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D&AD Creative Search

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Posted by Patrick Burgoyne, 16 October 2009, 16:00    Permalink    Comments (8)

D&AD challenged winners of this year's Student Awards to create a buzz for the 2010 event. Four Swedes came up with this

The D&AD 30-Day Challenge asked 15 winners from the 2009 Student Awards "to create a buzz about the launch of the 2010 Student Awards". They had 30 days to inspire tutors and students to take part in next year’s scheme. The prize – a 4-week paid work placement at AMV.BBDO in London.

Petter Prinz, Kaspar Prinz (students at Beckmans College of Design in Sweden), along with friends Philip Cristofor and Axel Lewenhaupt came up with the idea of the D&AD Creative Search, "a tool for other students and professionals –  to simplify the way we do research on the internet" which acts as an aggregator of creative and D&AD-related content online.

"We did not want to creat a campaign which only is current during a small period of time. We do not think that's any good solution," says Petter Prinz. "Instead we created a tool, especially made for creatives, that can be used in their everyday workflow – this is a campaign that will live on and instead of getting weaker over time, it will  become stronger."

Here's a film explaining more

The winner of the challenge will be announced on October 22

8 Comments

Am I missing something? This looks like any other media aggregator, except it borrows existing branding and an awkward design pattern which carries the epic misnomer of "Grid-a-licious". (see http://suprb.com/#gridalicious)

It also doesn't seem to answer the brief - "to create a buzz about the launch of the 2010 Student Awards". This is, at most, a time-saving research tool. The initial search term should be more specific to the awards, but that's still an awkward way of getting the message across. Imagine if Google's homepage was a search query result for Sergey Brin! It really feels as forced as that.
Tom
2009-10-16 18:36:59


I think it's fantastic.

Instead of creating a buzz of the launch of the 2010 they have creatied a buzz that probably will last for the next year and the year after. They have sad in interviews that they are working on the site – that new functions and aprovements will be launced later on. Looking forward!

I also think its amazing to create a tool for other competitors for the Student Award 2010. I use this site everyday, google is history for me.

Thanks!
Sebastian
2009-10-19 20:17:34


Agree with Tom – doesn't answer the brief and sadly appears to be a site / tool that no-one wants and no-one will use.
Moriarty
2009-10-19 20:46:13


Apart from this article about their idea, where exactly is "the buzz"?
Mitchell
2009-10-20 17:11:53


I didn't want to like it, I visited the site and it quickly absolved me of my negative feeling, typed in Christmas just for a laugh and I've now changed my mind.. thing is... I normally want something specific.. for example I go to google images because I'm looking for something very quickly, in Google the page is big and white - I can browse the pages quickly, I visit YouTube specifically to find a clip.. etc etc.. - on this website it's very small, takes longer to scroll around, takes times to open the image and close it again.. and then I'm distracted by something in twitter and then I check out the music section... and then I'm reading the rotating messages.. ohh!!!!

In short.. this website is one big distraction. I think the demographic for this website is aimed at younger people, meaning teenagers, who spend all their so lovely free evenings surfing the net... Not good for people who have pressing deadlines!
Holly
2009-10-20 21:09:41


I use it and I like it.

For me the website is all about getting an overview and new angels. I see it as a sorted start point of my search, I'm totally happy with it.

It almost sounds like you guys are competitors who only want to make the site look bad.

They have developed this site from idea to finnish during 30 days. Give them a break.

The site is also still a Beta-version?

I'm sure they will make aprovements later on that will satisfy.

I say: Keep up the good work!
Jonna
2009-10-21 13:20:42


I use it and I like it.

For me the website is all about getting an overview and new angels. I see it as a sorted start point of my search, I'm totally happy with it.

It almost sounds like you guys are competitors who only want to make the site look bad.

They have developed this site from idea to finnish during 30 days. Give them a break.

The site is also still a Beta-version?

I'm sure they will make aprovements later on that will satisfy.

I say: Keep up the good work!
Jonna
2009-10-21 13:31:26


Wow.. this will definitely be useful!
David
2009-10-22 15:51:17


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