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Italy’s Young Lions on Heading to Cannes

DUDE creatives Nicolò Carrassi and Luca Riva on winning the Italy Young Lions design competition and their upcoming adventures in Cannes

Italy’s Young Lions on Heading to Cannes

The Young Lions is one of the purest joys of the Cannes Lions Festival of Creativity every year. Bringing together the brightest young creative talent from around the world to represent their countries on the global stage, for most of the finalists it’s the first time they’ve been to the global industry’s most famous gathering.

Every entrant competing in the Young Lions final is a winner in one of the seven local categories in their home country, so those who make it to the south of France serve as carefully-selected ambassadors for their nation’s young creative community. This year, DUDE’s Nicolò Carrassi and Luca Riva won the Italy Young Lions design competition for their work on Cascina Nascosta - an environmental cultural association based in a park in Milan.

LBB’s Alex Reeves caught up with Luca and Nico to find out how they’re feeling about their first trip to Cannes.


LBB> Congratulations on the Young Lions win! What was the idea that you entered?

Luca and Nico> First of all, thank you guys: it’s always a pleasure to talk with you (it means that our work keeps being relevant). After winning in 2015 in the film category, we decided to try our hand at the design competition. For advertisers like us (we’re not designers), to create a logo means to demonstrate a strong conceptual and stylistic synthesis, a challenge that we were very excited to face. 

During the competition, we developed the branding for a newborn cultural association that deals with issues related to the environment. The name was Cascina Nascosta (Hidden Farmhouse) because the house is literally hidden inside Parco Sempione in Milan. We understood immediately that the biggest difficulty was not to be trivial, since the name was already suggesting a precise direction.


LBB> And why do you think it resonated so well?

Luca and Nico> First of all, we respected the sacred rule in design which says that “less is more”. We chose an essential and graphic element - the leaf - as a synthesis of the natural world; then, we obtained the house by overlapping two identical leaves. This gave to our logo simplicity, immediacy and that unexpected twist that always makes the difference. However, we think that the winning factor was the adherence to the brief. It requested a warm and familiar logo, characteristics that we’ve maximised thanks to pastel colors and an Earthy texture that recalled the world of the farmhouse.


LBB> How are you feeling about going to Cannes Lions 2018? 

Luca and Nico> Cannes is the advertising festival that most of all succeeds in opening a creative’s head, thanks to its speeches, workshops, and projects from all over the world. The air you breathe inside the Palais is an explosive mix that gives you the right energy boost to face the entire working year. Obviously, we are going also to be very fierce, in order to bring our country on the highest step of the podium. We believe that Italy is a country that can give a lot to the world of creativity and being responsible for this historic result would fill us with pride. A lot of pride. 

LBB> What are your big ambitions and aims while you're there?

Luca and Nico> Regardless of the prize, we really want to leave a mark. 

Winning would be great, but the most important thing is to be noticed and remembered for our work. In a few words, we’re looking for immortality. Not much, right?

Actually, we’re looking forward to improving ourselves, starting by creating a network that includes other young creative people and absorbing all the possible inputs. But if you wanna know our wet dream, well, it would be to win the Young Lions competition and, in the same days, be rewarded with a proper Lion. 

We are fortunate enough to have a nice campaign enrolled and we won’t stop dreaming until the day of the award ceremony.
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