September 27, 2019

Clio Awards, IED students creativity awarded in NYC


What do people do with their ketchup bags? Easy, they steal them. Always. So, why not make this attitude official and turn it into a viral contest? Challenging to steal a record number of them as a team, in record time. As many as 150 sachets in 15 days. With the chance to win a supply of ketchup sufficient for at least 150 years.

This is the winning idea of the Steal it campaign, created for Heinz by four IED Milano graduates in Communication Design and just awarded with a bronze in the experiential marketing category at the 60th edition of the Clio Awards in New York, an international competition that recognizes and promotes innovation and creative excellence in advertising, design and communication.

The young IED talents awarded are Tommaso Maria Araldi, Amina Gatti, Marina Maiuri, Giorgia Raffaele, authors of the campaign (and the related contest “You stole my Heinz“) created for the 150th anniversary of the famous brand of sauces, as part of an educational project conducted in the last academic year. The three young Art Directors (Araldi, Maiuri and Raffaele) and Copywriter and Content Manager (Amina Gatti), led by teachers Fabio Pedroni and Lorenzo Picchiotti, developed a project that convinced the international jury of Manhattan for its originality in responding to the challenge of Heinz: making the brand relevant for the new generations, as it is and has been for their parents and grandparents, thus creating a new and loyal audience while strengthening the existing one.

A new important success for the IED Milano Communication courses, after the Yellow Pencil awarded last July at the D&Ad Awards in London to four students of the Master in Creative Direction, and the two Graphite Pencils won on the same occasion by two groups of students of the Specialization Course in Art Direction Lab. All in a year marked by the recognition, for the second time in a row, of the Best creative school in Italy title, with the Golden School Trophy at the Spot School Award in Salerno.

“We are particularly honored to be awarded, the only Italian school, at this sixtieth edition of the Clio Awards, defined by an authoritative source such as Time magazine, the most prestigious prize for creativity in the world – says Elena Sacco, Director of IED Milano School of Communication – Three years ago we decided to structure a program that involves some teams of multidisciplinary students of the courses of art-direction, copywriting and creative direction to develop (within educational laboratories and accompanied by important creative directors, teachers of our school) communication projects to be submitted to national and international contests. A wonderful adventure that allowed our students to engage in challenging briefings, with very tight deadlines, in order – once again – to really face the professional context”.

Watch the campaign here.