The winners of the very first Pro Carton Student Video Award were announced on 7 October at the virtual Carton E-vent hosted by Pro Carton - the European Association of Cartonboard and Folding Carton Manufacturers - and the European Carton Makers Association (ECMA).
The inaugural competition, which started earlier this year, gave students the task of creating a short, original video illustrating the benefits of using cartonboard, with the chance to win a €5000 prize.
The entries submitted by the participants were of such exceptionally high quality that two winning entries were honoured at the awards ceremony, both submitted by students of the Design Academy Berlin.
The first winning entry was entitled "Carton Obscura - How I learned to recycle and love my dream", created by Gianluca Quaranta, Yonathan Frantz and Simon Lambert. The video illustrates the recyclability of carton by following the adventures of a talking carton that transforms from a discarded package into a brand new camera. The judges were particularly impressed by the creativity and humour of the entry, and by the fact that it appeals to a younger audience, fulfilling one of Pro Carton's main concerns - to convince the next generation.
The second winning entry also came from the Design Akademie Berlin. Melina Faschian, Mary Berhane and Nina Bolwin impressed the jurors with their contribution "Carton ASMR - The Sound of a Natural Packaging". The video trains viewers who have no knowledge of cardboard by using techniques to trigger a certain reaction that is perceived as pleasant, known as "Auto-Sensory Meridian Reaction" or "ASMR" for short. The jury, consisting of a film producer and a film director as well as the experienced marketing expert and Pro Carton president Horst Bittermann, commented that the artistic approach to expressing the characteristics of cardboard musically was "very clever and appeals to the audience on a completely different level". The winners share the 5000 Euro prize.
As two other entries were of impressive quality, the jury decided to award them the "highly recommended" seal. The judges praised Emily Miller from the National College of Art and Design in Dublin for her video "Why Carton?" and Joonyoung Kim, Pantea Pakniyat and Parham Nikseresht from Budapest Metropolitan University for their entry "Cycle".
The winning videos are available on the Pro Carton YouTube channel and on the Pro Carton website.
Tony Hitchin, General Manager of Pro Carton: "We are incredibly excited about the success of our very first Student Video Award! Our fears that the disruption caused by the coronavirus pandemic would affect the quantity and quality of entries have proved completely unfounded as we have been inundated with fantastic entries. It was a real pleasure to watch the videos, and we are delighted that so many creative young marketing and film students from all over Europe took up the challenge. We will definitely be hosting this competition again in 2021 and are already looking forward to next year's innovative videos.
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