say-to-you-esselunga","status":"publish","type":"post","link":"https:\/\/newsroom.armandotesta.it\/en\/and-if-i-was-to-say-to-you-esselunga\/","title":{"rendered":"AND IF I WAS TO SAY TO YOU……ESSELUNGA?"},"content":{"rendered":"\n

\u201dPi\u00f9 la conosci, pi\u00f9 ti innamori\u201c  (The more you know it, the more you fall in love\nwith it). This is Esselunga\u2019s first large-scale corporate campaign. <\/p>\n\n\n\n

A new communication concept and a new by-line, to\ngive a authentic sketch of long, beautiful story waiting to be told. It all\nstarted back in 1957,\nwhen   Esselunga opened the very first supermarket in\nItaly and today it has become the market leader even for online shopping.<\/p>\n\n\n\n

Discovering,\nlearning more, falling in love. We started off imagining opening up\nEsselunga\u2019s  \u201cback shop\u201d doors for the\nfirst time, then leading each person by hand into a world of innovation, authenticity\nand excellence.  To show clients\nsomething they haven\u2019t yet seen, and for those who are not customers to arouse their\ncuriosity and  issue an invitation. So in\nthis way, one discovery after another, we reveal how easy it is to fall in love\nwith Esselunga.<\/p>\n\n\n\n

This impressive integrated project was created by\nArmando Testa. It took 12 days on set, including 5 nights in stores, 7 days\nspent in Lombardy, Tuscany, Liguria and Emilia Romagna. It will involve all\nmedia, with lots of specially conceived contents for the web, social media and\nmobile including interactive pre-rolls.<\/p>\n\n\n\n

The launch is planned for Saturday 14 September on\nmain TV channels with the corporate ad, impressive multi-subject programming\nplanned by Media Italia will also be added. <\/p>\n\n\n\n

The\nbrief the agency received was clear, but also a major challenge: what was needed\nwas a format that could describe the many souls of the brand. It is  much more than just a supermarket, it is a\nreal \u201cFood Company\u201c which actually produces many of the products found on the\nshelves, and quality, authenticity and trust are the fundamentals in every\nchoice they make.<\/p>\n\n\n\n

Thanks to this campaign we will be able to describe\nEsselunga showing all the work done every day: the production of fresh pasta\nand delicatessen, the kneading and baking of bread in the Esselunga ovens …\nimages that show the care, love and great attention to quality that makes the\ndifference every day.<\/p>\n\n\n\n

To make this story even more true and credible,\nwe decided not to use professional actors on the set but rather Esselunga\nemployees, simply documenting the gestures they make every day in their work, using\nimages to communicate their passion, their manual skills and their know-how,\nwithout adding anything\u2026 Showing the authenticity of the people, the settings\nand above all of Esselunga products was enough.<\/p>\n\n\n\n

This is a Made in Italy success story. That\u2019s why the soundtrack too is\nthe result of a search which ended up with a modern interpretation of one of\nthe most beautiful pieces of Italian musical heritage: “Che cosa c\u2019\u00e8”\nby Gino Paoli.<\/p>\n\n\n\n

We also wanted an Italian director with great experience in the world of\nfood and that explains why the Agency chose Ago Panini and Paolo Caimi for photography\nwho endowed each frame with light and elegance.<\/p>\n\n\n\n

\u201cWhat you\u2019ll see is something more than an ad: it\u2019s\na real and beautiful story which belongs to all Italians, because Esselunga\ntruly is the first supermarket that opened in Italy, and since then it has\nundertaken an incredible journey, always paying attention to details and innovation, winning over customers every\nday, with quality always as its trademark … And it is precisely from a mark that\nwe started, continues Jacopo Morini creator of this campaign: “an” S\n“made with the highest quality ingredients by the skilled hands of those\nwho work in Esselunga, a simple and evocative gesture, the same as the one made\nby a kid\u2019s hand on the window of his parents’ car in 1957, when he was looking\nexcitedly at the sign of the first Italian supermarket\u201d.<\/p>\n\n\n\n

This campaign is the result of a great team effort, adds Michele Mariani\nExecutive Creative Director, who got all the souls of the Armando Testa Group\ninvolved, and we are sure that it will be a wonderful way to describe a leader\nlike Esselunga, indeed a “lovebrand” that getting to know it, is\nenough … to fall in love.<\/p>\n\n\n\n

Credits<\/strong><\/p>\n\n\n\n

Executive\nCreative Director: Michele Mariani<\/p>\n\n\n\n

Creative Director:\nJacopo Morini<\/p>\n\n\n\n

Creative Director\nCopy: Michela Sartorio <\/p>\n\n\n\n

Creative Team:\nBarbara Ghiotti \u2013 Fabiano Pagliara \u2013 Sara Greco<\/p>\n\n\n\n

Client Directors:\nGiovanni Sernia, Laura Alberti<\/p>\n\n\n\n

Media Planning:\nMedia Italia<\/p>\n\n\n\n

Production Company:\nBRW<\/p>\n\n\n\n

Director: Ago Panini<\/p>\n\n\n\n

<\/p>\n\n\n\n

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