This competition is open to illustrators, graphic designers, agencies, students and educators from around the world who competed in 7 categories. Elena Pokaleva, a native of Kazan, Russia, and student in the 1st year of the Master's study programme, won the category of "New Talent".

It was her picture book version of the fairy-tale Princess & the Pea for which she received the award. "At the very beginning, this book was my personal project. I wanted to create a picture book for my five-year-old brother. Once the book was published online, it resulted in enormous success. I sold the copyrights to an Italian bookshop in Rome and so my book will be published in Italy and in other European countries," says Elena.

The artworks created by artists from around the world (USA, India, China, France, Norway, Italy and others) were evaluated by a commission composed of leading illustrators and graphic designers. Among them were Elena's favourite illustrators, such as Steve Simpson, Feifei Ruan and Simon Prades. The selected winning illustrations will be published in a catalogue issued by the organizers of this competition.