Politecnico di Milano: Team Watermelon Wins Reply Creative Challenge 2021

The Watermelon team, made up of 4 students from the Master’s Degree course in Digital and Interaction Design at the Politecnico di Milano (Fedele Cavaliere, Andrea De Bernardi, Elisa Manzoni and Elio Raineri) won the 2021 edition of the Reply Creative Challenge, a competition for young creatives with over 12,000 participants from 82 countries around the world.

More than 1,900 participating teams – with an average age of between 14 and 24 – had the task of developing a creative concept in 48 hours, based on briefs created by Reply in collaboration with a number of the initiative’s partners: AC Milan, Ducati, easyJet, Miele, Mondelez International, Pamela Reif, Sky, Telekom and Tuc.

The Watermelon team focused on the “Digital Customer Experience” category, sponsored by easyJet, presenting the “easyDream” project, which proposes a mechanism, based on a machine learning algorithm, capable of guiding the user to choose the best holiday destination based on his or her emotional expectations.

Watermelon didn’t just meet the brief, they went way beyond it.

the jury commented.

“Their project represented the perfect balance of creativity, research and UX design methodology, but beyond that they were able to produce fantastic interactive prototypes, marketing ideas and a very entertaining presentation video”.