D&AD New Blood Awards 2021 Tutor pack - #newbloodawards - School of Web ...

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D&AD New Blood Awards 2021 Tutor pack - #newbloodawards - School of Web ...
D&AD New
Bl o o d Awa r d s
      2021
 Tutor pack
      #newbloodawards
D&AD New Blood Awards 2021 Tutor pack - #newbloodawards - School of Web ...
D&AD
           New Blood
                                                                                      TUTOR PACK
           Awards

  This Tutor Pack contains all the      Contents
  information you need to set the       A Rough Guide to Guiding Your Students
  briefs for the D&AD New Blood
  Awards 2021. If your students are     The Briefs:
  entering, make sure you and they      1. 21GRAMS
  register or login at                  Open
  dandad.org/new-blood-awards
  and download the full brief packs     2. Audible
                                        Graphic Design, Branding
  for their chosen briefs. As well
  as the briefs themselves, these       3. BBC
  packs contain essential supporting    Coming Soon
  resources and extra information.      4. Burger King
                                        Coming Soon

  You’ll also need a dandad.org login   5. Connect4Climate
  so that your students can credit      Out of Home, Social Media
  you on their entries, and so we can   6. Coors Light
  keep you up-to-date.                  Digital Campaign, Advertising, Social Media
                                        7. The Walt Disney Company (Disney)
  News and inspiration:                 Advertising, Integrated Campaign
                                        8. Duolingo
  Twitter                               Advertising, Integrated Campaign
  @DandADNewBlood
                                        9. Fossil & MSL
                                        PR
  Instagram
  @newblood_dandad                      10. giffgaff
                                        Illustration, Animation
                                        11. Grey Poupon
  And get in touch with any             Branding, Graphic Design
  questions:
  newblood@dandad.org                   12. Key4Life & Landor
                                        Typography, Graphic Design
                                        13. Penguin
  All New Blood briefs are created      Open
  in collaboration between brands,
  strategists, and D&AD, with           14. Rare & Xbox Game Studios
                                        Game Design
  additional input and insight from
  other creative professionals,         15. Spotify Design
  educators and relevant                UX/UI, Interaction Design, Digital Design
  consultants.
                                        16. Tesco
                                        Experiential, Social Media, PR
  D&AD would like to thank Amanda       17. The Case for Her & Refinery29
  Jones, Anna Zimmermann, Bethan        Open
  Morris, Camila Toro, Ciara Phelan,    Preparing Your Entries Guide
  Ellen Ling, Helen Fuchs, Katee
  Hui, Megha Sthankiya, Naresh          What Winning Means
  Ramchandani, Olivia Robinson,         Essential Info & FAQs
  Rob Estreitinho, Uttara Masting,
                                        Terms & Conditions
  Jones Knowles Ritchie, The
  Gate, The Marketing Store, and
  VCCP Kin, alongside a number
  of university tutors for their
  contributions to the briefs.

@DandADNewBlood                                dandad.org/new-blood-awards                 #NewBloodAwards
                                                • New Blood Awards 2021
D&AD New Blood Awards 2021 Tutor pack - #newbloodawards - School of Web ...
D&AD
            New Blood
                                      A ROUGH GUIDE TO GUIDING YOUR STUDENTS
            Awards

 1. Know the brief                                   3. Understand the judging process                 4. Make it a winner
 They’ve picked their brief(s). But do they know     Our selection process is tough. Here it is in a   How can your students make sure their ideas
 them inside out?                                    nutshell.                                         stand out at judging? Here’s a few things to
                                                                                                       remind them of...
 •    Can they explain it in one sentence?           Judging Criteria
                                                     We have three simple judging criteria that        Don’t go with an obvious idea. Chances are
 •    Have they researched the brand?
                                                     judges use for all our briefs:                    lots of other people will have too.
 •    Are they clear on what they’re being
                                                     Does it have a great creative idea?               Get to the point. Don’t explain the brief, draw
      asked to deliver?
                                                     Is it well executed?                              the judges in with the big idea.
 •    Send them to our Brief Breakdown               Is it on brief?
                                                                                                       The judges watch hundreds of entries back to
      exercise for more pointers on
                                                     Which of these is most important will depend      back. Make sure your students make theirs
      understanding their briefs.
                                                     on the brief, and the criteria are slightly       memorable.
 2. Challenge the idea                               different for the Games Design brief. See
                                                     Essential Information later in this pack for
 They have their idea locked down. But is it a
                                                     more detail.                                      Want even more top-notch tips? We’ll be
 winner?
                                                                                                       launching lots of content throughout the
                                                     Judging Process
 •    Why will anyone care?                                                                            year which we’ll send to anyone who has
                                                     All judging is done anonymously – the judges
                                                                                                       downloaded a brief, so keep an eye on
 •    Would they do it / engage with it?             will put through work they think should win
                                                                                                       your emails.
                                                     based purely on the assets that have been
 •    How does it achieve its goals?
                                                     entered.
 •    How does it fit with the brand?
                                                     Round 1: Online, independent shortlisting.
 •    Is it original?                                A jury of top creatives relevant to each brief
                                                     take a look at all main work entered. At this
 •    Why does it excite them?                       stage they’re generous, earmarking work
 You can find a full list of tips and trick on our   they’d like to
 New Blood Awards homepage.                          see again.
                                                     Round 2: All judges come together to view
                                                     work carried forward from Round 1, looking
                                                     at any supporting material and voting on
                                                     everything that’s worthy of at least a New
                                                     Blood Wood Pencil.
                                                     Round 3: After finalising the Wood Pencil
                                                     selection, the judges pick the entries worthy
                                                     of a Graphite Pencil.
                                                     Round 4: From the pool of Graphites, the
                                                     judges select the entries which have elevated
                                                     themselves to Yellow Pencil status.
                                                     White Pencil judging: From all of the
                                                     awarded work, judges look for ideas that
                                                     show a purpose beyond profit, while still
                                                     excelling creatively.
                                                     Black Pencil judging: Finally, Jury Presidents
                                                     look at all of the Yellow and White Pencil
                                                     winning work, and award the coveted Black
                                                     Pencils – the best of the best. See behind the
                                                     scenes of the Black Pencil judging room here.
                                                     Remember, the judges don’t have to award
                                                     ANY Pencils if they feel nothing has hit
                                                     the mark.

@DandADNewBlood                                                dandad.org/new-blood-awards                                              #NewBloodAwards
                                                               • New Blood Awards 2021 •
D&AD
          New Blood
          Awards

                               The backstory                                          representing 30-40% of cases. You’ll need
                               Search online for “skin cancer” and you’ll be          to make sure you research and understand
                               greeted with a wash of moles on White skin.            these signs and think about how you can
                               And the survival rate of skin cancer is around         help people to recognise them.
                               91% for White people. But what about other             Feel a bit overwhelmed by the science? Don’t
                               skin colours? Well that’s when you start to see        worry, 21GRAMS will host a medical briefing
                               the survival rate plummet, for Black people            that explains everything in accessible
                               especially down to 65%. The reason? Skin               language. They have doctors in their agency
                               cancer tends to be diagnosed at a later stage,         whose job is to help creatives understand
                               and as a result with a worse prognosis. This           the science to create top-notch responses, so
                               is because the signs are more difficult to spot        they’ll be helping you with this too.*
                               thanks to not only a lack of awareness, but
 Brief set by                                                                         Understand the barriers
                               also systemic problems and racial disparities in
 21GRAMS                                                                              Even doctors can fail to diagnose melanomas
                               medicine.
                                                                                      on People of Colour and Black skin. Why?
 In collaboration with         21GRAMS is an agency that specialises in               Their medical textbooks and include include
 BlackandBrownSkin             health. They are driven by an ambition to make         almost no representations of diseases on
                               healthcare more inspiring than consumer                pigmented skin. Malone Mukwende created
                               products because health is the most valuable           BlackandBrownSkin to address these
                               thing people have. They believe that creative          imbalances. As a Black medical student
                               solutions to big healthcare issues can make a          he noticed that the signs and symptoms of
                               huge impact and that’s why they want you to            diseases he was being taught to recognise
                               tackle this issue head on.                             on White skin wouldn’t translate to his own
                                                                                      skin. So he developed a platform to educate
                               What’s the challenge?
                                                                                      students and health care professionals on
                               Develop an idea that not only raises awareness         the importance of recognising that certain
 Ignorance is                  of skin cancer, specifically melanoma, in people
                               of colour around the globe, but also helps to
                                                                                      clinical signs do not present the same on
                                                                                      darker skin. These problems remain intrinsic
 malignant.                    drive diagnosis to allow people to receive the
                               treatments they need.
                                                                                      to healthcare practices around the globe,

 Change skin                   What exactly this looks like is up to you - it
                                                                                      so 21GRAMS will also be hosting an insight
                                                                                      session with Malone to help you with
 cancer care.                  could be anything from a large-scale advertising
                               campaign, through to an online diagnostic tool.
                                                                                      your response.*
                                                                                      Melanoma overall represents 5.5% of all new
                               But whatever you create needs to be tangible,          cancer cases, but this figure drops to just
                               realistic, and make a meaningful impact on             1-2% of all cancer cases for Black people,
                               people’s lives; and it needs to be able to do that     creating a drop in awareness and leaving
                               without huge budgets.                                  room for and allowing complacency to
                               Who are we talking to?                                 creep in.
                               This is all about spreading awareness amongst          What all of this together this means is 52%
                               a huge demographic, because that is what will          of initial melanoma diagnoses are at an
                               make the most change. That’s people the world          advanced stage for Black people, against
                               over whose skin-tone is underrepresented in            only 16% for White people.
                               whitewashed medical literature. But your idea
                                                                                      Make an impact
                               should put a particular focus on young Black
                                                                                      Whatever your idea is, it should break the
                               people around the world who spend lots of time
 Related Disciplines                                                                  barriers to identifying skin cancer in People
                               outdoors and might not realise that skin cancer
 Open                                                                                 of Colour and Black skin, allow people to
                               can affect them.
                                                                                      recognise the signs and help people get
                               Things to think about                                  diagnosed faster. The better it does this, the
                                                                                      better the impact it will make.
                                  Know the signs
 Deadline                         You’ll need to really understand what the           Speak to your audience
 23 March 2021, 5pm GMT           main signs of skin cancer are, and especially       Focus on your audience and consider what
                                  how they can differ on People of Colour and         will make them sit up and take notice. Think
                                  Black skin. For example, melanoma (a type           about how your idea can infiltrate spaces
 Additional Prizes                of skin cancer usually identified through new       they exist in, and engage with them directly.
 The potential to win a paid      moles, or changes in existing ones) most            No matter how great your idea is, if you can’t
 placement with 21GRAMS.          often occur on non-exposed areas of the             ignite your audience’s interest, it won’t make
                                  body such as palms, in the mouth and nose,          any headway, so get to know who you’re
                                  and around nails. On White skin they tend to        talking to.
                                  occur in areas exposed to the sun, and this
 Page 1 of 2                                                                        The important stuff
                                  is what shapes popular understanding of the
                                  disease, when the sole of the foot is the most    21GRAMS don’t want to see any bullsh*t. This
                                  common site of skin cancer for black people,      is about making something that can create a

@DandADNewBlood                              dandad.org/new-blood-awards                                             #NewBloodAwards
                                              • New Blood Awards 2021 •
D&AD
          New Blood
          Awards

                               meaningful impact on people’s lives.
                                                                                  Further Information
                               It’s up to you what form your idea takes, but
                                                                                  *We’ll be letting everyone know more about
                               your response should cover how you’ll reach
                                                                                  these sessions later in the year through our
                               your audience, and an explanation of how your
                                                                                  newsletters and social channels.
                               idea will go beyond just creating awareness
                               to achieve a real and tangible way to improve      Helpful links
                               diagnoses and direct people to treatment.          BlackandBrownSkin
                                                                                  blackandbrownskin.co.uk
                               What and how to submit: Read Preparing
                               Your Entries before you get started for full       What is melanoma?
                               format guidelines.                                 nhs.uk/conditions/melanoma-skin-cancer

 Brief set by                  Main (essential):                                  Background Information
                                                                                  blackhealthmatters.com/category/multiple-
 21GRAMS
                               Either a presentation video (max. 2 min) OR        myeloma
 In collaboration with         JPEG slides (max. 8), showing your solution.       skincancer.org/skin-cancer-information/skin-
 BlackandBrownSkin             Optional (judges may view this if they wish):      cancer-facts
                                                                                  statnews.com/2020/07/20/to-begin-
                               Interactive work (websites, apps, etc); if your
                                                                                  addressing-racial-bias-in-medicine-start-with-the-
                               main piece is JPEGs, you can also submit video
                                                                                  skin
                               (max. 1 min total); if your main piece is video,
                               you can also submit JPEGs (max. 4).                skincancer.org/skin-cancer-information/
                                                                                  melanoma
                                                                                  theguardian.com/society/2020/aug/13/
                                                                                  decolonising-dermatology-why-black-and-brown-
                                                                                  skin-need-better-treatment

 Ignorance is
 malignant.
 Change skin
 cancer care.

 Related Disciplines
 Open

 Deadline
 23 March 2021, 5pm GMT

 Additional Prizes
 The potential to win a paid
 placement with 21GRAMS.

 Page 2 of 2

@DandADNewBlood                              dandad.org/new-blood-awards                                              #NewBloodAwards
                                             • New Blood Awards 2021 •
D&AD
          New Blood
          Awards

                           The backstory                                        The Faraway
                           Audible is a subscription service that lets you      Target Audience: 18-34 year olds without kids,
                           experience storytelling like never before by         who are looking to escape.
                           taking the best performers and pairing them          Genre: Fantasy/Adventure (Audiobook)
                           with the world’s largest selection of audiobooks
                           and podcasts. The best part? They have a             Synopsis: Daniel has always been described as
                           series of Audible Originals, titles you can’t find   someone with their head in the clouds. Working
                           anywhere else.                                       in a local store, they are always dreaming of far
                                                                                away adventures until a new visitor comes to
                           But when there’re so many options to take            town and those dreams start to become
                           stories with you wherever you go, and thousands      a reality.
 Brief set by              of titles to choose from, how can Audible make
 Audible                   their original content stand out from the crowd?     There’s a Noise in the Shed
                                                                                Target Audience: Younger families who are
 In collaboration with     What’s the challenge?                                listening together and looking to be entertained.
 Uttara Masting            Design a visual identity for a fictional* Audible    Genre: Fairy Tales/Animal Stories (Audiobook)
 (Jones Knowles Ritchie)   Originals title that stands out and makes
                           some noise.                                          Synopsis: Mia’s family have just moved from the
                                                                                bustling city to the countryside and Mia finally
                           At Audible, designers might not have the             has the garden she’s always wanted so she
                           full text available to listen to before they         can watch all the animals from her window. But
                           create an identity - instead they will have the      there’s one thing she doesn’t like in her new
                           title, synopsis and a clear idea of the target       garden... the shed. Every time she goes outside,
                           audience. To replicate this process, you have        she hears different noises coming from the
                           a selection of four fictional* audiobook and         shed and she starts to imagine what might
                           podcast titles, synopses and core markets to         be inside.
                           choose from. You’ll need to get into the mind of
 Develop a visual          your audience and design a digital book cover        Things to think about
 identity for a            and series of visual assets to promote your title.
                           This brief is all about design craft, so consider
                                                                                   Influence your audience
                                                                                   Think about the space you’re designing for
 fictional Audible         how you can make your visual identity arresting         and who might be searching for this content.
                           and convince your audience to tune in.                  What would make them stop and take notice
 Originals title           Who are we talking to?
                                                                                   of the audiobook/podcast? People make
                                                                                   split-second decisions from designs, about
                           You’ll need to select one of the following              the genre, tone and who they think the
                           fictional audiobook or podcast titles, each with a      content is for, so how can you express that
                           different core market attached to it:                   your title is for them?
                           One of the locals                                       If you choose a title that could include a
                           Target Audience: Empty nesters on the hunt for          famous face (for example the podcasts),
                           content to learn something new.                         then think about both who you might pick
                                                                                   and how you might showcase them in an
                           Genre: Language Learning (Podcast)
                                                                                   exciting way.
                           Synopsis: A famous face talks travelling around
                                                                                   Break the mould
                           the globe, and unpicks the secrets to picking up
                                                                                   There are some clichés in book design that
                           the lingo to help make you truly feel like one of
                                                                                   you can try to break. Although they can give
                           the locals on your travels. Exploring more than
                                                                                   helpful visual clues about the genre, think
                           just key phrases, this podcast shares how you
                                                                                   about how you can experiment with this and
                           can keep your travels faux pas free and make
                                                                                   break away from the expected while still
 Related Disciplines       some pals along the way.
                                                                                   delivering what your audience needs to click
 Graphic Design            Out West                                                and listen.
 Branding                  Target Audience: 35-54 without children, looking
                                                                                   There’s also a whole host of content out
                           for fun, engaging content to listen to whilst
                                                                                   there, so remember your identity needs
                           multi-tasking.
                                                                                   to stand out. It also needs to work across
                           Genre: Crime (Podcast)                                  multiple touchpoints and create a world
 Deadline
                                                                                   beyond Audible.
 23 March 2021, 5pm GMT    Synopsis: Tales from the American Frontier
                           (or Old West) have fascinated us for decades.           Make your identity work hard
                           A world of crime and misfortune have always             The identity needs to live in a sea of tiny
                           surrounded the old tales, but this podcast seeks        squares but also be able to stand alone both
                           to go beyond the legends and uncover some of            as a virtual and physical asset. The entirety
 Page 1 of 2               the darkest crimes of the times.                        of the design will be visible on the product
                                                                                   description page that draws the reader in

@DandADNewBlood                          dandad.org/new-blood-awards                                              #NewBloodAwards
                                          • New Blood Awards 2021 •
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          New Blood
          Awards

                              or as an ad on Instagram. Think about the
                              wider ecosystem of the design and all the       Further Information
                              touchpoints it will cover. If the title feels   Details
                              too long for the small space, feel free to
                                                                              *Please note, the fictional titles have been
                              abbreviate it so it can be legible.
                                                                              developed for this brief only and are not titles
                           The important stuff                                currently in the works from Audible or any
                                                                              other publisher.
                           You must use the templates included in the
                           brief pack to ensure your designs fit in the       Audible Originals
                           relevant Audible spaces. Your visual identity      Take a look at some of the current Audible
                           must include:                                      Originals titles on offer and think about how you
 Brief set by                                                                 can make your title stand out.
 Audible                   • Title ‘cover’
                                                                              audible.co.uk/ep/AOAEAS
                           • Product description page (full bleed
 In collaboration with
                             background)
 Uttara Masting
 (Jones Knowles Ritchie)   • App banner
                           • An example of your identity across three
                             different Out of Home spaces such as buses,
                             bus shelters or transport gates (please note,
                             these templates are not included in the pack
                             as you can choose any three spaces that are
                             relevant to your target audience and title)
                           • Online assets (cover, product description
                             page and app banner) must include the

 Develop a visual            Audible Original badge as shown in the
                             templates. Your Out of Home responses must
 identity for a              also include the Audible logo (included in the
                             brief pack).
 fictional Audible         What and how to submit: Read Preparing
 Originals title           Your Entries before you get started for full
                           format guidelines.
                           Main (essential):
                           JPEG slides (max. 8), showing your solution.
                           Optional (judges may view this if they wish):
                           Interactive work (websites, apps, etc); video
                           (max. 1 min total).

 Related Disciplines
 Graphic Design
 Branding

 Deadline
 23 March 2021, 5pm GMT

 Page 2 of 2

@DandADNewBlood                              dandad.org/new-blood-awards                                          #NewBloodAwards
                                             • New Blood Awards 2021 •
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          New Blood
          Awards

 Brief set by
 BBC

 COMING SOON

 Deadline
 23 March 2021, 5pm GMT

 Page 1 of 1

@DandADNewBlood           dandad.org/new-blood-awards   #NewBloodAwards
                          • New Blood Awards 2021 •
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          New Blood
          Awards

 Brief set by
 Burger King

 COMING SOON

 Deadline
 23 March 2021, 5pm GMT

 Page 1 of 1

@DandADNewBlood           dandad.org/new-blood-awards   #NewBloodAwards
                          • New Blood Awards 2021 •
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          New Blood
          Awards

                                  The backstory                                            spaces might engage them the most? With
                                  Connect4Climate, a diverse network of over 500           guerrilla marketing, you don’t need to stick
                                  partners from around the world, implements               to expected media spaces. Think beyond the
                                  creative communication and advocacy tools                conventional to where your idea might gain
                                  to amplify youth voices and drive climate                the most traction. Also consider different
                                  action. Outreach is enhanced through their               techniques for speaking to your audience
                                  major hubs – Film4Climate, Music4Climate,                – should you involve athletes themselves,
                                  Fashion4Climate and Sport4Climate.                       or maybe use gamification to get people
                                                                                           involved? But your response shouldn’t
                                  Sport4Climate capitalises on the fame of                 depend upon partnerships with specific
                                  athletes and the popularity of the sports                athletes or brands.
 Brief set by                     industry to draw more attention to climate
                                  solutions and encourage action.                          How to encourage action
 Connect4Climate -                                                                         It isn’t just about getting your audience to
 World Bank Group                 Athletes and sports professionals all have an            notice your idea, they need to act on it too.
                                  intimate relationship with the climate. To train         There a ​ re a number of actions that fans
 In collaboration with
                                  or compete, skiers and snowboarders need                 can take to make a difference in the world
 Naresh Ramchandani & Katee Hui   snow. Cyclists and cricket players rely on good          whilst engaging in sport, such as: changing
 (Pentagram)                      weather. Runners and surfers require particular          how they travel to sporting events (reducing
                                  conditions for training. Sport4Climate brings            driving and flights, etc), reducing waste at
                                  these athletes together to spread the word               games (consuming less meat, campaigning
                                  about the climate crisis and what we can do              for reusable cups, etc), reducing
                                  about it.                                                merchandise waste (campaigning for kits
                                  But there’s another teammate in the sports               to be made from sustainable materials or
                                  arena who has a role to play when fighting               second-hand equipment to be used, etc),
                                  climate change – the fans.                               lobbying for sports facilities to go carbon-
                                                                                           neutral (through low-impact technologies,
 Cheer on the                     What’s the challenge?
                                  Create a guerrilla marketing campaign that
                                                                                           nature-based solutions, etc) and more. Think
                                                                                           about how your idea can spark fans
 planet with                      encourages sports fans to take action against            into action.
                                  climate change. This is all about creating
 Sport4Climate                    a powerful idea that uses on-the-ground
                                                                                           How to gain traction
                                                                                           The best guerrilla marketing gets attention.
                                  activations to get to grassroot fans.                    Consider how you’ll not only grab people’s
                                  Your idea must centre on Out of Home                     attention, but also get them to repost/share
                                  advertising and get people talking on social.            it. Growing the idea by building a consensus,
                                                                                           by ‘passing the torch’, is a crucial factor to
                                  Who are we talking to?                                   consider. Think about how your idea might
                                  Sports fans around the globe. You should                 be able to inspire behaviour change in fans’
                                  choose to focus on a particular sport or sporting        lives even after the game ends.
                                  event particularly affected by climate change ​          Keep it Out of Home
                                  and uniquely placed to inspire action from its           Make sure your idea lives in the outdoor
                                  fans. It can be a team sport or an individual            advertising space. This means the work
                                  sport. Think about where these fans spend                exists outside of the home. Beyond that, your
                                  their time, what their priorities are in life, what      ideas are limitless. Try to think beyond simply
                                  makes them enjoy this sport and how you could            billboards and consider things like street
                                  encourage them to be part of the wider                   furniture and even communal indoor spaces.
                                  climate conversation.
                                                                                           Stay green
 Related Disciplines              Things to think about                                    Remember, this idea is all about tackling
 Out of Home                                                                               climate change, so you must ensure your
                                     What is guerilla marketing?
                                                                                           idea does not negatively affect the planet in
 Social Media                        Guerrilla marketing is all about using surprise
                                                                                           any way, and ideally be ​climate positive.
                                     or unconventional interactions to promote
                                     something. C ​ entre on imaginative ideas          The important stuff
                                     rather than big budgets and allow your
                                     creativity to make an impact. No matter your       You should include:
 Deadline
                                     concept, keep it low budget and high impact.       • An outline of your audience and insights
 23 March 2021, 5pm GMT
                                     It is not about breaking the law or doing          • Marketing strategy (how and where your idea
                                     anything illegal. You can see some great             will run, and how it will gain traction)
                                     examples of guerrilla marketing here.
                                                                                        • Mock-ups of your idea in action
 Page 1 of 2                         Where to speak to your audience
                                     Think of locations where you might be able to      • Your call to action for the audience
                                     speak to the most fans. What non-traditional

@DandADNewBlood                                 dandad.org/new-blood-awards                                                 #NewBloodAwards
                                                 • New Blood Awards 2021 •
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          New Blood
          Awards

                                  • An explanation of how Sport4Climate will be
                                    promoted. You can create a Sport4Climate          Further Information
                                    logo if it makes sense to your idea, but do not   Helpful Links
                                    include Connect4Climate branding in your
                                                                                      Connect4Climate
                                    response.
                                                                                      connect4climate.org
                                  What and how to submit: Read Preparing              Sport4Climate
                                  Your Entries before you get started for full        connect4climate.org/initiatives/sport4climate
                                  format guidelines.
                                                                                      D&AD Pencil-winning Out of Home Examples
                                  Main (essential):                                   dandad.org/profiles/jury/527764/outdoor-
                                                                                      advertising-2018
 Brief set by                     Either a presentation video (max. 2 min) OR
                                  JPEG slides (max. 8), showing your solution.        Guerilla marketing examples
 Connect4Climate -                                                                    antevenio.com/usa/5-great-examples-of-
 World Bank Group                 Optional (judges may view this if they wish):       guerrilla-marketing

 In collaboration with            Interactive work (websites, apps, etc); if your
 Naresh Ramchandani & Katee Hui   main piece is JPEGs, you can also submit video
 (Pentagram)                      (max. 1 min total); if your main piece is video,
                                  you can also submit JPEGs (max. 4).

 Cheer on the
 planet with
 Sport4Climate

 Related Disciplines
 Out of Home
 Social Media

 Deadline
 23 March 2021, 5pm GMT

 Page 2 of 2

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                          The backstory                                         Things to think about
                          Coors Light is a light beer that takes pride in the     Stay clear of clichés
                          process and ingredients that go into making The         Coors Light are different to other typical
                          World’s Most Refreshing Beer.                           big beer brands. While other beer brands
                          They want to enable their consumers to find             champion stereotypical drinking occasions
                          ways to refresh, recharge, and keep up with life.       (at the pub, larger groups), Coors Light
                          They champion and protect those moments                 celebrates the less typical occasions; the
                          of pause and refreshment; the interesting,              occasions that everybody does, but no other
                          everyday occasions where people actively                brand talks about (shower beers, drinking
                          choose to turn off and chill.                           with your dog, taking off your bra, etc.).

                          Their recent series, ‘The Official Beer of…’            Find key moments
 Brief set by             celebrates those moments of pause in an                 Think about where 21-27 year olds spend
 Coors Light              otherwise hectic world, and shows how Coors             most of their time, and which moments
                          Light is those moments’ ‘Official Beer’. From           they might want to choose to actively switch
 In collaboration with                                                            off and refresh. Is there something a lot of
                          taking off your bra at the end of a long day, to
 Anna Zimmermann          going golfing just to drink outside.                    people want to do at the end of a work day
 (Iris Worldwide)                                                                 staring at their computer screen? Maybe
                          But today, taking time to pause has become              you want to remind people to stop scrolling
                          more and more difficult, especially for Coors           and live their own IRL moment, or maybe it’s
                          Light’s younger consumers. Surrounded by a              about stopping people hitting the streaming
                          world that is ‘always on’ thanks to the digital         binge. Whichever moments you choose,
                          realm, how can Coors Light remind people to             make sure they feel as universal as their
                          actively take time to pause and refresh? And            ‘Official Beer of…’ series.
                          when you’re surrounded by so many other
 Help 21-27 year          choices for your refreshing moment, from hard
                          seltzers to premium beers, how can you make
                                                                                  Play with social
                                                                                  This audience spends significant periods
 olds unplug and          these moments synonymous with Coors Light?              of their online time in the social space, and
                                                                                  Coors Light is looking to expand their reach
 find their refresh       What’s the challenge?                                   in this space. Think about both how you can
                                                                                  use social media to stimulate people to stop,
                          Create a digitally-led campaign that makes 21-27
 moment with              year olds stop, unplug, recharge and refresh with       unplug and refresh and how your idea could
                                                                                  pick up earned media.
 Coors Light              Coors Light.
                          Translate Coors Light’s ‘The Official Beer of…’         Think about the social media spaces that 21-
                          micro-moments series to the digital space.              27 year olds use and how they are evolving.
                          Consider where this audience needs to actively          For example, Coors Light already has a lot of
                          find their ‘refresh’ moment in the digital sphere,      engagement through Twitter and Instagram,
                          and develop a campaign that inspires them to            as well as limited work with influencers, but
                          centre this moment around Coors Light over              could expand their work in other channels.
                          other products.                                         Your idea should not focus solely on social
                                                                                  media, but it should be part of your
                          Your idea needs to increase awareness and               wider strategy.
                          make Coors Light top of mind when it comes to
                          refreshing moments.                                     Keep it Coors Light
                                                                                  Make sure you read through Coors Light’s
                          Your idea also needs to make people stop, take          Brand Fundamentals document in the
                          notice and garner earned media for Coors Light.         brief pack, which outlines key Coors Light
                          Who are we talking to?                                  characteristics including being irreverent,
 Related Disciplines                                                              relatable, easy going and clever. They’re a
 Digital Campaign         21-27 year olds around the globe. They’re all at
                                                                                  brand that enjoys be light-hearted and witty,
 Advertising              different stages in their lives, some are still in
                                                                                  but stays away from being overly jokey
 Social Media             education, some are on a career high, others
                                                                                  or goofy.
                          might still live at home. But they all share in
                          their youth, zest for life, and making the active       Take a look at some of their recent work
                          choice to tune out for a moment.                        that’s run in the US for inspiration, like the
                                                                                  Coors Light Clone Machine, America Could
 Deadline                 They spend significant portions of their lives
                                                                                  Use a Beer, and What a Beautiful Day to help
 23 March 2021, 5pm GMT   online; for work, for entertainment and as a
                                                                                  nail that Coors identity.
                          way to relax. And their use of online spaces has
                          increased over the last year thanks to the global       Stay playful
                          changes in people’s habits.                             Coors Light are keen to see new and
                                                                                  different ideas, so have fun with the brief
                          Coors Light’s core market is based in the USA,
 Page 1 of 2                                                                      and stay playful. Don’t replicate what’s come
                          so you must make sure you do not alienate
                                                                                  before, but keep that tone and refresh what it
                          this audience.
                                                                                  could look like in the future.

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                          The important stuff
                          Your response must:                                Further Information
                                                                             See below for examples of Coors Light
                          • Explain how you’ll encourage 21-27 year olds
                                                                             campaigns to use as inspiration:
                            to unplug and refresh with Coors Light.
                                                                             The Official Beer of
                          • Include an explanation of your concept.          youtube.com/watch?v=-PN05Bha-DE
                          • Run across least 3 digital touchpoints.          youtube.com/watch?v=qYeF5_KPM_c
                                                                             Coors Light Clone Machine
                          • Include an explanation of how it would gain
                                                                             youtube.com/watch?v=mCtkJbNuqL8
                            traction on social media.
                                                                             America Could Use a Beer
 Brief set by             What and how to submit: Read Preparing             ispot.tv/ad/nn_x/coors-light-america-could-use-
 Coors Light              Your Entries before you get started for full       a-beer
                          format guidelines.
 In collaboration with                                                       What a Beautiful Day
 Anna Zimmermann          Main (essential):                                  youtube.com/watch?v=mz-U9yH2f8Q
 (Iris Worldwide)         Either a presentation video (max. 2 min) OR
                          JPEG slides (max. 8), showing your solution.
                          Optional (judges may view this if they wish):
                          Interactive work (websites, apps, etc); if your
                          main piece is JPEGs, you can also submit video
                          (max. 1 min total); if your main piece is video,
                          you can also submit JPEGs (max. 4).

 Help 21-27 year
 olds unplug and
 find their refresh
 moment with
 Coors Light

 Related Disciplines
 Digital Campaign
 Advertising
 Social Media

 Deadline
 23 March 2021, 5pm GMT

 Page 2 of 2

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          Awards

                           The backstory                                           around the globe and much more. How can
                           On 16 October 1923, Walt and Roy Disney                 your campaign celebrate everything Disney
                           signed a contract to sell a series of short films.      has to offer and show young adults that it’s
                           This marked the start of the Disney Brothers            for them.
                           Cartoon Studio, today known as The Walt                 Be international
                           Disney Company.                                         In driving relevancy, it is important to ensure
                           In 2023 Disney celebrates their                         all campaign activity is created with intention.
                           100th anniversary as the world’s leading                What do you want consumers to think/feel/
                           entertainment company, combining imagination            do when they experience your idea?
                           with innovation to create its unique storytelling       Given the audience’s consumption habits,
                           that brings people together across generations          they’re fatigued by constant marketing
                           and cultures.                                           campaigns. How do you stand out? How do
                           And 100 years of change means Disney have               you create something that is meaningful?
 Brief set by              come a long way from their humble beginnings,           Create legacy
 The Walt Disney Company   offering everything from movies to stage shows          For this 100th anniversary, it is vital that
                           to theme parks to streaming to superheroes.             you acknowledge Disney’s legacy with
                           There’s something for everyone to enjoy.                the audience and inspire the audience
                                                                                   to continue in this legacy into the future.
                           What’s the challenge?
                                                                                   Think about what comes to mind for young
                           It’s time to celebrate. Create an evocative,            consumers today when they think of 100
                           hyper-relevant brand building campaign around           years of Disney, and what they might think
                           the 100th Anniversary that will make young              the next 100 years of Disney could look like.
                           adults into lifelong Disney fans. The challenge:
                           turn well-loved 90s and 00s nostalgia into hyper        Represent diversity
                           relevancy for 2023.                                     Disney want to make sure any campaign
 Celebrate                 Nostalgia is a pretty powerful tool, but Disney
                                                                                   represents the brand’s diverse fanbase.
                                                                                   Make sure your idea is inclusive and speaks
 100 years of the          want to strengthen their position as a relevant
                           brand to young adults across Europe, the
                                                                                   to everyone in this age group.

 imagination of            Middle East and Africa to make them the brand           Be authentic
                           of choice, not just yesterday and today, but            Disney is a magical brand, but conscious
 Disney                    throughout the rest of their lives.                     consumerism means this audience is looking
                                                                                   for transparency. How can your idea walk the
                           By building long-lasting brand sentiment, they          line between being authentic without giving
                           want to appeal to a generation with increased           away too much of the Disney magic?
                           spending power for everything from cinema
                           tickets to see Disney movies, to Disney lifestyle       You should also consider if there is a
                           and fashion products, and more.                         meaningful way to ‘give back’ with your
                                                                                   celebration and ensure the anniversary is
                           Who are we talking to?                                  used as an opportunity for positive impact
                           Your campaign needs to speak to 16-30 year              in the world. Consider the long-term of this
                           olds (with a sweet spot of 18-25) across Europe,        activity. Purpose can no longer be a short-
                           the Middle East and Africa from all socio-              term stunt.
                           economic backgrounds. Think carefully about
                                                                                   Be realistic
                           the life stages of this age group and the current
                                                                                   Disney are looking for realistic ideas that
                           trends that drive their media consumption.
                                                                                   could actually run in 2023. Think about how
                           This is an audience that has grown up with              your campaign could be scalable, and work
                           Disney being a major player in many of their            within budgets stretching from £100k to
 Related Disciplines       lives. They know what Disney is, and some               £1m.
 Advertising               might already be die-hard fans, but many might
 Integrated Campaign       not realise how relevant Disney can be to their
                                                                                The important stuff
                           lives today.                                         Develop an integrated campaign to launch in
                                                                                2023 (potentially with a run-up starting at the
                           This should be a campaign that reintroduces          end of 2022).
                           Disney to their audience in a hyper-relevant way.
 Deadline                                                                       You should include:
 23 March 2021, 5pm GMT    Things to think about
                                                                                • Key audience insights
                              Celebrate everything Disney
                              Remember, Disney isn’t just cartoons from         • How and where your idea will run
                              your childhood. Disney own iconic brands          • Tagline for the campaign
                              including Star Wars, Marvel, Nat Geo and
 Page 1 of 2                                                                    • A series of key visuals and mock-ups across
                              The Simpsons (to name just a few), plus
                              streaming services like Disney+, theme parks        multiple touchpoints

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                           It’s up to you where you think your campaign
                           should run, but wherever you choose it should
                           match the insights you derived about
                           your audience.
                           What and how to submit: Read Preparing
                           Your Entries before you get started for full
                           format guidelines.
                           Main (essential):
                           Either a presentation video (max. 2 min) OR
                           JPEG slides (max. 8), showing your solution.
                           Optional (judges may view this if they wish):
                           Interactive work (websites, apps, etc); if your
 Brief set by
                           main piece is JPEGs, you can also submit video
 The Walt Disney Company   (max. 1 min total); if your main piece is video,
                           you can also submit JPEGs (max. 4).

 Celebrate
 100 years of the
 imagination of
 Disney

 Related Disciplines
 Advertising
 Integrated Campaign

 Deadline
 23 March 2021, 5pm GMT

 Page 2 of 2

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                           The backstory                                        Things to think about
                           Duolingo is the world’s #1 language learning           How to reach your audience
                           app – used by hundreds of millions of learners         Consider where 16-22 year olds spend their
                           around the world. Duolingo’s mission is to             time on- and offline. How can your idea show
                           develop the best education platform in the world       up where their attention is in a buzzworthy
                           and make it universally accessible to everyone         way, be a part of culture and get everyone
                           for free, from Syrian refugees to Bill Gates and       talking?
                           everyone in between.
                                                                                  Where in the world?
                           The benefits of learning another language              Remember, this brief is all about driving large
                           are exponential, from boosting brain power to          numbers of 16-22 year olds from across the
                           reducing global economic inequality.                   world to download and incorporate Duolingo
 Brief set by                                                                     into their daily habits. You could think up
                           And despite the serious mission at Duolingo’s
 Duolingo                                                                         multiple ideas that tackle local issues but are
                           core, it was also founded on the idea that
 In collaboration with     learning a new language should be fun. Why?            creatively united in some way, or create one
                           Because you’re more likely to stick with it! To        idea that has universal appeal and can cross
 Amanda Jones (The Gate)
                           make language learning fun, Duolingo gamifies          borders. Whichever route you choose, make
                           the process, encouraging you to maintain your          sure it is clear how you’ll not only get your
                           streak and top the leaderboards with the help of       audience to download the app, but use it too.
                           Duo, the quirky, helpful and sometimes passive         Research, research, research
                           aggressive mascot Owl.                                 Duolingo are looking for big, bold ideas.
                           What’s the challenge?                                  Something culture-breaking that starts with
                                                                                  an insight and truly speaks to your audience.
                           Open young adults’ eyes to the world of                Spend time getting under their skin to
                           languages and inspire them to weave language           consider how you can make Duolingo part
                           learning into their daily routine, with an             of their everyday habits. And don’t forget to
                           integrated campaign launching at the start of
 Put Duolingo into         the school year.
                                                                                  download Duolingo for yourself – you need to
                                                                                  know the product to market it effectively
 the hands of 16-22        As humans get older their ability to learn
                           new languages and pick up new habits                   Bring in the teachers
 year olds                 begins to slow down. It’s for this reason that
                           Duolingo believes it’s important to open the
                                                                                  While students are the ones actively signing
                                                                                  up to learn, teachers and parents also play
                           minds of 16-22 year olds to language learning          a vital role in education. Is there a way your
                           as it can set and change their future in ways          idea could intertwine with these audiences
                           most can’t imagine.                                    too?

                           Who are we talking to?                                 A new school year
                                                                                  Lots of people think about New Year’s
                           16-22 year olds around the globe. They’re a
                                                                                  resolutions, but the back to school moment
                           generation who view being knowledgeable
                                                                                  for many is actually the time to start afresh.
                           as ‘cool’, are passionate activists and see
                                                                                  The start of the school year has become
                           themselves as more connect with other cultures
                                                                                  social media’s latest ‘new year, new me’,
                           than previous generations. They’re globally-
                                                                                  even for those no longer in education. So no
                           connected and are interested in worldwide
                                                                                  matter what your idea, the launch should
                           issues. While their reasons for learning a
                                                                                  play into these school cycles.
                           language can vary drastically depending on
                           things like location, family, and economic             Don’t pigeonhole
                           opportunity, most see the benefits of knowing          There’s no single reason why people
                           another language as a way to get the most out          choose to take on learning a new language.
 Related Disciplines       of the world.                                          The reasons are varied – be it for school,
 Advertising                                                                      work, family, travel, or even helping you to
                           They come from a range of backgrounds, and
 Integrated Campaign                                                              understand the latest cult TV show.
                           whatever their educational status (school, uni,
                           on-the-job training, not in or no access to formal     But no matter the reason, new language
                           education), many are making key decisions              skills allows us to connect with one another
                           about their future career and direction.               and open new opportunities.
 Deadline                  They don’t watch much traditional TV but still         How to promote accessibility
 23 March 2021, 5pm GMT    consume a vast amount of content on other              Traditionally, economics have hampered
                           platforms (watching 3 hours and 27 minutes             people’s access and ability to learn a
                           of video content a day), with 83% getting their        language. Duolingo is free, all you need
                           news from social media. They are avid users of         is a screen and the internet to give someone
                           apps, in particular games, and often use them          the opportunity to change their future. Is
 Page 1 of 2               as a fun way to learn.                                 there a way to better spread this accessibility
                                                                                  message, such as a new moment or

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                              partnership Duolingo hasn’t yet explored?
                                                                              Further Information
                           The important stuff
                                                                              Details about Duolingo
                           You must develop a campaign that speaks to
                                                                              Duolino offer 96 language courses in 34+
                           16-22 year olds across the globe and drives        languages (including High Valyrian & Klingon)
                           them to download and incorporate Duolingo into     and offer dozens of gamified lesson types. To
                           their daily habits.                                understand their lessons, features, and courses
                                                                              try learning a language with them.
                           The way you do this is up to you, from in person
                           experiences or stunts through to social media,     App Store
                           brand partnerships or radio ads.
                                                                              Google Play
                           Present:                                           Design resources and brand guidelines
 Brief set by
 Duolingo                  • Your solution. Clearly explain your idea and     design.duolingo.com
                             how it would work.
 In collaboration with
 Amanda Jones (The Gate)   • Your creative process. How you arrived at
                             your solution and key insights from
                             your research.
                           What and how to submit: Read Preparing
                           Your Entries before you get started for full
                           format guidelines.
                           Main (essential):
                           Either a presentation video (max. 2 min) OR
                           JPEG slides (max. 8), showing your solution.

 Put Duolingo into         Optional (judges may view this if they wish):

 the hands of 16-22        Interactive work (websites, apps, etc); if your
                           main piece is JPEGs, you can also submit video
 year olds                 (max. 1 min total); if your main piece is video,
                           you can also submit JPEGs (max. 4).

 Related Disciplines
 Advertising
 Integrated Campaign

 Deadline
 23 March 2021, 5pm GMT

 Page 2 of 2

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                          The backstory                                             making time for yourself, or for others? Do
                          Fossil has always been inspired by American               people want to find time to switch off, or
                          creativity and ingenuity. Since 1984, they’ve             switch on?
                          strived to bring new life into their industry             Make noise
                          by making quality, fashionable watches and                Your idea could use elements of a traditional
                          accessories that were both fun and accessible.            ad campaign, could incorporate a stunt,
                          Today, they continue to focus on what makes               event, experience or product... the form
                          them Fossil: optimism, authenticity and creative          it takes is up to you, just as long as it’s
                          spirit. Everything they make complements                  something that’ll make waves. This is about
                          every style and fits every lifestyle – for all the        creating something that people want to
                          moments that make you, you.                               share, from your friends on Instagram to
 Brief set by             But what happens when moments start passing               known journalists.
 Fossil & MSL             you by? When it feels like time is constantly             Represent Fossil
 In collaboration with    gathering pace, how can Fossil remind people              Don’t just run with clichés when it comes
 Rob Estreitinho          to value time? This has been especially true              to watches. This brief is all about making
                          in 2020, where everyone has discovered that               Fossil stand out in the watch crowd, and
                          time to focus on the good things is one of the            build a stronger connection between younger
                          most important gifts in life. And for 18-24 year          audiences and the brand. If it’s been made
                          olds especially, learning, evolving and growing           by other watch brands already, then Fossil
                          in the strangest of times, it’s never been more           want to go the other way.
                          important to make time for what means the
                          most to them.                                             Connect with your audience
                                                                                    If you’re part of the target market, don’t
                          What’s the challenge?                                     take your own opinion as gospel. Speak to
                          Develop a PR-able idea that builds Belief*                your peers, speak to people outside your
                          in Fossil as a brand that understands 18-24               bubble. Get under your audience’s skin and
 Help 18-24 year          year olds need to make time for what matters
                          most to them. Your idea should be designed to
                                                                                    interrogate two things: What do they wish
                                                                                    they could make more time for? And what
 olds make time           rejuvenate the perception of Fossil in order to           would get them to wear a watch when they
                                                                                    could just check their phone for the time?
                          make waves in press and get people talking.
 with Fossil              Your idea should interrogate what 18-24 year          The important stuff
                          olds want to make time for, provide a platform        Consider the PR strategy behind your idea just
                          for Fossil to be the enablers of this, and in turn    as much as the final execution. Your solution
                          increase brand awareness amongst this group.          should include:
                          Showcase that Fossil is a brand that suits you,
                          no matter your style, preferences or what you         •    An overview of your idea – what’s the PR
                          want to make more time for.                                headline? How would someone introduce
                                                                                     the idea in a casual chat at the pub?
                          Who are we talking to?
                                                                                •    Why your idea will appeal to 18-24
                          18-24 year olds across the globe. They’re an               year olds
                          audience who are still discovering themselves
                          and the world around them. They’re at a period        •    How your idea will get people talking about
                          of their lives where they’re starting to learn what        the value of time
                          really means the most to them as they step            •    How your idea will build a Belief in the
                          out into the world from their parent’s shadows.            Fossil brand
                          They’re experiencing frequent change in many
                          aspects of their lives, from their home to school     What and how to submit: Read Preparing
                          to income, and they have the opportunity              Your Entries before you get started for full
                          to forge their own, unique identity they can          format guidelines.
                          showcase to the world.
 Related Disciplines                                                            Main (essential):
 PR                       Things to think about
                                                                                Present your solution and process using either
                             Make time for what?                                a presentation video (max. 2 min) OR JPEG
                             Fossil was made for every individual. They         slides (max. 8).
                             have a style that suits everyone, so they
 Deadline                    know everyone’s needs are unique. So think         Optional (judges may view this if they wish):
 23 March 2021, 5pm GMT      about what this audience wants to make             If your presentation is JPEGs, you can also
                             time for, and how this might differ from           submit a video (max. 1 min total); if your main
                             person to person. How can your idea allow          piece is video, you can also submit JPEGs (max.
                             people to showcase their different beliefs         4).
                             in what they should make time for, and
 Page 1 of 2                 still feel engaging and exciting for others to
                             participate as well? Should your idea explore
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          Awards

                          Further Information
                          MSL
                          *Fossil have set this brief in collaboration with
                          MSL, a global public relations and integrated
                          communications partner. Therefore, this brief
                          asks you to bring to life a PR idea that delivers
                          Fossil’s goals in line with MSL’s positioning,
                          which builds Belief in brands by transforming
                          communications into an active force for change.

                          Find out more about MSL and their values:
 Brief set by             mslgroup.co.uk
 Fossil & MSL             Fossil
                          fossil.com
 In collaboration with
 Rob Estreitinho          PR
                          Not sure what makes a great PR response? Take
                          a look at some of the D&AD winners from 2020:
                          dandad.org/profiles/jury/343092/pr-2020

 Help 18-24 year
 olds make time
 with Fossil

 Related Disciplines
 PR

 Deadline
 23 March 2021, 5pm GMT

 Page 2 of 2

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          New Blood
          Awards

                          The backstory                                           a number of projects being released in late
                          In 2019, the UK was the second largest waste            2020, so keep your eyes peeled for this.
                          electrical and electronic equipment (WEEE)              Tell the recycle story
                          producer per capita.                                    All of your assets should tell the story of how
                          A small amount of recycling happens in the              simple it is to recycle your phone. giffgaff
                          UK (around 17%) of the UK’s total waste, but a          make it as easy as 4 simple steps:
                          large amount of waste is sent elsewhere to be           1. Get a price for your phone from
                          someone else’s problem. Any that isn’t recycled         their website.
                          in the UK or elsewhere ends up in landfills
                          with a toxic mine of dangerous substances,              2. giffgaff send you all the prepaid packaging
                          decomposing and adding to environmental                 you need. You just pop your phone in and
                          pollution. On top of this a number of materials         send it back to them.
                          in WEEE are finite resources the world can ill          3. The giffgaff team give it a quick once over
                          afford to lose.                                         on arrival.
 Brief set by
 giffgaff                 Despite this, very few people realise the               4. You get the cash.
                          consequences of WEEE. Contracts spur people
                          on to regularly renew their phones, on average          You should highlight the sustainability
                          every 23 months in the UK. And a study has              angle, too.
                          estimated that as many as 40 million unused             Be unexpected
                          gadgets lay going to waste in people’s homes in         giffgaff doesn’t do things by halves. They’re
                          the UK alone, all containing multiple valuable          disruptive (in a good way). Your illustrations/
                          and finite resources.                                   animations should be too.
                          giffgaff believe we can and should do better.        The important stuff
                          They want to encourage their members, and the
 Tell the giffgaff        general public, to recycle their phones. Because
                          not only does it get their members some extra
                                                                               You must use the line ‘Recycle your old phone.
                                                                               Get some cash in your pocket. Cha-ching.’
 recycle story with       cash in their pockets, it also helps save the
                                                                               across your executions, which must include:
                          planet. Win win.                                     • A 20 second TV spot (you can present this
 illustration and         What’s the challenge?
                                                                                 as of a series of stills, an animated video or
 animation                Tell the story of giffgaff recycle through
                                                                                 a storyboard) showing the four easy steps to
                                                                                 recycling your phone (and mentioning that it’s
                          illustration or animation in a 20 second TV spot       sustainable too!)
                          (either a static storyboard or animated video),
                          a series of Instagram stories and a set of digital   • Instagram story assets
                          display banners.                                     • Digital display banners
                          Your pieces of work should centre on giffgaff’s      What and how to submit: Read Preparing
                          simple premise: ‘Recycle your old phone. Get
                                                                               Your Entries before you get started for full
                          some cash in your pocket. Cha-ching’.
                                                                               format guidelines.
                          Who are we talking to?                               Main (essential):
                          Both current and potential giffgaff members in
                          the UK who want to change their habits to be         Either a presentation video (max. 2 min) OR
                          more sustainable. Most of them won’t be aware        JPEG slides (max. 8), showing your solution.
                          of the dangers of e-waste, and might think           Optional (judges may view this if they wish):
                          selling their phone is too much hassle. This isn’t
                          about trying to convert everyone to be an eco-       Interactive work (websites, apps, etc); if your
                          warrior, but showing people just how easy it is to   main piece is JPEGs, you can also submit video
 Related Disciplines
                          do something small that also does good.              (max. 1 min total); if your main piece is video,
 Illustration
                                                                               you can also submit JPEGs (max. 4).
 Animation                Things to think about
                             Look and feel giffgaff
                             giffgaff have a distinct identity. You are         Further Information
                             welcome to use your own illustration/              Helpful links
 Deadline
                             animation style, but you should stick to their
 23 March 2021, 5pm GMT      core, primary and secondary colour palettes.       giffgaff recycling
                                                                                giffgaff.com/blog/how-to-sell-my-phone-and-get-
                             Make sure you take a look at some of               the-most-cash
                             giffgaff’s previous campaigns to get a feel
                                                                                Millions of old gadgets ‘stockpiled in drawers’
                             for who they are and what they’re all about.       bbc.co.uk/news/science-
 Page 1 of 1                 giffgaff are also starting to make more noise      environment-49409055
                             about a circular economy for phones, with

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                                     The backstory                                           Redefine luxury
                                     Grey Poupon is a Dijon mustard dating back to           Grey Poupon still identifies as an affordable
                                     1777, prepared in the original French style with        luxury product, and some key personality
                                     the finest wine and robust grade #1 mustard             traits include charm, charisma, poise,
                                     seed since the very beginning.                          respect and trust. How can your brand
                                                                                             refresh bring these traits to life in the
                                     The brand has been a cultural icon since 1981           modern era? Don’t try to hark back to the
                                     with the launch of their iconic ‘Pardon Me’ ad          ‘Pardon Me’ era of limos, white gloves
                                     which established Grey Poupon as one of ‘the            and champagne, but instead consider the
                                     finer things in life’ while still being ‘happily        concept of French allure and what small
                                     affordable’. But the brand’s relevance has              luxuries mean today – like grabbing an Uber
                                     dwindled over the years, with the Dijon category        or treating yourself to kombucha.
 Brief set by                        becoming ever more cluttered, pushing down
 Grey Poupon                         their market share. Although Grey Poupon                Think about the heritage and origin of the
                                     remains popular with over 55s, thanks to                brand – it’s a Dijon mustard made in the
 In collaboration with               their nostalgia for the ‘Pardon Me’ days, the           classically French style with white wine as a
 Camila Toro (VCCP Kin)              millennial generation lack familiarity with the         key ingredient, which makes it different to
                                     brand and (despite some enduring hip hop                many of its competitors.
                                     referencing) this cultural icon has faded into          How it will work IRL
                                     the background.                                         Yes, brand guidelines are important (see The
                                                                                             important stuff), but even more so is how
                                     What’s the challenge?
                                                                                             your brand refresh will work in real life. Show
                                     Reintroduce Grey Poupon to millennials by               how your ideas will translate to different
 Refresh Grey                        creating a brand refresh that articulates its
                                     enduring luxury in the present day, through its
                                                                                             audience touchpoints, from comms to point
                                                                                             of sale.
 Poupon’s brand                      French and vintage roots. Show how this would
                                     come to life.                                           Keep it USA
 identity to make                    This isn’t a full rebrand. They don’t want to see
                                                                                             Remember, this is specifically for a US based
                                                                                             consumer. Grey Poupon varies from market
 affluent millennials                a redesign of the brand’s logo or their iconic
                                     bottle shape. Instead think about all the other
                                                                                             to market, so make sure you look through the
                                                                                             brief pack to get the lowdown on things like
 crave its classic                   ways a brand can express their identity. Create
                                     a refreshed brand identity that feels familiar
                                                                                             packaging, current logos, etc.

 French expertise                    to this audience and not only increases brand
                                     awareness, but also pushes them to choose
                                                                                             Speak to your market
                                                                                             You’ll need to consider what US consumers
 and quality                         Grey Poupon at the point of purchase.                   look for in a condiment and how they develop
                                                                                             a connection with a brand. For example,
                                     Who are we talking to?                                  sandwich culture is a dominant force in the
                                     Affluent millennials based in the USA, aged 25-         condiment space. Is there a way you can
                                     42 on an income of $70k+.                               make the brand feel synonymous with the
                                                                                             concept of a high-end elevated sandwich?
                                     Sandwiches are this consumer’s top usage
                                                                                             Grey Poupon isn’t for a dreary, boring snack.
                                     for Dijon, but they are starting to explore other
                                                                                             It’s for French-inspired baguettes. You don’t
 Related Disciplines                 ways to use it such as in marinades and glazes,
                                                                                             make a sandwich with Grey Poupon – you
 Branding                            specifically on chicken.
                                                                                             craft it.
 Graphic Design                      Things to think about                                   Think about where your market consumes
                                        Make Grey Poupon feel familiar                       media and how your identity would fit
                                        The feeling of familiarity at the point              these spaces.
 Deadline                               of purchase is an overriding factor in
                                                                                          The important stuff
                                        persuading an audience to become a repeat
 23 March 2021, 5pm GMT                                                                   Demonstrate at least 3 example executions of
                                        consumer. While Grey Poupon may be less
                                        familiar to this audience than to their older     how your brand refresh would come to life and
 Additional Prizes                      counterparts, there are some enduring             be rolled out. Include at least one digital/social
 The potential to make your idea a      features of the brand that should be used to      example, and one physical/real world example.
 reality with Grey Poupon. If           trigger memorability such as the logo, bottle     This could include packaging design, point of
 selected, you will have the            shape and French flag inspired lid.               sale displays, brand comms in print or
                                                                                          social, etc.
 chance to present your winning         Bring Dijon to life through branding
 idea to market leaders at its          Consider ways to express Grey Poupon’s            To accompany this, develop a 3-4 page
 parent company, Kraft Heinz.           taste, smell and texture through your identity.   brand guideline document to showcase and
                                        How can you stimulate the other senses            communicate the features of your brand refresh.
                                        through visual articulation of the product?       The refresh should translate across physical

 Page 1 of 2

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