The New Blood Pencils reflect the Professional Award levels, they're just a little bit smaller. And the White Pencil is no exception. Except, it kind of is. D&AD's White Pencil is awarded to truly good work that looks at purpose beyond profit. Where the pro White Pencil is judged in its own category, New Blood's jury look at work submitted across all the competition briefs. Why? In a nutshell, we think every brief that lands on your desk can have social or environmental good woven into the response in some way.
Daianna Karaian is Founder and Chief Executive at Thoughtful. This year she joins the likes of Andy Sandoz, Nick Eagleton and Laura Jordan Bambach on New Blood's White Pencil Judging panel. Here she explores just why we should be encouraging the next generation to have good thinking ingrained in their practice.
You’d be a fool to do good work.
Good work incites change, which, we all know, can be hard.
Good work expresses a point of view that goes against the grain. Some people might not get it.
Good work demands the bravery to say what you’re going to achieve before you’re even sure how you’ll go about it. And that can make you feel exposed.
Who’s crazy enough to do that?
Crown Relocations is pretty crazy. The logistics company saw a tough problem and set out to solve it together with partners Leo Burnett. In Hong Kong, it could be a hassle to get your unwanted goods to The Salvation Army. So, not surprisingly, people sent things to the rubbish bin instead, and then on to landfill. In response Crown created Gift Box, an elegantly simple solution that has made it easier to send unwanted items to The Salvation Army, and increased the recycling rate by 40%.
In Britain, a student’s fitness regime had him drinking lots of water every day. Away from home, he felt awkward asking for tap water refills, and frustrated that a resource so precious in some parts of the world was taken for granted at home. So he set up GiveMeTap, a reusable water bottle brand that helps build wells in Africa, supported by a growing network of retailers that will top up your tap water, no purchase necessary, no questions asked.
How one man’s quest for a six-pack is changing the way we stay hydrated
At Thoughtful, we promote good work – the kind of work that makes a real difference in the world and in people’s lives, that’s as beautiful inside as out. We champion the innovators who are carrying out a vision where everything we make, do and buy does more good than harm, and doing it with irresistible style and aplomb. Call us crazy.
I call on you to make good work – to use your talents to question convention, influence change and realise the potential of creativity to make a positive impact. And I challenge you to approach all your briefs this way, in the New Blood Awards and in your professional work, for any brand in any industry. Having grown up with technology that demands ever more transparency and authenticity, in a world that requires ever more creativity and problem solving, you have what forward-thinking brands and organisations need.
As a member of the jury for the New Blood White Pencil, I’ll be looking across all the briefs for what I consider good work – inspiring creativity that benefits the client, their audience and the wider world. I’ll be looking for optimistic, motivating, surprising solutions to real problems that align with clients’ strengths and customers’ values. And I’ll be looking for activities that go beyond one-off campaigns and tacked-on corporate social responsibility initiatives, to create lasting change among brands and consumers.
The D&AD New Blood Awards are an opportunity to showcase your talent, and the White Pencil is your chance to apply that talent to something you care about. So be brave. Set an intention to make a positive impact from the beginning – of your award brief and of your career. This is your chance to show what you think good, great even, looks like. When you submit your work for the New Blood Awards, you'll be asked if it ticks the White Pencil box. Start thinking now about how you can tick that box with confidence, whichever brief you choose to tackle.
Show us an idea that’s so crazy it just might work. You’d be a fool not to.