2017 is a milestone year: The last
Millennials, (the generation born between the mid-1980s and the end of the 1990s) are turning 18. A generation which has been maligned time and again as: liquid, defeatist, helpless, resigned, hyper-connected. On the other side of the coin: curious and idealist, socially responsible and environmentally conscious, progressive and future oriented. In Italy alone, there are over 11 million young people who can be classified as Millennials.
Millennials are the first global digital natives: Internet, videogames, chat and social media are integral parts of their emotional education.Technology is so much a part of everyday life for a
Millennial that it has become a
commodity.Millennials are the first generation without a car at the top of their wishlist: instead you will find an iPad or an iPhone. Not satisfied with doing just one thing at a time, it is for
Millennials that the term
“multitasking” was coined.
In short, it is widely accepted that being a
Millennial is a complex matter. But what do
Millennials think about the labels so often applied to them?
Rather than fuel debate,
Lancia Ypsilon would rather create opportunities, spaces for dialogue, labs for sharing ideas and visions. So Lancia asked
Millennials to tell their stories themselves, and moreover to tell them in the language and through the medium most suited to them in this changing world.
The world being built by
Millennials is one in which car and bike sharing is commonplace; writing, taking pictures and making videos can all be done with the same portable, ubiquitous device; films and TV series can be watched without going to the cinema or any need for a TV; shopping can be done without setting foot outside the front door. This is a world that less and less resembles that of their parents: one in which creativity – the ability to find new and original solutions for long-standing issues – will be the only antidote to the problems faced around the globe.
Building upon that concept, in partnership with
OffiCine High Training Workshop, the
"Generazione Y" project was born. A movie contest and a "social listening" experiment too:
10 young film-makers lay bare their points of view and opinions about today’s world. The resulting short films will be judged by the
online community, whose members are invited to vote and share their opinions with comments, images or videos on the dedicated
Y Vision page of the website.
Besides signing the creative concept, Triplesense designed the website’s
look & feel, built the social media strategy and handled the dynamics of the online contest.
It’s easy to participate: just register on the website and vote for your favourite film. What’s at stake? Every day, an
instant win 100 euro
Amazon gift card is up for grabs, and one very lucky visitor will claim a 2.000 euro “super coupon” grand prize.
movie contest will have a double verdict. After the “web award” decided by the votes of registered users online, the films will be judged and a winner chosen by an exceptional artistic jury:
Ambra Angiolini and
Adriano Giannini, multifaceted leaders of modern Italian cinema, accompanied by OffiCine’s director
Credits: Executive Creative Director: Francesco Milanesio; Art: Emanuele Zangirolami; Art jr: Arianna Passaggio; Copy: Chiara Fissore; Copy jr: Nicoletta Sorge; Social Manager: Eleonora Valerisce; Account: Carlotta Peretti, Cassandra Ferro.