| Title | 4.0 STATE |
| Brand | EUTEKNE |
| Product/Service | FISCO & FUTURO FORUM |
| Category |
C03. Print & Publishing |
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Entrant
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TEMBO Torino, ITALY
|
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Idea Creation
|
TEMBO Torino, ITALY
|
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Production
|
TEMBO Torino, ITALY
|
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Post Production
|
TEMBO Torino, ITALY
|
Credits
| Michele Cornetto |
TEMBO SRL |
Founder & CEO |
| Ottavio Tarallo |
TEMBO SRL |
Art Director |
| Alessandro Scali |
TEMBO SRL |
Copywriter |
| Marco Pignatelli |
Freelance |
Freelance |
| Francesco Romano |
TEMBO SRL |
Digital Marketing Specialist |
| Elisa Porporato |
TEMBO SRL |
Client Director |
| Marzia Schioppetti |
TEMBO SRL |
Account Executive |
| Gabriele Caravolo |
TEMBO SRL |
Account |
Cultural / Context information for the jury
We were asked to work on the new key visual for the 2nd edition of “Fisco & Futuro” Forum, an annual meeting of finance experts. The topic of the 2019 edition was the increase of robots workforce and artificial intelligence, related to the necessity of a new tax system. Focusing on it, we developed a visual connection between this topic and a famous Italian picture, The Fourth Estate, by Pellizza da Volpedo (1901), considered a symbol of the 20th Century, in order to create something meaningful, both creative and profound. The term “Fourth Estate” here refers to the exploited working class, raised after the acceleration of social and industrial transformations in Italy and throughout Europe. The painting depicts a workers' strike, marching peacefully, and yet determined, towards a more equitable society and a brighter future where they will no longer be exploited… just as a contemporary/future robots working class.
Translation. Provide a full English translation of any text.
4.0 STATE
Robot Tax, Artificial Intelligence and companies digitization: the end of work without the end of the State.
Tell the jury about the illustration.
The illustration represents a crowd of robots, depicted in human features, marching toward who’s observing, just as Pellizza da Volpedo made in his painting with the people. Every little detail of the original painting has been shifted in the artwork: on the first line, leading the parade, we see the 3 main characters, reproduced by their posture, gesture and also movement. In particular we design even some cables on the central man shoulder - instead of a jacket -, and a baby robot, held by the female figure on the right side. On the second line we find a crowd of different robots (male, female, kids) moving forward tightened, just as the painting crowd, but shifted in robotic aspect. In the background, instead of the Volpedo countryside of 1900, you find high skyscrapers of a contemporary/future city.