May 20, 2021
IED RUNS WITH ITS YOUNG LION TOWARDS THE CANNES FESTIVAL
It took them 60 seconds to stand out among dozens of competing projects and win one of the most important awards for the promotion of young creative talents in Italy. Together with his colleague Federico Carlo Mucci, Massimo D’Arienzo won the film category of the 2021 Young Lions Award with the video Missing Memory, created for ActionAid. Focusing on the condition of all young foreigners born in Italy but without the right to citizenship, its significant and insightful idea won over the jury – made of the Art Directors Club Italiano creative talents – who voted on the best proposals, taking into account creativity, implementation and originality.
However, for D’Arienzo, an alumnus of the three-year course in Communication Design, specialising in Art Direction (he is nowadays Junior Art Director at Ogilvy Italia), the adventure is not over yet. The Young Lions Award gives access to the international Young Cannes Lions competition, which will be held from 21 to 26 June. First in the “film” category in the national competition, “Missing Memory” will represent Italy in Cannes for the 2021 edition.
The Cannes Lions International Festival of Creativity is the most important international event for those working in the advertising industry. Born more than sixty years ago, since 1995 this festival has been featuring a competitive section dedicated to all young talents under 30, in which they compete strictly in a creative pair: an art director and a copywriter. Just like the Italian competition that selects the best contestants to represent Italy at the Cannes Lions, this pair has 24 hours to create a press announcement for a charity chosen specifically for the competition.
All that D’Arienzo and Mucci (pictured, from left) need to do now is packing their bags and concentrate on a new explosion of creativity, not forgetting the pride of representing Italy in the most important festival dedicated to advertising.
Click here to see all the awards won by the Students of IED Milan!