Master Digital Art Direction • McCann Worldgroup



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. Brief

Create a social campaign that aims to raise users’ awareness of climate change and inspires people to imagine a future where we can live in a sustainable society. Starting from a key visual that can effectively express the initial concepts, develop a communication project that will 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, Communication, Visual Design and/or Graphic Design or to professionals with relevant experience in these fields.

Participation is individual – group submissions are not allowed.


3. How to participate

Participation in the call is free.


The project must contain:

  • Title of the project
  • Brief description of the creative proposal (200 words approximately)
  • Preliminary visual research (inspirational mood board, references)
  • Key Visual (Photos, Illustrations, Animations, or short-form videos of maximum duration 45 seconds)
  • Copy (written, catchy short text to raise awareness around the topic – minimum 400 words)

All files must be uploaded in one single PDF presentation. If the creative proposal is developed through a video, include it through a Zip Folder 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 University Degree or equivalent: if you haven’t received your Degree, yet, you can upload a certificate on enrolment confirming you are about to graduate;**

• Copy of University Transcript;**

• Passport scan;

• Signed Personal Statement (Letter of motivation): we suggest you explain why you wish to participate in the Initiative, how would you develop your career in the coming years, what are your personal goals, etc. (about 100 words);

• Reference Letter 1;

• Reference Letter 2;

• Curriculum Vitae.


The official language of the call is English.

The deadline for submissions is Dec. 13th, 2021.


4. Calendar

●   Dec. 13th, 2021> Deadline for submission of registration and for submission of the creative project.

●   Dec 17th, 2021> Meeting of the jury composed of professionals for evaluation of applications and assignments

●   Starting from 20th Dec, 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

• Director of Education of Istituto Marangoni

• 1 company representative


6. Evaluation criteria

Projects will be evaluated by a specialized jury (hereby called the “Jury”) and ranked on the basis of the following criteria:

  • Consistency with the objective
  • Innovative proposal
  • Validity of the proposal from a strategic point of view
  • Overall quality
  • 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 February 2022 in Milano Design school*;


*Any scholarship allocated to the intake for which the student is enrolling (e.g. February ’22) will NOT be automatically valid and confirmed for the next intake (e.g. October ’22). The Management together with the Academic Committee will assess (and possibly confirm) any potential reassignment.


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 acceptance of the scholarship implies the obligation for the winner to file application for the selected course and pay the residual quote of the tuition fee.


9. Rights and use of the delivered outputs


The participants (hereinafter the “Participants”) agree to transfer free of charge to Istituto Marangoni* and its successors the right to use the special projects (hereinafter the “Projects” or, in the singular, “Project”) and the products that will be, where applicable, implemented as a consequence of the Project; the right to use any output delivered for the participation to the Initiative in partnership with McCann Worldgroup, as well as all the materials connected to the projects and delivered, including the drawing of the Project, the sketches, the samples, the models, the tests and the video and photo materials. Istituto Marangoni reserves the right to use, publish and exploit the Projects in the form and manner deemed most appropriate: Participants also authorize Istituto Marangoni to use the documents received for promotional purposes and in the manner deemed most appropriate. The Participants, joining the Initiative in partnership with McCann Worldgroup, declare that Istituto Marangoni and its successors cannot be subject to any claim resulting from such use. In any case, the Participants agree to indemnify and hold Istituto Marangoni and its successors harmless from any liability toward third parties.


10. Declarations and warranties


Each Participant declares and guarantees:


(i) to be the author of the Project, to own and to be fully, legitimately and autonomously entitled to grant, without limitation, all the rights granted herein, including but not limited to intellectual property rights anyhow related to the Project;


(ii) that the Project is original and shall not, directly or indirectly, infringe any third parties’ right, including copyrights and intellectual property rights;


(iii) that the Project shall not contain any obscene, violent, defamatory, blaspheme, upsetting elements and that the it shall not infringe any third party personal and patrimonial right (including moral rights, image rights, honor and/or reputation and/or confidentiality rights, copyrights, data protection, publishing and/or others rights) or any applicable law; in the event the Project contains elements and/or parts from third parties works, the Participant guarantee to have obtained in advance and/or to obtain all necessary consents, releases and/or authorizations, as well as all usage rights of the Project granted herein;


(iv) that there are no rights or agreement with any third party which shall interfere with the rights granted herein and with the full and free usage and arrangement of the Project by Istituto Marangoni and its successors.


In any case, the Participant undertakes to  indemnify and hold Istituto Marangoni and its successors harmless with respect to every demand, claim, contestation or request, whether made or brought before the courts or otherwise, by third parties related to the Project and/or to the rights granted pursuant the article 9 and/or that are inconsistent with the representations, warranties and obligations that the Participant has provided herein or by law and/or may interfere with the full and free exploitation by Istituto Marangoni and its successors of the rights granted herein.



11. Information notice on personal data processing


Personal data (“Data”) collected in relation to participation in the Initiative will be registered in the database of Istituto Marangoni, controller of the treatment (“Data Controller”), pursuant to of the General European Data Protection Regulation (Regulation (EU) 2016/679 of the European Parliament and of the Council, of 27 April 2016 and related implementing legislation (hereinafter, jointly, the "Regulation").


Data of the Participants collected in relation to the their participation in the Initiative will be processed by Data Controller for the following purposes: .


(i) to enable Participants to submit their application and, if necessary, to subsequently provide further information useful and/or necessary for the assessment of their application;

(ii) for purposes related with and instrumental to the process of evaluating, reviewing and selecting of the validly submitted applications;

(iii) for the management of the participation in the Initiative, including sending requests for integration of the application, information materials, updates, communications and/or changes to the programme related to the Initiative itself; as well as for deciding and announcing winners;

(iv) to fulfil any obligation provided for by laws, regulations, Community rules, orders, prescriptions and/or requests made by the Judicial Authority or by any person authorized to do so under legal provisions and secondary legislation;

(v) to exercise the rights and protect the legitimate interests of the Data Controller, such as the right the right to legal defense.


The processing of the Data for the purposes indicated in points (i), (ii) and (iii) above shall be carried out by Data Controller for the purpose of execute Participants’ application, for the assessment and possible selection of the projects and - in the event of effective selection and confirmation - for announcing and proclaiming the winners and therefore does not require Participants’ express consent (pursuant to article 6.1 letter (b) of the Regulations). For such uses, the release of the data requested by Istituto Marangoni is indispensable and, therefore, failure to provide such Data will prevent Participants’ application from being examined and, consequently, their participation in the Initiative (pursuant to article 6.1, letter (b) of the GDPR).


Data processing for the purposes specified in points (iv) and (v) above is carried out to fulfil legal obligations, and therefore does not require Participants’ express consent (pursuant to article 6.1, letter (c) of the GDPR).


Participants’ Data shall be processed by means of manual, computer, and electronic tools, in any case able to guarantee the security thereof and to avoid unauthorized access to the Data.


Participants’ Data and projects shall be communicated by Istituto Marangoni to third parties for the purposes of selecting and evaluating Projects within the scope of the Initiative. The release of Data for this purpose is necessary to participate in the Initiative.


Pursuant to the Regulation, those  whose  Data are collected as a result of the participation in the Initiative are entitled to: a) obtain information on the existence of the data and the purpose for which the Data is processed, the storage period and the persons to whom the Data is disclosed; b) obtain disclosure of the Data in a format in common use, readable by any automatic, interoperable device; c) object to some or all of the processing; d) obtain the update, correction, integration, limitation, deletion, blocking or transformation of the Data to an anonymous form. Istituto Marangoni also remind that Participants are entitled to contact the Data Protection Authority ((Piazza di Monte Citorio, 121 – 00186 Rome RM) to assert Participants’ rights regarding the processing of the Data.


Participants may exercise the rights set forth above by means of a written request to be sent to the Data Protection Officer (so called DPO) Frareg S.r.l. - Viale Jenner 38, 20159 Milano MI – Italy, appointed by Data Controller, on email address who has been appointed by the Data Controller.


12.Use of personal data


Participants authorize Istituto Marangoni to use their Data and images, as well as to realize and acquire videos, photos, registrations and to consign their image through third parties and by any means and activity related to the Initiative within six months starting from the expiry of the Initiative. They grant to Istituto Marangoni the right of use the said “material” in the context of the publishing products under the direction of Istituto Marangoni and in the context of the institutional website and social networks of Istituto Marangoni and its successors.



13. Applicable law and jurisdiction


The Italian law will govern the Initiative 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 (Italy).



14. Exemption from the ministerial validation


Pursuant to the article 6, D.P.R. 430, dated 26/10/2001, this Initiative is not a prize competition or lottery: as a result, no ministerial authorization is needed.