October 16^th is World Food Day, and Fabrica – the communication research centre owned by Benetton that focuses on social communication - celebrates it with a cool, colourful video that highlights the beauty of food and its importance, because we so often take it for granted.  Promoted by ONU through the UNRIC (United Nations Regional Information Centre), the European offices of ONU, the video invites people to think about the daily waste of food and to be more aware of its value.

 

Protagonists: a banana, a can of tuna, a spicy pepper cast on a colorful background: a back-to-back succession of food elements that runs faster and faster following the soundtrack. The video signs off with the words “hidden beauty” in place of 'The end' to stress the initiative’s message.

 

The video has been realised by two young fellowship-winners of Fabrica, founded in 1994 with the aim of merging industry and culture with a yearly fellowship offered to young students who distinguish themselves in the fields of art, design, photography, writing, music…

 

The project is part of a bigger initiative called Live Windows, a digital signature project built around experience design as a high-way of communication and connected with the international ONU days: the video has, in fact, been chosen among many to be shown in Brussels at Grand Place on October 21^st on the United Nations Day’s celebrations.

 

Fabrica will show the video on the 15^th, 16^th and 18^th October on the “Live Windows”, the huge video wall in high resolution that are featured in Milan’s flagship stores of Benetton, Monaco, Barcelona and will also be available on the UNRIC official website.

Written by: Elisa della Barba