D&AD 2024, creativity of IED Milano awarded in London with five Pencils

Date

15 July 2024

With awards for the Communication Design course and the Art Direction Lab Continuing Study Programs, IED once again stands out in the prestigious international advertising creativity contest D&AD Awards

The final ceremony of the D&AD Awards honoured the world's best creative talents. Among them are the students from IED Milano, for whom the Jury awarded the submitted campaigns a total of five Pencils in the New Blood category, which is specifically designed for young people from universities and academies from around the world.

The yellow pencil went to the Stolen Phones project for Giff Gaff, produced by the creative team made up of Communication Design students Emanuele D'Alessandro, Camilla Isabel Tura De Marco, Amina Seck, Silvia Casati and Sara Camera. The main goal of the project is to be able to associate the name Giff Gaff with the use of reconditioned telephones, which in addition to being a smart way to save money, are also, and above all, a means to safeguard the environment: In fact “Reconditioned” becomes synonymous with “diverted from waste”.

Colleagues from the same course Andrea Baciliero, Enrico Portesan, Alessandro Mongelli, Luca Fischer and Alessandro Crespi won the Graphite Pencil with the Off the Map project on Airbnb's brief, which aims to help young Gen Z gamers socialise with their peers by creating real-life experiences based on their passions. Indeed, Off the Map transforms players' virtual adventures into immersive real-life experiences, creating movement and inspiring hosts to imagine more game-based experiences.

The same recognition also goes to the students of the Continuing Study Programs in Art Direction Lab, Ana Gabriela Bo, Gabriela Ximena Michilena Benavides, Matilde Cappellari, Mattia Turati, authors of the Swap On project for Dirt is Good, which seeks to inspire young adults to never give up their passions, starting with a reflection on the Italian passion par excellence: football.

Two other projects by students of the three-year degree in Communication Design were also awarded the Wood Pencil. The first, Sky Scents for Sky, developed by Francesca Aiani, Beatrice Bellini, Atitaya Kongkaew, Elena Vanzanelli and Virginia Vantaggiato, stems from the need to enable the visually impaired to enjoy a more immersive experience when watching TV series and films.

The second, Hot Tea Time for Durex, aims to shift the dialogue away from the usual taboo about sex, integrating it with the iconic “grandmothers’ moment”: Tea Time. The innovative concept devised by students Camilla Merlini, Luca Ramponi, Iside Casagrande, Pietro Benedini and Alessandra Osellieri involves packaging condoms and lubricants as tea bags, elegantly presented in a sophisticated wooden box.