IDEAS
12/06/2017
of IADE
Interview
Diego Giaccone
The strategy is the main aspect in every creative process
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Editorial Welcome to ideas News Creativity is inside Interview to Carlos Cueto Inspirational people Exposition Expresing by photos Reportage Lisbon, Iberoamerican culture capital 2017, from a visual point of view Interview to Diego Giaccone Inspirational people Book recommendation Reading is inspiring Blank page Let’s your creativity express itself Internship and employ offers
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Welcome to ideas
IADE has again its magazine! Welcome to Ideas of IADE! This is the first edition of the magazine that some students from the second course of design has created to have an information and knowledge source from students for students. The objective of this magazine is “to give the students the information and data that they are really interested in, not just about the things related to university but also about the world -field they will work inâ€?, as says Maria Cadarso, the professor responsible for the coordination of this group. The identity of this magazine tries to represent the environment in which the students are involved inside the building of the faculty, which has existed during‌ years and has a really significant element for those who pass across Avenida Dom Carlo I: the cross windows of the building, which has been taken to represent this building where creative people study, and where good ideas emerge, ideas which can change the world. So the objective is to inspire them and make them be inspirited by real professionals to give them a closer view about reality work. In this way, IADE has also recovered something really valued for the university. Between 1997 and 2005, the university was publishing the magazine Idade de imagem.
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Creativity is inside
Students showed their work thanks to AE-IADE The students of IADE had the opportunity to show their creativity in an exposition called Creative Soft Expo 2017 and organised by the students association of IADE and Portal design, in which any student could show their works, independently the art field it was and how many they wanted to give to the organisers. The exposition was inside the office of the student association and they finally gor more than 100 projects from students.
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Creativity is inside
Maria Ramos win Lancers summer 2018 edition design Students of the second year of design has participated in a challenge organised by Lancers and the professors of the course Communication design to give the students the opportunity to work for a real company. The students had to work in a project to design a new special edition for Lancers wine, the Portuguese wine brand of the wine cellar Jose MarĂa da Fonseca. The main objective was to reach the young target of the brand at the same time they had to mantain the main identity visual aspects of the brand. It has been the second year IADE University participates in a project with this brand. While last year the winner was Soraia Morgado with a proposal based in pop art, the winner of this year is MarĂa Ramon, which proposal is factible, and she has done a creative design adapted to the brand and the target, with a really good concept which is funny and attractive. Around 250 students were involved in this challenge, so the judge team had a really hard work to decide the winner, but finally Maria was the one who did a project more adapted to the briefing and characteristics of the brand. As a prize, she will receive 1000 euros and she will be able to see her design become reality, because Lancers will launch this special edition next summer 2018 as well as they have just launched the edition that Soraia designed last year for this summer 2017. In any case, this partnership with the university and Lancers has given the students to work in a real project, and it would be something that the university will mantain for the future years, either with Lancers or with other partner which ask them for an specific task.
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Inspirational people
Carlos Cueto
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Carlos Cueto is the art director of McCann Worldgroup Madrid. Even though he’s still really young, he has experience both in advertising and design. Carlos Cueto studied Graphic Design in Universidade de Sevilla and worked in some companies as a graphic designer. After a while, he decided to study advertising to combine both fields and become a really good art director. Just when he was doing his internship, he won a prize in CdC in the youth creative category with a campaign for NecafÊ. He loves doing its own ilustrations and other graphic design projects for himself as a way of improvement, because it is his passion and he knows that Graphic design has nowadays an important role in advertising agencies, but was also conscious about the necessity of going deeper into advertising knowledge to have a higher experience. We have talked to him to inspire IADE people and let them know about how graphic design and advertising can interact between each other to give the agency a really big value in terms of communication.
Design and advertising to get value How would you define the advertising industry in general ?, and in Spain? I think advertising is entering a good time. The crisis caused budgets to decline and creativity to become sharper. Going gradually out of this crisis, coupled with constant technological progress has made us learn new and better ways of communicating. With regard to Spain, generally large customers come to “big agencies” in Madrid or Barcelona. It is a shame because they are doing very cool things in smaller agencies of other cities, like Seville, Malaga or Valencia, to say a few. I hope that little by little Those big customers are recognising that work. Do you think that companies really value advertising? Yes, when in the market there are so many similar products and services, you have to differentiate yourself in some way, and the advertising is a tool to do it. In fact the word advertising has already become small, what companies should value, and take great care of, is your brand.
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12 What about creativity and dealing with the traditional point of view of some clients? The eternal battle between creatives and customers, hahaha. I have to say that I have seen everything, from those who have a keyboard shortcut to say “I like, but put the biggest logo”, even those who fully trust the agency. In the end it is a didactic work that must be done. In short, it is still a paradox that a company invests a pasture where someone helps you and then wants to tell you how to do your job. Will they do the same when they go to the dentist ...? (Malicious laughter) Before working on McCANN, you worked as a graphic designer, do you consider that they are two interrelated disciplines? Where do you think the boundaries between the two are? Yes, I first trained as a designer in School of Art of Seville, and then as advertising. That allowed me to have more facilities to become an art director, having more visual criteria and greater technical knowledge. Indeed both disciplines have their relationships and their differences. A graphic designer is supposed to just run, while an art director makes conceptual decisions alongside the copywriter, and as his name implies, directs the art of the piece or the campaign. The ideal (and the normal) is that a designer has advertising skills and vice versa, so the communication and collaboration between b<a<<<<aoth is much more fluid. Do you think that having experience in graphic design is an added value for your work as an art creative ?, what is the importance of design in an advertising campaign? Absolutely. In the end an art director you
always have to roll up your shirt, take the tablet and open Photoshop and Illustrator. It requires that experience as a designer to do your work, as to work with other designers or illustrators. A good advertising campaign should be surprising, intelligent but also beautiful; There enters the design, and the experience and the visual criterion of the art director. You have several prizes like the Bronze Sun in the Young Creative category with your campaign for Nescafé is not so much. Tell me a little bit about that experience. I am very fond of that campaign. I did it during my stage of trainee in McCANN, next to other companions of the famous “trainera”. We presented without much pretension, the truth, making sure that at least we were going to do something that we liked. We came up with a concept that worked, a verbalisation that gave us a lot of game, and we throw forward with very little time and very home-made means. The prize is received with enthusiasm, of course, but in the end you stay with how well we spent doing it and how much we learned. Do you think you could have come so far if you had not studied advertising? The fact is that if I had not studied advertising, I might never have known the Versus of CdeC, and I would not be where I am. But if deep down you are asking me if the race serves to be a good publicity, I would say yes and no. Although I had some very good teachers, the academic world is far removed from the professional. However, the university stage served me to train as a person, and to fill a cultural and vital backpack that is then very beneficial, both professionally and personally. Own work style or always varies according to the customer?
It is inevitable to have a style and some personal tastes, but in an agency you have to be versatile, because not all clients communicate in the same way. It is good to discard that personal creative restlessness by giving way to other disciplines, such as illustration or photography.
13 should have a piece of advertising in general to be really creative? I think I said it up there, it has than to be surprising, intelligent and beautiful. And the advertising creative? Be clean, humble and good person xD And four, who likes to spend many hours and coffee.
Let’s talk about the copy: Does it fit you? What do you think does a pure copywriting campaign need to work? What methods or even “tricks” do you Could you give any little advice for those normally use when working out a brief to of us who are bad at Copy? come out with the first creative ideas? The truth is that I have We usually see the trajectory, always liked to write, but what is has done, to see what from there to being a good would be the next logical At the end an copywriter there is a world. step, and then we think Finding a good headlines what we would like to see as art director you viewers, if the idea does not campaign, with a simple art that is limited to enhance the surprise us, to the trash. A always have copy, is a real delight. And classic “trick” is to take three well, for those who do not ideas, a very conventional, to roll up your like copy ... look for someone a very risky, and then the that it is given and never let one you want them to buy; shirt, take the go, hahaha. sometimes it works. Muajaja how evil we are! tablet and open You are art, and Jejo Manzanares, the copy. What do you do at Photoshop and McCANN when a job is Art and text have to complement each other, so complicated, when there Illustrator. how do art and copy work is no way to come up with together in an agency to do that key idea to keep the a bell? customer happy while making a piece that From the reception of the briefing the copy you are proud of ? and art have to work side by side. They think We try to save the idea most worthily together, pelting ideas as they say, separated, possible, finding an intermediate term, as again together, as many times as it takes and said half jokingly before. Even so, when you time allows, until it comes up with the idea. don’t get what you want, the only solution is After that is when each one takes care of its to keep thinking about it. part, but I think a copy should participate in art, and vice versa. In the end a pair are The campaign you are more proud of ? two heads that think better together than One we did recently for Coca-Cola. We solved separated. the briefing well, so the agency and the client were really satisfied and third because you What three elements do you think you can see it on the big screen!.
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Expresing by photos
Tempo depois do tempo. Fotografias de Alfredo Cunha An exhibition with 480 images taken by photojournalist Alfredo Cunha, which covers almost 50 years of work, is inaugurated this Friday at 7 pm at the Galeria Municipal do TorreĂŁo Nascente da Cordoaria Nacional in Lisbon.
Entitled Time after time. Photographs of Alfredo Cunha 1970-2017, the retrospective presents several images that remained in the history of the country before the 25 of April of 1974, according to the organization, in charge of the Municipal Galleries of Lisbon. Alfredo Cunha, the photographer who does not stop moments that remained in the collective memory of the Portuguese, such as the images of Captain Salgueiro Maia on the day of the Carnation Revolution, or the containers arrived from the former Portuguese African colonies to the PadrĂŁo dos Descobrimentos in Lisbon, were integrated in this exhibition. For 47 years, Alfredo Cunha has captured not only historical facts but anonymous faces all over the world: the fall of the dictator Nicolae Ceausescu in Romania (in 1989), the war in Iraq, where he was in 2003 and to which he returned several Times in the last decade. In 2012, he became a freelance photojournalist and took part in the commemoration of
15 the 30th anniversary of the International Medical Assistance Three Decades of Hope, which led him to travel through countries such as Niger, Romania, Bangladesh, India, Haiti, Sri Lanka, Guinea-Bissau and Nepal. Born in 1953 in Celorico da Beira, grandson and son of photographers, Alfredo Cunha was soon influenced by his father Antรณnio, who began to take him to photograph weddings about 10 years. Part of his collection is in the Portuguese Photo Center of Porto and in the Municipal Photographic Archive of Lisbon, which is the largest donor, contributing more than 500 photographs in paper and more than 5000 digitized, according to the statement of the Municipal Galleries . Alfredo Cunha began his professional career in advertising and commercial photography in 1970 and, the following year, in 1971, the career of photojournalist in Amadora News. The retrospective is organized for decades and in nuclei, from national, international, portraits and AMI, becoming patent until April 25.
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Portada artic cipal Reportage
Lisbon, Iberoamerican capital of culture 2017 from a visual arts point of view
iculo prin-
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18 Lisbon is above all a city full of syncretisms, mixtures and unique elements that form a source of contemporary inspiration in fashion, architecture and design. As the capital of Portugal, Lisbon, for several years, knows how to combine the unique and unique elements of a main city, cosmopolitan and dynamic with the most faithful tradition and modern reinterpretations; A kind of modern British city, Atlantic with smelling sardines, green wine and fado, hybrid and authentic. Its historical relationship with the sea - with all the oceans, we might suggest allowed the emergence of a city always open to trade with Europe, Africa, America and Asia, where it had a significant colonial presence. Now, this relationship is not marked by imperialist connotations, memory of its power, but by knowing how to integrate and impregnate the most contemporary foreign trends without losing an iota of authenticity. This close intercontinental relationship with the Portuguese-speaking world is mainly based on fashion and design, but it is noticeable in music and art, an unusual syncretism in a European capital, which equates for a variety of reasons a taste and aesthetics similar to London or Berlin, but with an attachment, even anti-traditional, to the “native exotic”.
And it is for all of that and more for what the motto Past and Present, the Union of Ibero-American Capital Cities (UCCI) has designated Lisbon as the cultural capital Iberoamerican of 2017. “Hospitable and luminous - internationally recognized attractions - will be even more , A meeting place, a platform for coexistence and visibility of multiple forms of expression, “says the organization on his choice.
Now, this relationship -with the oceanis marked by knowing how to integrate and impregnate the most contemporary foreign trends without losing an iota of authenticity.
The activities of the capital of Portugal, which this year celebrates its designation as cultural capital among the Ibero-American regions whose countries will be invited to participate - include visual exhibitions, concerts, literature, film projection and more, which will have their thematic pillars in the Indigenous issue, Afro-descendant, migrations of peoples and the contemporary. In this sense, explains the UCCI, “the narratives of the passages and presences of Afro-descendants transported to the Americas will be revealed through the objects left here ... the same will be done in relation to the presence of the Latin American migrants on both sides of the Atlantic (...). They will be rescued, through many activities, the lives, the expectations and also, naturally, the disappointments of who happened here, stopped or here settled down “.
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Among the forms of expression Among the forms of expression of these new activities that will “be organised to celebrate the title of Lisbon Iberoamerican capital of culture in 2017”, stand out the visual expressions. And it that Lisbon has become a Europe benchmark in terms of design and photography. The exhibition cycle began on seven of January with Mexico as a guest country, inauguring the exhibition At the End of Paradise, an artistic composition by the Oaxacan artist Demián Flores, whose work has been characterized by an active pro-dialogue with the sociopolitical context of his native land, which is located in the south of Mexico. At the end of the paradise, which takes place on the promenade of the Monument to the Discoveries, Flores travels through the geographical discoveries of sixteenth century and the appearance, from the perspective of the time, of a “New World, “where the idea of the Paradise existence”assume new forms and recognitions, which with the years eventually transformed into another extreme where the natives were seen by the Spaniards as hostile beings:” this was the beginning of the reality of a Mexico that blood and fire lasts until our days “, the sample says.
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Among the visual exhibitions that will be presented throughout the year, the exhibition Shadows, by the Chilean artist Alfredo Jaar, which reaches the cultural center of São Lázaro Woodworking between May 20 and September 10. The intervention in 2014 is a tribute to the Swedish photographer Koen Wessing who in 1978 witnessed how a group of peasants carried the body of a man killed by the national guard of dictator Somoza. Koen photographed what he saw and followed the group to the victim’s house, where he found the desperation and cries of the daughters of the deceased, which he also captured. It also highlights the exhibition Testimonies of Slavery, collection of objects and documentation on the origins of slavery in Portugal, which will visit different centers of culture and memory in Lisbon from January to March; And the Lisboa Sounds of sound art cycle, which in September will be presented with guests from all over Latin America.
The local’s visual culture In fact, the city of Lisbon offers multiple ways of seeing culture, focusing mainly on design and fashion in its historic center; Is a wide contemporary showcase of the most interesting trends on the international scene where the Baixa, Bairro Alto, Chiado and Avenida da Liberdade are the nerve centers of fashion Lisbon. They also reflect the broad spectrum in which design and interior design are transforming the city. Brands of
ready-to-wear clothing from Lisbon origin like Lanidor, Salsa or Saccor Brothers coexist with Portuguese footwear brands that are in fashion internationally as FlyLondon. Numerous museums of contemporary design, costume, study centers and fashion schools, shops, hotels, restaurants and terraces share a renewing idea of the city, immersed in a process of transformation / restoration that is unparalleled in Europe, at the root Of the 1998 Universal Exhibition. Renowned architects such as Miguel Câncio Martins, Álvaro Siza, Catalina Cabral and Aires Mateus, join names like interior designer Graça Viterb, Nini Andrade Silva or Risco and FSSMGN (Interior Architecture), creating hotels, lounges And terraces overlooking the Tagus; Elegant spaces, sober and modern or trendy and casual, close to London. All of them do not rule out the special role of Lisbon’s luminosity, its past - blue and white colors -, its tiles and its present, forging a future where fashion and the LisbonPortugal brand is already relevant. Designers of Portuguese fashion have wanted to be present in Lisbon, with shops and ateliers, with which to project to the world: Ana Salazar, Ricardo Dourado, Alexandra Moura, Nuno Gama or Miguel Viera are with Fátima Lopes among others. This component of exoticism, with values of authenticity inherent to the Portuguese world, has in Lisbon a sign of aesthetic, provocative and traditional identity, transgressive and vernacular.
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Inspirational people
Diego Giaccone
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Renowned argentinian graphic designer Diego Giaccone has worked for more than 15 years in leading Branding consultants internationally, leading Consumer branding, and the unique experience of working within large companies. For more than 20 years he has been creating ideas and strategies for major brands in Argentina and Latin America. Diego is a recognized designer in Latin America. In 2002 he was awarded the Konex Award as one of the top 5 designers of the decade. Diego is involved 100% in each project, along with Sureâ&#x20AC;&#x2122;s versatile and agile team, under the challenge of creating different brands with his own language and adding value to increase its sales through a fluid relationship with the customer and a to focus on surprise, trends and innovation.
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“Strategy is the main aspect of a creative process” We all are interested in getting to know your work, your way of working and the methodologies you use in the creative and design process. However. we have special interest on a specific project you have done: the packaging design for Fanta. Fanta changed its visual identity to focus on a younger audience and you had to make a special edition for this brand, adapting to the changes of the brand.
How did you start this project, what did you do in the first place and why? Fanta was with the development of a new digital platform and with the digital agency and advertising we had some creative meetings. They were already developing characters in the global office, but we had to adapt them to the “language packaging” for a theme of visual treatment, quantity of colors, line value and impression system in cans.
How do you usually get the projects in general, and this particular project? In general the projects that come to us are because we have a continuity of work and knowledge with the client working together projects and gaining their trust. And knowing the world of that brand, to enhance your personality and maximize your shopping experience.
What techniques or actions have you undertaken to think about the situation you were faced with? As it was a packaging for millenials, we worked on the characters and messages with a different personality for each target including kids from different sides of personality, worked through the versatility of styles like illustrations, handwritten and digital arts.
Do you always do the same way to solve a project? Never a project is the same and another. Whether by brand personality, by different categories, by target or by personality of each company.. The road that we always follow is to try to go further and see how creatively a brand can arrive, not to stay with the first solution nor with the professional over-confidence that makes you know that a project can solve quickly with Resources handled.
Do you have predefined steps/tasks/actions that you always do on any project? Did you follow the same process in this job? The important thing is always to respect the stages of a brand creation process or packaging. Be clear that without a clear brand strategy that defines the personality of the brand, values to be strengthened and opportunities, can not advance in design. And to be very clear also that a good strategy does not guarantee a good design and the success
25 of a product, but it also has to tangibilize the strategic definitions from an artistic side of visual richness and graphic beauty through the equipment. What was the most important stage for you in this project and why? The fundamental stage was the strategic one, the one to define the behaviors of the boys and to achieve an immersion in their world, through their customs, languages and activities. Once we defined that “world”, the design should enhance the strategy and is where we create a language for the brand through handwritten phrases and illustrations of icons and situations through a fresh and unstructured style. What stage of the process was most difficult and time-consuming? Why? I believe that every process of a great brand and the largest company in the world is complex and complete. But I think every stage had its wealth. I really enjoyed doing strategic meetings with the different teams or agencies of CocaCola, and we enjoyed the creative stage of creating the visual worlds and their own languages through very attractive illustrations and very loose letters and graffiti.
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Reading is inspiring
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Seth Gothin gives the keys to be a good leader in three books “No leader without tribe, no tribe without leader”
Seth Godin is the current marketing guru, known for creating the famous concepts of Viral Marketing and Permission Marketing. He currently has sixteen best sellers and has a blog where he talks about Marketing. In his main books, The Purple Cow, We are all experts and Tribus gives you the keys to create a great marketing strategy by which you can become the leader of your own tribe. “We are all experts in something”; That is the main idea that Seth Godin teaches us in the book titled with that same phrase. Anyone is an expert on something, especially if it is something that we are passionate about, and we need to take advantage of it, because when searching the Internet, users want to resort to the information and opinion of experts. So find what you are expert in, and think about what you can change. Break the status quo and create your Purple Cow, that is, a product, service or idea that is different, extraordinary and unique. If we bring to the market a product that thousands of brands offer exactly the same, why will they prefer us? Differentiation is the key to success to echo in a society where hundreds of products and companies are born every day and thousands of others die because they are identical to what already existed.
Once you have your purple cow squeeze it to the max, because very soon the competition will see the success of your cow and probably will copy your idea. So it is not enough to create a purple cow. There is still much left to do. When communicating your idea, do not make great efforts in addressing a wide audience, on the contrary: go to a small group of people to whom your product or idea fascinate them. These will be your otaku, transmitting your idea to others as if it were a virus; Thus, you will gradually become the leader of a great tribe, your own tribe. In short, to create your own you have to have a great idea and spread it to those who are passionate so that they, of their own volition, take charge of spreading it. Once you have created a great tribe, you must be a great leader to achieve among all the goal that you proposed in the beginning to break the status quo. For this, communication with the members of your tribe is very important. This communication should not be unidirectional, but should follow a model of multidirectional communication in which the messages are directed from the leader to the tribe, from this to the leader, and among the tribesmen themselves.
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But in a world where the Internet has knocked down all geographical barriers, our tribe can be made up of people from using an effective tool for communicating our tribe, such as Social media. A blog or social networking can be a good way to generate and maintain that community and effective leadership tools.Whether you decide to create a blog, or use social networks, it is important that you generate content of value, however good your idea, will not succeed if you do not know how to communicate. Good stories attract readers a lot and you’ll be able to hook them to be faithful followers of your idea or product. Do not forget that as a good leader you must attend to the needs and issues of your regular readers without forgetting those who “hear” you for the first time. They do not know you and do not know your ideas, so it is necessary that the messages you transmit to them are different from those you transmit to your regular readers. Nor should you forget to make a measurement and evaluation of everything you are doing to be able to improve and achieve success. Because you should not forget that all this is part of a digital marketing strategy offered by Seth Godin through his three main books The Purple Cow, Tribes, We Are All Experts.
28 Write, paint, do what you prefer! Just let your
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creativity express itself
Internship and employ offers
Events organiser internship
Packaging and graphic designer
LX factory is looking for a student interested in doing internships as an event manager organiser. Some requirements are needed for this vacation such as being studying Marketing, knowledge about Social Media strategy, Photoshop, events organization and high level of English. The vacancy is able for the months of July and Augoust to prepare some events of the company for locals and fireigners. If you are interested in this internship, you can contact them and send your CV to info@ lxfactory.pt
Lancers is looking for a designer to collaborate in creating the packaging for the green wine they will launch next year. Experience in other packaging design is needed, and the knowledge of design programmes is completely mandatory, as well as team work skills. For more information and send CV contact to info@lancers.pt
LX Factory
Copy writing Ogilvy Lisboa
Ogilvy agency offers an internship as a copy art in the agency for the three months of the summer. Working in some copy writing campaigns. High level of English is needed. Send your CV or portfolio to info@ogilvy.pt
Lancers
Photographer and image edition Vogue Madrid
Donâ&#x20AC;&#x2122;t this opportunity of doing an internship during the three months of summer in Madrid, working for Vogue Spain. They look for a photographer and image editor. Knowledge of photography and Photoshop are mandatory. Knowledge and passion of fashion is a plus. So if you are interested you can send your CV to Vogue@spain.es
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Property
IADE-Universidade Europeia Edition
CEIADE- Centro Editorial do IADE Director
António Roquette Ferro Design Editor
María Cadarso Design:
María Cristina García-Arévalo Calles Photography:
María Cristina García-Arévalo Calles MAAT
Cámara municipal de Lisboa Sure agency
Cover photography: Sure agency Periodicity
Cuatrimestral Print:
Digiest
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