D&AD's New Blood Awards unearth some scarily good creative talent. Those who take home the prestigious Pencil have shown bravery in their thinking that has the industry shaking in its boots. As Halloween is approaching, we decided to celebrate the gutsiest work to emerge from winners so far.
Ice Cream For Change
The Brief: Unilever 2014
The Challenge: Pick either Domestos, PG Tips or Ben & Jerry’s to act as a catalyst to create lasting, city-wide behaviour change.
The Idea: Gay propaganda is forbidden in Moscow. A lot of countries condemn this, but it's time for personal support from inside the country. Our idea was to create special packaging replacing ‘Ben’ and ‘Jerry’ with names of gay couples and sell in supermarkets in Moscow. Additionally, gay Moscovites could participate in gay prides around the world. They'd dance in front of their webcam and be projected live on Ben and Jerry’s trucks at worlwide gay pride events. We hoped to inspire many others and be a catalyst for change by Being the first to ‘infiltrate’ the country with a gay support campaign.
Award: White Pencil / New Blood Awards / 2014
Credits: Anne-Grit Maier, Daria Rustambekova and Francesca Van Haverbeke / Miami Ad School Europe
Tutors: Niklas Frings-Rupp and Tobias Burger
When I'm a Dad
The Brief: WeTransfer 2015
The Challenge: Envision the person you'll be in 10 years through illustration.
The Idea: In ten years' time, I decided that being able to inspire people was important, but even more so I wanted to be a dad, so When I'm a Dad was born. A way for me to inspire not only myself but other future fathers about awesome things to do as a dad.
The print execution involved creating and printing a unique children book with 10 different illustrated 'When I'm a dad' scenarios. For the digital execution I designed a website to bring the conversation online, which was picked up by some media helping it grow.
Award: Yellow and Black Pencil / New Blood Awards / 2015
Credits: Tom Watkins / University of Lincoln
I'm a Lickable* Guy
The Brief: D&AD Make Your Mark 2014
The Challenge: Tell don't sell. Make Your Mark. Share your own personal story.
The Idea: I am a likeable guy, but what makes me different is the ability I have to turn my weaknesses into strengths. I 3D printed my own head to create an array of lollipops that I can use as a promotional tool. This meant turning my dyslexia, what some may consider a disadvantage, into a positive piece of design that truthfully tells my story and my personality.
Award: Graphite Pencil / New Blood Awards / 2014
Credits: Sam Part / Kingston University
Tutors: Kieran O'Connor, Marion Morrison and Michael Bond
How It Should Be
The Brief: Nationwide 2015
The Challenge: Position Nationwide as a future facing brand.
The Idea: How can we face the future when we live in the past? Still, in 2015, women aren't paid equally. We wanted Nationwide to be the first financial institution to lobby against all financial injustice. Beginning with the gender pay gap. Introducing Nationwide; How it should be.
Award: Yellow, White and Black Pencil / New Blood Awards / 2015
Credits: Greg Ormrod and Thomas Worthington / Edgehill University and School of Communication Arts 2.0
Tutors: Mark Lewis and Ian Hands
Colours for Sarajevo
The Brief: Pantone
The Challenge: Reimagine your hometown through the language of colour.
The Idea: The city of Sarajevo inspired a new Pantone palette that speaks to its rebirth process. Colors For Sarajevo was about how those colors become action.
Award: Yellow Pencil / New Blood Awards / 2015
Credits: Joanna Sjostrand and Mayra Nunez / Miami Ad School New York and Miami
Tutors: Eric Kwan Tai Lau, Bradley Mikio and Samuel Shepherd