ASOS, the world’s second most visited fashion website, were seeking to gain valuable market insight from an influential group of millennials.
The New Blood Awards are a set of real briefs, set by real clients that are judged by top creatives. Open to students, under 24’s and those within 2 years of graduation, the programme is now in its 37th year. In 2014 we had over 44,000 brief downloads and entries from 69 nations.
ASOS set a brief challenging our audience to “Reimagine Street Style” - with ideas needing to engage a future generation who are permanently connected to their mobile devices.
To support their brief, ASOS participated in an interview offering advice to entrants published on the D&AD website. Even better, they opened their doors to some very excited talent.
In collaboration with D&AD, ASOS held a ‘Brief-In’ at their London HQ. An intensive day of workshops, prototyping ideas and fashion & brand insights, it was an incredible opportunity to both showcase their work and attract millennial talent.
By working with D&AD, young creatives provided valuable market insight, and thousands of them engaged with the ASOS brand over a 12 month period.
The New Blood Awards competition jury is made up of industry experts and partner representatives, so ASOS were directly involved in judging. Many educational institutions actively place these briefs into college or university degrees, so ASOS were not only publically supporting creative education, but guiding it.
The shortlisted work was exhibited as part of The New Blood Festival, which takes place around Spitalfields Market, east London. Our activities were covered in multinational press including The Telegraph, Campaign, The Drum, Creative Review & Digital Arts.
Siobhan Mallen, Head of Marketing at ASOS said of the winning response, “It met the brief in the most interesting way. The bringing in of the communities as a source of inspiration and advice was great! Interface looked good and user interface was logical.”
As a non-profit organisation, we rely upon effective collaborations with likeminded organisations that further support, enable and award excellence to create a thriving community and an international creative advertising network. Want to get involved? Contact Partnerships today.