On the 31st of May, in the beautiful venue of the Costigliole d'Asti castle, the official location of Consorzio Barbera d'Asti e Vini del Monferrato, the final moment of the E4quality's Young Creator Contest took place. Thanks to this occasion 26 boys and girls visited the landscapes of Barbera d'Asti, Ruchè, Toma Piemontese and Castelmagno, and shoot videos to tell the stories of these excellencies.
After a whole day spent editing videos, all of partecipants intervened on a stage in front of the bystanders, to explain their experience during their travels and what they felt in these days. This project objective was to narrate products and landscapes of Monferrato through the new eyes of people that live far from here, in a different context, alongside the attempt to involve the new generations and media in a narration of ancient rural tradition.
That's how a young german make-up artist represented the autoctonous varieties of Barbera d'Asti with a body painting piece, using colors and perfumes; how a swedish youtuber studied the social and convivial values of wine, meeting the people that have been making it every day for years; how a group of young germans tried to identify themselves with the Unesco Heritage landscapes of Monferrato. Not a lesson on wines and food products then, but an experiment, to allow people with completely different backgrounds to live the unicity and great value of these lands, new languages that bridge generations.
But that was just the beginning. Hundreds were the hours filmed by the creators in these three days, and the videos that the jury watched were but a small portion. Now that they are back in their countries, with memory and hard disks full of images and videos, they will be able to use all this material to produce new works, new cuts, new ideas, to continue an artistic project and promote the places of the Barbera d'Asti.
After the projection, the jury evaluated 9 movies and assigned the scholarships to Fabio Thieme and Filippo Costanzo of Germany, that came in first place; to Benjamin Nielsen and Mounir Jonas Andersen of Denmark, second place; to William Germundson, Johnny Madrusan, Elina Wase of Sweden, third place.
But, as the President of the 'Consorzio Barbera d'Asti e Vini del Monferrato', Fabrizio Mobrici said, “everybody is a winner”. He thanked all the partecipants and declared: “it is important to invest in young people, expecially in those that come from far away, because they will become the spokespeople of our culture and tradition. And they are the future customers that we will engage in our promotions. We were able to gather different and original views thanks to them: this was a first experiment to start a new mean of communication for wines and landscapes of Monferrato, in each of these young people's native countries (Sweden, Germany, Denmark). We wish that this project may continue, thanks to these videomakers, through new collaborations that will create a network between young europeans that will contribute to the spread of Piedmontese products in new markets”.
This project saw the collaboration of the Consorzio with some prestigious film schools of Europe, like the Berghs School of Communication founded in 1941 in the heart of Stockholm, and with young videomakers and youtubers that were selected for this occasion.
A project that connects the promotion of enogastronomy and youth policy, that showed how agriculture, tourism and the incentive of creative activities can coexist together, in both european and international scope, mixing innovation and tradition, agricultural culture old millenia, digital culture