D&AD New Blood: Purpose Beyond Profit

We’re picking our favourites from entries to this year’s D&AD New Blood Awards. We will be choosing four projects from each of the themes identified by D&AD in this year’s entries. First: Purpose Beyond Profit

D&AD’s New Blood Awards celebrate the best in student creativity. Each year, students from around the world respond to briefs set by a cross-section of brands, charities and other organisations.

This year’s winners will be announced on July 7 but ahead of the ceremony, we have picked out some of our favourites, gathering them under a series of themes that have come out of the work submitted.

First, we look at work that seeks to identify a purpose beyond profit. In 2012 D&AD launched a new award to celebrate communication as a force for good. The White Pencil was introduced across both New Blood and the Professional Awards. Where the pro White Pencil is judged in its own category, New Blood’s jury looks at work submitted across all the competition briefs. Here are CR’s picks of projects in the running this year:

Amnesty PROFUCKATION for Amnesty International set by WPP

Creative Team: Batara Bayu Soedarwanto, Kevin Wijaya
University: Nanyang Academy of Fine Arts (NAFA)/ Miami Ad School San Francisco

Could you ‘Give a Fuck’ about important issues? This integrated campaign tries to engage younger audiences by providing a mechanism to turn “meaningless fucks” into ones that could instigate change.

Ford Fu for Ford

Creative: Ryan Ho
University: King’s College London
Tutor: Chloe Lam

Ford Fu brings together the company’s InfoCycle and E-Bike technologies with traditional Chinese lucky charms to enable safer mobility for elderly people in Shanghai. A click of the charm sends a GPS check-in to a registered loved-one, two clicks dials a taxi to that location, and a third alerts emergency services.

#DoYouMINDTHEGAP for Monotype

Creative: Pippa Allen
University: University of Leeds
Tutor: John Rooney and Dan Brackenbury

This campaign seeks to raise awareness of pay inequality in a way that will prompt audiences to share and create their own content. According to Allen “Even in 2016, on average women get paid 20% less than men in the same roles. I wanted to demonstrate how damaging the pay gap is. Five letters of the alphabet equates to 20% so by removing vowels I could create a set of posters symbolising the damage the deficit does tour economy.”

Pippa Allen's #doyouMINDTHEGAP project for the DA&D New Blood Awards
Pippa Allen’s #doyouMINDTHEGAP project for the DA&D New Blood Awards
The next step would be to get support from brands who would remove 20% of the letters in their name
The next step would be to get support from brands who would remove 20% of the letters in their name

Stand Up for Different for Dr Martens

Creative: Joanna Cassidy Osborne
University: Edinburgh Napier University
Tutor: Iain MacDonald

We all know how cruel school can be, particularly if you are the kind of kid who stands out. This campaign celebrates school-age outsiders, positioning Dr Martens as the champion of the non-conformist. A dedicated station provides struggling kids with a much-needed lifeline and support.

Dr Martens Stand Up For Different campaign for D&AD New Blood Awards
Dr Martens Stand Up For Different campaign for D&AD New Blood Awards
Dr Martens Stand Up For Different campaign for D&AD New Blood Awards
Dr Martens Stand Up For Different campaign for D&AD New Blood Awards

See all the D&AD New Blood Awards work here

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