Pro Carton is the European association of carton and cartonboard producers whose main purpose is to promote the use of this material as an economically and ecologically balanced means of packaging. For the past three years, the association has been holding the Student Video Award, a competition for European schools and academies that aims to tell the story and the benefits of cartonboard and carton in a creative way through the use of video. In the academic year 2021/22, the second-year students of the three-year Photography course, Marco Scirè, Aurora Italiano, Shailu Flammini and Stefania Squitieri, guided by Michele Cirillo, lecturer of the Elements of Video Production course, accepted the challenge of including this project within the course program, working together to create a short film that earned them the victory. Sixty videos were submitted for competition and nine videos reached the final stage.
To evaluate the shortlist, judges considered the communication of Pro Carton's key messages, the dramatic impact of the idea and storytelling, and the quality of the short film's execution and production. The video depicts a cartonboard family around a table flipping through their photo album together, showing some important historical moments and events. The cartonboard, protagonist of the images, changes and adapts in shape and color to the eras it goes through, and the family revisits its ancestors who, thanks to recycling, have been able to make it to the present day. The jury commented positively on the idea of the family album as something that remains in the present and, at the same time, harkens back to past worlds: there was a great narrative power in the concept that cartonboard can appear in so many different generations thanks to recycling and its sustainable features.
Watch the video