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D&AD New Blood 2020 and YULA Announce Winning Creative

by Stephen Young

July 10, 2020

Cult’s natural energy client reveals the work to appear in their upcoming campaign

Cult is thrilled to announce the winning creative for their client YULA, an innovative plant-powered energy drink brand from Pepsi Lipton International, one of the brands that took part in the 40th Anniversary of the D&AD New Blood Awards.

YULA joined the likes of Nike, Google and giffgaff calling on emerging creatives spanning disciplines including games design, experiential, advertising, branding and typography to work on their active briefs. Entrants had the chance to showcase their work and have it judged by some of the industry’s most prominent figures alongside the chance of winning a prestigious Pencil and participating in the D&AD New Blood Academy.

Pepsi Lipton International approached creative agency Cult to devise YULA’s brand platform and launch campaign for the new plant-based energy drink inspired by the Amazon rainforest. 100% natural energy, the name combines the words for “tree” and “energy” from an ancient tribal language, and is made with guarana berries, green tea and green maté. YULA’s target audience is 18-28 year olds, it launched in Belgium in 2019.

View the winning creative here:

“For years Cult had been supportive of D&AD in their championing of best in class creative work around the world. Over the past year we've worked alongside Pepsi Lipton International to bring YULA to market so were excited to see how students would respond to the brief. We are so proud that the YULA assignment was downloaded by over 18,000 emerging creatives across 102 countries and despite all the challenges of universities closing over the past few months, the high standard of entries clearly didn’t dip, making judging a huge but rewarding challenge. We are big believers in nurturing young talent into the industry and look forward to working with the winners of our D&AD New Blood category.” Cat Turner, Global CCO and co-founder, Cult

“YULA has been delighted to support this year’s D&AD New Blood Awards championing best in class creative work. We have spent two days judging entries from students around the world, the quality of surprising, intelligent and thought-provoking work has been truly inspiring. A sincere thank you to all those who entered - we cannot wait to look at how we can collaborate with the successful creatives to embed their work into our campaigns.” Tessa Regan, Global Marketing Manager, YULA

The D&AD Young Blood mission - to champion, educate and support emerging creative talent to get a foothold in the creative world - remains as relevant as ever. D&AD New Blood promotes the importance of creative education, in a climate where costs of higher education are rising, creative subjects are in decline and creative careers can still be largely misunderstood.