Milan takes center stage in the fifth edition of JTI Clean City Lab
Winning projects include the “Milano è così” (That’s Milan) communication campaign and the AshGlass public ashtray developed by Italian and international design schools
Milan, November 10th 2015 – The “Milano è così” (That’s Milan) communication campaign and the AshGlass public ashtray, designed respectively by students from IED Milan and HEAD Geneva, are the winning projects of the fifth edition of JTI Clean City Lab, the international contest created and organized by JTI (Japan Tobacco International) in collaboration with Future Concept Lab. This contest was originally developed with the aim of stimulating conscious social behavior and ultimately making cities cleaner.
JTI Clean City Lab asked these talented students to create innovative tools, which would raise awareness among citizens about displaying sustainable and responsible behavior regarding the outdoor disposal of cigarette ends. In the 2015 edition, for the first time in the history of the project, two contests were developed at the same time.
The creatives of the future from three Italian design schools - Fondazione Accademia di Comunicazione, IED Milano and Politecnico di Milano – challenged themselves in the creation of a communication project to increase the awareness of the impact of their habits on the environment. In addition, students from other European institutes – the University of the Arts London, IED Barcelona and the HEAD Geneva – created a design of an outdoor public ashtray. Both groups were invited to focus their projects on Milan and to imagine suitable solutions for any other city in the world.
Among the 14 projects submitted, the contest winners were the “Milano è così” (That’s Milan) communication campaign by IED Milano and the AshGlass public ashtray by HEAD Geneva. The winning projects were selected by a jury composed of PierCarlo Alessiani, President and CEO of JTI Italia, Francesco Morace, President of Future Concept Lab, Danilo Vismara, Marketing Manager of AMSA, the journalist and blogger Michele Boroni and the architect and designer Lorenzo Palmeri.
The winning campaign, “Milano è così”, created by Lisa Campo and Martina Strata, students of the Istituto Europeo di Design of Milan, draws on the real and authentic statements of foreigners that have built a special bond with Milan, highlighting the importance of protecting such a beautiful, international and welcoming city as Milan. The project convinced the jury unanimously because it “aims to let people discover the hidden qualities of Milan, giving voice to its inhabitants, suggesting new and unusual city perspectives, overtaking stereotypes and clichés. In particular, it highlights the point of view of the elective Milanese, the people who have chosen to live in Milan”.
The AshGlass public ashtray, designed by Lauriane Kerrand from HEAD Geneva and inspired by the architectural elements of the Galleria Vittorio Emanuele, won the first prize because “it starts with the observation of Milan and focuses on one of its symbols. The shape and the ornamental themes of AshGlass manage to communicate with the most emblematic architectural elements of the city, through planning and productive solutions that make its creation easy and cost-aware. It’s an elegant and versatile object, able to adapt – with simple changes to the texture – to the different historical places of Milan and of other cities”.
Special mention was also given to Alla milanese, a campaign proposed by Francesca Iaci and Selene Previti from the Politecnico di Milano and for #rispettaMI, created by a group of students of the Fondazione Accademia di Comunicazione, including Lorenzo Croci, Isabella Fornasiero, Veronica Casini, Mauro Merola, Nicolò Artoni, Giovanni Paolillo, Francesco Primerano and Giulia Brighenti.
Another special mention was given to the public ashtrays Throw made by Rogger Alvarado from HEAD of Geneva and C-Nere by Diego Gonzalez and Annika Sapper from IED Barcelona as well.
In addition to the creation, development and organization of this international contest, JTI is committed to the making of the winning projects. In 2012 the Company produced the portable ashtray Moll@ in limited edition, while in 2013 Smokey, an outdoor ashtray created by two young Italian designers, came to life and was the official ashtray of Milan’s Teatro alla Scala.
This commitment carries on this year as well: the winning project of the JTI Clean City Lab 2015 edition, the campaign “Milano è così”, will be on display in Milan starting from November 16th, with billpostings in the central areas and inside the subway, thanks to AMSA – A2A Group, JTI and under the patronage of the Comune di Milano.