{"id":6354,"date":"2023-02-13T18:17:22","date_gmt":"2023-02-13T17:17:22","guid":{"rendered":"https:\/\/newsroom.armandotesta.it\/pan-di-stelle-e-armando-testa-lanciano-meno-luce-piu-sogni-campagna-digital-e-social-per-sostenere-lenergia-dei-sogni-e-il-risparmio-ambientale\/"},"modified":"2023-02-15T13:38:30","modified_gmt":"2023-02-15T12:38:30","slug":"pan-di-stelle-e-armando-testa-lanciano-meno-luce-piu-sogni-campagna-digital-e-social-per-sostenere-lenergia-dei-sogni-e-il-risparmio-ambientale","status":"publish","type":"post","link":"https:\/\/newsroom.armandotesta.it\/en\/pan-di-stelle-e-armando-testa-lanciano-meno-luce-piu-sogni-campagna-digital-e-social-per-sostenere-lenergia-dei-sogni-e-il-risparmio-ambientale\/","title":{"rendered":"Pan di Stelle and Armando Testa launch \u201cMeno luce, pi\u00f9 sogni\u201d (“Less light, more dreams”) Digital and social campaign to promote the energy of dreams and environmental savings"},"content":{"rendered":"\n

Do we really need so much light when you can see the most beautiful things even in the dark? <\/p>\n\n\n\n

The new Pan di Stelle project “Less light, more Dreams<\/strong>” kicked off yesterday. It was created thanks to the collaboration between the Pan di Stelle Marketing and Digital team <\/strong>and the strategic and creative team of the Armando Testa Group.<\/strong><\/p>\n\n\n\n

The Pan di Stelle love brand is now appreciated by 10 million families<\/strong> in Italy, and has always had a mission: to\nnurture the ability to dream<\/strong> every\nday, encouraging everyone, especially children, to believe in and follow their\ndreams.<\/p>\n\n\n\n

“Less light, more Dreams\nwas created to blend together the story of dreams with a concrete, extremely topical\ntheme, like paying attention to the environment and saving energy, to spread\nthe culture of making important ethical choices in terms of\nsustainability” explains Chiara\nPisano,<\/strong> Marketing Director Pan di\nStelle.<\/strong><\/em><\/em><\/p>\n\n\n\n

At a time when we hear more and more talk about saving\nenergy, the project stems from a natural instinct: “Dimming or switching off the lights, even just for 10 minutes\nevery evening –<\/em> comments the Armando\nTesta<\/strong> team<\/strong> – is effective not only for saving energy that\u2019s good for us and for\nthe planet, but more than that, it is a small gesture that lights up the most\npowerful energy we have: being able to dream and our imagination. We discover\nthat as we dim the lights we amplify our senses, making it easier to feel closer\ntogether, that listening to a fairy tale becomes even more magical, increasing\nour ability to imagine, to remember and to concentrate. And of course, we can rediscover\nthe marvels of the starry sky\u201d.<\/em><\/em><\/p>\n\n\n\n

Eleven children<\/strong> – eleven like the stars in the Pan di\nStelle biscuit<\/strong> – will launch the project \u201cMeno luce, pi\u00f9 Sogni\u201d\n“Less light, more Dreams” with\na 30″ film <\/strong>directed by Matteo Sironi<\/strong> and produced by BRW <\/strong>with planning on digital<\/strong> and social<\/strong> networks. <\/p>\n\n\n\n

We\u2019re so accustomed to keeping everything switched on,\nthe lights in the house but also the light devices that are always with us,\nthat not only are we missing out on the sky, but we are losing our ability to\nimagine and the power of dreams that we get when we dim the lights. And\nthe words of the children, as they pass the Pan di Stelle star to each other like\nin an ideal relay race remind us of this.<\/p>\n\n\n\n

A series of digital and social posts<\/strong> and a dedicated landing page<\/strong> run parallel to the film. They were \u00a0created in collaboration between Armando Testa’s Digital Unit and I Mille <\/strong>\u2013 and they explore the themes and benefits, particularly emotional and inter-personal, of using household lighting less and in a more and conscious way. <\/p>\n\n\n\n

An editorial plan destined to evolve over the next few months includes multiple contents, such as the launch of the Pan di Stelle Pyjama Party,<\/strong> also in “Less Light More Dreams” mode.<\/p>\n\n\n\n

The graphic symbol of the\nproject is the large star-moon <\/strong>featured\nin the latest Pan di Stelle campaign “Dream, it’s delicious” and\nwhich here is transformed into a symbolic dimmer\nswitch<\/strong>, with the light becoming less intense as it turns.<\/p>\n\n\n\n

Armando Testa Group Credits<\/strong><\/p>\n\n\n\n

Creative Direction: Michela Sartorio, Monica Pirocca<\/p>\n\n\n\n

Creative Team: Giorgia Giuliano, Quentin Chatelin<\/p>\n\n\n\n

Digital Creative Direction: Gabriella De Stefano, Paolo Fenoglio<\/p>\n\n\n\n

Head of Strategy: Guglielmo\nPezzino<\/p>\n\n\n\n

Client Director: Benedetta\nBuzzoni<\/p>\n\n\n\n

Account: Francesca Lo Sciuto<\/p>\n\n\n\n

UI Designer: Laura Guida<\/p>\n\n\n\n

Production\nCompany: Brw Filmland<\/strong><\/p>\n\n\n\n

Producer: Simona Ferraro<\/p>\n\n\n\n

Director: Matteo Sironi<\/p>\n\n\n\n

Post production: Tex<\/p>\n\n\n\n

Photo shots: Massimo\nBellotto<\/p>\n\n\n\n

Music – City of Stars, arranged\nby Opera Music<\/p>\n\n\n\n