The prize ceremony for young directors MOVI&CO was held on 1st December at the Triennale in Milan. The winners included the viral video created for Smeg by Nicola Martini, which interprets the famous FAB fridge from an ironic and fun standpoint. An original creative idea brought to life with a lively rhythm and playful feel. A free and uninhibited look which takes on the difficult task of approaching a style icon in order to interpret its soul in a new way. The film created for Smeg by the young video maker Nicola Martini makes the FAB fridge the star of a fun story, which transforms domestic life into a game. The viral video came about as a result of Smeg’s participation in the VIII edition of MOVI&CO, an annual competition aimed at directors aged between 18 and 35 years of age for the conception and creation of advertisements, viral videos and company films. Yesterday evening the closing event took place at the Triennale in Milan with awards given to the most deserving projects. The jury headed by the Rector of the University IULM of Milan Giovanni Puglisi, which also included Renzo Arbore and the director Daniele Lucchetti, awarded the Smeg video the prize for Best Creative Idea. Smeg wanted to be involved in MOVI&CO because they share the spirit of the initiative, which encourages the world of business to interact with that of young people, giving them the opportunities to make full use of their creativity for the development of new and different narrative ideas. It is this freshness that gives extra value to the viral video, it is an unconventional form of communication which offers a new and original interpretation of the product. The 29-year old director Nicola Martini, welcomed the challenge to bring an icon of design like the 50’s retro Style Smeg fridge to the video, and to present an original take on its explosive personality not only in terms of its appearance but also from a functional point of view. The idea originates from a domestic scene, where husband and wife come back home after doing the shopping. They start to put the food away in the fridge as if they were playing an absorbing game of Tetris, with increasing pace and competitive glances emphasised by the progression of the soundtrack inspired by the tune which accompanies the famous video game. In the last frames a virtual Tetris is formed with all the Smeg products from the 50’s Retro Style line in a cheerful puzzle full of colour.
The task faced by the director and his troupe required great care and insight so as not to distort or trivialise the product. The end result met all of Smeg’s expectations: the viral video, which will be published on youtube and on the website www.smeg50style.com, is undoubtedly a good base for continuing to mutually exchange ideas on how to interpret this product’s huge personality.