Clio Awards, la creatività degli studenti IED premiata a New York


27 September 2019

A bronze earned in the experiential marketing category with the campaign for Heinz designed by four recent Communication Design graduates.

What do people do with ketchup packets? That' s simple, they just 'steal' them. It’s always been like that. So why not make this practice official and turn it into a viral contest? Challenging each other, in teams, to steal a record number of packets, in record time. As many as 150 packets in 15 days. With the opportunity to win a supply of ketchup long enough for at least 150 years.

That's the successful idea behind the ‘Steal it’ campaign, created for Heinz by four recent IED Milano graduates in Communication Design and just awarded a bronze in the experiential marketing category at the 60th Clio Awards in New York, an international competition that recognises and promotes innovation and creative excellence in advertising, design, and communication.

The young IED talents honoured are Tommaso Maria Araldi, Amina Gatti, Marina Maiuri, and Giorgia Raffaele, authors of the campaign (and related contest 'You stole my Heinz') created for the 150th anniversary of the well-known sauces brand, as part of a school project from last academic year. The three young Art Directors (Araldi, Maiuri, and Raffaele) and their fellow Copywriter/Content Manager (Amina Gatti), under the supervision of lecturers Fabio Pedroni and Lorenzo Picchiotti, developed together a project that was able to impress the Manhattan International Jury as the most original in responding to the challenge set by Heinz. That is, making the brand as relevant to the younger generation as it is and once was to their parents and grandparents, thus creating a new and loyal target group, while also strengthening the existing one.

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

"We feel exceptionally honoured to be awarded as the only Italian school on the 60th year of the Clio Awards, earning the top creativity award in the world by such a respected media source as the Time magazine," says Elena Sacco, Director of IED Milano School of Communication. - "Three years ago we decided to set up a programme involving a number of multidisciplinary student teams from the courses of art-direction, copywriting and creative direction. As part of classroom workshops and under the supervision of renowned creative directors (who are also lecturers at our school) they went on to develop communication projects for national and international contests. It was a wonderful adventure that allowed our students to try their hand at challenging briefings with very tight deadlines, with a view to - once again - actually immersing themselves into real professional settings."

Click here to see all the awards won by the Students of IED Milano!

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