The ADCI Awards Ceremony, the most awaited part of the IF! Festival was held last Saturday. The Italian festival with an international audience is organized and promoted by the Italian Art Directors Club (ADCI) and United Communications Agencies (UNA), together with main partner Google and golden partner Intesa Sanpaolo [see news: What Are You Doing Saturday Evening?].
Lorenzo Daponte and Serena Cantù won the 7 Days Brief" – a challenge to develop an ad in just seven days – with No more phobia, developed for the Fondazione Mondo Digitale. Their brief was to develop some of the issues addressed by Project Fully Enjoy the Internet, promoted with Google. Lorenzo and Serena chose to work on the phenomenon of nomofobia, the uncontrolled fear of being disconnected, smartphone addiction and the abuse of social networks. This addiction is considered a true illness that especially involves young people aged 18 to 25.
"7 days to find an idea, develop it and produce an “unskippable” video. This is the challenge that we accepted and managed to complete,” Lorenzo writes on his LinkedIn profile. "The video aims to raise awareness on the issue of nomophobia, launching a message on an intelligent use of smartphones, especially in this period where being connected really means being interconnected, with others, even at a distance, and not bound to a device.”
