Jacopo Morini, Creative Director of ARMANDO TESTA, and specifically of the innovation unit Testa Digital Hub, has come up with “NON È UN PAESE PER VECCHI” (NO COUNTRY FOR OLD MEN) a format featuring hidden micro cameras which makes a humorous exploration of the relationship our country has with the “elderly”. The format has been hosted on ITALIA 1 programme: “#LOSCHERZOPERFETTO” 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’s and lots of other places too. Morini explains that the contents filmed with the hidden cameras: “are the best way to pull out people’s real reactions and feelings”, 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 “YOU TEACH” a contest where Italian high school students swap roles with their teachers for one day to become “Social Network Professors”, or for the innovative project to tackle bullying and cyber bullying: “DAGLI UNA NOTA” (GIVE THEM A NOTE), where the sound of the Italian school bell ringing uses SHAZAM to activate a “POP UP” on students’ smartphones which triggers a listening service and notifies TELEFONO AZZURRO.