Three students from Universidad Europea de Madrid's Faculty of Arts and Communication won the Gold Medal in the Young Creatives category at the El SOL Festival, the highest possible award.
The Festival, one of the most important events in the field of marketing communication in Spain, awarded its top prize in the category of Creative Youth to the 'Moleskinner' team, composed of three UEM students, Jaime Blanco López-Orozco, José Llorens and Berta Molina. The students won the gold medal with a fun campaign for La Caixa, a bank that sponsored this event.
The winning campaign is a satire of society's image of today's youth. The campaign, called 'the Damned Generation', combined two distinct phases: first, a communication strategy through social media like Facebook or Twitter, where the team proposed solutions to make it easier to connect with young customers. At the same time, they created a video-blog where they can receive feedback from their customers.
The 'Moleskinner' team used the most effective resource in any campaign, on or offline, humor. Without a doubt, their effective and creative strategy earned them the Sol de Oro, taking the top position among the 13 teams selected to the short list. Among the 13 finalists, one other team, 'De Cabeza', was composed of UEM students.
The Creative Youth Festival category of the El Sol competition is open to students from all Ibero American countries. With two UEM teams being recognized as finalists, the Faculty of Arts and Communication continues to show its creative and innovative emphasis which places the student in the middle.