John Lewis, Amnesty International, Ford and more reveal briefs for D&AD New Blood Awards
A host of brands including John Lewis, Amnesty International and Ford have revealed their briefs for next year's D&AD New Blood Awards.
In total 17 brands have partnered with D&AD to set a unique challenge, which will feature a mix of topical ideas and craft-based briefs, encouraging creatives to hone their skills on creative challenges that are both a test of their abilities and a representation of the work that awaits them when they start their careers.
Other brands taking part include Adobe, BBC Crimewatch, Dazed, Nationwide and Dr. Martens, with briefs such as to design a digital solution to enhance the Crimewatch experience beyond broadcast and to remix the Adobe Creative Cloud identity for future creators.
Paul Drake D&AD foundation director commented: “New blood briefs are designed to be both challenging and demanding, but every year we are delighted by the strength of talented and passionate individuals who enter the awards. If you can shine and win a Pencil, you’ll earn immediate industry ‘one-to-watch’ status. And for a new creative, there’s few better accolades.”
The New Blood Awards are open to any young creative aged 23 or under, in addition to current students and those within two years of graduation.
Dan Freeland, UK marketing manager, Dr. Martens explained the idea behind the brand's brief: "We really wanted to explore how tribes and subcultures now exist in a fragmented, digital world and specifically how a brand like Dr. Martens could retain its USP of non-conformist authenticity and rebellious self-expression whilst still trying to appeal and remain relevant to a much broader, fast-paced, digital, mix and match society"
Full briefs can be downloaded from the D&AD website. New creatives will have until Wednesday 16 March 2016 to submit their entries, with the winners announced at the Awards Ceremony on in early July 2016.