Reply Creative Challenge 2021: With an Idea Developed for easyJet, a Team of Young Students From Politecnico of Milan Wins the Competition
27.7.2021 10:30:00 EEST | Business Wire | Press release
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
To view this piece of content from cts.businesswire.com, please give your consent at the top of this page.
View source version on businesswire.com: https://www.businesswire.com/news/home/20210727005073/en/
Contact information
Media Contacts
Reply
Fabio Zappelli
f.zappelli@reply.com
Tel. +390117711594
Aaron Miani
a.miani@reply.com
Tel. +44 (0)20 7730 6000
About Business Wire
For more than 50 years, Business Wire has been the global leader in press release distribution and regulatory disclosure.
Subscribe to releases from Business Wire
Subscribe to all the latest releases from Business Wire by registering your e-mail address below. You can unsubscribe at any time.
Latest releases from Business Wire
Myers Industries Launches European Production of Scepter Military Packaging30.7.2026 19:04:00 EEST | Press release
Myers Industries, Inc. (NYSE: MYE), a leading manufacturer of Products that Protect™, today announced that its Scepter business has launched production of military ammunition containers in Europe through Scepter International Poland sp z o.o. Production began earlier this year at a privately owned contract manufacturing facility in Poland that was selected by Scepter following a rigorous evaluation process. Initial customer shipments commenced in April 2026. Scepter manufactures a growing portfolio of proprietary ammunition containers using advanced resin compounds. Already fielded by military customers across NATO and allied nations, the ammunition containers are now being produced in Europe to better serve regional demand. Scepter's lightweight, reusable polymer packaging replaces traditional wood and metal containers. The result is improved soldier handling; reduced transportation weight and logistics burden; greater fuel efficiency; lower lifecycle costs; and a durable, corrosion-r
ARIS Recognized as a Leader in First Gartner® Magic Quadrant™ for Digital Twin of an Organization Platforms, Believes This Reinforces Need for Trusted Governance and Control of Enterprise AI30.7.2026 19:00:00 EEST | Press release
ARIS, the process context platform enabling enterprise AI deployment, today announced its recognition as a Leader in the inaugural Gartner Magic Quadrant for Digital Twin of An Organization (DTO) Platforms – where it believes agentic AI, autonomous workflows, and enterprise governance converge. As enterprises move from AI experimentation to autonomous agent deployment, a critical challenge emerges: how do you safely scale autonomous AI when the enterprise lacks a unified digital twin – a single source of truth for processes, data, governance, and outcomes? Gartner describes the DTO as a dynamic software model that relies on operational and contextual data to understand how an organization operationalizes its business model, connects with its current state, responds to changes, deploys resources, simulates future states and delivers customer value. "Enterprises are rightfully ambitious about agentic AI and autonomous workflows," said Guillaume Bacuvier, CEO of ARIS. "But they're discove
Kingswood Capital Management Raises $4 Billion Across Two Oversubscribed Middle-Market Funds30.7.2026 18:00:00 EEST | Press release
Kingswood Capital Management, L.P. (together with its affiliates, “Kingswood”), a Los Angeles-based investment firm focused on the middle-market, today announced the final closing of Kingswood Capital Opportunities Fund IV, L.P. (together with its parallel fund, “Fund IV”), with total capital commitments of $3.1 billion, as well as Kingswood Capital Opportunities Small Cap Fund I, L.P. (together with its parallel fund, “Small Cap Fund I”), with total capital commitments of $900 million. These funds more than double Kingswood’s total assets under management (“AUM”) to over $7 billion. Fund IV represents the fourth institutional fundraise in five years for Kingswood and is more than double the size of Fund III. Both Fund IV and the inaugural Small Cap Fund I were significantly oversubscribed in just five weeks. Fund IV exceeded its initial target of $2.25 billion, while Small Cap Fund I exceeded its initial target of $550 million and both closed at their hard caps. The successful fundrai
CyrusOne Names John Hatem Chief Executive Officer to Accelerate its Global Digital Infrastructure Strategy30.7.2026 16:30:00 EEST | Press release
CyrusOne (the “Company”), a leading global data center owner, developer and operator, today announced the appointment of John Hatem as Chief Executive Officer and a member of the Company’s Board, effective immediately. As part of the Company’s long-term succession planning, Eric Schwartz, who successfully led CyrusOne through a period of significant expansion, is stepping down as CEO and will work together with Hatem to ensure a smooth transition. This press release features multimedia. View the full release here: https://www.businesswire.com/news/home/20260730005910/en/ John Hatem Hatem joined CyrusOne in 2011 and has held a series of increasingly senior roles across the business. He most recently served as President, responsible for global sales, global procurement, and design, engineering, and construction in the United States. His deep experience in data center design, development, and operations has helped transform CyrusOne into one of the world’s leading digital infrastructure p
Mary Kay Releases 2026 Sustainability Report Highlighting Transformative Progress Across Social, Economic, and Environmental Impact Globally30.7.2026 15:03:00 EEST | Press release
Mary Kay Inc., a leading global beauty company committed to sustainability and women’s empowerment, today released its 2026 Sustainability Report, outlining progress toward its 2030 goals and celebrating the 2025 and latest achievements that continue to drive positive change globally. This press release features multimedia. View the full release here: https://www.businesswire.com/news/home/20260730240667/en/ Mary Kay's annual 2026 Sustainability Report highlights the company's decades-long dedication to social, economic, and environmental sustainability - core pillars central to its business strategy and its purpose-driven legacy rooted in Mary Kay's mission of “enriching women’s lives” around the world. (Image Credit: Mary Kay Inc.) The annual report highlights Mary Kay’s decades-long dedication to social, economic, and environmental sustainability - core pillars central to its business strategy and its purpose-driven legacy rooted in the company’s mission of “enriching women’s lives”
In our pressroom you can read all our latest releases, find our press contacts, images, documents and other relevant information about us.
Visit our pressroom