Reply Creative Challenge 2021: With an Idea Developed for easyJet, a Team of Young Students From Politecnico of Milan Wins the Competition
27 Juli 2021 - 9:30AM
Business Wire
With the project “easyDream”, team Watermelon won the 2021
edition of the Creative Challenge, the largest team-based
competition in Europe for students and young creatives and part of
the Reply Challenges program.
Launched last May 21st with the online qualification marathon
(running 48h), the challenge gathered over 12,000 creative talents
(+94% vs. 2020 edition) from 82 countries around the World to focus
their creative efforts on nine categories: "Brand Activation",
"Brand Experience", "Employer Branding", "Employee Engagement",
"Digital Customer Experience", "Digital Gamification", "Fan-base
activation", "Innovation Design" and "Social Media".
Spread across over 1,900 teams (+90% vs. 2020 edition), the
young talents - with an average age between 14 and 24 - put their
skills and personalities into the development of a creative concept
based on a real brief created by Reply in collaboration with the
Brand Partners of the initiative: AC Milan, Ducati, easyJet, Miele,
Mondelez International, Pamela Reif, Sky, Telekom and Tuc,
Nine finalist teams, Jovenhub (for the category Brand Activation
powered by Miele), Actontown (for the category Brand Experience
powered by Tuc), Creative minds (for the category Employer Branding
powered by Sky), Kings & Castles (for the category Employee
Engagement powered by Mondelez International), Watermelon (for the
category Digital Customer Experience powered by easyJet), Power Up
(for the category Digital Gamification powered by Telekom), Cookies
accepted (for the category Fan-base Activation powered by AC
Milan), Replikate (for the category Innovation Design powered by
Pamela Reif) and Creathics (for the category Social Media powered
by Ducati), progressed to the final round that took place on July
1st, during which they had the opportunity to exhibit their
concepts to an exceptional jury composed of the Art and Creative
Directors of Reply agencies (Avvio Reply, Bitmama Reply, Open
Reply, Triplesense Reply, WM Reply and Xister Reply) and some of
the most renowned marketing and communication professionals of the
Brand Partners of the initiative who gave tips and feedbacks on the
teams’ work.
Live streamed on Facebook and YouTube, the presentations were
judged on a combination of elements and skills as the quality of
the presentation, the adherence to the briefs assigned, the
originality of the project and the highly quality materials
produced. Team Watermelon finished top of the podium, presenting an
idea in the Digital Customer Experience category powered by easyJet
that leverages on the users’ emotional expectations to choose the
next holiday destination.
Team Watermelon, composed by Fedele Cavaliere (22 years old),
Andrea De Bernardi (22 years old), Elisa Manzoni (23 years old) and
Elio Raineri (23 years old), are all students of Digital and
Interaction Design at the Politecnico of Milan University. The team
commented the victory: “During the two days of challenge, we had a
great time together, answering to a real brief, created by a real
and prestigious brand. The possibility to free our creativity has
allowed us to have fun and explore new concepts in many ways
without constraints, leading our minds to the final result. Despite
the short time, we had the chance to create an idea, capable of
being shared with others and presented to an international jury,
competing with other amazing teams.”
“Watermelon didn’t simply meet the brief – they exceeded it at
every opportunity. Their designs employed the perfect balance of
creativity, research, and UX design methodology – but on top of
that, they produced stunning interactive prototypes, marketing
ideas, and a thoroughly entertaining pitch video. What the team
managed to pull off in a single weekend is nothing short of
amazing!“ commented the jury of the "Digital Customer Experience"
cateogy composed by Karina Berzinska, Digital Product Manager
easyJet, Alex Black, Lead Product Owner easyJet Holidays and Alex
Reekie, Senior Manager WM Reply.
The Creative Challenge is part of the Reply Challenges 2021
competition series organized by Reply for young students, talents
and technology enthusiasts to promote the culture of coding and
stimulate digital innovation in the fields of creativity,
cybersecurity and finance.
To find out more about the Creative Challenge 2021 please visit
challenges.reply.com.
Reply Reply [MTA, STAR: REY, ISIN: IT0005282865]
specialises in the design and implementation of solutions based on
new communication channels and digital media. As a network of
highly specialised companies, Reply defines and develops business
models enabled by the new models of AI, big data, cloud computing,
digital media and the internet of things. Reply delivers
consulting, system integration and digital services to
organisations across the telecom and media; industry and services;
banking and insurance; and public sectors. www.reply.com
View source
version on businesswire.com: https://www.businesswire.com/news/home/20210727005073/en/
Media Contacts Reply Fabio Zappelli
f.zappelli@reply.com Tel. +390117711594
Aaron Miani a.miani@reply.com Tel. +44 (0)20 7730 6000
Reply (BIT:REY)
Historical Stock Chart
Von Mär 2024 bis Apr 2024
Reply (BIT:REY)
Historical Stock Chart
Von Apr 2023 bis Apr 2024