D&AD, assisted by The Beautiful Meme, calls fresh talent for the New Blood Awards 2017
BestMediaInfo Bureau | Mumbai | November 25, 2016
Design and Art Direction (D&AD) has announced the launch of the New Blood Award campaign for 2017 -- an effort to reach out to young creatives to offer inspiration, learning and genuine opportunities to them to enter the creative industry. This year, The Beautiful Meme has devised a campaign for the New Blood Awards 2017 that it believes will make everyone stop and think.
Taking as its starting point, a series of statements and statistics that highlight the current state of the creative industry, the in-your-face designs are a challenge to whoever reads them to take action.
“D&AD New Blood wants to hold a mirror to the industry so that when faced with real statements and facts, we can all come together and start thinking about solutions. As an organisation we already work towards finding new ways forward, but we all need to think long term. This is a call for students to enter their work in the New Blood Awards, but this is also a call to the entire industry to wake up and realise that what they need more than anything else is new perspectives, New Blood,” Paul Drake, Director, D&AD Foundation.
Speaking about the importance of fresh talent, Tom Sharp, Creative Director, The Beautiful Meme, said, “If we see the yearly influx of new talent into the creative industries as nothing more than a perpetuation of the existing system, we do a disservice to the minds joining our industry. Agencies thrive on change and challenge. This is what New Blood brings. While our sector debates equality and the future of creativity, the answers lie with New Blood. We need them.”
The campaign itself has taken a radically different approach, leaving behind the traditional yellow and black of the D&AD Professional Awards and embracing a more abrupt aesthetic. Using a juxtaposition of words and polka-dot hexagonal design, The Beautiful Meme put its own unique spin on the campaign.
Ben Haworth, Creative Director, The Beautiful Meme, said, “The energetic and visually distinctive hexagonal polka dot graphics conceptually represent controlled takeover while past D&AD winners are masked (as the past) to bring colour and texture. This is framed by a flexible ‘We Need New Blood’ lock up, which in a trickster spirit tears up the D&AD logo. Our aim was to elevate the New Blood brand from the younger sibling of D&AD into a cutting-edge persona at the forefront of the industry. A brand that better represents the intelligence and diversity of new talent coming through -- tearing up the establishment and replacing it with new people, new skill sets and new thinking.”
This will be a constantly evolving campaign that will continue to push out statements as they happen throughout the year to constantly spark conversation and debate. D&AD invites students, creatives and tutors to use the #WeNeedNewBlood hashtag in order to have their say.
The roll-out will take the form of digital and social assets that will be shared over the course of the year as well as environmental designs for the D&AD New Blood Festival in July.
New Blood briefs are available for download from http://www.dandad.org/newbloodawards
Young creatives will have until March 22, 2017 to submit their entries and the winners will be announced at the New Blood Awards Ceremony on July 6, 2017.