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MADE IN ITALY DAY in Hong Kong, kicked off the ‘Italy, the History of its Future’ project


On the day dedicated to the promotion of Made in Italy, the ‘Made in Italy, the History of its Future’ project was kicked off in Hong Kong. The project, aimed at students and recent graduates in the field of cinema, audio-visual, digital communication and media, will develop into a contest with the goal of creating and producing a video up to 90 seconds on the theme of “Made in Italy”. The initiative, promoted by the Consulate General of Italy in collaboration with the Italian Trade Agency in Hong Kong and Macao, was kicked off with two seminars at the City University of Hong Kong and a workshop hosted by the School of Design of the Hong Kong Polytechnic University. Among the speakers were the Italian Creative Director, Paola De Luca, and the Coordinator of Visual Arts at the IED – Istituto Europeo di Design (European Institute of Design) in Rome, Prof. Max Giovagnoli. Paola De Luca spoke on the topic of ‘Made in Italy’ and creativity, offering some valuable insight into the repositioning of the ‘Made in Italy’ brand in the light of evolving markets and global changes. During the lecture on the topic “Is there an “Italian Way” in creating audiovisual contents?”, Prof. Max Giovagnoli analysed some related marketing communication projects with well-known Italian brands, deriving 10 golden rules for the creation of audio-visual contents with high media impact. The Consul General of Italy in Hong Kong and Macao, Carmelo Ficarra, explained the general characteristics of the contest and announced two upcoming seminars on the history of ‘Made in Italy’ and on ‘Made in Italy and its product’. He also pointed out that the contest features direct experiences of ‘Made in Italy’, in collaboration with some of the most famous Italian brands in Hong Kong. The project partner in Italy, IED – Istituto Europeo di Design (European Institute of Design), will offer the creator of the best video free attendance to a summer training course at its headquarter in Rome.

For more information about the contest, please click here.