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Five by Five Creative Director Chris Beckles on a campaign that could well make the difference between life and death.
Research by St John Ambulance revealed that 25% of us think we’d helplessly do nothing while a life is on the line. This shocking information prompted the first aid charity to launch a campaign to make people understand that just a little bit of knowledge could make the difference between a life lost and a life saved in an emergency.
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The power of music in advertising should not to be underestimated. Honda introduced their i-CTDi diesel car engine in 2004 with what became a multi-award-winning television commercial known as “Grrr”.
Honda’s chief engine designer hated diesel engines so much, he set about creating one of the cleanest, most refined diesel engines on the market. Wieden+Kennedy were captivated by the idea of taking his ‘hate’ and turning it into something positive, resulting in the slogan and subsequent lyric ‘Hate Something Change Something’.
‘Grrr’ picked up two Black Pencils, one for outstanding use of music. The lyrics for the ad were sung by American author and voice artist, Garrison Keillor, along with writers and whistlers from Wieden+Kennedy, under the band name “Be Nice to the Pigeons”.
JWT Creative Director Mike McKenna on a captivating app that takes London tourists back in time.
The Museum of London needed the perfect compliment to their new Galleries of Modern London, so they created a portable time machine.
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When it comes to success, the Spanish have certainly cracked the winning formula. La Furia Roja swept to World Cup glory last week and seven days earlier, compatriot Rafael Nadal triumphed at Wimbledon. However, it’s not only in sport that our Spanish cousins excel.
Director Guy Manwaring on a fire safety message with a watery twist that won a D&AD Yellow Pencil.
Fire safety awareness ad ‘Breathe’ communicates the potentially disastrous result of a fire by showing a sleeping couple ‘drowning’ from smoke inhalation. ‘2 to 3 breaths of toxic smoke and you are unconscious,’ says the voiceover.
Best New Blood winner, Philip Haynes, graduated from Norwich University College of the Arts in June last year and currently works full time as a photographer’s assistant.
D&AD Education Chairman Greg Quinton, on why a team from Kingston University deserve D&AD’s top student prize.
A team from Kingston University has been awarded Student of the Year for their colourful idea for brief sponsors, IKEA.
The homewares retailer challenged students to promote their new catalogue by inspiring ‘a wave of boundless change in peoples’ homes.’ Jessica Reynolds and Serena Wise created a campaign that allows shoppers to browse the catalogue by using a colour wheel of products; creating swatches to play with different combinations.
After a huge week of events, New Blood 2010 has drawn to a close. Graduates from more than 50 different courses from the UK’s leading Colleges and Universities showcased the very best of their work and networked with the finest professionals across the creative industries.
For the first time, local design, digital and advertising agencies opened their doors for everything from tours and workshops to online chats and portfolio crits.
Students and recent graduates gained invaluable insight into each host agency; from the people who work there, the work that they do and even what biscuits they like!
The events ran alongside the New Blood exhibition at Brick Lane’s Old Truman Brewery in Shoreditch and formed part of the Free Range season – an annual project set up to support new creative talent.
To see films from the event and to find out who was crowned ‘Best New Blood’, click here.
Winners of the D&AD Student Awards 2010 will be announced at a public ceremony in London’s Old Spitalfields Market today.
For over 30 years, the D&AD Student Awards has identified top talent for the advertising and design industry.
This week, Behind the Idea features nominated entries from Metro’s brief to create a poster campaign promoting the newspaper to busy commuters.
Süperfad’s Adam Parry, member of the D&AD TV & Cinema Communications Jury, on how a chatty promo won a Yellow Pencil.
4Creative, Channel 4’s communications arm, needed to promote Alan Carr as the ultimate talk show host for the launch of Chatty Man.
‘4Creative managed to successfully compact both the personality of Alan Carr, and the essence of the programme itself, down into a series of short and brilliantly funny spots,’ says Parry.
