{"id":5352,"date":"2021-10-07T18:36:02","date_gmt":"2021-10-07T16:36:02","guid":{"rendered":"https:\/\/newsroom.armandotesta.it\/amaro-montenegro-porta-in-scena-lamicizia-con-pal-around-il-nuovo-branded-content-con-alessandro-cattelan-firmato-armando-testa\/"},"modified":"2021-10-12T15:57:34","modified_gmt":"2021-10-12T13:57:34","slug":"amaro-montenegro-porta-in-scena-lamicizia-con-pal-around-il-nuovo-branded-content-con-alessandro-cattelan-firmato-armando-testa","status":"publish","type":"post","link":"https:\/\/newsroom.armandotesta.it\/en\/amaro-montenegro-porta-in-scena-lamicizia-con-pal-around-il-nuovo-branded-content-con-alessandro-cattelan-firmato-armando-testa\/","title":{"rendered":"Friendship is centre stage with Amaro Montenegro’s “Pal Around”, the new branded content with Alessandro Cattelan created by Armando Testa"},"content":{"rendered":"\n

Amaro Montenegro\u00a0has launched its new project “Pal Around”, branded content\u00a0in 3 episodes, available from 5 October on the proprietary channel of the YouTube platform<\/p>\n\n\n\n

The project, conceived by the Armando Testa agency, describes the Authentic Taste of friendship among a group of guests you don\u2019t want to miss. <\/p>\n\n\n\n

\u00a0\u201c<\/strong>Pal Around\u201d is a reunion among real friends, sitting at the counter of a bar, as they talk about their personal experiences and friendship,\u00a0in full human spirit style.\u00a0Alessandro\u00a0Cattelan\u00a0plays the role of the landlord and welcomes a whole range of different famous guests to his bar:\u00a0Francesca Michielin, Hell Raton, Tommaso Paradiso, Federico Russo, Pierluigi Pardo, Aurora and Ciro of The Jackal.\u00a0All great friends even in real life, away from the stage, once the spotlights have been turned off.\u00a0<\/p>\n\n\n\n

\u00a0\u201cThe concept of the #HumanSpirit campaign, launched in 2018, is constantly evolving. For some years we have been focusing on the development of increasingly innovative and engaging projects to strengthen the link between the brand and\u00a0the younger target\u00a0(18-34). Friendship and authenticity are the values that have always distinguished Amaro Montenegro, and today they are transmitted using\u00a0contemporary, direct and inclusive\u00a0language. Pal Around actually consists of chats between real friends that take place at the counter of a bar, in an informal context, where every toast brings\u00a0real\u00a0shared moments.\u00a0“Comments Daniele De Angelis, Core Brands Marketing Manager.<\/p>\n\n\n\n

Every stage of the project was managed by Armando Testa Content, the branded content unit of the Armando Testa agency with creative direction from Jacopo Morini and Fabiano Pagliara, putting all their creative, digital and strategic skills into action. The campaign is integrated and also includes special contents for social media, for which an ad hoc storytelling has been created. <\/p>\n\n\n\n

To bring out true friendship and spontaneity in this branded content” – says Jacopo Morini, Armando Testa creative director – “we have chosen not to show a procession of talents, never making them feel as if they\u2019re on a set, allowing them speak freely, just like you do at a bar in a club in the evening with friends you\u2019re eager to meet up with. The result is 3 episodes full of\u00a0spontaneous and unexpected moments, when the friends reflect on friendship one minute then break into improvised songs, hilarious imitations, secrets about gaming and fantasy football teams. In short, there are all the ingredients that have allowed us to create a true\u00a0branded content\u00a0that entertains, intrigues and\u00a0is imbued with the values that have always been present in the DNA of Amaro Montenegro. ”\u00a0<\/p>\n\n\n\n

Production Showlab. Media planning by Wavemaker.<\/p>\n\n\n\n

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

Client: Amaro Montenegro<\/p>\n\n\n\n

Marketing Manager Core Brands: Daniele De Angelis<\/p>\n\n\n\n

Brand Manager Amaro Montenegro: Marco Leonzi<\/p>\n\n\n\n

Agency: Armando Testa<\/p>\n\n\n\n

Creative Direction: Jacopo Morini, Fabiano Pagliara<\/p>\n\n\n\n

Creative team: Gabriella De Stefano, Matteo Giachin Ricca<\/p>\n\n\n\n

Motion designer: Luca Perli<\/p>\n\n\n\n

Social media manager: Fabio Cuscun\u00e0<\/p>\n\n\n\n

Client service: Giovanna Far\u00e8, Gabriele Nolfo<\/p>\n\n\n\n

Production company: Showlab<\/p>\n\n\n\n

Media: Wavemaker<\/p>\n\n\n\n