MUMBAI: Briefs for the D&AD New Blood Awards have launched with sixteen challenges from top-name brands. Acknowledged as the world’s leading programme for new creative talent, the Awards have been given a refresh and are now open to a wider pool of young creatives – rather than just to those in education.
“For young creatives looking to kick-start their career and create that elusive something to stand out from the crowd, D&AD’s New Blood Awards are back with a bang. We’ve got a new name, a new look and new brands with exciting but testing challenges.” Kati Russell, D&AD Senior Programme Manager
The Awards are now open to everyone under 24, current students and those within two years of graduating. The shift comes as we see the education landscape continue to change, not to mention the increasing number of young creatives, who having completed their education are unable to find a permanent foothold in the industry. The D&AD New Blood Awards, and its worldwide industry network, act as an accessible bridge into the workplace.
This year’s Awards actively encourage creatives to respond to ideas briefs with a multi-disciplined approach. The aim is for individuals to push the application of their own skills and also seek out collaboration in creating their responses. Continued support for creative excellence in craft can be found via graphic design, photography, illustration, moving image and typography briefs.
One of the most influential politicians in recent history is asking for help from our young creative community. Former US Vice President Al Gore, supported by WPP, is setting the challenge to tackle the Global Legacy project – changing habits to change the world. Selected winners will have the opportunity to attend a special climate summit next summer, and if the idea is good enough, it might just be put into action.
Speaking about the setting of the Global Legacy brief, Jon Steel, WPP Planning Director, said: “We are excited by the opportunity to work with Al Gore, who has campaigned tirelessly to raise consciousness of the climate crisis. This problem is real, it’s influenced by human activity, and we are already feeling its effects. Now, as a global community, we need to do something about it.”
“Our aim is to create a campaign that is the catalyst for action – that makes climate change the number one issue at the ballot box.”
“It all starts with communications, and we’re delighted to partner with D&AD, and with the world’s best young creative minds, to safeguard the future of the planet that these young people will inherit.”
Further challenges such as ‘Restyle street-style’ for ASOS, ‘Revisit the idea of the decisive moment’ for Nokia, ‘Repackage Purdey's’ for Purdey’s, ‘Solve megacity problems’ for Unilever, ‘App design’ for npower and ‘Making world news a global experience’ for the BBC are a taster of what’s on offer.
The briefs have been built around themes for the 2014 New Blood Awards – addressing topics such as ‘Urban Renaissance’, ‘Retail Revolution’, ‘Authenticity’ and ‘Open Culture’.
Tim Lindsay, CEO of D&AD said: “The changes we’ve made to the D&AD New Blood Awards are all part of our aim to make them a vital conduit between education and the creative industries for the current generation. We wanted to ensure that these Awards remain utterly relevant to both the talents of those young people and the needs of the industry they will be entering.”
“Creating a greater range of briefs, encouraging more open – rather than solely craft-led – responses and encouraging collaboration are all things that employers have told us they want from the next generation of stars. As D&AD New Blood remains the Award show that industry uses to find new talent, we wanted to make sure that young people have every opportunity to showcase their talents in the work they submit.”
ASOS said: “The 'NEW' is what drives our industry, making ASOS excited to be partnering with a brand that invests in the talent of the future.”
“ASOS is always inspired by the lifestyle and ambition of the global 20-something market, and with the help of D&AD, we hope to unearth some highly creative talent who we can work with to develop and nurture their visions.”
For more information about the 2014 D&AD New Blood Awards – including the briefs and entry guidelines – go to www.dandad.org/newbloodawards14.
The deadline for entries is 19 March 2014. Judging and results will be announced on 19 May 2014 and an awards ceremony and exhibition of the best work will take place on 3 July 2014.