December 13, 2019
AN YEAR OF AWARDS FOR IED COMMUNICATION SCHOOL
For IED Communication school 2019 was definitely a record year. The projects carried out by Undergraduate, Master and Specialization courses in major national and foreign competitions ended up winning a total of 10 prizes in 2019 in Italy and 6 internationally, and to get several mentions, including the “Best School Trophy”, the Prize at IED Milano as the Best Creative School in Italy for the second consecutive year.
“I think today I can say that the level of preparation for undergraduate courses, continuing education and master is reaching excellence – concludes Elena Sacco, Director of the School of Communication IED Milano -. This is the result of the vision and unceasing work that our great team is carrying out with passion through the educational program, the support of the best professionals as teachers and the talent of our students. I can only say thank you for the immense satisfaction we are experiencing.”
“Quality and creativity are, and will be, the heart of everything we do with our students. These results, which fill us with pride, confirm that IED is increasingly a point of reference for talent,” adds Lorenzo Terragna, Coordinator of IED Roma Communication School.
THE WINNING PROJECTS
Read stories not title (project for The Times and The Sunday Times at the ADCI Awards); If you love it, steal it (campaign for Heinz at the Clio Awards); Love dealers (concept for Durex winner at the D&AD Awards in London, which aims to make condoms something cool among young people because “forbidden”), The binge walking (campaign for Netflix that aims to combat the risk of obesity linked to the “bulimic” vision of TV series). From some of the IED ideas awarded at the competitions it emerges clearly a great simplicity and frankness in the idea, without renouncing to a certain dose of provocation and to leverage the experience (direct or indirect) of the public.
“It’s not an absolute rule, but in most cases it really works that way, the winning idea is the simplest. If you can’t tell your idea in a few words, it’s hardly the right one – comments Lorenzo Picchiotti, Executive Creative Director of DUDE and IED teacher. This is true in general in our profession, but even more so when we talk about projects made by students for this type of competition. In these cases the project is evaluated by a jury that looks at hundreds of houses, one after the other, and you only have two minutes to impress yourself in their heads. The only solution is to go straight to the point in the simplest and most memorable way possible.
What emerges – as is also evident from the winning campaigns carried out for Caritas Italiana (from #nonlavartenelemani to The best weapon to change the world is information, with which a team of IED Milan and IED Rome students have won a Gold and a Grand Prix respectively at the Spot School Awards) – is also a certain ability of Generation Z to reflect and try to respond creatively to important and far-reaching issues: safe sex, cardiovascular health, deepening the use of information, contrasting the spread of weapons, suggesting in this case also the idea that somehow we are all guilty of conflicts in the world.
“It seems to me that generation Z unfortunately lives on some prejudices on the part of previous generations – continues Picchiotti -. The briefs of these competitions, even if linked to large brands, often have social or public utility issues rather than purely commercial purposes, and I must say that in recent years I have always found students very involved and involved. Especially when it comes to issues that involve them closely, such as hatred about social issues, bullying or safe sex.”