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Hakuna Matata group Prasad Bhadke Nina Brenko Monica De Anna Enrique Guevara Juรกrez Elahe Rajabiani Federico Remonato Shishi Zheng

PROGRESS BOOK 1


who are we?

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Prasad Bhadke

Nina Brenko

The wheel of life has always interested me in a special way, that I developed a keen eye for observing and understanding processes in the milieu. And also the reasoning which always sorted out happening of things in a certain way and its impact on environ, creating a vision for detailing.. The world has been changing briskly and evolving on its own, taking development astride, creating chasm for new ideas to take material manifestation. I intend to become part of this evolution and would want to study things in a wider perspective and immense detail.

I was born in Pula, Croatia. I spent my childhood making models and building houses out of anything I could found, playing piano and getting lost around the city I used to live in. After elementary school I went to School of Applied Arts and Design, studying sculpture, where I was first introduced also to Industrial design. I ended up designing a city Bus Stop for my final project. I continued my education abroad specializing in Product Design. During 5 years of design studying I tries had experience with Product, Graphic design and Sculpture/ Scenography. I would like to add more new things to that list in the future.

I completed my Bachelors in Product Design from University of Pune’s College of Architecture, Nashik. I have been encouraged for learning by an excellent faculty that I was exposed to during my education. Professionalism and inculcated a habit of hard work. During my bachelors’ studies I ad been lucky to interact with many people who are experts in subjects associated with Industrial Design. This interaction made me strongly believe in, ‘Design germ that cannot be realized into practicality is Useless.’ Despite of experience in the field of product design for the tenure of my ba studies, I still feel I lack some important knowledge and skills. I can see a long road ahead of me, on which to walk successfully I strongly believe I will require expertise. I need to strengthen and polish my skills which Is imperative in today’s world of intense competition. For this I believe I must deepen my knowledge through further education I have the background, ability and motivation to make a significant contribution to Design Field. I am aware that a successful post graduation calls in for a lot of hard work. I am confident that I will flourish in the rigorous routine of research work as a designer. People with passion look forward towards unique accomplishments and are oriented towards bright future. I carry myself with the same passion. I shall make my parents and mentors proud being a designer.

What I most enjoy doing is studying abroad, traveling, and getting to know new places and people. There are so many places I still want to see. I always travel in a group and try to stay in touch with people I meet. I find myself comfortable doing manual work, like sculpturing and modeling, physically shaping ideas playing with 3dimensions. And I take my time off watching movies, which is always a good way to free my mind. I love to see the bad ones as much as I do the good ones.

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Would like to work one day with some people I got to know till now, and had a chance to collaborate with, having good times. Doing something I like, as soon as I figure it out.. Or simply trying something new and different until it stops being exciting.. if…

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Monica De Anna

Elahe Rajabiani

I was born in a small city, Udine, and I moved to Milan to study design in Politecnico. I graduated in Fshion design, but I was not sure about my choice. My interests where going beyond it, so I decided to follow the Master in PSSD, to have a wider approach on the process of designing solutions. In this happy period I did an Erasmus experience in Hannover, Germany. Thanks to this, I realized how much I enjoy to travel, to get in contact with new cultures and environments, to challange myself to experience more.

My name is Elahe Rajabiani. I’m a Designer born on November 30th ,1986 in Tehran. I studied Industrial Design in Tehran University for one year, then I decided to come to Italy and start over to explore a different reality. I studied Product Design at Politecnico di Milano where I tried different aspects of Design in my projects and I explored my passion for landscape Design, social Design and especially emotional Design.

Just 2 exams before the end of PSSD course I started an internship in Comune di Milano as a graphic designer. 8 months later, they offered me a proper job, so I took that chance. Aafter 3 years I found the moment and the space to close my university path, so now I’m here! And actually, this is going to be my last exam presentation.... I really don’t know what my future will be like, I think I still didn’t find exactly my place in life. But I’m brave, curious and willing to learn more evry time. My proper status woul be: waiting for the destiny to knock on my door. I’m ready.

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As I’m supposed to write about my abilities, I think the most important one is to fight. I stand for what I believe is good and correct. But it doesn’t mean that I’m stubborn. I’m just very selective and obsessed with perfection especially in details and as a professional approach I’ve always done everything to get a perfect result. I see my self in the future not settled down, not having a permanent job and not owning a place with no more possessions than what could be placed in 2 suitcases, a backpack and a hard disk. I want to travel a lot, see the world, learn French and work for UN. I don’t want to have a clear image of my future because I don’t need to have a destination, I enjoy the journey. And that’s exactly how I feel about Design. As I have to make a living, I’ve chosen a job that I love and enjoy while doing it. A profession that I can go one doing without a break! Actually Design is not my profession, I live Design.

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Federico Remonato Few years ago, while I still was at the high school, I took (and passed) the test to become a Materials Engineer at Politecnico. After few days I made up my mind and changed idea suddently. I passed the Design test and started my bachelor as Communication Designer. What made me change my mind? the fatc that life needs everyday more simplicity in communication, in order to solve the complex problems of everyday life. I would like to enhance my communication skills and become a “relationship designer”, helping myself and others experiencing and living their lifes in a deeper and easier way. I chose PSSD as Master degree because I think that getting to know many diffferent people, learning how to behave in different situations and widening our own mindmap is a key strategy for adaptation and to acheive professional satisfaction.

Enrique Guevara Juárez I Born in Cholula Puebla, Mexico on April 12, 1983. I studied architecture at the “Universidad de las Américas Puebla” and a certificate in Fine Arts where I learned a lot and enjoyed my student life with many friends. I had a study abroad at the “Universidad de Belgrano” in Argentina and a ESL program for 3 months at “Victoria University” in Canada now I am making a Masters in Product Services System Design at “Politecnico di Milano” After I finish the PSSD master, I wold like to move to Sydney to do a PhD in Visual and Interactive Arts at the “University of Sydney” an then work as a professor in a forange country like Canada, Australia, USA or England. And save a lot of money to biuld biuldings and rent it. I would like to have an architectural office in Mexico and built a lot of contemporary buildings in an innovative and artistic way. I am very interested in mix Architecture, Arts and Design. I would like to includ art in my architectural designs as paintings and sculptures by famous artists and work together. When I got enough money I would like to come back to mexico and live In a beautiful house on Cancún. My dream is to win the “Prixel” as Luis Barragan (one mexican architect) and be very famous and renowned architect and designer.

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Shishi Zheng This is my first exposure to this class, for me it is hard to understand large amounts of information in English. From the whole week doing for the course process, the most interesting thing for me is working with all my group members. We discussing, thinking, laughing, joking, fight and support our project. Actually , I hate this course cause it made me soooo tired, now is 4:58 AM we still working for our Amul project, and it’s Sunday! Killing me!!!! While we doing our project, there are lots of problems .sometimes we lost ourselves very easy .we stuck and can not find any solutions to improve our ideas, at that time the air was like frozen. After we find that sometimes take it easy and maybe go outside have a deep breath, it will be much better than you still going on with the problem and have no idea. When i looking back of our process ,I feel so magical. We did so many things and our project is so great, I feel so proud of our project , also the every process we have reached. At last but not least , it’s the first time I go abroad, so lucky that I have the chance to study in politecnico di milano ,I like PSSD, I like my classmates, I like all my new friends here, but if i have more time belonging to myself , not only the space from my house to the university, my life will be the most colourful life in the world.

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SHARPING THE IDEA

OUR CHALLANGE?

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defining priorities

From step n.0, the very first presentation, we got lost in process. Need to go back and reconsider our starting point. And we did good! challange

Create an emotional connection betwen the brand and the people by mirroring the cooperative strategy in production of the brand. approach

made by you big idea

Amul moments of your life

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OUR MILESTONES

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THE

JOURNEY MAP

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journey map_ step 0

postcard gives concerns! let’s get digital!

we want to give satisafaction, not dicounts 20

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journey map_ step 1

winners each month! but the truck is not really made by you... 22

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DISCUSSING AND MINDMAPPING: WHAT’S OUR CHALLANGE?

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GOING FOR THE FIRST JOURNEY MAP....

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journey map_ step 2

a year of campaign and the phases 26

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journey map_ step 3

the big event: this journey map needed an end 28

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journey map_ step 4

other trials of visualization... 30

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journey map_ step 5

our journey map is getting precise 32

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time phase artifacts company’s actions user’s actions

ACTION

Call for entries

Flyer info + P.O.S

Web site

How can I participate?

Web site

Packaging

Billboards moving AD P.O.S

AD on TV

We want the AMUL moments of your life

DEVELOPMENT

15th AGUST 2013

PREPARATIONS

CONCLUSION

Video making

Community generates contents System is developing

One year of Amul

The party

I make it! What’s my Amul moment? READY? ACTION!

I could win! I can’t loose my chance! That’s just my story missing! I want to be a part it!

Let’s get ready to celebrate!

Let’s celebrate!

5 cities - main square

THE SYSTEM

open to EVERYBODY big SCREEN with the PROJECTION with all the FACES + a SENTENCE

ads on TV

LEARNINGS

1st AGUST 2013

ads on WEB

AWARENESS

ads on PACKAGING

REPETING THE ALL YEAR

Web site

1st AGUST 2012

you are AMUL you made AMUL AD AMUL is the TESTIMONIAL of people’s lives

Video AD - Instructions Upload - Share - Win

www.amul.com/moments

AMUL moments of your life Film - Share - Win

Video with TESTIMONAL showing an AMUL moment Film - Share - Win

(preliminary info)

(instructions) WHAT and HOW

To understand what is it about FRIENDLY

YOU DID IT! YOU UPLOADED YOUR STORY!

ONE YEAR OF AMUL (for it’s 60th aniversary)

The web community starts to generate contents.

Amul will collect contents for 12 months.

You need to apload it on the web

An INVITATION to the PARTY

What happens next?

REGISTER your ACCOUNT to UPLOAD your VIDEO Maybe you need help of somebody from your family

YOU CAN BE THE WINNER - your video goes on TV to become the new ad of Amul

3 VIDEOS A MONTH - for 12 moths

YOU WILL BE ON THE WEBSITE and ON THE AMUL WEB TV - on the website you can see all the videos, but NO COMMENTS The most VIEWED are on TOP OF THE PAGE - if you wanna be on top, spread the voice! - on Amul WEB TV the videos will play in a loop, 24/day - 12 months

YOU CAN BE ON THE PACKAGING OF AMUL PRODUCTS - every week, on the packaging there will be a frame shot of the video + DVLJQL´FDQWVHQWHQFHIURP the story + your NUMBER

the big NUMBER of the STORIES

DATE one for all PLACE 5 big cities

30 PICTURES X WEEK for 12 m onths

we realized a journey map journey map_ step 6 34

is always work in progress!!! 35


THE advertisment

we need an awareness campaign!!! 36

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advertisement_ step 0: the postcard 38

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WIN! FILM

SHARE

We are searching for your priceless moments! Make a video and share it! 44

FIND OUT MORE ON WWW.AMUL.COM/MOMENTS

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THE BUTTER BOX

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We wanted to use the packaging of the products for the advertising. We tested the butter box, since butter is one of the Amul best sellers. We first put the ad in the front part: Amul is giving up his identity to show your moment.

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“...We found the ring at the same time..." 03893783

“...When he will get back home, i will cook this dish for him..." 017883

“...Having dinner with friends is what i love the most..." 02893783

“...we spend all our pocket money on icecream, everyday..." 017883

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testing

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some amul moments

“...We found the ring at the same time..." 03893783

“...When he will get back home, i will cook this dish for him..." 017883

“...Having dinner with friends is what i love the most..." 02893783

“...we spend all our pocket money on icecream, everyday..." 017883

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“...We found the ring at the same time..." 03893783

“...When he will get back home, i will cook this dish for him..." 017883

“...Having dinner with friends is what i love the most..." 02893783

“...we spend all our pocket money on icecream, everyday..." 017883

“...We found the ring at the same time..." 03893783

“...Having dinner with friends is what i love the most..." 02893783

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“...When he will get back home, i will cook this dish for him..." 017883

“...we spend all our pocket money on icecream, everyday..." 017883

feedbacks:

- for the users, the front part of the box is important and they love it. Better to put the “moment“ on the back. - better a meaningful sentence from the video insted of the all story. Shorter and catching. - the number of the moment has to be more visibile 55


awareness phase

WIN! FILM

SHARE

WIN! FILM

We are searching for your priceless moments! Make a video and share it!

SHARE

FIND OUT MORE ON WWW.AMUL.COM/MOMENTS

We are searching for your priceless moments! Make a video and share it! FIND OUT MORE ON WWW.AMUL.COM/MOMENTS

going furter: end phase: the invitation for the big event

- maybe the ad can be somewhere else on theWepackaging will celebrate your priceless lifes! JANUARY 26

JANUARY 26 JOIN US ALL

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JOIN US ALL

We will celebrate your priceless lifes!

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THE THESTORY STORY

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first step

We found our protagonist: Bianca 7

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second step

The system is gaining complexity and the story is more interesting!

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3.B

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third step

The system is defined! Now we have a proper story to tell the experience emotionally!!! Let’s get some color...

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ENJOY THE VIDEO! 72

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THE WEBSITE

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NEVER ENDING PROCESS

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AND THE STORY CONTINUES... Hakuna Matata group

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Amul Book