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D&AD New Blood Awards 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 @DandADNewBlood dandad.org/new-blood-awards #NewBloodAwards • New Blood Awards 2020 D&AD New Blood A ROUGH GUIDE TO GUIDING YOUR STUDENTS Awards 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. @DandADNewBlood dandad.org/new-blood-awards #NewBloodAwards • New Blood Awards 2020 • D&AD New Blood Awards 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.
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