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
Agenus Reports Landmark BOT+BAL Data Showing 33% Three-Year Overall Survival in Refractory MSS Metastatic Colorectal Cancer Without Active Liver Metastases at ESMO GI 20266.7.2026 14:30:00 EEST | Press release
Agenus Inc. (Nasdaq: AGEN), a leader in immuno-oncology innovation, today announced three-year landmark Phase 1b data from the fully enrolled C-800-01 cohort evaluating botensilimab (BOT), an Fc-enhanced multifunctional anti–CTLA-4 antibody, plus balstilimab (BAL), an anti–PD-1 antibody, in patients with refractory microsatellite-stable (MSS) metastatic colorectal cancer (mCRC) without active liver metastases. The data were presented at the European Society for Medical Oncology Gastrointestinal Cancers (ESMO GI) Congress 2026 on July 2 in Munich, Germany. BOT+BAL demonstrated clinically meaningful long-term survival in a heavily pretreated patient population with historically limited benefit from conventional immune checkpoint inhibitors and few durable treatment options after progression on standard therapies. With extended follow-up, median overall survival was 21.2 months and the three-year overall survival rate was 33%, with the Kaplan-Meier curve showing a plateau beyond two years
LTM Launches BlueVerse™ RightLogic to Address Cyber Risk in AI Era6.7.2026 12:12:00 EEST | Press release
LTM, the Business Creativity partner to the world’s largest enterprises, has launched BlueVerse™ RightLogic, a cybersecurity assessment and risk assurance framework designed to help enterprises identify, assess and remediate cyber exposure as they accelerate AI adoption. AI is now capable of autonomously identifying and exploiting vulnerabilities, while exposure across infrastructure, applications and supply chains continue to expand. This has elevated cyber risk from a technology concern to a board-level priority, with enterprises struggling to maintain visibility and respond at the speed of emerging threats. BlueVerse RightLogic addresses this gap by providing a unified, business-aligned view of enterprise exposure and enabling a shift from fragmented, point-in-time assessments to continuous, evidence-led risk management. The framework combines an end-to-end AI and cyber exposure assessment engine with a structured execution model that spans from assessment to remediation. At the cor
Media Release: Financial Worries Rise and Match Health Concerns as Cost-of-Living Pressures Mount in 20266.7.2026 11:00:00 EEST | Press release
Households around the world are feeling the strain of the rising cost of living, with financial pressure increasingly shaping everyday choices and long-term confidence. Finances and health are now tied as the top global worries, at 48% each, followed by concerns about the future at 35%, according to consumer surveys in 10 countries published in “The Allianz 3am Report 2026.” This press release features multimedia. View the full release here: https://www.businesswire.com/news/home/20260703907741/en/ Allianz / IPSOS “What Worries the World” Study, April – June 2026. Financial worries, which include concerns about “rising cost of living” (71%) and “insufficient income” (51%), increased in seven out of eight countries surveyed year over year, moving up in the ranking of top three worries in Brazil, France, Germany, and the U.K., while remaining stable in Italy. The strongest increases are observed in Australia and Indonesia, where financial concerns have remained the leading worry, as well
HAZAMA ANDO Becomes an Official Partner in Helical Fusion’s Commercial Fusion Initiative and Signs MoU Toward Construction of the Fusion Pilot Plant6.7.2026 09:40:00 EEST | Press release
Helical Fusion Co., Ltd. (“Helical Fusion”), a Japan-based fusion energy startup developing fusion power plants, and HAZAMA ANDO CORPORATION (“HAZAMA ANDO”), a long-established Japanese general contractor, today announced that HAZAMA ANDO has become an Official Partner in the Helix Program, Helical Fusion’s commercial fusion initiative. The two companies have also signed a memorandum of understanding (“MoU”) to collaborate toward the construction of Helix KANATA, Helical Fusion’s Fusion Pilot Plant targeted for the 2030s. This press release features multimedia. View the full release here: https://www.businesswire.com/news/home/20260706176052/en/ (L-R) Kazuhiko Kuniya (Representative Director and President, HAZAMA ANDO CORPORATION) and Takaya Taguchi (Co-Founder and CEO, Helical Fusion Co., Ltd.) at a press conference in Tokyo on July 6, 2026. Fusion energy has the potential to shift the foundation of energy from natural resources to advanced technology by reproducing, on Earth, the sam
Sofinnova Partners Announces Myricx Bio Agrees to Be Acquired by Novartis6.7.2026 08:15:00 EEST | Press release
Sofinnova Partners, a leading European life sciences venture capital firm, today announced that its portfolio company Myricx Bio (“Myricx”) has reached agreement to be acquired by Novartis, for up to $1.5 billion including $1.1 billion cash upfront plus potential milestone payments. This marks Sofinnova Partners' seventh exit in three years. Myricx Bio is a UK-headquartered transatlantic biotech company focused on the discovery and development of a novel class of payloads for antibody-drug conjugates. The company's platform is built around next-generation N-myristoyltransferase inhibitor (NMTi) payloads, a differentiated mechanism of action designed to address the narrow therapeutic windows and tolerability challenges that have limited earlier generations of ADCs, such as TOPO-1 and tubulin inhibitor payload classes. Myricx Bio's two lead ADC assets, directed towards the established targets B7-H3 and HER2, are designed to bring this differentiated approach to patients across a broad ra
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