2011 marks 150 years since Italy was unified. Turin is preparing great festivities for this great occasion, which will also provide the opportunity for collective debate, encouraging a National reflection of the country's past and present and leading to a conscious vision about its future.
The Italy 150 Committee, active since 2007, is composed of public entities and the main economic and cultural bodies from the Piemonte region. In concert with the Italian Government, it has been tasked with designing and organizing these festivities in Turin and the Piemonte.
In this spirit, Turin has decided to be at the service of the Nation to celebrate in 2011 a great event with the title “Experiencing Italy”, articulated through an exceptionally rich program of cultural activities, sports and shows.
From 17 March to November 20 there will be 250 days of exhibitions, themed displays, conventions and shows, presenting the best that Italy has to offer to the world: artistic and cultural beauty, creativity made in Italy, innovation, quality of life, history, and enogastronomy. An extraordinary event that will allow visitors to experience Italy by reliving its past, discussing its present and seeing its future possibilities, with the final aim of building a national identity framework that is shared by all Italians and becomes a source of pride for all.
Experiencing Italy is for all “Italic” people, that is Italians in the strict sense of the word, new Italians, Italian communities around the world, and everyone who is passionate about our country.
Experiencing Italy is a great international event where visitors will have a true Italian experience. The general public will not only have the opportunity to see all the proposed activities and shows, but to live them, becoming part of the exhibition and tasting a fresh experience of “Italianness”.
The main exhibitions in the program:
ART – a selection of masterpieces by great artists from 1300 to 1861, which will trace the history of Italian cities through the works that represent them.
ENOGASTRONOMY – a trip through the typical flavors and aromas of our country, where Italians will have the opportunity to be part of numerous themed workshops that have been organized for this occasion.
HISTORY AND IDENTITY - an interactive, participatory representation of the slow, sometimes difficult but nevertheless relentless process that has “made us Italian”.
FUTURE - a dedicated portrait about the future of our country, of the Italy we will become through the main aspects of everyday life: mobility, home living, the body, work, and our relations with the community.
在这一步中，您将看到要求您提供解决方案的品牌 Builder 相关信息。他会自我介绍 (当然是作为品牌 :) 您对品牌的了解越深入，您的作品被接受的可能性越大。
重要事项：可能出于保密原因，品牌 Builder 不愿透露自己的身份。此类 Brief 将以匿名方式发布。这种情况下，品牌 Builder 想介绍多少，就介绍多少。
“NMN -No More Nicotine- 是一个承诺能抵消吸烟对皮肤造成的损害的品牌。NMN 通过药房销售，价格定位处于中高档；该品牌主要通过专业人士推荐，没有大量的广告宣传。”
简而言之：谁是您的客户 (无论是可见还是“匿名” :)
The Committee 150 is asking creators to conceive the title of the exhibition about the “Future”, which should be easy to recognize and recall by the general public.
The title, as one of the main items identifying the exhibition, will be printed on all materials to be designed for the exhibition, both indoors and outdoors.
The exhibition will take place inside one of the two legs that make up the fascinating space that was the OGR (Officine Grandi Riparazioni - Train Maintenance Workshops, one of the monuments of Turinese industry where trains used to be built. The other leg will be dedicated to exhibitions on “History and Identity”, titled "MAKING ITALIANS”.
Both exhibitions are linked by their inevitable closeness and continuity, both in terms of time and space.
The exhibition on the “Future”, sprawling over approximately 6,000 m2, presents visitors with scenarios of a future that feels both near and immediate, comprising a selection of innovations, solutions and discoveries that today are laying the foundations to change the way we live tomorrow.
The course of this exhibition includes a series of stations, each with imposing architecture that has a dreamlike flavor and delves into a topic of everyday life (home living, the body, mobility, work, and the community). These topics also include two overarching questions, how we will communicate and how we will think.
The succession of these stations does not force visitors to follow a given path, instead it frees them to move around the space and experience all the sensory and perceptive stimuli it offers, making them play the role of a true explorer.
这是品牌 Builder 要求您完成的任务。如果您不了解，那您就彻底没戏了。
“我们想让 Creator 设计一个印刷品广告宣传来增加品牌知名度。将在今春投放到全国媒体杂志上。”
Inclusiveness is the main feature of the Experiencing Italy event program. It is also an activity that wants to explore the possible future as an experience that affects each one of us.
This exhibition wants to speak to the broadest public possible, both in terms of age and socio-cultural characteristics. However, this does not take from the fact that the main target of this project is made up of young and young – adult men and women: this is the part of the population that, due to their education and inclination, is quite curious, easily adopting innovations and discoveries that, in a few decades, will become mainstream for all.
品牌 Builder 希望您让他们高兴，并说服他们想到、感觉到或使用您的创作做某些事的人。通常您会读到他们的年龄、性别、社会阶层和行为。您在创作过程始终应把这些信息牢记在心，因为目标受众才是最终接受您作品的人。
This event represents the opportunity to know and research about the near future, a time of innovation but also of participation and individual responsibility to the society where we live. Thus, the objective is to guide visitors, first to understand and then to visualize their own future.
The naming must evoke:
the idea of a possible and near future to explore and to actively help build
品牌 Builder 想要目标受众从您的创作中，思考 / 感觉 / 有所行动的东西。
∞ 人们会想到 / 感觉到的一些事：
上面这些例子非常具体，而通常 Brief 提案是感性的。那样更好，因为可以带来灵感！
The exhibition is a time to “experience” the world of tomorrow today. Visitors will be able to know the ideas, and touch, see and test the solutions that will become reality in just a few years.
They can also obtain specific content they can take home: in fact, each will receive a kit where they can store printed and digital material that explains in more detail the topics of the displays, so they can continue “visiting” the exhibition from the comfort of their own home.
INFORMAL: we will not speak “industry jargon” but talk to all
OPEN: it does not impose a tour to be followed; it allows for different speeds and modularity according to the preferences and curiosity of the visitors.
CONCRETE: it communicates ideas and uses tools and objects connected to actual everyday life.
CROSS-MEDIA: it moves nimbly between the different multimedia languages, making broad use of the Internet as the main communication channel.
The exhibition title, as its identifying feature, will be present in all communication elements regardless of their level or format (brochure, Italy 150 web site, advertising campaigns, and promotion activities and tools for the event).
“此广告活动将于 2009 年春季投放于侧重于生活方式和健康的新西兰妇女杂志上。我们计划投资 500000 美元，可以购买大约 100 张单页。”
The use of Italian for the proposal is not mandatory; possible solutions in English must be broadly understandable and recognized at all literacy levels.
It is possible to consider a subtitle accompanying the main title.
取决于 Brief 的不同，您可能会发现一些随附的文件，比如徽标、产品图片，您提交创意时使用的模板，或任何品牌想要与您分享的其他文件。所以，开始创作前先研究一下随附文件。