«Learn to see, look beyond». The heart of the new corporate campaign of IED, European Institute of Design. A project, signed by the creative agency AKQA, which wants to be first of all an invitation, that to learn to look beyond, to change perspective, to refine the sight, to transform the thought.
A philosophy dear to the institute which, with this campaign, reaffirms its ability to propose new thought models aimed at interpreting the future to stimulate a change of pace, cultural rather than effective.
«We strongly feel the urgency to train a generation of passionate, attentive, sensitive and capable of changing the world. We are living in a period of great acceleration and unexpected events, which humanity was not ready to face, “he declares Emanuele Soldini, Director of IED Italy, “We believe in young people and in future generations. Our role is precisely to help them discover their strength and to provide the right tools, to encourage them to look beyond and not stop at the known territory, to have the desire to find new ways and solve old problems. In a word, becoming a designer ».
The one of Learn to see, Look beyond it’s a creative idea that is expressed in six images for six subjects, each of which seeks a silent visual dialogue with the observer, challenging him to discern a hidden potential. Here it is, stimulating a new perspective, a new story emerges, often unthinkable and breaking with the schemes of the “first glance”. From the flock of sheep to the pack of wolves, from the pile of wood to the row of colored pencils, from the stone to the marble statues, from the hieroglyphs to the emoticons, from the fire to a toasted marshmallows, from the billiard ball to the moon of an astronaut: simple and everyday images, which however refer to potentially opposite worlds. An invitation also not to stop at appearances, to question oneself and develop a new thought, which reflects one’s being to give shape to one’s creativity. Therefore, if today prejudice, conventions and everyday habits represent an obstacle along the path of innovation, IED’s commitment is to overcome it by training the mind, even before acting.
“This campaign is only the first step in a transformation path that we are building together with IED, and embraces the desire to strengthen the brand image at an increasingly consolidated international level”, he concludes. Davide Limido, Associate Creative Director AKQA, “IED was born, grows and develops in an all-Italian reality to teach the world: being a partner in this path is a stimulus, a responsibility and a great pride”.
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