Master Digital Art Direction • McCann Worldgroup

Develop your own creative idea


About the Company

McCann Worldgroup is a leading global marketing solutions network whose professionals are united across 100+ countries by a single vision: to help brands play a meaningful role in people's lives. McCann Worldgroup was named "Global Agency Of The Year" by Adweek magazine, “Network of the Year” by the Cannes Lions, the world's most creatively-effective marketing services company by the Effie Awards (for three consecutive years), "Global Network of the Year" by Campaign Magazine and “Network of The Year” by The Webby Awards. Fast Company named McCann Worldgroup to its list of The World’s Most Innovative Companies.


1. Subject

Brief: “Developing a creative proposal aimed at celebrating the importance of diversity and uniqueness in the age of globalization. Starting from a key visual that can effectively express these concepts, develop a communication project intended to convey your idea, raise awareness and create engagement”

2. Criteria of participation

The call is open to graduates holding a University degree or equivalent study in design (visual design, graphic design, interaction design, communication design, strategic design, brand design, design for multimedia, etc.), visual arts, art direction, marketing or promotion or about to graduate by October 2021 or to professionals with relevant experience in the field.

Participation is individual – group submissions are not allowed.

3. How to participate

 Participation in the call is free.

 The project presentation should include:

  •  Title of the project
  •  Brief description of the creative proposal (200 words approximately)
  •  Preliminary visual research (inspirational mood board, references)
  •  Key Visual (Photo or illustration or campaign or collage or animation or short video maximum duration 45 seconds)
  •  Copy (written, catchy short text to raise awareness around the topic)
  •  These files must be uploaded in one single PDF presentation. If the creative proposal is developed through a video, include it or include in the pdf the link to the video

Furthermore, in order to verify their eligibility for the designated Master Course, applicants are required to upload:

  •  Copy of the university degree or other equivalent three years course;
  •  Copy of University Transcript or equivalent (+ English translation if needed);
  •  Passport scan
  •  Signed Personal Statement
  • Reference Letter 1
  • Reference Letter 2
  • CV

The official language of the call is English.

The deadline for submissions is June 30th.

4. Calendar

June 28th 2021> Deadline for submission of registration and for submission of the creative project.

July 6th, 2021> Meeting of the jury composed of professionals for evaluation of applications and assignments

Starting from July 15th 2021> Notification of the winner

5. Academic Committee

The Committee is composed of renowned Italian and international fashion professionals, as well as Istituto Marangoni representatives:

School Directors of Istituto Marangoni School of Design

Director of Education of Istituto Marangoni School of Design

1 company representative (HR Manager, CEO)

6. Evaluation criteria

 • Consistency with the objective

 • Innovativeness of the proposal

 • Validity of the proposal from a strategic point of view

 • Overall quality in the crafting of the creative idea

 • Capacity of synthesis and clarity in the exposure of the idea

7. Award

 According to school preference picked while applying for the scholarship, the winner will be awarded a 50% scholarship on the tuition fee (enrolment fee is due) for: the Master in Digital Art Direction starting in Oct 2021;

8. Results and publication

At the end of the selection made by the Jury, the winner of the call will be announced via e-mail and telephone. The final project and the final news might be published on Istituto Marangoni website. The selected participant for the scholarship shall confirm his/her interest in the scholarship within 5 working days, after that time the scholarship will be considered as expired and will be reattributed.  

9. Rights and use of the delivered outputs

Istituto Marangoni reserves the right to commercial use or publication or free exposure of the projects received, in the form and manner deemed most appropriate: the participants shall also authorize Istituto Marangoni to use the documents received for promotional purposes and in the manner deemed most appropriate. The participants, joining this international call for ideas declare that the promoters of the initiative cannot be subject to any claim resulting from such use. In any case, the participants agree to relieve the promoters from any liability toward third parties.

10. Liability

Participants agree to the following rules on intellectual property rights and industrial property rights in relation to the projects delivered to the promoters of the call.

• They guarantee and ensure that the outputs are their original work and have not been entirely nor partially copied or substantially from any other work, source or material and that, as to their knowledge, they do not infringe any copyright of any third party;

• In the case of a copyright or other intellectual property carried out in their outputs or whether a part of it belongs to a third party, they guarantee and ensure that they have requested the permission and/or authorization to transfer to Istituto Marangoni that output, and that in any case, they undertake to relieve Istituto Marangoni from any liability for the use of material that is developed, designed and/or produced by third parties.

11. Indemnity

By participating in the call, the participants agree to absolve and indemnify the promoters from any negative consequence resulting from the infringement of the rules provided by article 11 and, more generally, from any negative consequence resulting from the use of the projects.

12. Information on the treatment of personal data

Personal data collected as a result of the participation to the call will be used for the following purposes: execution of the operations of the call and for the thereto related purposes: the processing of personal data will be executed using manual, electronic and telematics tools closely related to the purposes for which they were provided; they could be disseminated through websites and social networks connected to Istituto Marangoni. In case of refusal to provide the requested data in order to participate in the call, the application form will be rejected or the potential participant excluded. In case of refusal to provide the data, as indicated, in order to transfer the advertising material, there will be no consequences. Personal data collected as a result of the call participation will be registered in the Istituto Marangoni database, holder of the treatment; People to whom the data collected as a result of the participation to the call refer to are considered the holders of the related rights, among them, the confirmation of the existence of their personal data and their provision in an intelligible form, the cancellation, the transformation into anonymous form, or blocking of data processed unlawfully, as well as the updating, rectification, integration and to oppose the treatment for any legitimate reason. By participating in the call, the participants give their consent to the aforementioned treatment of data.
13. Consent to the use of personal data

Participants authorize Istituto Marangoni to use their personal data and their image, as well as to take videos, photos, registrations and to consign their image through third parties and with any tools, video, photo and television and the activity related to the call. They grant to Istituto Marangoni the right of use the said “material” in the context of the publishing products directed by Istituto Marangoni and in the context of the institutional website and social networks.

14. Applicable law and jurisdiction

For the MA course held at Istituto Marangoni School of Design, the Italian law will govern the call and the relations between the participants. Any dispute that may arise between the promoters and the participants will be of exclusive jurisdiction of the Court of Milan.