The winners of D&AD’s New Blood awards scheme were announced at a ceremony in London last night, with two black pencils and 30 yellows awarded to an inventive range of apps, posters and ad campaigns…
Two projects were awarded black pencils this year – the first was Anna Barton, Sam Smith and Louise Delves’ beautifully made poster for XL Recordings, which we featured in our Kingston degree show round-up.
XL asked students to illustrate a seminal moment in the label’s 25-year history. Smith, Barton and Delves’ design chose the release of the orchestral album Aluminium, which was based on music by The White Stripes, and translated into a ballet by Wayne McGregor.
The poster is divided into three sections of tear-off strips, which can be fed through a punch box. Strips from the first section play the songs that inspired Aluminium, while those from the second play the album’s tracklist. The third plays the movement of dancers in the ballet.
A second black pencil was awarded to to Paul de Ridder and Yme Gorter at Edinburgh Napier University for their Green Switch project, a plug-in which altered Google search results to give priority to companies with green credentials. The plug-in was created in response to a WPP brief to devise an idea to change people’s habits for the better:
30 yellow pencils were awarded this year – several of which went to students at international colleges, including Miami Ad School, Lasalle College of Arts in Singapore, Russia’s British Higher School of Art and Design and colleges in South Africa, Germany and Sweden – perhaps a reflection of the competitions’ growing recognition.
Another winning response to XL Recordings’ poster brief was Alberta College of Art and Design student Meghan Fenske‘s painted portrait of King Krule. Fenske created a stop motion animation of the portrait and says the idea represents how XL “makes the artist”; as many of their artists they’ve signed have released their debuts with XL and have become very successful. The textured, choppy painting style hopefully embodies XLs edgy, risky personality,” she adds.
Sky asked students to create a copy-led campaign that would ‘thrill and excite current and future customers through eye-catching headlines, scripts or stories’. Lyle Martin and Viloshan Appasamy, from the Vega School of Brand Communications in Cape Town, created a billboard, video and series of typographic posters using CMYK and RGB.
Each poster featured a different background colour and a range of references to TV content featuring that colour – from the skin of the Incredible Hulk to Gordon Ramsey’s olives. As well as being eye-catching, the campaign is a great way of showcasing the broadcaster’s diverse programming:
Four projects were awarded yellow pencils in response to a brief set by health drink brand Purdey, which asked entrants to redesign packaging for its Rejuvinate vitamin drink and introduce a new product, Purdey’s Natural Energy.
George Hill (University of Central Lancashire) opted for packaging in the style of a pill capsule:
While Middlesex University’s Vivien Lambert opted for light sensitive designs which revealed extra copy about products when placed under direct light:
Falmouth student Nathan Smith’s designs featured graphic patterns concealed behind a tear-off silver foil jacket:
And Vincent Wongso’s featured illustrations revealing how Purdey’s soft drinks are made:
The British Council’s brief asked students to design a bi-lingual identity for exhibition Dressing the Screen, celebrating the rise of fashion film. Andrew Golden of Duncan of Jordanstone College of Art and Design devised a clever system based on a camera lens:
While Kir Khachaturov, Roman Lazarev and Vladislov Poliakov from the British Higher School of Art & Design used motographs, or ‘scanimations’ to create eye-catching posters, graphics and wayfinding:
Gijs Scheepens and Nico Jacoby from Design Factory International devised a clever app in response to Npower’s brief, which asked for a solution that would give more control to energy users. The Supersavers app encourages consumers to reduce their energy consumption and do a good deed by sending saved energy to those in need:
Anastasia Bondarenko, from Duale Hochschule Baden-Württemberg Ravensburg, came up with a great concept to help children and families visualise their energy consumption. Eco Monsters such as the Garbage Gobbler, which scans product barcodes and opens up only for recyclable items, and the Water Checker, which alerts users when it’s time to end their shower, provide a fun way to teach children about responsible energy usage. They can also be synched with an interactive app, in which users are asked to help save the world:
We spotted several responses to Monotype’s brief to devise a typographic system for a local street paper at this year’s degree shows, but Pratt Institute students Johnny Lee, Kevin Chao and Michelle Wang’s proposal for the Spare Change News – a Massachusetts street paper founded by homeless people in 1992 – was the only one to receive a yellow pencil.
The group devised a bespoke typeface for the paper based on the architecture of its headquarters, a local baptist church and various secondary typefaces based on vendors’ handwriting, to evoke a sense of community:
Two of this year’s yellow pencils were awarded to amusing and inventive campaigns to promote the National Trust to 25-40-year-olds. The University of Gloucestershire’s Robert Sewell and Vytautus Busma’s Expect the Unexpected spoof led national newspapers to believe it was a real campaign:
While Kingston student Jack Beveridge’s More Space campaign aimed to promote the National Trust’s 60,000 acres of land by showing Londoners what it would feel like to have a little more room to move:
The Body Shop
Sarah Thurner (Hochschule Augsburg) was one of two yellow pencil winners to devise a new visual language for The Body Shop, and created a striking series of collage-based posters and an app highlighting its environmental and ethical credentials.
Kervins Chauvet and Shelby Hipol’s (The Creative Circus) contribution, which also won a yellow pencil, highlighted The Body Shop’s efforts to promote micro finance in developing countries:
Responses to the BBC’s brief to create a platform allowing consumers to contribute, adapt and develop their own news experience, giving the broadcaster a more global voice, also resulted in some well considered and innovative proposals.
Miami Ad School New York’s Lora Faris and MichaelAnn Cohlmia devised BBC Connect, a BBC sim card service aimed at delivering daily news to people without access to smartphones or tablets. As the video explains, the service texts users with daily headlines, and users can request more information about particular stories free of charge. The service also alerts people about severe weather warnings in their region and allows them to participate in weekly opinion polls via text:
While citizen journalism platform BBC Voice, devised by Ryan Ho, enabled journalists and readers to connect directly with people experiencing, or at the source of, major global events:
Online retailer ASOS asked students to devise an app that 20-something shoppers could engage with. Jinah Lee devised MOS (My Own Stylist), which allowers users to create a profile, upload photographs of their clothing and ask other users for suggestions on what to wear for particular occasions – a helpful and practical resource for people who have a limited wardrobe (or budget):
We end on a slightly more unusual note – the self promotional category. Antonis Sideras (University of Westminster) won a yellow pencil for his Birth of the Botch project, a reflection on his personal identity. “Botch is my stage name – which represents the way I see the world, appreciating the beauty of flaws, which make us unique and interesting. The Birth of the Botch is a reinvention of my personal story: from how I went through a complete dispossession of personal identity and self-confidence through [military] conscription and its subsequent prejudiced environment, to rediscovering myself through the flare of performance, creativity and the Botch”:
Other winning projects include work for Unilever, Nokia and radio scripts for RAB, and you can see the full list of results here.