D&AD TUTOR PACK New Blood Awards 40 YEARS OF NEW BLOOD 40 YEARS OF NEW BLOOD 202040 YEARS OF NEW BLOOD 40 YEARS OF NEW BLOOD D&AD New Blood TUTOR PACK Awards
This Tutor Pack contains all the Contents information you need to set the A rough guide to guiding your students briefs for the D&AD New Blood Awards 2020. If your students are The briefs: entering, make sure you and they 1. Audible register at Out of Home, Advertising, Campaign dandad.org/new-blood-awards and download the full brief packs 2. Barclays UX/UI/Interaction Design, Digital Service Design for their chosen briefs. As well as the briefs themselves, these 3. BBC packs contain essential supporting UX/UI/Interaction Design, Digital Product Design, Digital Service Design resources and extra information. 4. Burger King Service Design, Experience Design, PR You’ll also need a dandad.org login 5. Connect4Climate so that your students can credit Campaign you on their entries, and so we can 6. Durex keep you up-to-date. Advertising, Campaign 7. giffgaff Take to Twitter and instagram for Open Brief news and inspiration: 8. Google & HMCT @DandADNewBlood Typography, Graphic Design @newblood_dandad 9. HSBC Illustration, Animation And get in touch with any 10. Intel questions: Advertising, Digital Campaign, Social Media [email protected] 11. MARTINI Experiential, Graphic Design, Social Media, PR All briefs were written as a 12. Nike collaboration between brands, Service Design, Campaign strategists (including Andi Davids, 13. Penguin Dana Stevens, Ed Silk and Product/Service Design Omar El-Gammal, alongside other industry experts) and D&AD. 14. Rare & Xbox Game Design 15. The Case For Her & Teen Vogue D&AD would like to thank Branded Content Bulletproof, Cult LDN, Futerra, Jones Knowles Ritchie, JWT, 16. The LEGO Group Advertising, Campaign McCann London, VCCP Kin, Wiedemann Lampe, 17. Twitter Elliott Starr (Rank) PR, Social Media Glenn Kitson (Rig Out), 18. VBAT | Superunion Jo Carr (Hope and Glory PR) Branding, Graphic Design and Ross Taylor (Iris), for their contributions to the briefs. 19. YULA Copywriting, Advertising Preparing Your Entries Guide What Winning Means Essential Info & FAQs Terms & Conditions
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1. Know the brief 3. Understand the judging process 4. Make it a winner They’ve picked their brief(s). But do they know Our selection process is tough. Here it is in a And finally, how can your students make sure them inside out? nutshell. their ideas stand out at judging? Here’s a few things to remind them of... • Can they explain it in one sentence? Judging Criteria We have three simple judging criteria that Don’t go with an obvious idea. Chances are • Have they researched the brand? judges use for all our briefs: lots of other people will have too. • Are they clear on what they’re being Does it have a great creative idea? Get to the point. Don’t explain the brief, draw asked to deliver? Is it well executed? the judges in with the big idea. • Send them to our Brief Breakdown Is it on brief? The judges watch hundreds of ideas back to exercise for more pointers on All judging is done anonymously- the judges back. Make sure your students make theirs understanding their briefs. will put through work they think should win memorable. 2. Challenge the idea based purely on the assets the students have entered. They have their idea locked down. But is it a Want even more top-notch tips? We’ll be winner? Round 1: Online. A jury of top creatives launching an online course later in the relevant to each brief take a look at all main • Why will anyone care? year which we’ll send to anyone who has work entered (digital only). At this stage downloaded a brief, so keep an eye on your • Would they do it / engage with it? they’re generous, earmarking work they’d like emails. See last year’s here. to see again. • How does it achieve its goals? Round 2: The judges view work carried • How does it fit with the brand? forward, looking at any supporting material • Is it original? or physical pieces and voting on everything that’s worthy of at least a New Blood Wood • Why does it excite them? Pencil. You can find a full list of tips and trick on our Round 3: After finalising the Wood Pencil New Blood Awards homepage. selection, the judges pick the entries worthy of a Graphite Pencil. Round 4: From the pool of Graphites, the judges select the entries which have elevated themselves to Yellow Pencil status. White Pencil judging: From all of the awarded work, judges look for ideas that show a purpose beyond profit. Black Pencil judging: Finally, judges look at all of the Yellow and White Pencil winning work, and award the coveted Black Pencils – the best of the best. See behind the scenes of the Black Pencil judging room here. Remember, the judges don’t have to award ANY Pencils if they feel nothing has hit the mark.
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The back story rarely to satisfy their intellectual cravings. Audible is a subscription service that lets you How can you tap into Audible’s antidote to experience storytelling like never before by endless scrolling, and a way to move from taking the best performers and pairing them passive time to active, more productive time with the world’s largest selection of audiobooks on their phones? and podcasts. How to grow your reach Members can be more productive or just escape Your campaign should explore different ways Brief set by to new places. They can do this on the go or to reach your audience. You should develop Audible any time their hands are busy but their mind is a response that can reach people on a free (such as on a long drive, a daily commute national scale. A campaign in London or New In collaboration with or unwinding just before bed). Every genre York might look very different in Liverpool or Ed Silk (Bulletproof) imaginable is ready to be listened to and with Miami. How can you ensure your campaign a free 30-day trial, it’s easy and risk-free to get retains a similar look and feel whilst adapting started. to different city environments? What’s the challenge? How to make it Audible Audible have already run several successful Audible is a better alternative to mindless scrolling campaigns, so use these as a starting point and swiping on our phones, but some audiences (see your brief pack). Your work should also don’t consider the brand relevant to their lifestyle. consider how important indicators can nudge Audible want you to persuade ‘Leisure Upgraders’ the audience towards understanding the in the UK, the USA or Australia that their needs service, such as headphones or a mobile. and attitudes suit the Audible service, and drive And make sure it feels Audible. A full set of them to sign up to an Audible 30-day free trial brand guidelines are included in your pack. Make Audible using an Out of Home (OOH) campaign. You could also consider using famous talent relevant to people Who are we talking to? in your campaign (however, they should be a who want to get ‘Leisure Upgraders’- city dwellers aged 25 universally loved character and not used as and over who see leisure time as a source of an ambassador). the most out of pleasure and crave a sense of self-improvement. How to make it personal Despite the fact that they enjoy a wide array of While your target audience have many things their free time pastimes, they are time poor and seek effective in common, when it comes down to individual ways of learning additional skills, finding self- taste they may have different preferences. improving activities and trying new experiences. They don’t currently engage with Audible as How to avoid being predictable they don’t recognise the need (see Further Audible have seen many proposals over the Information for thought starters). years, so ensure your response feels unique (see Further Information for things to avoid). Things to think about Go beyond the obvious. OOH opens up the How to reach your audience possibility to be inventive with your response. OOH allows a whole host of opportunities to The important stuff reach your audience, but you should consider Related Disciplines where the best locations are to reach them Your campaign must focus on OOH as your main Out of Home and when. medium. It’s up to you what form this takes Advertising You should also ensure you show how your Campaign Also consider how they will consume the campaign could be used across at least three media. Both podcasts and audiobooks can different cities in your chosen country. be listened to anytime, anywhere: driving, before bed, commuting, exercising, running What and How to Submit: Read Preparing errands; the possibilities are endless. But Your Entries before you get started for full there are nuances; podcasts require less format guidelines. attention and can even be listened to at Deadline work. Audiobooks require more focus, but still Main (essential): 24 March 2020, 5pm GMT offer the listener the opportunity to multitask Either a presentation video (max. 2 min) OR (unlike a physical book). JPEG slides (max. 8), showing your solution. How to make Audible relevant Optional (judges may view this if they wish): Considering Audible’s ability to match this customer’s desire to make the most out Interactive work (websites, apps, etc); physical of their free time, they don’t necessarily supporting material; if your main piece is JPEGs, consider audiobooks and podcasts an option. you can also submit video (max. 1 min total); if This audience is always on their phone for your main piece is video, you can also submit work, for social media and for leisure, but JPEGs (max. 4).
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The back story more in Further Information). Research your Mental health issues affect 1 in 4 people. And audiences and the real-life situations they money and mental health are often intricately go through. linked. One problem can feed off the other, How to make it an all-round experience creating a vicious cycle of growing financial There are a number of different channels problems and worsening mental health that is that banks use to communicate with their hard to escape. Across England more than 1.5 customers, so while your idea should be Brief set by million people are experiencing both debt and digital first you should consider how it could Barclays mental health problems. roll out across all the other touchpoints from Barclays recognises the relationship between in-branch to over the phone to online to In collaboration with mental wellbeing and managing your money. marketing campaigns. Alex Lampe (Wiedemann Lampe) They are not there to give medical advice, How to keep it Barclays but want to make banking a little bit easier Barclays have always been at the forefront by providing tools and support to help people of banking innovations, from releasing the manage their money better and, as a result, UK’s first debit card back in 1987 to the first improve their mental wellbeing. cheque imaging solution to help people pay What’s the challenge? in cheques with their app. Your idea should represent this desire to be at the forefront. Use technology and innovation to develop a new digital experience, service or tool that bridges And remember, Barclays are a banking the gap between money and mental health, and service. They are not there to give medical How can Barclays provides support to those in a vulnerable situation. advice and will not try to do so. Your idea should focus solely on helping people with help vulnerable Your idea should be a compelling, human-centric their finances not medical services. concept that helps those in need. But you should customers with also consider how it can benefit the wider Barclays If it feels right to your idea you could consider 25 million customer base. a white label product or a new sub-brand. mental health Who are we talking to? The important stuff issues manage Your idea should focus on people for whom Present: money may be an additional trigger for mental their money health issues. There are a wide variety of • Your solution. Clearly explain your idea, how mental health issues, from anxiety to stress to it would work and how it meets the brief better? addiction. Use your research to understand the and users’ needs. issues mental health sufferers face on a • Your creative process. How you arrived daily basis. at your solution; key insights from your You could also think about times when all research; a convincing rationale for your customers could encounter similar issues with focus and design decisions. money that affects their mental health, for • Your idea in action. High fidelity prototypes example grief or losing a job. (you can code this yourself, or use a free Things to think about service or app to help you), animatics, Related Disciplines videos or any other method that you feel UX/UI/Interaction Design How to make money simple best showcases your project. Digital Service Design How can you ensure your idea keeps money simple at a time when other things in a What and How to Submit: Read Preparing person’s life may be much more complex? Your Entries before you get started for full format guidelines. How to keep people money aware When going through difficult periods people Main (essential): Deadline often prefer to avoid monetary problems. Present your solution and process using either 24 March 2020, 5pm GMT How can you prompt people to manage their a presentation video (max. 2 min) OR JPEG money effectively without further inducing slides (max. 8), plus an interactive prototype money anxiety or other triggers? (websites, apps, etc) or a concept walkthrough How to be relevant video (max. 1 min) (see Further Information). There’s already lots of tools available on Optional (judges may view this if they wish): the market that help people manage their money. You should research the ones that If your presentation is JPEGs, you can also currently exist and discover the ones that submit video (max. 1 min total); if your main don’t. Barclays have released a number of piece is video, you can also submit JPEGs features to help people stay in control (read (max. 4).
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The back story How to be sensible with data Data is all around us. Almost every interaction Whilst it is easy to glean a whole host of data we make in the world, be it with family or insights, there is a point at which people may friends, organisations or services, or places consider too much personal knowledge an we inhabit, produces a data footprint. From infringement. Consider what types of data personal and private to public. A mass of could really enhance a person’s experience information that captures modern life. And yet it in the day to day, whilst making the consumer is hidden from sight. feel assured by the access to their footprint. New technology means that manifestations How to make it BBC of this data-sphere are no longer limited to Remember, the BBC hold a public purpose Brief set by experiences contained within screens. The at their front and centre. They deliver BBC Internet of Things, augmented reality and a entertainment, educational resources and range of multi-sensory devices could combine up-to-date news. Their duty is to act in the with an elaborate network of connected devices, public interest and serve all audiences enabling experiences that play out in the spaces through impartial, high-quality and distinctive surrounding us. The result is a new paradigm output services. So whilst your target market where reality becomes multi-layered, combining is 16-24 year olds, you should consider the the physical environment and a digital, data wider implications for your idea. driven layer. The next generation of experiences Whatever your idea, it should support and will be an interface between these two layers. encourage societal good, entertainment, and What’s the challenge? individual empowerment. You should develop a digital product or service The important stuff for the BBC that serves as an interface between There’s no need for code, just compelling Use the BBC to physical and digital. communication. If you can create a prototype, create a new What experiences could the BBC create at this do. Otherwise use animatics or other tools to intersection between physical space and the flow show your concept in action. of data? What is its potential to tell stories, provide intersection of Present: information and improve our everyday by using it physical and data as content matter in a safe and responsible way? • Your solution. Clearly explain your idea, how it would work, and how it plays on the dual It should encourage positive data usage, deliver layer of physical reality and digital data. a positive experience and have a key tie in to BBC. Consider both BBC’s current offerings • Your creative process: How you arrived and what they could or should offer in the near at your solution; key insights from your future as a public broadcaster. research; a convincing rationale for your focus and design decisions. Who are we talking to? 16-24 year olds who are experiencing the true What and How to Submit: Read Preparing implications of this data footprint. They are Your Entries before you get started for full the biggest consumers of online media and format guidelines. channels, and have grown up as true digital Related Disciplines Main (essential): Digital Product Design natives. They have a stronger understanding of Digital Service Design technology than the generations before them Present your solution and process using either a UX/UI/Interaction Design and are more likely to embrace ways to improve presentation video (max. 2 min) OR JPEG slides their everyday behaviours through enhanced, (max. 8). bespoke offerings tied to their online and digital Optional (judges may view this if they wish): behaviours. Prototypes or mockups as interactive work Things to think about (websites, apps, etc) or physical supporting Deadline Where should your idea live? material. If your main piece is JPEGs, you can It’s up to you where and how your idea would also submit video (max. 1 min total); if your 24 March 2020, 5pm GMT work. Is it digital or physical, online or an in- main piece is video, you can also submit JPEGs person experience? Where do you use it? In (max. 4). the home, on the move or somewhere else? Is it a personal experience, or one that brings a whole city or community together?
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The back story Things to think about Technology is changing the way Burger How to speak to your audience King serve their guests and the way they Cut through the noise and get noticed. communicate with their fans. They’ve run a Billboard ads and splashy TV commercials whole series of campaigns that have leveraged won’t make the cut. Think about where your both technology and creativity to engage audience spends their time. They don’t need customers in new and exciting ways, from Traffic to wait, they can binge their favourite shows Jam Whopper, helping people get their Burger any time. How can your idea show up in King fix in the midst of major traffic jams, to their feed, be made into a meme or hit the Burn That Ad, which used augmented reality headlines? to burn competitors’ ads and get the user a Brief set by free Whopper. At the same time, they’ve been Research, research, research Burger King transforming their business through a whole To nail your insight, you need understand new range of functionalities including delivery, your audience. And really understand what’s mobile ordering and digital coupons. great about the Burger King experience. Order Burger King through a delivery service However, most young people don’t see Burger and be sure to include a Whopper in your King as a brand that is particularly modern cart. Customise it. Have it your way. or cool. In order to change their perception, Burger King needs to leverage new technology No Wallflowers and functionalities to create experiences that Burger King is a brand with an edge. A bold, are not only convenient, but, most importantly, confident challenger. Forget forgettable, outrageously fun. vanilla advertising, Burger King wants ideas that are big and scary. They love the raw Perhaps the most relevant of these new and real, embrace the unscripted, and can functionalities has been delivery. Convenience make and take a self-deprecating joke. While is no longer about your proximity to a restaurant, they take food seriously, they don’t take The King is but about just how quickly you can get your themselves seriously, even when they’re order delivered. And it’s a key way young people talking about pretty serious stuff. knocking get their fast food fix. See Futher Information for more tips. But so far delivery has been left to third parties that help Burger King enter the delivery space The important stuff faster, but without the power to control the Develop an idea that recruits a new generation customer journey. So, they launched delivery of Whopper lovers through an exciting delivery within the Burger King app to help them reclaim experience, creating a meaningful connection the experience. between young guests and the Burger King What’s the challenge? brand. Develop an idea that uses delivery as part of the Present: Burger King app to delight and surprise 18-24 year • Your solution. Clearly explain your idea and old Burger King guests. how it would work. Your idea should differentiate Burger King from Related Disciplines • Your creative process. How you arrived at its competitors and leave the audience with the Service Design your solution and key insights from your long-lasting impression that Burger King is better Experience Design research. than you think. PR Who are we talking to? What and How to Submit: Read Preparing Your Entries before you get started for full 18-24 year olds who don’t think Burger King is format guidelines. cool. They don’t watch much TV, are sceptical of marketing claims, don’t visit Burger King as Main (essential): Deadline often as their parents, and seek out real and Either a presentation video (max. 2 min) OR authentic experiences and brands (which they 24 March 2020, 5pm GMT JPEG slides (max. 8), showing your solution. don’t associate with the ‘fake’ world of fast food). Optional (judges may view this if they wish): They’ve grown up with a world of takeaways Interactive work (websites, apps, etc); physical available to them and, thanks to new delivery supporting material; if your main piece is JPEGs, services, they can get their favourite food from you can also submit video (max. 1 min total); if any restaurant straight to their door. They seek your main piece is video, you can also submit out quality ingredients and don’t like waste. JPEGs (max. 4).
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The back story How to track change Connect4Climate is a global partnership Whilst your idea should spread awareness, programme of the World Bank Group that the main point is that it should drive people leverages the power of the creative industries to action and give people a way to track the to encourage behaviour change across the difference they (and everyone else involved) private sector, policy makers, and citizens – are making. particularly youth – accelerating the transition to And don’t head straight for making a new a sustainable world. app. Downloading a new app is a big step in Within its extensive online following and itself, and making it part of your daily routine Brief set by network of over 500 partners, Connect4Climate is difficult. Consider other instances that Connect4Climate reaches an engaged audience that cares people encounter on a daily basis that could about sustainability and wants to take action. easily be incorporated into habits. If an app In collaboration with However, offering people actionable tasks that does seem like the right solution, how can Futerra create meaningful change, and tracking those you incentivise using it? outcomes, is a challenge. How to inspire change What’s the challenge? The climate crisis will not be solved by individual actions alone. However, making Sustainability touches every part of our lives but if sustainable choices within our own lives the link is not made between large-scale solutions can drive momentum, create new market and individual practical actions, it’s difficult to feel signals, and accelerate the transition to a that one person can have any real impact. sustainable world. It may be useful to narrow Your challenge is to develop an idea that the solution to advocate for a specific area advertises the power of a sustainable lifestyle. of lifestyle change and you could decide to Inspire meaningful The aim is to help young people find the most target specific regions, as the most impactful impactful actions within their local context and sustainable actions depend greatly on behaviour countries that can create meaningful change. local context. Depending on your region, the most impact Creating those links between actions taken change towards you can have may be: adapting your diet to at the individual/community levels and support sustainable agriculture; changing your systemic changes happening at a national/ a sustainable transportation habits to support the clean energy global scale is key to avoiding burnout, lifestyle transition; buying second hand clothes to curb the despair, and apathy. The idea should be environmental impact of fast fashion. solution oriented while still communicating Connect4Climate is looking for an idea that excites the scale of the challenge and the need for young people and drives them to create collective urgent action. impact by encouraging, linking and tracking The important stuff individual actions. Think big, be disruptive, and remember that personal actions by many people It’s up to you what form your idea takes, but can create a movement, and movements change there should be multiple touchpoints of which at the world. least one should be digital.
Related Disciplines Who are we talking to? Your response should cover how you’ll reach your audience, what changes you’ll inspire, and Campaign 15-25 year olds who are concerned about their a way for the audience and Connect4Climate to future but struggle to find actions they can be able to track their changes. take that feel meaningful. Connect4Climate is particularly interested in reaching young people What and How to Submit: Read Preparing that have been less exposed to the discussion Your Entries before you get started for full Deadline around sustainability. The solution should go format guidelines. beyond the idea that a sustainable lifestyle 24 March 2020, 5pm GMT is the ‘right thing to do’ and inspire action by Main (essential): presenting sustainable actions as the ‘cool Either a presentation video (max. 2 min) OR things to do’. JPEG slides (max. 8), presenting your idea. Things to think about Optional (judges may view this if they wish): How to speak to your audience Interactive work (websites, apps, etc); physical This isn’t about sustainability 101. Don’t be supporting material; if your main piece is JPEGs, condescending or focus solely on the why. you can also submit video (max. 1 min total); if Instead focus on the how. your main piece is video, you can also submit JPEGs (max. 4).
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The back story and usual category tropes. Be brave and Durex aims to liberate good sex for everyone. ambitious in how you solve this problem. They challenge sexual conventions, act as How to be real a leveller, a normaliser, and a reminder that Durex stands for real sex. No filters, no film what’s in the media isn’t what’s real. They sets, no faking. Sex that’s open, honest, believe that good sex is what feels good for you, and fun. as long as it’s consensual, and no one should tell you different. For disabled people, Durex want to represent what real sex is: fun, happy, exciting, sexy, However, Durex also recognise the problems in enjoyable. Not weird and different. the sex space. They fight to fix them and believe Brief set by good sex is about health, rights and enjoyment. How to join conversations Durex There’s a lack of respresentation of disabled What’s the challenge? people in sexual wellness/advertising dialogue. There are more than 1 billion disabled people Numerous campaigns and TV shows in in the world. That’s roughly 15% of the world’s recent years have featured and celebrated population, a huge number. And more than 50% of disabled people in other ways. But many them do not have any form of a regular sex life. have been problematic, from encouraging pity to reinforcing stereotypes. However, Disabled people have and enjoy sex, yet are often there have been some successes, such as not seen as sexual beings, in some cases even The Last Leg which has done a huge amount being excluded from sexual education at a young of work in destigmatising disability and age, which further marginalises this community changing conversations in this space. Think and excludes them from having a fulfilling sex life. about how your work could join these positive Fight for diverse This is for many reasons: media conversations, and avoid the tropes of less successful messaging. representation and • There’s a misconception around the physical ability to have sex being key to enjoyment How to be inclusive empowerment in Your campaign should have a broader • Sex can be narrowly defined as penetration impact than just the disabled community. sex for disabled (sometimes unavailable to disabled people) It should open people’s minds and change people • There’s a lack of respresentation of disabled misconceptions. people (including neurodiversity) in sexual See Further Information for some more dos wellness advertising/dialogue. and don’ts. Help Durex bridge this perceived gap between The important stuff disability and sexuality with a campaign that empowers disabled people, and challenges Your solution must: people’s preconceptions and stigmas. • Improve participation and representation of This can be done through awareness or disabled people in the sex space innovation, but the heart of your idea should • Give a voice to a community that has been focus on empowerment and champion the real, left out of the sex category Related Disciplines authentic human experience. The channels you Advertising use are up to you, but consider how your idea • Kick-start a positive conversation where could work in multiple spaces. there’s mostly been silence. Campaign Who are we talking to? What and How to Submit: Read Preparing Your Entries before you get started for full Your campaign should speak to and empower format guidelines. people who are tired of being infantilised or fetishised - in short, denied their right to a Main (essential): fulfilling sex life. People with visible or invisible Deadline impairments. Teenagers navigating sex for the Present your idea using either a presentation 24 March 2020, 5pm GMT first time, young adults experimenting or grown- video (max. 2 min) OR JPEG slides (max. 8). ups who know what they want. Optional (judges may view this if they wish): But remember, empowerment doesn’t just rest Prototypes or mockups as interactive work with the individual. You also need to challenge (websites, apps, etc) or physical supporting others’ preconceptions. Think about how you material. If your main piece is JPEGs, you can can shift sociey’s views on this topic. also submit video (max. 1 min total); if your Things to think about main piece is video, you can also submit JPEGs (max. 4). How to stand out Steer away from stereotyped imagery
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The back story like if you never had to worry about time or giffgaff is a member-run mobile network waiting. that’s all about community and mutuality. No How to be realistic contracts. No call centres. No shops. Remember to think near future, not science giffgaff have been ahead of the curve for a fiction. Your idea should have solid grounding long time in the mobile phone network space. in the expectations of 5G within the next two Brief set by But the hottest topic at the moment is 5G, to three years. Try not to introduce lots of giffgaff something giffgaff haven’t yet launched. Many other tech that would prove costly to roll out. people know about the sheer speed of 5G (in For example, as much as we’d all love space In collaboration with theory 20x the speed of 4G), but there’s a lot travel, this is probably beyond giffgaff’s and Andi Davids more to it than that. So giffgaff want you to their members’ reach for the foreseeable (Jones Knowles Ritchie) harness the power of people and explore what future! 5G could enable in the hands of its members. How to be giffgaff What’s the challenge? giffgaff are passionate about communities which is why they are at the heart of this Identify a problem in a community in the UK and brief. A big part of this has been The use 5G and giffgaff to solve it. Community Projects where their members giffgaff believes in positive disruption, and wants and the public were asked to nominate to harness the power of their memebrs to change unsung heroes making a difference in their things for the better. They want you to imagine communities. what 5G can enable if put into their members’ Whatever your idea, you should consider how hands. it could tie into this community ethos and As giffgaff have not yet launched 5G, your idea feel uniquely giffgaff. Unlock the power should exist in the near future (within the next 2 How to be unexpected years). giffgaff doesn’t do things by halves. They’re of 5G for the Who are we talking to? disruptive (in a good way), so your idea should be too. How can you harness 5G in A community based in the UK. It’s up to you who giffgaff community your community in a positive and unexpected this is, but you should seek to use 5G to solve a way? problem within this community. Whatever your idea, it should spread a positive message and The important stuff musn’t alienate, discriminate or degrade other Present your idea in a nutshell. Show the key communities. concepts and elements of your idea. What Things to think about community and problem have you chosen? How will your idea seek to solve it? How to harness the power of 5G “…5G will change the world even more Explain your creative process. Give highlights profoundly than 3G and 4G;… it will be as from your research and development. Show revolutionary as electricity or the automobile, how you made your choices and arrived at your benefitting entire economies and entre solution. Related Disciplines societies” World Economic Forum. Open Brief What and How to Submit: Read Preparing To really nail this brief, you’ll need to Your Entries before you get started for full understand the true power of 5G beyond format guidelines. speed. You can find some helpful links in Further Information to help you on your way, Main (essential): but possibilities include better connected Present your idea using either a presentation cities, the ability to predict traffic flow, video (max. 2 min) OR JPEG slides (max. 8). Deadline transformed sport stadium experiences, 24 March 2020, 5pm GMT much improved AR and VR, revitalised Optional (judges may view this if they wish): gaming experiences thanks to the power Prototypes or mockups as interactive work of the cloud, fully interactive videos, truly (websites, apps, etc) or physical supporting immersive experiences, personalised outdoor material. If your main piece is JPEGs, you can advertising, plus much, much more. also submit video (max. 1 min total); if your How to help your community main piece is video, you can also submit JPEGs First you’ll need to consider some of the (max. 4). problems facing your community and how 5G could help them. Consider ideas such as what connection could look like without limitations and what the world would look
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The back story How to use technology Music is a powerful tool that can provide the Think about how technology—analog or perfect outlet for opinions, emotions, world digital—creatively affects your use of type. views and even epitomise the political climate. How to present your work Some of the biggest social and political Your solution can be presented in any movements hold a music moment behind language, though you will need to provide them, from Frankie Goes to Hollywood’s ‘Two an English translation. Any accompanying Tribes’ fight against nuclear war, to Morrissey’s explanatory statements must be in English, impassioned plea against the slaughter of and you must clearly indicate any key animals in ‘Meat is Murder’, to Gwen Stefani’s features of your design, especially if it uses a remarks on sexism and stereotyping of the non-Latin writing system. male-dominated music industry in ‘Just a Girl’. Music artists will often use their platforms to The important stuff speak a message, such as Stormzy’s ‘stab vest’ A typography-led, integrated graphic design at Glastonbury as just one recent example. campaign that uses Google Fonts, a library of 952 free licensed fonts. Though not a At the heart of many of these music moments requirement, you may also consider the use of a Brief set by is a powerful lyric or visual that inspires its variable font. Google audience. How could you communicate this & HMCT unique power of music through typography? Your campaign must include: What’s the challenge? • A 12” x 12” vinyl record cover as a lead Find a genre, song or musical movement that expression of your typographic identity best represents a cause and use typography to • One poster bring it to life. • One digital element Typography can express rhythm, culture, local aesthetics, traditions, humour, quirks, places and • One other touchpoint* people - in any language. Utilise these benefits *Your touchpoint could be anything: a band Typographic Notes: to highlight a cause of the present using the t-shirt, graffitied guitar, publication, digital music of an artist, genre or festival that you feel is experience, Out of Home, banners, moving The Empowerment empowering (from any time period). image ads or other online promotions, etc. Think Create a typography-first campaign with both beyond the obvious, but keep in mind what’s of Music physical and digital elements to inspire your relevant to your target audience—and what audience to discover more about the issue(s) and, would make the most impact—something that where relevant, spark a call to action. embodies the music (and cause) as a jumping-off point. Who are we talking to? The more innovative, the better. Are you highlighting a cause for someone who doesn’t know anything about it? Or are you What and How to Submit: Read Preparing encouraging those affected to speak out or Your Entries before you get started for full take action? It’s completely up to you who you format guidelines. Related Disciplines create the campaign for, but you should justify Typography why you are targeting a specific group or type Main (essential): Graphic Design of person, and how your campaign will reach Present your response using either a them. And remember, no stereotypes or clichés. presentation video (max. 2 min) OR JPEG slides Draw on experience, do your research, get first- (max. 8). hand feedback and make sure your solution is thoughtful, authentic and true. Optional (judges may view this if they wish): Deadline Things to think about Prototypes or mockups as Interactive work 24 March 2020, 5pm GMT (websites, apps, etc) or physical supporting How to represent your music and message material. If your main piece is JPEGs, you can Think about how type could creatively also submit video (max. 1 min total); if your represent your music or the message of the main piece is video, you can also submit JPEGs lyrics. Whatever applications you choose, use (max. 4). typography as the main creative expression. Think about the unique qualities of your chosen music. How could it relate to your cause? Think about what you could say, how you could say it, and what type you say it with.
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The back story How to be global HSBC is one of the largest banking and The unique space of an airport means that financial service organisations in the world and people from all over the idea will see your have been helping people, businesses and idea. How can you ensure it resonates with communities thrive for over 150 years. as wide an audience as possible? As one of the world’s most recognised banks, it How to spread the message is key that they consistently prove to both their Today brands need to deliver on their brand current and potential customers that they are promises, not just talk about them. Your invested in them and their future. idea should show the way the five pillars are Brief set by integral to the HSBC brand, not just drivers of HSBC Their global brand promise is ‘Together we prosperity (See Further Information for a full thrive’ and it is your job to show this promise to breakdown). the world. In collaboration with How to make the most of the space Saatchi & Saatchi What’s the challenge? The key locations you need to focus on have Traditional HSBC campaigns have relied heavily huge potential. For example, think about the on bold, photographic assets (see their airports immersive possibilities of a tunnel, how could campaign). But with the expansion of media you really transform the space? You’ve got platforms, this type of imagery often gets lost an excitable and captive audience ready to in the noise, so they would like to incorporate literally be transported to another country. illustration and animation into their identity. How can you make the most of this on both ends of their journey? Your job? Bring to life HSBC’s brand promise ‘Together we thrive’ through an illustration or How to be uniquely HSBC animation led airport activation. No matter what your idea, it is important that your audience can see HSBC in your Illustrate HSBC’s Open, dependable and connected are HSBC response (see The important stuff for more Brand Values which form the foundation of their details). brand promise Brand Promise. The important stuff ‘Together we Your response should focus on their Brand Values which feed into HSBCs five underlying pillars of If your response is illustration led, it must thrive’ human prosperity that HSBC is actively involved in include a full takeover of jet bridges (the through its core business and social responsibility tunnel you take onto a plane) which HSBC are activities. These are: synonymous with. • Sustainability If your response is animation led, it must include a takeover of an airport walkway (where • Trade and commerce screens are used next to travelators). • Education You should also include at least 2 other • Diversity and inclusion moments in the airport user’s journey where your idea would be used. • Sport Related Disciplines Your work must incorporate the HSBC primary (See Further Information for more details on how colour palate (Red, Black, White & 2 Greys Illustration these pillars have been brought to life) (Slate & Pewter)), Masterbrand logo, Hexagon Animation Who are we talking to? icon and the line ‘Together we thrive’. HSBC are a global bank, so your idea should What and How to Submit: Read Preparing have international appeal. Your audience is Your Entries before you get started for full everyone and anyone setting foot in an airport format guidelines. Deadline space, those with an international mindset and a love of travel who are excited about the Main (essential): 24 March 2020, 5pm GMT opportunities the world has to offer. Either a presentation video (max. 2 min) OR Things to think about JPEG slides (max. 8), showing your response. How to incorporate airport touchpoints Optional (judges may view this if they wish): Illustration and animation are at their most Interactive work (websites, apps, etc); physical powerful when they tell a story. Consider supporting material; if your main piece is JPEGs, how your idea could work at different points you can also submit video (max. 1 min total); if throughout the audience’s journey, from your main piece is video, you can also submit check-in all the way through to boarding the JPEGs (max. 4). plane. There are set requirements depending on if your idea is illustration or animation led outlined in The important stuff.
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The back story How to stay on brand Intel don’t denigrate their competition, so Intel® are an internationally recognised make sure you avoid anything that compares technology corporation and world renowned for them directly to other products. their series of microprocessors. With 50 years of heritage, they stand at the forefront of their How to speak to your audience field, but despite their recognition, their identity This audience don’t relate to overly techy as an ‘ingredient brand’ means those with less language, so keep your response simple. technical knowledge aren’t aware of the benefits of prioritising Intel with their latest PC or laptop Consider how your audience comes to their decisions about new computer purchases. Brief set by purchases. Whilst you are primarily targeting the ® Intel What’s the challenge? ‘overwhelmed audience’, you also need to
Buying a device powered by Intel delivers better make sure that their sons/daughters/friends In collaboration with responsiveness, battery life, Wi-Fi and platform would also recommend the brand. Ed Silk (Bulletproof) connectivity. Plus, with 2 billion PCs being run on Avoid common tropes such as using Intel there’s also the reassurance of a device with influencers to sell a product as this is unlikely worldwide relevance. to resonate. However, when mentioning microprocessors many Finally, this is about encouraging prioritising consumers feel overwhelmed by the concept and Intel before the point of purchase, asking unaware of the importance that should be placed customers to ‘Look for Intel’, so don’t focus on this aspect of computer purchasing. on retailers themselves. Your idea should Your job? To put Intel at the heart of consumer do everything possible to ensure that if a purchase by encouraging customers to prioritise customer buys a new laptop or PC, it will be a Intel devices and increase the company’s laptop or PC with an Intel microprocessor. relevance in PC and laptop purchases. Put Intel at the The important stuff Your response should be a digital first campaign, Create a digitally-led campaign to encourage making the most of relevant social channels (see your audience to prioritise Intel devices. heart of the PC Further Information), but you can also consider purchase how your work could roll out across physical media Your response must include: such as print or outdoor. • An explanation of your concept Who are we talking to? • A main digital touchpoint, and an The ‘overwhelmed audience’ based in the UK explanation of how this would work across who struggle with the sheer scale of PC and different digital and/or other media laptop choices. • Your idea must include the branding for the Their average age is 65 and they seek 10th Gen Intel® Core™ i5 processors (see out advice from family and friends. They Further Information). predominantly use their devices for productivity (emails, etc), video streaming, and casual What and How to Submit: Read Preparing gaming. Your Entries before you get started for full Related Disciplines format guidelines. Digital Campaign Things to think about Advertising Main (essential): How to reflect the product Social Media Remember, Intel are an ingredient brand. Either a presentation video (max. 2 min) OR Customers don’t visit retailers specifically to JPEG slides (max. 8), showing your solution. purchase an Intel product. They live at the Optional (judges may view this if they wish): heart of other products so your challenge Extra Prizes is to increase awareness of the brand and Interactive work (websites, apps, etc); physical Potential to make your idea a make it the top consideration for laptop or PC supporting material; if your main piece is JPEGs, reality. buyers. you can also submit video (max. 1 min total); if Yellow Pencil Winners will receive a your main piece is video, you can also submit Intel are a premium product, and justifiably JPEGs (max. 4). 10th Gen Notebook. so. They are associated with the majority of top laptop brands, so your idea should reflect this. Deadline 24 March 2020, 5pm GMT
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The back story How to make aperitivo mean MARTINI For over 150 years, MARTINI has been MARTINI’s key competitor is Aperol, but synonymous with producing quality Italian aperitivo is also a time when people drink vermouth and sparkling wine. Historically it wine and beer. How can your idea make has been drunk during an aperitivo as an aperitivo synonymous with MARTINI? accompaniment to food shared with friends. How to reach your audience While it is still considered stylish and glamorous, Your idea should consider three key points it has an ageing consumer profile and lacks for the audience: Think, Feel, Do. relevance with younger audiences. Think MARTINI gets it. They understand Brief set by In 2019 MARTINI launched MARTINI TIME – exuberants’ life and relationships. They are MARTINI a brand idea that celebrates the power and speaking for a generation who are more importance of quality time spent with close connected than ever, but equally more prone In collaboration with friends at a time when there is evidence of a to loneliness than those before. Suzanne Barker (BBDO London) crisis in socialisation. Feel surprised by and actively engaged in the What’s the challenge? idea. Create a brand experience that celebrates Do begin to re-consider how they prioritise MARTINI’s campaign idea Let’s Make Time beyond quality time spent with those they love. traditional advertising. How to make it MARTINI Your idea should bring to life the power and MARTINI is a joyful Italian brand - it is not importance of spending quality time with friends disruptive or noisy, but they do want impact. using MARTINI as the focus. Your idea should bring MARTINI TIME into the physical world and MARTINI is a truly global brand with an iconic amplify it through social and digital channels. You logo, however it has been ‘missing in action’ Encourage people should also consider how you can make the most for over 15 years and lost touch with a new of earned media and PR - how can you make this generation of consumers. Awareness is high, to choose time idea a PR-able moment for MARTINI? but they are low on their target audience’s consideration list. MARTINI is not relevant for friends during Their hero drink is the newly launched Fiero and to them and thought of as something their the Fiero & Tonic serve. It’s low ABV and natural parents and grandparents drank. MARTINI TIME taste and colour. If featuring a drink in a glass it’s Fiero & Tonic, if featuring a bottle it has to What to avoid be Fiero. Promoting alcohol carries laws and restrictions. You can find a full list of dos and Your idea should work in Western or Eastern don’ts in your brief pack. Europe, or the USA (or all three). You can choose to amplify beyond these regions, but avoid UK- The important stuff centric ideas. Your idea must focus on a brand experience Who are we talking to? in the physical world (on the street, in bars, ‘Exuberants’: happy, social, high energy people etc) and include an outline of a social or digital (of no particular demographic) who love to have amplification. Related Disciplines fun. Experiential You should include the MARTINI TIME ball and bar logo, MARTINI TIME lock up and Let’s Make Graphic Design They enjoy meeting up with their friends for a drink to escape, to laugh, to share and to open Time campaign line and ensure your work is Social Media consistent with MARTINI’s Brand Visual Identity PR up with people they are closest to. But the world they are living in is busy and complex. Although (see full brief pack for details). they value friendship, they often prioritise other What and How to Submit: Read Preparing things over meeting up with friends. Your Entries before you get started for full Things to think about format guidelines. Deadline How to sell aperitivo Main (essential): 24 March 2020, 5pm GMT The main drink ‘occasion’ for MARTINI is Either a presentation video (max. 2 min) OR the modern aperitivo, a big part of Italian JPEG slides (max. 8), showing your solution. culture. It represents the pre-dinner, post- lunch food and drink time that happens in Optional (judges may view this if they wish): late afternoon. It can be done out in a bar, at Interactive work (websites, apps, etc); physical a café or restaurant, or even in the comfort supporting material; if your main piece is JPEGs, of your own home. But the key is that it is the you can also submit video (max. 1 min total); if time to bring together your closest friends to your main piece is video, you can also submit unwind and open up. JPEGs (max. 4).
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The back story How to connect with NikePlus offering Nike’s mission is to bring inspiration and Currently anyone who signs up to Nike, innovation to every athlete* in the world. through their website or through their apps, *If you have got a body, you’re an athlete. becomes a NikePlus member. If you have a log in, you’re a NikePlus Member. Their mission is what drives them to do everything possible to expand human potential. How can you build on the current benefits (see Further Information) to make Nike believe in the power of sport to change membership an exciting proposition for 14- lives and that their greatest opportunity to 19 females in London? And, how can you Brief set by inspire, help and guide their consumers on the keep them engaged on a regular basis? journey to being a better athlete*, is to convert Nike How to be relevant all consumers into NikePlus members. NikePlus membership is the digital loyalty programme Really consider your audience and ensure In collaboration with behind Nike’s retail and fitness apps, creating a that whatever you come up with, it can Dana Stevens (VCCP Kin) personal relationship between consumers and resonate. Bear in mind how this audience the brand (see Further Information for a full list could engage with offerings in different of offerings). scenarios. For example, whilst they might have excellent transport links, their age might You can get the full Nike experience across the limit their ability to access central London 4 apps: Nike, Nike Run Club, Nike Training Club, activations. Nike Sneakrs. Also consider where your audience spend What’s the challenge? their time in both the physical and the digital Expand the NikePlus membership offer in 2020 to sphere. What social media do they use, make it more appealing to 14-19 year old girls in where do they go in their spare time? How Make NikePlus London. can you incorporate NikePlus into their daily lives? Membership the Explore the current NikePlus membership model and establish new and exciting ways to draw in And avoid a new app. Nike already have #1 community for female membership and retain it. multiple app offerings that are part of people’s everyday habits. How can you utilise 14-19 year old girls What sort of offerings could their membership these to further enhance NikePlus? model offer to make it even more exciting for this in 2020 audience, and importantly, how can you get your The important stuff audience to find out about it? It’s up to you what form your idea takes, from a Consider how you will make NikePlus membership digital takeover to a physical activation. ‘unavoidable in her path’ and something that she Your response should cover how you’ll reach deems ‘useful’ and will sign up to as a result. your audience, what developments you’d Who are we talking to? implement and how this ties in to the Nike brand promise. All 14-19 year old females based in London. What and How to Submit: Read Preparing From the sports obsessed, to the sneaker Your Entries before you get started for full Related Disciplines obsessed. From the ones leading style and format guidelines. Service Design culture in the city, to those in the front row of Campaign fitness classes. From those who are interested Main (essential): in their style and self expression, to those have just found sport and are just starting out on Either a presentation video (max. 2 min) OR their journey with it. JPEG slides (max. 8), showing your solution. Nike want to speak to all girls in London and Optional (judges may view this if they wish): Deadline invite them into the world of Nike. Interactive work (websites, apps, etc); physical 24 March 2020, 5pm GMT Things to think about supporting material; if your main piece is JPEGs, you can also submit video (max. 1 min total); if How to be on brand your main piece is video, you can also submit Behind all elite athletes is a team of JPEGs (max. 4). coaches and supporters. Nike want to provide consistent support and an inclusive community for all females, what ever their interests, style and ambition. Your vision for the NikePlus membership offer in 2020 should tie in with this messaging of inclusivity and support.
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The back story How can you connect with and understand Penguin makes books for everyone and is what this audience might want the reading the world’s most recognised publisher. Their experience to be? catalogue features remarkable writers like How to enhance Penguin’s offerings Arundhati Roy, Dan Brown, George Orwell, Greta Your response can be digital and/or physical, Thunberg, Jamie Oliver, Malorie Blackman, but try to avoid inventing things like apps Philip Pullman, Stormzy, Yuval Noah Harari, unless it delivers something truly unique Zadie Smith and thousands more. to the market. Take a look at Penguin’s Brief set by Established in 1935 by Allen Lane, Penguin current products and services, and consider Penguin revolutionised the market by making great if there’s a way you could adapt these to paperback books, packaged with iconic design, enhance the relationship with reading for this In collaboration with available at prices that anyone could afford. audience. Andi Davids (Jones Knowles 85 years later, that flair for entrepreneurship, What to avoid Ritchie) inclusion and creativity continues to be Penguin are open to a wide range of embodied by the Penguin brand across responses, but there are a few things that audiobooks, eBooks, live events and all manner they are not interested in: of other innovative products. • Book cover designs What’s the challenge? • Unrealistic large-scale events Penguin want you to channel their unique spirit of • Food or clothing invention and accessibility to heighten the reading experience for 18-30 year olds. How to celebrate And finally, 2020 marks Penguin’s 85th Your challenge is to develop a product, service or anniversary. Are there any ways that you experience that enhances the relationship with could incorporate this celebration into your Heighten the books for this audience. response? reading experience The reading experience can cover a wide range of The important stuff elements such as emotional investment, physical for young people reaction, gaining knowledge and many others. You You must show: can target any or all of these with your response. with Penguin • Your solution: clearly explain your idea and It’s completely up to you which aspect of reading to how it would work focus on, but be mindful that it needn’t only relate • How and where your audience will engage to printed books. Audiobooks, eBooks and even with your solution live events all feature in the 21st century reader’s options. • Your creative process: how you arrived at your solution; key insights from your Who are we talking to? research; a convincing rationale for your Penguin makes books for everyone, but this focus brief is specifically concerned with readers aged 18-30 years old. They enjoy books in much the If designing a product (digital or physical) you Related Disciplines same way as previous generations, but there are can also submit a prototype. Otherwise use Product/Service Design subtle differences. animatics or other tools to show your idea in action. They are time-poor and have grown up alongside the rise of the internet, social media and digital What and How to Submit: Read Preparing products. They are increasingly keen on ethical Your Entries before you get started for full Extra Prizes products, conscious consumption and having a format guidelines. Yellow Pencil winners will have the positive impact in the world. Main (essential): opportunity to visit the Penguin This is a broad demographic so perhaps offices in London, discuss their Either a presentation video (max. 2 min) OR contemplate segmenting your audience further. JPEG slides (max. 8), showing your solution. response with key team members See Further Information for more details. and learn about opportunities in Optional (judges may view this if they wish): the publishing industry. Things to think about Interactive work (websites, apps, etc); physical How to heighten the experience supporting material; if your main piece is JPEGs, Remember, this isn’t just about encouraging you can also submit video (max. 1 min total); if young people to read. They already have your main piece is video, you can also submit Deadline access to a wide array of book-related JPEGs (max. 4). 24 March 2020, 5pm GMT products. It’s about heightening the reading experience and creating a way for them to dedicate more time and headspace to it.
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The back story they have to work together to solve a puzzle Rare are a UK Game Studio that has been or build something? Are they battling in developing games for over 30 years. Their aim teams to win against other players? Are they is to pioneer new things in gaming and create racing against the clock? It’s completely up memorable experiences that bring players to you. together. How to create a unique experience Part of Xbox Game Studios, Rare create games Think about how players could experience that turns players into fans and bringing them and create their own stories in the game. to Xbox Game Pass, a paid membership Considering why players need and want to programme that opens the doors to hundreds of interact will be key to creating a fun and games to both Xbox one and PC users. unique experience. You should also make sure the end goal for players is clear. Most recently known for the hugely successful Brief set by pirate adventure Sea of Thieves, Rare are also How to communicate RARE behind Rare Replay, a compilation of 30 years Players may have to communicate with each other to achieve their goal. Consider various & Xbox Game Studios of retro classics including Banjo Kazooie and Battletoads. options for this including text, speech, player gestures etc. Take into account that players In collaboration with What’s the challenge? may need different ways to communicate McCann London Sea of Thieves might be about pirates, but its depending on the point in your game. success lies in its ability to bring players together. The important stuff Your challenge is to develop a brand-new innovative game design that keeps connection at Your response should: its heart and follows Sea of Thieves’ success of • Focus on a multiplayer experience creating an exciting platform to get people playing together. • Be original. Rare always aim to create games the world doesn’t have yet – think With gaming bigger than ever, players are always creatively. How can you bring a new Create a game looking for new and unique experiences. Your experience to players? challenge is to develop a new approach for players that helps players to interact, both with new people as well as • Show a clear explanation of your concept existing family and friends. and how players would experience your create stories game. You should show your idea in Think openly about the device/platform players action either through recorded gameplay, together use to engage with your game. This can be either storyboarding or concept artwork and give online or via local play. And consider the incentive a clear explanation of the experience. for users to interact. Show how and why players connect with each other- friendly or otherwise! • Put the focus on the gaming experience. You can explore characters and design, but Who are we talking to? the core focus should be on the multiplayer You should target existing gamers that enjoy experience. multiplayer gaming. They use it as a means of What and How to Submit: Read Preparing meeting new friends and interacting with family. Related Disciplines Your Entries before you get started for full Game Design During their gaming experience, players are format guidelines. looking for ways they can create stories together which they can share on social networks or in Main (essential): the gaming community (see Further Information Present your idea using a presentation video Extra Prizes for more details). (max. 3 min) OR JPEG slides (max. 10) that Winners will be offered a Rare Things to think about clearly outlines the gameplay and concept. This studio visit alongside extra Rare can be recorded gameplay with voiceover or prizes and goodies. How to make it multiplayer storyboarded/animated indicative gameplay. While your game design may work for solo players, multiplayer play should be the main Optional (judges may view this if they wish): goal. If you have developed a working build, you may Deadline Multiplayer doesn’t just mean co-operation. submit this by hosting it on a website or as a .zip or .rar compatible with a Windows based 24 March 2020, 5pm GMT Think about the type of multi-playing world that works best for your idea. Should players PC. Any prototypes submitted must be simple be co-operative or be pitted against one to run and install, and match the minimum another in teams? specifications outlined in the Preparing Your Entries guide. Please note, this is not Try to think about new ways players can compulsory deliverable, especially if your idea interact through your game. For example, do uses a different platform.
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The back story as “the young person’s guide to conquering “Sex education… often leaves out important (and saving) the world,” which includes information about our bodies and sexual and arming them with key information on their vaginal health. We’re expected to figure it out bodies, health, and sexuality. on our own, often through watching bad porn, Research, research, research googling, and experiences with partners that we Dig deep to uncover the best way to speak wish we could erase from our memories.” Devra to, educate, and challenge your audience to Ferst, Teen Vogue make the future female empowered. Gender equality has been at the forefront of the How to understand pleasure and wellness media and public conversation for a long time. Pleasure is a core reason why many of us Some areas in this space have seen strides, have sex, making it a driving factor in all but the subject of female sexual pleasure parts of our sexuality — from our preference and wellness has been deprioritised in sex of birth control to who we have sex with (see education, in health research and society as a Further Information for more details). whole. The Orgasm Gap is a physical reminder that the predominant socialised attitude does Female sexual wellness can lead to Brief set by not place importance on female pleasure or improved quality of life, higher self-esteem The Case For Her sexual wellness. and increased economic outcome. Having & Teen Vogue complete agency over our bodies empowers This begins from a young age, from endless us in all aspects of life. jokes about male masturbation featured in mainstream media down to male anatomy How to use branded content taking centre-stage in class graffiti, the female Think beyond the expected. Yes, written side of sexual pleasure rarely gets a look-in. content series and videos can be effective, but so can podcasts, quizzes and The Case For Her, an innovative funding infographics. Use branded collaborative that invests in early stage markets within female health, are teaming up with Teen The important stuff content to Vogue to bring this topic to the forefront. Your response should include: challenge ideas What’s the challenge? • an explanation of your concept, including The Case For Her want you to develop a branded your research and how and why your idea around female content piece or series that will feature on one or would work for your audience pleasure and more of Teen Vogue’s media channels, including • an example of your content. This can be a their website, social and YouTube channels. full-length article or a treatment for a film or sexual wellness Your response should explore the female pleasure photo series. and sexual wellness space and seek to educate • The Case For Her as part of the and challenge Teen Vogue’s audience about conversation and direct people to their the issues surrounding it. You should strive to website to learn more. normalise girls’, women’s, and non-binary people’s journey to nurture, develop and explore their Be mindful of consent, and include consent in any and all proposals (see Further Information). Related Disciplines sexuality. Branded Content Who are we talking to? Your response should not be crass or insensitive by using shock tactics to draw attention, or The Teen Vogue audience is comprised of all advocate for any illegal, unethical, or non- genders and sexualities. The average reader is consensual acts. between 18 and 24, but your response should Extra Prizes consider those aged 14+. They are invested in What and How to Submit: Read Preparing Potential to have your work social justice and equality. They want to know Your Entries before you get started for full featured in Teen Vogue not just what the problem is, but how it can be format guidelines. fixed. Some come to Teen Vogue to learn the basics on an issue, and others come to learn Main (essential): the next steps. Either a presentation video (max. 2 min) OR Deadline Things to think about JPEG slides (max. 8), showing your response. 24 March 2020, 5pm GMT How to be part of Teen Vogue Optional (judges may view this if they wish): Teen Vogue has always challenged industry Prototypes or mockups as Interactive work expectations. They believe that young people (websites, apps, etc) or physical supporting aren’t just one dimensional, they have the material. If your main piece is JPEGs, you can capacity to care about fashion, beauty, and also submit video (max. 1 min total); if your deep-seated societal issues, all at the same main piece is video, you can also submit JPEGs time. The publication’s core mission is to act (max. 4).
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The back story Things to think about The LEGO® brand plays a big role in many kids’ • Build. Unbuild. Rebuild. With LEGO® bricks lives. It invites them to imagine, build and play you get to Rebuild the World. out whatever they have in their creative minds • The world needs creativity and problem- and it inspires everyone to see the world, and its ® endless possibilities, in new and playful ways. solving like never before. The LEGO experience delivers this opportunity. However, there comes a stage when toys, such How can you encourage strong minded as LEGO® bricks, get forgotten. Leaving this teenagers to use these products to sense of play and creativity behind, teenagers challenge the status quo? Your creative can lose their sense of imagination which has canvas is bigger than advertising. a knock-on effect on the potential to inspire • The LEGO Group has provided brand important change. The LEGO Group want to guidelines with this brief pack, however you change this. can consider how adapting their current What’s the challenge? tone of voice and visual identities could Brief set by The LEGO Group want you to create a powerful make their products more attractive to this The LEGO Group campaign that appeals to teenagers and rebuilds specific audience. their relationship with the LEGO® brand - on their • Research, research, research. The key way terms. to deliver a strong creative concept for this brief is by really understanding your The campaign needs to encourage and inspire audience. teens, who have advanced into new creative spaces such as music, film, sport and fashion The important stuff ® etc, to take notice and use LEGO bricks to make Your campaign must: creative statements and actions that really matter to them, and the world around them. • Unfold across at least two media touch- points that are relevant for the target ® By celebrating endless possibilities, the LEGO audience. ‘Rebuild the brand provides a creative tool that everyone World’ of teenage can go wild with in a meaningful, inspiring and • Make use of the ‘Rebuild The World’ brand impactful way. Because through LEGO® products strapline. creativity you can Rebuild the World. • Use existing LEGO® bricks and/or sets Who are we talking to? in your proposal (see LEGO.com for examples). Do not create a new product. The campaign needs to reach teenagers anywhere in the world aged 13-18 years old. What and How to Submit: Read Preparing It’s your job to discover what will appeal to this Your Entries before you get started for full audience, but consider some of the tensions format guidelines. that they can face, the idea of wanting to stand Main (essential): out whilst, on the other hand, wanting to fit in and feel a part of something. Either a presentation video (max. 2 min) OR Related Disciplines JPEG slides (max. 8), showing your solution. This is an audience that is speaking volumes Advertising on powerful social movements (think about Optional (judges may view this if they wish): Campaign the global school climate strikes as just one Interactive work (websites, apps, etc); physical example) so your ideas need to consider this supporting material; if your main piece is JPEGs, ® mindset. How could LEGO bricks provide a you can also submit video (max. 1 min total); if platform for this? your main piece is video, you can also submit Deadline Equally they are the generation that has grown JPEGs (max. 4). 24 March 2020, 5pm GMT up with technology constantly at their fingertips. The LEGO Group has the opportunity to bring the online world into the physical realm, whilst still enabling imagination.
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The back story funders, retro game parties, scavenger hunts From breaking news and entertainment to and more (see Further Information). sports and politics, from big events to everyday How to make it memorable interests. Twitter is different things to different The key to making your idea a success will people. It is a platform that delivers raw, be by driving buzz and PR. Consider how to unfiltered and bold conversations, and Twitter make your idea unexpected and memorable uses these conversations to highlight their Are there any spikes or days in the year cultural relevance. that your idea could be activated around? Heavy users of Twitter know how to derive value Consider the national conversations and from the service and they love the platform. broader zeitgeist and how your idea could tie Brief set by Twitter wants to remind those audiences into these. Twitter why they love them by injecting surprise and Be authentic. excitement throughout the brand. Be helpful - is there something the gaming They focus their attention on conversations community want and need, and how can and communities that best express Twitter and Twitter help? highlight the key people and influencers. By becoming experts in each conversation they can Sometimes the simplest of executions have resonate with the people who love them. This a big impact, so avoid big scale events or then engages light users too. campaigns, or ideas that involve buying lots of different media space. What’s the challenge? How to be Twitter Develop a Twitter want you to use this marketing strategy by What’s on Twitter should be at the heart of focusing on ‘Retro Gaming’. Develop a PR-first idea the idea. The initiative should be anchored PR-first idea that that celebrates the retro gaming conversation on around the rich content and give a true and Twitter and the people driving those conversations. genuine insight from the people within those spotlights the Gaming is huge on Twitter. In 2018 there were 1 conversations. #RetroGaming billion Tweets about gaming globally. In the fast- Twitter want to appear in unexpected places moving world of gaming, Twitter helps people keep doing surprising things right in the heart of conversation on up with new releases, view gameplay, learn new communities in the real world. They want to tricks and cheats, and connect. celebrate the people through their Tweets Twitter Who are we talking to? and the conversations they start. Twitter users who love retro gaming and have The important stuff an appreciation for 8-bit and 16-bit art. They are aged 18-37 (60% male, 39% female) and enjoy Your solution must: the nostalgia of retro games - reminiscing over • Not rely on big budgets, they are looking for the games they played as a child. a clever solution. Things to think about • Make the gaming community on Twitter feel proud to be part of the conversation. How to deliver your message Related Disciplines This brief focuses on driving PR. You need • Consider the PR strategy behind it as much PR to develop a solution that is shareable. You as the final execution. should get your idea trending in spaces • Include an explanation of your concept. beyond Twitter, from instagram feeds to Describe your creative process, your international newspapers. You don’t need research and development. Extra Prizes huge budgets to make a PR-able idea. Avoid Opportunity to pitch your idea ideas that solely rely on being big in scale - What and How to Submit: Read Preparing at the Twitter offices. Potential focus on the smartest experience. Your Entries before you get started for full to make your idea a reality with Research, research, research format guidelines. Twitter. A selection of Twitter swag. You need to understand your audience. But Main (essential): you also need to understand what is great about Twitter and the gaming community, Either a presentation video (max. 2 min) OR so see for yourself, immerse yourself in this JPEG slides (max. 8), showing your solution. world on Twitter and follow the community. Optional (judges may view this if they wish): Deadline How to play into the community Interactive work (websites, apps, etc); physical 24 March 2020, 5pm GMT There’s lots of opportunity out there, for supporting material; if your main piece is JPEGs, example pixel art is a big conversation driver. you can also submit video (max. 1 min total); if Game developers and pixel artists come your main piece is video, you can also submit together on Twitter to share gifs and previews JPEGs (max. 4). of their latest work. There’s also crowd
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The back story How to promote your city As the leading creative studio in Amsterdam, The best way to promote cycling is by VBAT know a thing or two about bikes. Based in promoting the city itself. No one wants to the world’s cycling capital, cycling is at the very cycle somewhere they find uninspiring. How heart of Amsterdam’s culture. can you use your identity to sell both the fun of bike hire and the city it’s based in? But cycling has taken on a whole new audience of keen bikers across the world in recent How to use multiple touchpoints years thanks to improved cycling networks, a The bike itself is obviously a great way to dedication to lowering carbon emissions and, get people interested, but think beyond this. importantly, city-based bike hire schemes. Consider where your brand will live and how you can incorporate this into your identity. For These bike hire schemes take a number of example, how could you make the bike pick guises, from tap and pay docks to GPS drop-offs up feel branded? to new schemes offering monthly leases. How to incorporate sponsors Brief set by While they are popular, their brand identities Many bike hire schemes are run in VBAT | Superunion can be lacklustre and uninspiring, and don’t partnership with sponsors (for example, share an identity with the cities they’re based Santander in London). Is there a way your in. This means they tend to rely on regular identity could incorporate sponsorship? customers and word of mouth, rather than their ability to use their own products as a free The important stuff marketing tool. Your idea should include: What’s the challenge? • A name and logo that reflects your bike (Re)Imagine the identity of a local bike hire scheme’s positioning scheme in a city of your choosing. This can be one • An example of a bike wrap and stand that already exists or a new scheme. • Wayfinding (digital or physical) Pick either a GPS, dock based or monthly lease bike scheme, depending on what makes the most • At least two other touchpoints. This could Brand a bike hire sense to your chosen location. This challenge is be a card for the scheme, apparel or scheme in your all about the brand identity for your scheme. Don’t something else that shows off the brand. get hung up on what makes this scheme different What and How to Submit: Read Preparing from others, but instead how your identity can city Your Entries before you get started for full encourage people to opt for a bike over format guidelines. other options. Main (essential): Your identity should consider the opportunities bike hire can offer someone in your city, the Either a presentation video (max. 2 min) OR experiences they’ll encounter and create an JPEG slides (max. 8), showing your solution. identity that sells this opportunity. Optional (judges may view this if they wish): Who are we talking to? Interactive work (websites, apps, etc); physical Related Disciplines Tourists and locals, the possibilities are endless. supporting material; if your main piece is JPEGs, Branding Your identity should seek to inspire a wealth of you can also submit video (max. 1 min total); if Graphic Design people to take up cycle hire in your chosen city. your main piece is video, you can also submit From encouraging locals that cycling to work JPEGs (max. 4). is more fun, to promoting all your chosen city has to offer on the saddle to someone who has Extra Prizes never been there before. Paid placement opportunities with Things to think about VBAT How to sell cycling Cycling around a city you don’t know can be an intimidating concept. How can your brand identity show the opportunity as an Deadline adventure rather than something daunting? 24 March 2020, 5pm GMT
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The back story Things to think about Shaking up the market, YULA is a brand new How to speak to your audience drink that gives you the same energy as a YULA already have a tone of voice, but traditional energy drink, with half the sugar. consider how you can adapt this to work best 100% natural energy, YULA is inspired by with the people you’re trying to reach. the Amazon rainforest and everyone’s inner How does your audience want to be spoken spirit. YULA combines the words for “tree” and to? What about YULA would resonate most “energy” from an ancient tribal language. Made with them? with guarana berries, green tea and green Brief set by maté, it is lower in sugar than traditional energy How to be YULA YULA drinks, with a natural taste. YULA already have a strong brand identity, so your copy should complement this. How Launching in Belgium and Spain in 2019, with In collaboration with can you use their vivid art direction, colour their sights set on other global markets in the Cult LDN palette, and imagery to bring your message future, YULA is proving that natural energy is to life? just as effective, just as refreshing, and has the power to lead the way. How to reach your audience When are they most likely to purchase YULA What’s the challenge? products? YULA is on-sale everywhere, from Create a copy-led campaign for YULA’s key coffee shops to gyms to supermarkets, so markets, Belgium and Spain, (in English) that how can you drive your audience to purchase speaks to 18-28 year olds. Your campaign should: at the time that is right for them? • get the audience excited about what YULA How to sell YULA’s products has to offer Understand the differences between YULA’s products versus other energy drinks. How Create a campaign • help the audience recognise YULA as can you ensure people not only know the synonymous with their lifestyle YULA brand but understand their product? that makes YULA • develop an external brand promise (an The important stuff the go-to natural exciting statement that exemplifies what a customer can expect from the brand) that Create between 3 to 10 examples of copy, energy drink speaks to your audience including pieces of short, social copy. The other executions are up to you, but could be anything • convince traditional energy drink consumers from branded content (podcasts, quizzes, blog to switch to YULA, as well as those who don’t posts, etc) to posters. currently drink them due to concerns about the sugar content in existing energy drinks At least one of your executions should be brought to life by visuals provided by YULA (see • convey the premium nature of the brand. full brief pack). You can do this for all of your Who are we talking to? executions, but they will mainly be judged on the 18-28 year olds in Belgium and Spain. However, strength of your copy. your idea should be in English as you also Make it clear where each execution will appear Related Disciplines need to consider how it would work throughout (online, instore, etc). Copywriting mainland Europe and Latin America. Avoid Advertising focusing on the UK specifically. What and How to Submit: Read Preparing Your Entries before you get started for full This audience is unafraid to challenge brands format guidelines. and themselves. Their mentality is all about maximising their lifestyle. They’re hard working Main (essential): Extra Prizes and ambitious and they care about the planet. Upload your copy examples as PDFs (two The potential to make your Health is a priority and they treat their bodies separate documents, combined max. total 4 idea a reality. Paid placement like a well-oiled machine, eating healthily and pages of A4); and your visual execution(s) as working out. They are often creative, starting out opportunities with Cult LDN. JPEGs (max. 8) or a video (max. 2 minutes). in the world of work, or trying to get their own start-up or passion going alongside their day job. Optional (judges may view this if they wish): They live in urban areas but love to travel to new places and explore the world. Interactive work (websites, apps, etc); physical Deadline supporting material; if your main piece is JPEGs, 24 March 2020, 5pm GMT All this takes energy and right now they turn to you can also submit video (max. 1 min total); if healthy snacks, coffee, and traditional energy your main piece is video, you can also submit drinks from time to time to keep them going. JPEGs (max. 4).
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There’s a lot here, we know. But it’s essential • You’ll be asked to name every asset The New Blood Academy with WPP to get your entry right – so read on. (each file you upload or URL you input) – Anyone who wins a Pencil, any Pencil, use this to clearly indicate whether that To find out what to submit… will have a chance of a place on the New asset is one of your main deliverables, or Blood Academy with WPP. This is a creative 1. Check your chosen brief. The What to an optional supporting piece (e.g. “Main bootcamp that catapults young creatives into submit and how section will tell you the Deliverable 1”, “Supporting Image 3”, industry. formats you can submit your response etc) in. It’ll be a combination of the following: Attendees will be brought to London and • You will also be able to control the order video, JPEG, interactive, text and pushed to their creative limits through a non- your assets are viewed in – make sure physical material. stop programme of talks, workshops, briefs, your main piece(s) come first, and that hacks, and live challenges with the world’s 2. Find the full specifications for each the viewing order makes sense. top agencies including AKQA, Ogilvy and Grey. format (file type, file size, etc) in the What Else Do You Need To Know? following pages. Make sure you meet When submitting your entry, it will outline these specs when preparing your work, • You can enter online from early 2020. how you can put yourself forward for this or it may not be accepted / may not opportunity should you win a Pencil. • The entry site will walk you through the display properly at judging. process, but before you start, make Use of Other Creative Material Title & Description sure all your team members and all your If you use any images, writing, music or other tutors have registered and can login at • You’ll need to give a title and description creative material belonging to someone else www.dandad.org. when you enter online. (such as background music or stock footage • Keep it anonymous. This is for your for a case video), you must comply with any • Title: The name of your concept, not benefit – we want the judges to look copyright restrictions in place. simply the name of the brief (eg “Be purely at your work to keep the process Here & There” not “BBC Project”) Eg stock images or typefaces you’ve bought fair and free of unconscious bias. So the license for, copyright-expired text, music • Description: A short summary of your don’t include your name, or the names made available under a Creative Commons idea (max. 100 words). Don’t include of your teammates, tutors or college License or that you’ve received appropriate the brief in this description. We will use anywhere in your entered work, or in file permissions to use... Make sure you credit or this to help promote your work if it wins, names. If these are included, we may acknowledge the source if / as required. and it will be available to the judges ask you to resubmit without them, or as supporting material. Your brief may remove them ourselves. (There may be We can’t provide detailed advice on copyright ask you to include specific info in this some exceptions, e.g. if your identity is but for more information, try: description. somehow part of your concept – check ipo.gov.uk/copy.htm with us if you’re not sure). Main Vs Optional Submission Material creativecommons.org • All work must be submitted in English • Most briefs have options for the main You could use a piece of music that is made unless specified by the brief. Any deliverable(s) and optional supporting available under a suitable Creative Commons explanations must be in English. material. License. Take a look here for more inspiration: • You must upload all your files on the • The main deliverable is what you must creativecommons.org/legalmusicforvideos/ entry site. No data disks and no files submit for that brief, and what the judges hosted on other sites. Eg if you’re Research & Development will base initial decisions on. They’ll submitting a video, we won’t accept view this first, then look at any optional A lot of the briefs ask you to show highlights a link to it on YouTube – you have to material only if they want to – eg if your from your creative process, research, and upload it directly. The one exception main piece has impressed them enough development. To do this, you could include: is for interactive executions – see the to want to see more. following pages for more info. • A summary of your research approach. • Your main piece(s) must clearly and • PDFs are not accepted except for text- • The key insight that led to your solution. effectively present your idea and only, eg longform copy, or scripts for execution, anything the judges will need radio ads – and only where specified on • How you developed the idea from insight so they can understand your response, the brief. to solution. anything specified underThe important • Alternative ideas you explored. stuffon the brief. • Don’t include images in PDFs. • Scamps, initial hand sketches, • The optional pieces are your chance • Work that needs special equipment (eg prototypes, mock-ups. to show additional executions (eg ads, 3D glasses) to view or use can only be product mock-ups, app prototypes), or included as optional supporting material. • Mood boards and other reference give further insights into your research You’ll need to email us beforehand, imagery. and development. and may need to supply the relevant equipment.
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The Formats Tips for a great Presentation Film JPEG (image) Use your time wisely and wow the judges: Use this for presentation slides, photos, Make sure you know which formats are illustrations, posters, etc. allowed for your brief before you get stuck in. • Don’t include the brief – you don’t have long so don’t waste time telling the • Format specs: Video judges what they already know. You can JPEG is the only image format we can Use this for presentation films, moving image talk about how you interpreted the brief accept. executions, TV ads, etc. and how this led to your response. • Colour mode: RGB Format specs: • Summarise your project / killer idea • Image resolution: At least 300dpi MP4 and MOV formats only. in the first 30 seconds – get the jury’s attention. You can use the rest of your • Maximum file size: 10mb These must be multiplexed with audio and time to go into more detail if you need to. video in one single file. • Dimensions: At least 410mm on the Don’t make the judges wait until the end longest side Do not include a clock or slate at the start. of the film to find out your solution. • Orientation: Images will be viewed See below for full specs. • Focus on the creative idea and its on-screen so landscape is strongly relevance to the audience. Codec H.264 recommended unless portrait mode is • You don’t need to make it elaborate integral to the brief. File Name MOV and fancy. Simple films with a clearly • Aspect ratio: Up to you. But your work MP4 presented idea are just as effective. Aspect Ratio 1920 x 1080 will be viewed on-screen, ranging from • If you’re demonstrating an idea using 1280 x 720 judges’ own laptops to widescreen mock-ups and screenshots, clearly show 1024 x 576 TVs, so images will look their best in how it would work. (64 x 480) landscape at 16:9. (720 x 576) • It’s fine to include a voiceover speaking Tips for Creating Great Presentation Slides over footage, but to keep judging fair and Audio ACC • This is where images and text are unbiased, don’t include footage where Stereo combined in one JPEG, to show your idea you talk directly to camera and don’t 48kHz as well as explain it. include your name, etc. Bitrate Max Minimum: 8.5mbps (15mbps for HD) • Work will be viewed on-screen at judging, Maximum: 50mps with no option to scroll and limited zoom function. Your slides must be clear and File Size 500 MB easy to view when the image is viewed to fit-to-screen on a standard laptop.We strongly recommend landscape format. • Make sure text is big enough to be read without zooming, and keep it short, clear and relevant. Basically the same principles as a PowerPoint or Keynote slide. • Show the key elements of your work. • Keep the layout clean, simple and uncluttered. • An example of good presentation slides.
@DandADNewBlood dandad.org/new-blood-awards #NewBloodAwards • New Blood Awards 2020 • D&AD New Blood PREPARING YOUR ENTRIES 3/3 Awards
Game Working Builds (Rare & Xbox ONLY) Physical Work Submitting Zip Files If entering a working build for the Rare & Xbox Use this for prototypes, mockups, print • Zip files are OK for interactive work, brief (optional material ONLY), it must be executions, etc. HTML, websites, widgets or apps. We hosted on a website OR submitted as a .zip or won’t accept zip files for anything else. .rar file with all necessary software for install Format specs: included. These files must be included as a • When you start the online entry form, • Cannot be submitted as your main piece, URL to a file sharing website (seeSubmitting you’ll get an entry number. Use this as only as optional supporting material. This Zip FIles). Any prototypes must be easy to the name for the zip folder itself, and at is because initial judging rounds take run and install, and suitable for a PC with the the start of file names for the root folder, place remotely online. specs below. index file, and Flash or Shockwave files. • Download labels for physical work from Windows 10.x OS • Submit websites in their entirety as the entry site when you submit your Intel Core i7-8850H Six Core 2.60GHz, Chrome compatible HTML projects. work. Fill them in and attach entry 4.30GHz Turbo labels to the back or base of each • Submit Flash and Shockwave projects Nvidia Quadro P1000 w/4GB GDDR5 object. Package together and attach a embedded in HTML. 32GB DDR4-2666MHz SDRAM completed postage label to the package. 4K UHD (3840 x 2160) Resolution • To submit a ZIP file, please upload it to • Your package must reach D&AD at the Dropbox (www.dropbox.com) and then Tips for creating Game Design Concepts address on the entry labels by 5pm on submit the Dropbox link as a URL. Below are a range of links to help you with Tuesday 31 March 2020. your game design concepts. Text (PDFS) • Contact us if you will need the item Use this for scripts or written content (eg long- Game Design Process returned. Items won’t be returned form copy) only. How to get started. An introduction to 6 steps unless requested by 31 March 2020 of game design and using an iterative cycle. Format specs: – email [email protected] with youtu.be/djimfGjdCKI the subject line ‘Returns Request’. • PDFs are only accepted for text-only Include your name, the entry number content – don’t include images. Game Design: Crash Course Games #19 and a description of the work you want An outline of gameplay terms and • These need to be A4, only one page per returned. We’ll then contact you after applications. file. judging to arrange collection. Please youtube.com/watch?v=TOQTZ6N_eVg note that you’ll have to cover the costs of • Use a clear font and 12 point text. returns yourself. Space limitations mean Game Design Process: Designing Your we can’t store physical work for long Audio Video Game after judging, so make sure you request Use this for radio ad or audio content How to get started. a return as above or we may no longer executions only. youtube.com/watch?v=2aIlRDamNT4 have it. Format specs: 5 Steps To Start Making Games Interactive Work (URLS) • File format: MP3 How to get started. An outline of the basics of Use this for interactive executions, digital game design. prototypes, websites, apps, etc. • Sample size: 16-bit youtu.be/B8ttFXUgtMw Format specs: • Sample rate: 44100khz Downwell’s Dual Purpose Design | Game • URLs are only accepted where the • Maximum file size: 10mb Maker’s Toolkit website itself is part of the entry, or to A game doesn’t need to be super fancy and send zip files via Dropbox (see below). • File extension must read .mp3 complicated. You can make an incredibly • Cannot be submitted as your main piece, • Don’t include audio introductions or exciting game with just a couple buttons and only as optional supporting material. presentations. ideas. • Interactive work must be Chrome youtube.com/watch?v=i5C1Uj7jJCg compatible. Ico, and Design by Subtraction | Game • If the work is online, submit the URL. Maker’s Toolkit How to keep things simple. • If you can’t host the work online, submit a ZIP folder – instructions below. youtube.com/watch?v=AmSBIyT0ih0 Forging God of War’s Leviathan Axe | Game Maker’s Toolkit How to build a world around your idea. youtube.com/watch?v=2u6HTG8LuXQ Puzzle Solving... or Problem Solving? | Game Maker’s Toolkit How to use real world systems as inspiration. youtube.com/watch?v=w1_zmx-wU0U&t
@DandADNewBlood dandad.org/new-blood-awards #NewBloodAwards • New Blood Awards 2020 • D&AD New Blood WHAT WINNING MEANS Awards
In 2015 D&AD announced a new line-up of New Blood Wood Pencil New Blood Academy with WPP Pencils, with Wood and Graphite joining the Awarded to a shortlist of the best work Anyone who wins a Pencil, any Pencil, family to replace the former In Book and submitted for each brief. will have a chance of a place on the New Nomination award levels. Blood Academy with WPP. This is a creative New Blood Graphite Pencil bootcamp that catapults young creatives into So, what do all these Pencils mean? Awarded to work that goes further to nail industry. the three judging criteria – a good idea, well All New Blood Pencil winners get a executed, and relevant. Attendees will be brought to London and guaranteed place in the D&AD Annual, an pushed to their creative limits through a non- invite to the New Blood Awards Ceremony, a New Blood Yellow Pencil stop programme of talks, workshops, briefs, Pencil per team, and the chance to apply for Awarded to work that is outstanding, excelling hacks, and live challenges with the world’s New Blood Academy. across all judging criteria and potentially top agencies including AKQA, Ogilvy and Grey. causing a pang of jealousy. Pencil winners also get to apply for exclusive And there’s more... scholarship and funding opportunities. This New Blood White Pencil includes one of three full scholarships for the Awarded to outstanding work in response Additional Prizes School of Communication Arts 2.0 (worth over to any of the briefs, that uses the power of Some briefs also have additional prizes. £16,500 each)*. But if you’re still wondering creativity to do good in the world. Information regarding this can be found in exactly what each level represents, we’ve put each brief pack. Any further prizes relating New Blood Black Pencil together a handy cheat sheet for aspiring New to specific briefs are at the discretion of the Given to the best of the best, this is the Blood winners. sponsor and dependent on the suitability of ultimate award for new creatives. Each winning Responses. These prizes cannot be individual will receive a Pencil, and there’s guaranteed. also a £2000 prize fund shared between New Blood Black Pencil winners. *This opportunity is only available to those who aren’t currently enrolled in a portfolio school or similar.
@DandADNewBlood dandad.org/new-blood-awards #NewBloodAwards • New Blood Awards 2020 • D&AD New Blood ESSENTIAL INFO & FAQS 1/2 Awards
Key Dates First things first: these are the essentials. Who You can respond to as many briefs as you like. the New Blood Awards are for, what and how to You can also submit more than one response get involved. per brief – you’ll just need to create and pay for a separate entry for each response. So you can Briefs Launch Who can enter? October 2019 enter as many times as you have ideas. All of the briefs are open to: The brief and brief pack will tell you everything Students of any age. you need to know about what to submit. Open for entry To enter as a student, you must be enrolled on How much does it cost? January 2020 a recognised full or part-time Higher Education The cost per entry is £20. For D&AD Full level course, anywhere in the world, on 1 Members and Education Network Members, it’s January 2020. only £15. Entry deadline Anyone over 18 not employed in (or formerly The price is per entry, not per person. 5pm GMT 24 March 2020 employed in) the creative industries. How do I enter? There is no longer an age limit to enter the New Download any and all briefs you like the look Blood Awards. Anyone who has not worked for Physical work deadline of. Each one comes with its own brief pack, full 6 months or more (or is not currently employed 31 March 2020 of useful things like background information, for a contract length of 6 months or more) in inspiration and brand logos to help you on your a paid creative role* on 6 January 2020 can way. enter.+ Judging Then it’s up to you to create your response. The It doesn’t matter where in the world you are – if April - May 2020 brief and brief pack will tell you how to format you fit one of the descriptions above, you can and present your work ready to submit. enter. We’ll open for entry in early 2020. Once we do, Winners announced * A creative role is defined as a position where you can upload and pay for your work online – (without Pencil levels) the entrant is employed in any type of creative the entry site will walk you through the process. May 2020 role (including strategists) such as: copywriter, art director, graphic designer, etc. for a creative Teams & Tutors organisation. This includes paid placements. Can we enter as a team? Academy places offered Entrants may still enter if they work (or have Yes. You can enter as an individual, or up to five worked) for a creative company in a non- May/June 2020 people can work together and enter as a team. creative role. Everyone on the team must be eligible to enter, + If you aren’t eligible to enter the New Blood and everyone on the team needs to register New Blood Academy with WPP Awards, you should consider entering our Next beforehand at www.dandad.org. Summer 2020 Awards programme for creatives in their first Can I team up with friends from other 3 years of industry instead. These awards will universities? Or who already graduated/are launch in December. not at university? Ceremony Please note that whatever your educational Yes. You can enter with anyone who’s eligible, (and announcement of Pencil levels) status, if you enter the MARTINI brief you must even if they don’t study at the same uni or July 2020 be 18 or older at the time of entry. college as you. Students and non-students can work together too. Why has the entry criteria changed? D&AD assess the entry criteria each year. The My background / university subject isn’t D&AD New Blood Awards are for identifying, creative. Can I still enter? showcasing and nurturing tomorrow’s creative Yes. As long as you meet our eligibility criteria superstars. We recently updated our entry you can enter – whatever your background or criteria to reflect this. D&AD run another subject. programme called Next Awards which is for Do I need a tutor to enter? those who have already started their creative If you’re a student, you should credit any tutors careers. Alternatively we also have another who helped you on your way. For you to do this, competition for Side Hustles will also launch your tutors need to register before you enter later in the year. at www.dandad.org. You’ll then be able to add Am I eligible? them to the entry credits when you enter online. If you’re not sure if you’re eligible, you can If you’re not a student, you don’t need to have take our eligibility quiz here. If you’re still not a tutor. sure after taking the quiz, drop us an email on My college wasn’t in the list when I registered [email protected] – can I still enter? What can I enter? Yes. Email us as soon as possible with all the The New Blood Awards aren’t for work you’ve details and we’ll get you sorted. done already – all entries have to be a response to one of this year’s briefs.
@DandADNewBlood dandad.org/new-blood-awards #NewBloodAwards • New Blood Awards 2020 D&AD New Blood ESSENTIAL INFO & FAQS 2/2 Awards
The White Pencil How do I win a New Blood White Pencil? After you’ve entered Whichever brief you’re answering, if your entry What is the White Pencil? Who will judge my work? uses creativity to do good, you can also put it It’s awarded to work that uses commercial Your ideas will be seen by representatives forward for the New Blood White Pencil. When creativity to do good. Find out what won in of the brands, along with a panel of top you enter online, you can opt in. There’s no 2019 here. creatives from around the world. We’ll extra charge, all you’ll need to do is give us a announce the juries nearer the time. Where’s the New Blood White Pencil brief? short explanation of why you think your work There’s no one White Pencil brief. Although is White Pencil material: how it goes beyond What could I win? some of the briefs specifically ask for the brief and uses it as a platform for positive Check out What Winning Means on the New responses that make the world better, you impact. Blood Awards page. could choose to answer any brief in a way Then if your entry gets awarded within its Anything Else? that does good. That’s because we can and brief, the White Pencil jury will judge your If you have any questions that aren’t covered, should consider social and positive change entry at a later stage. email us at [email protected] in everything we do. Maybe your packaging design revolutionises sustainability, or your You can only submit work that’s a response to Or get in touch on Twitter or Instagram: ad campaign, while it spreads the word about one of this year’s briefs. You must enter and @DandADNewBlood the brand, also engages consumers with a pay for the entry to be able to opt in for the @newblood_dandad social issue? New Blood White Pencil.
@DandADNewBlood dandad.org/new-blood-awards #NewBloodAwards • New Blood Awards 2020 • D&AD New Blood TERMS & CONDITIONS 1/2 Awards
The contest is organised by D&AD, registered writing, music, or other creative material 2. Sponsors’ Logos and Names offices 64 Cheshire Street, London, E2 6EH. belonging to someone else must obtain the 2.1 Sponsors may submit their own branding By entering the contest entrants agree to other party’s permission. By submitting a or that of the sponsors’ clients for the comply with these terms and conditions. Response, entrants warrant that they have purpose of inviting Responses. All rules procured the necessary consents, licenses, (including the relevant sponsors’ brand Eligibility Criteria and other such authorisations from any third guidelines) relating to the sponsors’ branding Anyone aged over 18 on 1 January 2020 can parties. Entrants may be asked to evidence apply equally to the sponsors’ clients’ enter the New Blood Awards unless employed their ownership of the Response and should branding. in a paid creative role for a commercial keep dated records of all working materials. 2.2 All sponsors operate strict controls on creative company (see below). The awards 1.5 The entry fee must be paid for every the use of their names, trademarks and are also open to students of any age. Student submitted Response. In order to qualify for logos. Any misuse of sponsor brands by an entrants must be enrolled on a recognised the discounted entry rate for D&AD Education entrant will lead to the disqualification of all full or part-time higher education level course, Network Members, no membership fees that entrant’s Responses and may expose anywhere in the world, on 1 January 2020. should be outstanding at the time of entry. the entrant and D&AD to legal liability and If you are not entering as a student, you must Entries must be submitted by a member of subsequent legal claims. not have worked for 6 months or more (or not the entering team to allow individuals to be 2.3 By submitting a Response, entrants be currently employed for a contract length of credited accurately. agree to use the sponsor branding only in 6 months or more) in a paid creative role on 6 1.6 All Entries must be submitted via our accordance with these terms and conditions, January 2020. online entry system. Physical work may be and any prevailing sponsors’ brand submitted as supporting material only. guidelines. A creative role is defined as a position 1.7 D&AD accepts no responsibility for lost or 2.4 The sponsors permit entrants to use the where the entrant is employed in any type of undelivered entry material. Proof of postage submitted branding for the sole purpose of creative role (including strategists) such as: does not guarantee that work has been responding to the brief sponsored by that copywriter, art director, graphic designer, etc. received by D&AD. sponsor. for a creative organisation. This includes paid 1.8 In order to assist D&AD in promoting 2.5 Entrants may: placements. Entrants may still enter if they the winning work after judging, all entrants 2.5.1 Only use sponsor branding on work (or have worked) for a creative company are asked to provide or confirm credits for Responses submitted to the D&AD New Blood in a non-creative role. each entry at the point of entry. These must Awards 2020; Entrants for the MARTINI briefs MUST be include: 2.5.2 Include a submitted Response in their aged 18 or over on the date we receive your (a) Full names of entrant(s), including all personal portfolio after the winners have entry. team members been announced, in exactly the same format (b) Full names of tutor(s) (as applicable) as that submitted to the D&AD New Blood 1. Entering the Contest (c) The name of their college or university (as Awards 2020. 1.1 Entry is open to individuals working alone applicable) 2.6 Entrants must not: or groups of up to five persons working as a 1.9 Contact details of winning entrants may 2.6.1 Use sponsor branding on any other team. be passed to sponsors, partners or New material or for any other purpose; 1.1.1 All members of a team must fit the Blood Awards Judges at D&AD’s discretion, 2.6.2 Upload their submitted Response to eligibility criteria outlined above. in order to help promote the winning work, any online location before the winners have 1.1.2 If a team of more than five enter, D&AD deliver prizes and help with the operational been announced, whether as part of an open cannot guarantee that all entrants will receive running of the awards. or access-restricted site, unless all sponsor prizes or be included in credits at events and 1.10 All entry data and relevant contact branding is first removed from the uploaded in publications. In this event, the key creatives details of Belgian Responses may be passed version of the Response; in the team will be prioritised. to Creative Belgium (www.creativebelgium. 2.6.3 Denigrate sponsors or sponsor 1.2 Entrants should register on the D&AD be), a partner organisation of D&AD, and may branding, subject sponsor branding to Site (www.dandad.org/new-blood-awards), be submitted into Creative Belgium’s Young derogatory treatment or otherwise bring the download a brief, generate a response to that Talent Award. A ‘Belgian Response’ is defined sponsor and /or its brands into disrepute; brief (“the Response”) and submit their work as Responses from institutions in Belgium, 2.6.4 Do anything to suggest that the entrant digitally in accordance with the deliverables or Responses from teams or individuals with is endorsed by, associated with or otherwise as laid out in their chosen brief and in the Belgium indicated as their country of origin in affiliated with the sponsor; accompanying ‘Preparing Your Entries’ their D&AD registration data. 2.6.5 Provide or make available sponsor document. All team members and tutors 1.11 Winning the Young Talent Award does branding to any third party for any purpose. involved with the entry project must also not constitute and is not equivalent to being 2.7 For the avoidance of doubt, the sponsors register on the D&AD Site and be added to awarded in the New Blood Awards. for the D&AD New Blood Awards 2020 are as the entry credits at the point of entry. 1.12 All entries must be created, uploaded listed on the brief pages of www.dandad.org/ 1.3 Entrants can download and respond to and paid for by the closing deadline, Tuesday new-blood-awards. as many briefs as they wish; they may also 24 March 2020 at 5pm GMT. Any physical 2.8 For the avoidance of doubt, the sponsors’ submit more than one Response per brief. supporting material must also reach the clients for the D&AD New Blood Awards 2019 Each Response is considered a separate delivery address by 5pm GMT on Tuesday 31 are as detailed on the individual briefs. entry and will need to be accompanied by the March 2020. 2.9 Entrants who submit a Response that relevant fee. 1.13 D&AD is under no obligation to refund contains any trademark or logo, or other 1.4 All Responses must be the original work payments made for either individual Entries branding other than those specifically of the entrants. Responses must not infringe or groups of Entries. Under the circumstance submitted by the sponsors, may be asked to the intellectual property rights of any third of technical error it is at the discretion of re-submit their work without such branding. party. Entrants who incorporate any images, D&AD to refund payments.
@DandADNewBlood dandad.org/new-blood-awards #NewBloodAwards • New Blood Awards 2020 • D&AD New Blood TERMS & CONDITIONS 2/2 Awards
3. Ownership of Your Work submitted for each brief. Blood Academy and/or Awards ceremony. 3.1 Entrants retain ownership of their (b) New Blood Graphite Pencil: Chosen Allocation of funding to winner is at the sole Responses submitted into the contest, from the New Blood Wood Pencil Winning discretion of D&AD who retain the right to but where such work incorporates sponsor Responses. devise and apply criteria to the selection branding entrants may only use the work (c) New Blood Yellow Pencil: Chosen from process. The decision of D&AD is final. in accordance with the sponsor’s brand the New Blood Graphite Pencil Winning 5.3 In addition to the above, further prizes guidelines. Entrants may remove sponsor Responses. may be listed on the New Blood Awards page branding from their Responses, after which (d) New Blood White Pencil: Responses which on the D&AD Site: www.dandad.org/new- they may use such Responses at their own demonstrate excellence in terms of positive blood-awards. discretion. impact on top of meeting the standard 5.4 Any further prizes relating to specific 3.2 By submitting a Response, entrants judging criteria; selected from all Winning briefs are at the discretion of the sponsor grant D&AD and the relevant sponsor a Responses across all Award levels and Briefs. and dependent on the suitability of winning non-exclusive licence for the duration of (e) New Blood Black Pencil: The best of all Responses. These prizes cannot be copyright protection under English law to Responses, selected from the New Blood guaranteed. reproduce or distribute a reproduction of Yellow and White Pencil winners across all 6. Return of Materials their entry in all media in order to promote, or Briefs. 6.1 Physical supporting materials will only act as a historical record of, the D&AD New 4.3 The jury is not limited in the number of be returned if a return request was made by Blood Awards or D&AD as an organisation Responses it can award, and similarly there emailing [email protected] Tuesday 31 or a sponsor’s involvement with the D&AD is no guarantee that a jury will grant an award March 2020. New Blood Awards; or as part of any D&AD in a category, if they do not feel that work is of 6.2 Where a return has been requested, publication (whether online or offline). In the standard required. entrants will be contacted by D&AD after particular entrants should also review the 4.4 The jury has the right to edit pieces judging to arrange the date, time and method sponsors’ brand guidelines for the relevant submitted as part of a Response and to ask of return. terms affecting the grant of such licence. for only certain parts of the Response to be 6.3 In the event that the return of material 3.3 Entrants agree that, should a sponsor displayed or promoted. is not requested at the time of entry, the wish to develop or use a Response for 4.5 General feedback will be gathered from work will be stored by D&AD until no longer commercial purposes, the entrant will enter the jury, and may be made available to view required for judging, or for the promotion and into negotiations with that sponsor to agree on the D&AD website when the winners are display of winning work. After this time, it will terms for such development or usage before announced. Individual feedback will not be be destroyed or recycled where appropriate. negotiating with any other party in relation available. 6.4 In the event that a return is requested, to the Response. We refer to this as the First 4.6 If D&AD is made aware of any concerns but the entrant does not collect or arrange Negotiation Agreement. The First Negotiation that a Response does not constitute the collection of their work when contacted by Agreement will remain in operation from the original work of the entrant, then in the first D&AD, the work will be stored for 30 days date of submission of a Response until one instance, D&AD will contact the entrant and from the date the entrant was contacted. week after the New Blood Awards Ceremony. will ask for copies of any notes or drawings After this time, it will be destroyed or recycled Initial contact between entrants and sponsors which evidence the entrant’s assertion to where appropriate. will be facilitated by D&AD only. Entering be the creator of the work. D&AD will also 6.5 D&AD is unable to guarantee the safety into a First Negotiation Agreement does not contact credited tutors for further information. of work entered and is unable to accept constitute a guarantee that either party will Where possible, D&AD will consider the responsibility for the loss or damage of reach a final agreement. In particular entrants evidence gathered and decide whether to entries received. D&AD advises all entrants to should also review the sponsors’ terms and allow the Response to remain within the retain a copy of their work for their portfolio. conditions for the relevant terms affecting the contest or to remove it. D&AD’s decision is in right of usage of material. its sole discretion and is final. 7. General Points 3.4 D&AD advises all entrants to obtain 7.1 D&AD reserves the right to make changes 5. Prizes independent legal advice in respect of to these Terms and Conditions, if necessary, 5.1 The prizes to be awarded are as follows: any agreements being discussed between from time to time. (a) New Blood Wood Pencil: Name included sponsor and entrant. 7.2 The Terms and Conditions are subject in the D&AD Annual, winning work featured to English law and any dispute that is not 4. Judging the Contest on the D&AD website, eligibility to apply for a resolved by consultation between the parties 4.1 D&AD will appoint a jury that shall be place on the New Blood Academy. shall be referred to the courts of England and composed of judges who, in D&AD’s sole (b) New Blood Graphite Pencil: As New Blood Wales. discretion, have the appropriate qualifications Wood Pencil to judge the work. Responses will be (c) New Blood Yellow Pencil: As New Blood For enquiries relating to the D&AD New Blood considered in accordance with D&AD’s Graphite Pencil, plus winning work featured in Awards email [email protected] or selection criteria. These are: the D&AD Annual. telephone: +44 (0)20 7840 1111. (a) An excellent creative idea; (d) New Blood White Pencil: As New Blood (b) Great craft or execution; Yellow Pencil. (c) Answers the brief. (e) New Blood Black Pencil: As New Blood 4.2 Each jury will award a select number of Yellow Pencil, plus £2,000 cash prize (to be the Responses whom the jury considers, in shared among all New Blood Black Pencil its sole discretion, to be the best Responses. winners). The Award levels are as follows: 5.2 Pencil winners will be eligible to apply for (a) New Blood Wood Pencil: A shortlist of a portion of a travel and accommodation fund Responses to act as a record of the best of £15,000 to support attendance of the New
@DandADNewBlood dandad.org/new-blood-awards #NewBloodAwards • New Blood Awards 2020 •