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Young Creative Chevrolet 2011 names winners in pan-European art contest

2011-07-07

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Zurich. Chevrolet challenged art students in 22 European countries to help Chevrolet celebrate its 100-year anniversary this year. A record number of 552 projects by 155 schools were entered this year in the following five disciplines of applied arts: fashion, music, photography, video and visual arts.

"This is a very special year for Chevrolet, our centennial year. The students' ability to take our brief and turn it into something that is so inspiring amazes me. Their emotional understanding of our 100-year anniversary, its celebratory nature, our brand's tradition and heritage as well as its future truly surprised me," said Wayne Brannon, President and Managing Director, Chevrolet Europe.

Fashion participants were asked to look to 1911 for inspiration and re-invent the style of that period for today. The winning project by Lubica Mildeová from FA STU Bratislava in Slovakia, was an interesting re-interpretation of "the little black dress", best described as integrating several elements from the 1910 period, like the plisse, v-neck and draped asymmetrical arm shape. "At the same time, it is very fashionable and could be from a current collection," said Igor Todorovic, fashion juror.

Music students had to create a unique birthday song for Chevrolet and the winning piece was by a trio from IED Roma in Italy. Music juror Sven Schäferkord described the song as being "a modern, upbeat song, with good structure and one that also celebrates Chevrolet's anniversary, as specified in the brief."

In the photography discipline, students were given the difficult task of documenting 100 years of history in a single picture. The winning picture from Juliana Křížová and Jakub Vlček from Univerzita Tomáše Bati in the Czech Republic encapsulated the past, present and future in a beautiful image. "If you look closer, you find a story in every corner. The photo combines a beautiful play with light with a strong composition," said Kerstin Zu Pan, photography juror.

Video contenstants were challenged to create an exciting invitation to Chevrolet's 100-year celebrations, with the jury awarding two first prizes this year. "The projects were so different that they were impossible to compare. We felt both were really good, in very distinctive styles," explained Samuel Prat, video juror. The video by five students from Ecole Emile Cohl in Lyon, France, fulfilled the brief of communicating Chevrolet's line-up and played with Chevrolet's heritage in a very dynamic, captivating way: an animated time-traveling driving experience to the moon and back. The other first-prize project was submitted by a team of three students from AA&RF FUD UJEP in the Czech Republic. They created a fresh, young creative video that builds on the universal value of close friendship among young people and the experience of a road trip through lovely nature.

The assignment to design a stunning commemorative poster in the visual arts discipline was best solved by Sofia Stergiopoulou from OMIRAS in Greece. She combined sketch design drawings of iconic Chevrolet cars with a clear anniversary message for a modern interpretation of a brand that stands for 100 years of design and innovation. "It is very aesthetic and 100 percent on brief," said Will Hudson, visual arts juror. "The poster combines the heritage with iconic design and the future of the brand by also including the Chevrolet Volt electric car," he added.

"Young Creative Chevrolet is a new place, full of many fresh ideas. It was not easy to decide on the best projects as all of them were on a very high level," said Tiberio Timperi, lifestyle media representative on the jury.

All European winners will receive a cash prize. In addition, they will take part in an exclusive behind-the-scenes work experience with noteworthy artists/experts this summer. Already planned are: a video project with Samuel Prat at the Off-Courts Film Festival in Trouville, France; accompanying a photographer on one of the next Chevrolet photo shoots; spending time in juror Will Hudson's design studio and creative consultancy "It's nice that" in London.

All European YCC 2011 winners will be honored at a gala award ceremony in London this fall.

European YCC 2011 winners

Chevrolet Europe is proud to announce the full list of European winners of the fifth annual Young Creative Chevrolet (YCC) pan-European applied arts contest. YCC 2011 European finalists consisted of 58 number of first-place national YCC 2011 winners, who hailed from 155 applied arts schools in 22 European countries.

Per creative discipline, the European YCC 2011 winners, including their locations and schools, are as follows:

FASHION

1. Lubica Mildeová; Slovakia; FA STU BRATISLAVA
2. Ida Klamborn; Sweden; Borås Textilhögskola
3. Tobias F. Müller; Germany; Mediadesign Hochschule München

PHOTOGRAPHY

1. Juliana Křížová and Jakub Vlček; Czech Republic; Univerzita Tomáše Bati
2. Marie Luise Jaeger, Natalja Knauer, Daniel Koller and Friedrich Paul Spielhagen; Germany; Mediadesign Hochschule Berlin
3. Matija Munjiza Petrović; Serbia; Akademija umetnosti

MUSIC

1. Michele Baldi, Roberto Attanasio and Jacopo Bruschini; Italy; IED Roma
2. Gregor Brechmann; Germany; Popakademie Baden-Württemberg
3. Cristian Corduneanu; Romania; Universitatea Media Bucuresti

VIDEO

1. Ludovic Versace, Pierre Valdivielso, Clément Dufour, Arthur Sotto, Xavier Lebu; France; Ecole Emile Cohl de Lyon
2. Tomáš Hercog, Petr Bača and Jan Berghauer; Czech Republic; AA&RF FUD UJEP (Atelier of applied and advertisemental photography, Faculty of arts and design, J.E. Purkynế University in Ústí nad Labem)
3. Stefano Drago; Italy; IAAD Torino

VISUAL ARTS

1. Sofia Stergiopoulou; Greece; OMIROS
2. Laura Hobson; U.K.; Burton College
3. Ana Raminhos, José Barreiro; Portugal; Escola Secundária de Cacilhas-Tejo

The winning projects may be viewed/listened to here.

High-profile European jury impressed by entries

European YCC 2011 jury deliberations took place from July 1-3, 2011 in Porto, Portugal. The European YCC 2011 jury was composed of leaders in the arts and creative industries and Chevrolet officers (listed alphabetically):

Wayne Brannon, President & Managing Director, Chevrolet Europe

Will Hudson, Founder and Director, It's Nice That

Marc Kempe, Director, Public Relations, Chevrolet Europe

Jeff Perkins, Director of Design UK Advanced Studio, Chevrolet

Samuel Prat, Director, Off-Courts Festival

Sven Schäferkord, Managing Director, OCEAN artist&brand GmbH (Sony Music)

Tiberio Timperi, Presenter, TV-Journalist (RAI) and Actor

Igor Todorovic, Editor in Chief, Fashion TV South East Europe

Kerstin Zu Pan, Professional Photographer

More information about the European YCC 2011 jury members can be found here.

About Young Creative Chevrolet

What it is: Young Creative Chevrolet is a pan-European contest for students of Applied Arts organized annually by Chevrolet Europe since 2007 in various artistic fields (2011: Fashion, Music, Photography, Video and Visual Arts).

With this project, Chevrolet Europe wants to foster creativity and help young artists. Young Creative Chevrolet also aims to strengthen some of the company's core brand values.

How it works: In each participating country, a panel of judges (specialists in arts and others) award three prizes per participating discipline.

All first-prize winners of the national awards automatically participate in the pan-European competition in which an international jury eventually elects the best three projects in each discipline.

Prizes: In addition to a monetary prize (1st place: €1,200, 2nd place €1,000, 3rd place: €600), the European winners are offered a work experience with professionals in their respective discipline (witness trips).

Popularity: The contest has continuously grown from eight participating countries and 32 schools in 2007 to 22 countries and 155 schools in 2011.

For more information on the YCC contest, please visit www.youngcreativechevrolet.eu or www.facebook.com/youngcreativechevrolet.

About Chevrolet

Chevrolet is General Motors' largest global brand with annual sales of about 4 million vehicles in more than 130 countries. It is the fourth biggest global car brand in terms of sales and also one of the fastest growing brands in the world. Chevrolet cars combine passion, bold design and practicality. They provide outstanding value for money. After re-launching the brand in Europe in 2005, Chevrolet more than doubled its sales to over 500,000 in 2008. In 2010, Chevrolet grew its market share in Europe to 2.5 percent, selling 477,194 cars. Chevrolet has a network of more than 2,700 dealers and service points in Europe. The Chevrolet line-up includes the Spark city car, the small Aveo, the compact four-door Cruze, the Captiva SUV and the legendary Corvette sports car. In 2011, Chevrolet is launching seven new cars: the all-new Orlando family van, the new Captiva SUV, the Corvette Grand Sport Coupé, the all-new five-door and four-door Aveo, the five-door Cruze, the Camaro coupé and convertible and the award-winning extended-range Volt electric car. Chevrolet's biggest markets in Europe are Russia, Italy, Germany, Spain, France and Turkey. Established in the U.S. by Swiss émigré Louis Chevrolet in 1911, the brand is celebrating its centenary in 2011. More information on Chevrolet can be found at www.chevroleteurope.com or media.chevroleteurope.com.