The Accademia Italiana student, Francesca Gaspari in her third year, won the contest launched by the brand Lines within the new advertising campaign curated by Armando Testa, the largest Italian communications group in the world which aimed to renew the graphics of its products. Lines has been a brand close to all women since 1958, capable of responding to every type of need, thanks to continuous research and product innovations. The brand is also involved in numerous activities to raise awareness and fight against gender stereotypes and the aim of this ambitious project is to fight taboos and a common sense of shame. For this reason Lines has launched a competition for the main Italian design schools and their female students. Through the creation of two iconic collections of pouches, Lines wants to incentivise female consumers to show its products with pleasure and naturalness. The challenge for the creativity of our students was to reflect the brand purpose and the different targets, creating a heartfelt and emotional illustration that would represent
the mood of the line in its various product declinations, while making the pouches real works of art, encouraging consumers to show them without shame. The main theme of the contest was women: strong, independent, free, with a delicate nature, represented in the actions of everyday life. "Listening to the needs of women and being at their side in everyday life is what Lines has always been committed to," comments Ione Volpe, FemCare & AdultCare Marketing Director of Fater, the company of which Lines is a brand. In addition," continues Ione Volpe, "to keep the dialogue on gender stereotypes alive, we collaborated with young female artists for the restyling of the pouches. "The final product, created with Francesca's graphic proposal, was included in a large integrated digital, social and TV project, giving great visibility to the student and her work, which was awarded because it was able to represent the uniqueness of every woman in a simple and creative way.