D&AD NEW BLOOD AWARDS - CREATIVE BELGIUM NEW TALENT AWARD 2018 School Pack

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CONTINUE READING
D&AD
   NEW BLOOD
    AWARDS
       &
CREATIVE BELGIUM
  NEW TALENT
     AWARD
      2018
     School Pack
Creative Belgium New Talent Award 2018
                                       in collaboration with D&AD New Blood Awards 2018

                                       What you need to know                            Contents
                                       This School Pack contains all the information    A rough guide to guiding your students
Key dates                              you need to set the briefs for the D&AD New
                                                                                        The briefs:
                                       Blood Awards 2018 and Creative Belgium’s
17 November / 15 December 2017         New Talent Award 2018.                             1. N
                                                                                              ew Blood Side Hustle with Adobe
                                                                                              Open Brief, Entrepreneurship, Passion
/ 12 January / 16 February 2018        If your students are entering the D&AD                 Projects
Deadlines to register for Creative     New Blood Awards, make sure you and they           2. adidas
                                       register at dandad.org/new-blood-awards to             Open Brief, Advertising, Design,
Belgium New Talent Award 2018, to      download the full Brief Packs for their chosen         Product & Service Innovations
get a New Talent Coach and have        briefs. As well as the briefs themselves,          3. Antalis & Conqueror
                                       these packs contain essential supporting               Graphic Design, Packaging Design,
your D&AD New Blood Awards entry       resources and extra information. You’ll                Environmental Design
funded by Creative Belgium             also need a dandad.org login so that your          4. Bacardí
                                       students can credit you on their entries.              Advertising, Social Media, Digital
January 2018                                                                                  Marketing, Brand Activation, Integrated
                                       Once your students have chosen their brief             Campaigns
D&AD New Blood Awards entry            and team member(s), make sure they also            5. BBC
site opens                             register at creativebelgium.be/new-talent-             Product & Service Design, Tech
                                       award-2018 before 16 February 2018 by                  Innovation, UX, UI & Digital Design
                                       filling in the online subscription form. This      6. Beano
20 March 2018, 5pm GMT                 is essential in order for Creative Belgium to          Animation, Illustration
Entry deadline, New Blood Awards       be able to pay for your students’ entry into       7. Burger King
                                       the D&AD New Blood Awards, and for your                Advertising
and New Talent Award                   students to benefit from a Creative Belgium        8. Digital McKinsey
                                       New Talent Coach.                                      Product & Service Design,
April-May 2018                                                                                Technological Innovation, UX, UI &
New Blood Awards and New Talent                                                               Digital Design
                                       Keep in touch                                      9. Dropbox Paper
Award Judging                          Take to Twitter for news and inspiration:              Graphic Design, Design for Social
                                                                                              Change
                                       @DandADNewBlood
May 2018                                                                                 10. giffgaff
                                       #NewBloodAwards
                                                                                              Advertising, Experiential, Brand
New Blood Awards winners                                                                      Activation, Integrated Campaigns
                                       @Creativ3Belgium
announced (without Pencil levels),     #creativebelgium                                  11. Hasbro
                                                                                              Game Design, Product Innovation,
Academy application period             #newtalentaward
                                                                                              Graphic Design, Packaging Design
                                       And get in touch with any questions. For          12. Hellmann’s
1 June 2018                            general info about the D&AD New Blood                  Design, Product & Service Innovations,
                                       Awards:                                                Brand Activation
Creative Belgium Awards
                                                                                         13. Hotel Indigo
Ceremony, Knokke                       newblood@dandad.org                                    Illustration, Photography, Art Direction
                                                                                         14. JCDecaux
                                       And for questions about Creative Belgium,              Outdoor Advertising, Graphic Design,
June 2018
                                       the New Talent Award, getting a New Talent             Integrated Campaigns, Digital
Academy places offered                 Coach, etc:                                            Advertising
                                                                                         15. John Lewis
                                       info@creativebelgium.be                                Design, Product & Service Innovations,
July 2018
                                                                                              Brand Activation, Experiential, Interior
New Blood Awards Ceremony                                                                     Design
(Pencil levels announced)                                                                16. Microsoft
                                                                                              Moving Image, Filmmaking, Animation,
                                                                                              Branded Film Content, Production
                                                                                         17. Nationwide & Shelter
                                                                                              Copywriting, Branded Content, Social
                                                                                              Media, Integrated Advertising
                                                                                         18. Pearson
                                                                                              Open Brief, Advertising, Design,
                                                                                              Product & Service Innovations
                                                                                        Preparing Your Entries Guide
                                                                                        Tutor Guide on How to Pay
                                                                                        Essential Info & FAQs
                                                                                        Terms & Conditions

                           dandad.org/new-blood-awards | @DandADNewBlood | #NewBloodAwards
New Blood Awards 2018
              A Rough Guide to Guiding Your Students

4 Steps to New Blood Success               3. Understand the judging process         Black Pencil judging: Finally, judges
                                                                                     look at all of the Yellow and White
                                           Our selection process is tough. Here
1. Know the brief                                                                    Pencil winning work, and award the
                                           it is in a nutshell.
                                                                                     coveted Black Pencils – the best of
They’ve picked their brief(s). But do
                                                                                     the best. See behind the scenes of
they know them inside out?                 Round 1: Online. A jury of top
                                                                                     the Black Pencil judging room here.
                                           creatives relevant to each brief take a
• Can they explain it in one
                                           look at all main work entered (digital
  sentence?                                                                          Remember, the judges don’t have to
                                           only). At this stage they’re generous,
                                                                                     award ANY Pencils if they feel nothing
• Have they researched the brand?         earmarking work they’d like to see
                                                                                     has hit the mark.
                                           again.
• Are they clear on what they’re being
  asked to deliver?                                                                  4. Make it a winner
                                           Round 2: The judges view work carried
• Send them to our Brief Breakdown         forward, looking at any supporting        And finally, how can your students
  exercise for more pointers on            material or physical pieces and voting    make sure their ideas stand out at
  understanding their briefs.              on everything that’s worthy of at least   judging? Here’s a few things to remind
                                           a New Blood Wood Pencil.                  them of...
2. Challenge the idea                                                                • Don’t go with an obvious idea.
                                           Round 3: After finalising the Wood
                                                                                       Chances are lots of other people
They have their idea locked down. But      Pencil selection, the judges pick the
                                                                                       will have too.
is it a winner?                            entries worthy of a Graphite Pencil.
                                                                                     • Get to the point. Don’t explain the
• Why will anyone care?                    Round 4: From the pool of Graphites,        brief, draw the judges in with the
• Would they do it / engage with it?       the judges select the entries which         big idea.
                                           have elevated themselves to Yellow
• How does it achieve its goals?                                                     • The judges watch hundreds of ideas
                                           Pencil status.
                                                                                       back to back. Make sure your
• How does it fit with the brand?                                                      students make theirs memorable.
                                           White Pencil judging: From all of the
• Is it original?                          awarded work, judges look for ideas
• Why does it excite them?                 that show a purpose beyond profit.
                                           These are our White Pencil winners.
Find out if they’re on to a winning idea
with these tips.

                             dandad.org/new-blood-awards | @DandADNewBlood | #NewBloodAwards
New Blood Awards 2018

 New Blood Side Hustle             The Challenge
         with Adobe                The future is yours. You challenge, you           Side hustle became your main hustle?
                                   create, you make, you do. You kick plans          Awesome, we want to meet you too – just
                                   into action, catapult concepts into creation,     check you match our eligibility criteria.
                                   and transform ideas into cash. You don’t
                                   wait around. You take control. You make           And finally, we want to know what impact
                                   shit happen.                                      your idea has had. What have you gained
                                                                                     from your side hustle? How many people
                                   Adobe wants you. More importantly, Adobe          have you reached? Let us know the real
                                   wants to celebrate you. D&AD New Blood is         value of putting your ideas into action.
                                   a platform for fresh and outstanding
                                   creativity but together with Adobe, we know       What’s Essential
                                   there’s more. So for the first time ever,         An explanation of your entrepreneurial
                                   we’re looking beyond the usual                    project, somthing real and tangible. Your
                                   requirements – we’re seeking the hungry,          unique project that you’ve developed
                                   the thriving, the striving. We’re searching for   outside the classroom. Show us your vision
Show us what your                  entrepreneurial superstars.                       that became a reality. Prove that it lives in
                                                                                     the real world where real people have seen
entrepreneurial spirit and         So unleash your side hustle.                      it and engaged with it, not just your friends
unstoppable attitude has                                                             or inner circle. Show us a clear connection
created                            Your idea, your hope, your dream, your            to the world of commercial creativity.
                                   passion. The thing that went from mind to
                                   matter – an innovation, a product, a              We also want to hear more about your side
                                   start-up, an app, a zine, a podcast, a brand,     hustle’s potential for growth. Where do you
                                   an event.                                         see your project going in the future?
Prizes
                                   We know you’re out there – we know you’re         Put all this in a case study film (max. 2
Yellow Pencil winners will bag
                                   doing. Just like Craig Oldham, a Yorkshire-       mins) or JPEG presentation slides (max. 8),
a share of a £1,500 prize fund     based creative director who created and           and answer the questions on our site when
and £2,000+ worth of D&AD          published the book In Loving Memory Of            you enter. You’ll find the questions on the
training courses relevant to       Work, a visual record of the UK miners’           next page, so you can prepare your answers
                                   strike in 1984-85 that supports the               in advance.
their field*, a D&AD judge to      Orgreave Truth and Justice Campaign.
serve as their mentor, plus                                                          You can also submit supporting material.
their work promoted on our         Or just like Scarlett Montanaro and               This is optional, and the judges may view
                                   Charlotte Cramer, two creatives who               this if they wish – they’ll look at your main
website and in our 2018 D&AD       recognised that we aren’t doing enough to         case video or JPEG slides first, then dig
Annual. And of course, great       help London’s homeless. They created              deeper if they’re impressed. Supporting
exposure for your project.         Crack + Cider, an online store for users to       material could be websites, product
                                   give to people in need. Their launch went         samples, background data, etc. You can
                                   viral and their story went global.                only submit this as video (MP4/MOV),
Graphite and Wood Pencil                                                             JPEGs, MP3s, text only PDFs, or physical
winners will get their work        You’ll find more side hustle examples later       supporting material.
promoted on our website and in     on. But don’t worry if your passion project’s
                                   not in these leagues just yet – we’re looking     Read Preparing Your Entries in your brief
our 2018 D&AD Annual.              for potential, not perfection, so show us         pack before you get started for full format
                                   what you’ve got.                                  guidelines – we won’t accept work that
                                                                                     doesn’t meet these specs.
*International entrants will
                                   What We’re Looking For
have the opportunity to speak
                                   Innovation and bravery. An entrepreneurial
with D&AD trainers over video      spirit and unstoppable attitude. Don’t show
call.                              us just a blog or brand identity, show us
                                   your project – the one that’s unlike anything
                                   else. The one you made happen. We’re
Related Disciplines                looking for your side hustle.
Open Brief
Entrepreneurship                   We want to meet the people who stepped
                                   out of their comfort zone, explored
Deadline                           creativity’s impact on the unexpected, or
                                   imagined something new. We want to know
20 March 2018, 5pm GMT             how you got there, and the results.                                                  Page 1/2

                          dandad.org/new-blood-awards | @DandADNewBlood | #NewBloodAwards
New Blood Awards 2018

New Blood Side Hustle       The Questions                                     My side hustle is now a full-time hustle.
      with Adobe                                                              Can I still enter? Yes, as long as you meet
                            1.	Sum up your side hustle. (Max. 250            the eligibility criteria.
                               words)
                                                                              Can I enter my side hustle into White
                            2.	How does your project draw on / relate to     Pencil? Yes. During the entry process, you
                               your creativity? (Max. 250 words)              will be asked if you would like to enter your
                                                                              side hustle into New Blood White Pencil.
                            3.	How successful is / was your side hustle?     The New Blood White Pencil is awarded to
                               (Eg print run, follower stats, money made,     outstanding work that uses the power of
                               social media impressions etc – max. 400        creativity to do good in the world. Your work
                               words)                                         will only be put forward into White Pencil if it
                                                                              wins a Wood Pencil or above first.
                            4.	Why does your side hustle deserve a
                               Pencil? (Max. 200 words)                       Any further questions? Drop us an email on
                                                                              newblood@dandad.org
                            5.	How would winning a Pencil help your
                               side hustle? What would you use the prize      Want some more examples of
                               money for? (Max. 200 words)                    inspirational side hustles?
                                                                              Check out the work below.
                            6.	Further information. (Use this space to
                                share any more info that will help your       Craig Oldham, In Loving Memory of Work
                                entry, if you have it. You can also use it    inlovingmemoryofwork.com
                                to include further evidence that your side
                                hustle has actually run/been made etc.)       Scarlett Montanaro and Charlotte Cramer,
                                                                              Crack + Cider
                            Eligibility                                       crackandcider.com
                            The standard D&AD New Blood Awards
                            eligibility criteria also apply to this           Debbie Millman, Design Matters podcast
                            challenge. You can find more information on       debbiemillman.com/designmatters
                            this in your brief pack.
                                                                              Luke Archer, Loupe Magazine
                            Judging Criteria                                  loupemag.com
                            The judging criteria for New Blood Side
                            Hustle vary slightly from the usual New           Gabby Edlin and team, Bloody Good Period
                            Blood Awards ones. The judging criteria for       bloodygoodperiod.com
                            Side Hustle are:
                                                                              Cullen & Ola, Save the Plex
                            • An excellent creative idea                      cargocollective.com/cullenandola/SAVE-
                                                                              THE-PLEX
                            • Real value (This could be how your
                              project has generated revenue, added            Ryan Ho, All Wings
                              value to your portfolio, increased              all-wings.com
                              coverage of an issue or topic, etc)

                            • Great potential (Your project may already
                              be real and making an impact, but we
                              also want to see how much further it has
                              to, and can, go)

                            Questions?
                            I’ve previously received a bursary for my
                            project, can I still enter? You can still enter
                            even if you’ve already been given additional
                            funding or help from other enterprise
                            schemes – but please make sure you state
                            this in your application.

                                                                                                                  Page 2/2

                   dandad.org/new-blood-awards | @DandADNewBlood | #NewBloodAwards
New Blood Awards 2018

                                   Background                                       • Consider the nuances. Sports may be
                                   adidas is the sports brand for creators from       universal, but behaviours will change with
                                   stadium to street, innovating tirelessly to        culture and place.
                                   enable the world’s athletes, present and
                                   future. adidas is driven by helping athletes     • Know your audience: their aspirations
                                   make a difference in their game, their lives       and beliefs. Make it personal.
                                   and the world. It believes that through
                                   sport, we have the power to change lives.        • Think about the assets and network
Brief set by                       And it wants to put that belief into action.       available to adidas: partnerships with
                                                                                      some of the most successful athletes
adidas                             The 21st century sees our cities as sites of       and teams in the world; brand hubs;
                                   incredible transformation, bringing problems       trend centres; local newsrooms; retail
In collaboration with              along with the positives. adidas is proudly        spaces. Can you make use of these?
HK Strategies                      hyper-connected to key cities at the heart of
                                   the world’s most vibrant communities.            • Show how people will experience it, how
                                                                                      it could scale and spread, and all the
                                   The Challenge                                      media, channels and touchpoints that
                                   Use the power of sport as a catalyst for           could be relevant. What different social
                                   change, with an innovative adidas product,         platforms or formats could you use, and
                                   service, brand experience or campaign for          how would content be tailored to each?
                                   17-25 year olds in a key city. What can
                                   adidas do for or with them to improve the        • adidas is an innovative, forward-facing
                                   fabric of their city?                              brand. Only consider a nod to its heritage
                                                                                      if you’re making it fresh and culturally
                                   Your idea could be rooted in the life-             relevant.
                                   transforming nature of sport, or you could
                                   explore the potential for sport-based            • Don’t get political. Stay true to the brand
                                   activities to impact on other city issues.         tone of voice.

                                   Focus on one, more or all of adidas’ key         • Don’t look to competitors for inspiration.
                                   cities (Paris, London, Berlin, LA, New York,       Think first. Biggest. Best.
Change lives through               Shanghai, Tokyo, Moscow). The sport(s) can
sport in cities worldwide          be any that adidas have an established           What’s Essential
                                   connection to. And the issues to address         Present:
                                   are up to you. What’s the relationship           • Your idea in a nutshell.
                                   between the city, the sport, the issue? Tell
                                   us why you made your choices.                    • Key insights and elements of your
                                                                                      concept. What would it look like? How
                                   Make sure what you do is true to the brand.        would people experience it? How would it
                                   Dial into the city’s environment to find a         work? Show the role of social platforms
                                   meaningful way for adidas to make a                in your solution.
                                   tangible, lasting impact in people’s
                                   communities and lives.                           • Your creative process: highlights from
                                                                                      your research and development. Show
                                   Who is it For?                                     how you made your choices and arrived
                                   17-25 year olds living in your chosen city.        at your solution.

                                   What to Consider                                 What and How to Submit
Related Disciplines                • adidas wants to see big, bold ambition,        Read Preparing Your Entries before you get
Open Brief                           clearly grounded in reality.                   started for full format guidelines.

Advertising                        • What kind of change will you bring             Main (essential):
Design                               about? Will you look at a universal issue,     Either a presentation video (max. 2 min) OR
Product & Service Innovations        or something particular to your chosen         JPEG slides (max. 8).
                                     city? Use sport as the key to improving
Deadline                             wellbeing, or look to things like transport,   Optional (judges may view this if they wish)
                                     housing, diversity, healthcare...?             Interactive work (apps etc); physical
20 March 2018, 5pm GMT                                                               supporting material; if your main deliverable
                                   • Consider issues faced by city-based             is JPEGs, you can also submit video (max. 1
                                     athletes: nutrition, space, access to           min total); if your main piece is video, you
                                     sport etc.                                      can also submit JPEGS (max. 4).

                          dandad.org/new-blood-awards | @DandADNewBlood | #NewBloodAwards
New Blood Awards 2018

                                   Background                                       • Explore, embrace and celebrate
                                   We’re living in a so-called digital age, and       techniques and finishes and what they
                                   now more than ever our lives are lived out         can lend to the experience.
                                   and represented through digital conduits.
                                   The world is fast and ever-changing;             • Keep things physical. Your solution
                                   transient, fleeting, and restless. But in this     should be something that would inspire
                                   digital world we live in contradiction. In a       those who value craft and creativity to
                                   digital world we are physical beings with          share and show off over social – but
                                   physical senses and needs.                         that’s the closest to digital it should get.

                                   Paper is a creative technology that has          • Think about the best way to reach your
                                   evolved alongside us for centuries. It offers      audience, and more to the point connect
                                   a physical sensation of touch and feeling;         with them. How and where would they
                                   weight, texture, smell. The nature of paper        experience your idea?
                                   appeals to us in ways we almost can’t
                                   comprehend because it’s been with us so          • Think outside the box. For example,
Brief set by                       long – but also because paper is the               origami-based ideas are a go-to for paper
                                   fundamental creative material.                     – that doesn’t mean they’re off limits, but
Antalis                                                                               if you use them it needs to be in a way
                                   Antalis, proud supplier of Conqueror               that’s original and perfect for the context.
In collaboration with              creative paper, believes it’s time to explore
Craig Oldham, The Office of        and celebrate the physical in a digital world.   What’s Essential
Craig Oldham                       It’s time to show how creative paper can be,     This brief is all about the tangible. So
                                   and how paper can express things that its        although it’s not mandatory, do submit a
                                   digital counterparts never could.                mockup or physical prototype if you can.

                                   The Challenge                                    What and How to Submit
                                   Create a physical experience for Conqueror       Read Preparing Your Entries before you get
                                   that explores and celebrates the                 started for full format guidelines – we won’t
                                   possibilities of paper as a physical, tactile,   accept work that doesn’t meet these specs.
                                   and creative material for design. Create the
                                   unexpected and the imaginative, the              Main (essential):
Conquer digital                    inspiring and the innovative – but create it     Up to 8 JPEG slides showing your solution.
dominance with a creative          using paper, in a way that brings the
                                   medium back to the forefront of creative         Optional (judges may view this if they wish):
paper experience                   minds.                                           Physical supporting material (mockups,
                                                                                    prototypes etc) is encouraged; you can also
                                   It needs to be something that creatives can      submit video (30 sec. max.)
                                   experience first hand, that inspires them to
                                   use paper, whilst challenging their
                                   understanding of its possibilities.

                                   Who is it For?
                                   Creative people and creative practitioners
Related Disciplines                that have been lulled into a digital comfort
Graphic Design                     zone. Time to get physical.
Packaging Design
                                   What to Consider
Environmental Design               • Your solution could be anything paper
                                     permits, from installation to direct mail,
Additional Prizes                    product, packaging or publication, or
The chance to work with Antalis      beyond…
to realise your idea. If you
                                   • You’re promoting Conqueror paper to the
win a Yellow Pencil you’ll also      creative industry using Conqueror paper
get your hands on the latest         as your medium. So think about
Arjowiggins Paper Book.              discovery and re-discovery of the world of
                                     paper and the possibilities of print.
Deadline
20 March 2018, 5pm GMT

                          dandad.org/new-blood-awards | @DandADNewBlood | #NewBloodAwards
New Blood Awards 2018

                                   Background                                          events so successful and distil this into
                                   Bacardí has a rich Latin heritage filled with       something that can live online,
                                   creativity and charisma, and a history of           encouraging people to take part, see
                                   uniting people with amazing experiences that        Bacardí in a different light, and / or
                                   go way beyond simply throwing a big party.          engage in conversation. How will you
                                                                                       draw people in? Your idea should offer an
                                   The bold optimism at the heart of the brand         incentive, without needing people to
                                   gives Bacardí a vital purpose to play in a          attend physical events.
Brief set by                       world that feels at times heavy, dark, and
                                   uncertain. Bacardí brings people together as      • Will your concept be standalone, or tie in
Bacardí                            their truest selves, letting them shed the          to existing Bacardí events?
                                   pressures of society and act from instinct.
In collaboration with                                                                • Bacardí is international. How could your
Victoria Buchanan,                 One way it does this? Through music. Like           idea work across – or even unite – its
                                   Bacardí, music liberates. Bacardí has been a        multiple markets?
Tribal Worldwide London            patron and promoter of music for 150 years.
                                   It’s found its own distinct sound: The Sound      • Context is key. Think carefully about
                                   of Rum. Music is at the heart of the brand          which digital / social channels you’ll use.
                                   experience, from cutting-edge partnerships          How will they serve your concept, and
                                   with leading artists like Major Lazer, to           your audience? How will you grab
                                   activations like Casa Bacardí, which goes           attention amidst the clutter? Which
                                   beyond a pop-up to create a physical home           platforms are better for broadcast, and
                                   for the brand at top festivals across Europe.       which give opportunities for real
                                                                                       engagement? What patterns of user
                                   The Challenge                                       behaviour could you tap into? Think
                                   Festival activations are a huge touchpoint for      about the customer experience and the
                                   Bacardí, creating engagement and shareable          year-round journey with the brand.
                                   content. But its music programme relies
                                   heavily on these one-off events, meaning a        What’s Essential
Make that festival                 flurry of activity in festival season before      • Bacardí is an alcohol brand, so be
                                   going quiet for the rest of the year. How can       responsible. See the guidelines on
feeling last year-round            Bacardí tie its music and festival activations      alcohol promotion in your brief pack.
with a music-led social            and its marketing activity together into
                                   something that maintains a year-round             • Digital or social media must form the
activation for Bacardí             conversation with its consumers?                    main channel for your concept, though
                                                                                       you can include other touchpoints.
                                   Come up with a digital and social media-led
                                   activation or campaign for Bacardí that builds    • Present your idea in a nutshell, your key
                                   on its existing music-based marketing to            insight(s), and executions in the different
                                   keep consumers engaged all year round.              channels and formats.

                                   Who is it For?                                    • Show how your concept would tie in with
                                   Outgoing, creative under-26 year olds of legal      other Bacardí marketing activities, and
                                   drinking age. Optimistic, open-minded,              how you’d draw in and reward consumers
                                   honest, expressive, extroverted. Social             for their engagement.
                                   instigators and connectors of like-minded
                                   people, they’re constantly exploring. They live   What and How to Submit
                                   by their own values and celebrate diversity.      Read Preparing Your Entries before you get
Related Disciplines
                                   They enjoy creative, passionate shared            started for full format guidelines – we won’t
Advertising                        experiences with meaning and purpose. They        accept work that doesn’t meet these specs.
Social Media                       want to be free to be their truest selves.
Digital Marketing                                                                    Main (essential):
                                   What to Consider                                  Either a presentation video (max. 2 min) OR
Brand Activation                   • Familiarise yourself with Bacardí’s             JPEG slides (max. 8), showing your solution.
Integrated Campaigns                 existing music-led marketing (see Further
                                     Info in your brief pack to find out more).      Optional (judges may view this if they wish):
Deadline                             Create something bold and original, but         Interactive work (websites, apps, etc);
20 March 2018, 5pm GMT               that’s still consistent with the                physical supporting material; if your main
                                     established brand look and feel.                piece is JPEGs, you can also submit video
                                                                                     (max. 1 min total); if your main piece is
                                   • Capture that spirit that makes Bacardí          video, you can also submit JPEGs (max. 4).

                          dandad.org/new-blood-awards | @DandADNewBlood | #NewBloodAwards
New Blood Awards 2018

                                    Background                                           understand the full, broad BBC audience,
                                    The BBC is the world’s leading public                whereas your user will vary if you’re looking
                                    service broadcaster. Its mission is to enrich        at a particular product or programme.
                                    people’s lives with programmes that inform,
                                    educate and entertain. It’s unparalleled in          What to Consider
                                    delivering digital experiences beyond                • Know your audience, and put them first.
                                    expectations, on mobile, tablet, desktop               Understand their user needs, their
                                    and TV across 10 digital products: BBC                 behaviours, patterns and routines. Think
Brief set by                        Homepage, Search, News, Sport, Weather,                about their relationship with the brand,
                                    Knowledge & Learning, CBeebies, CBBC,                  how they access these services at the
BBC                                 iPlayer and Radio & Music.                             moment, and how they might want to do
                                                                                           so. Use this to find insight, and let that
In collaboration with               Technology shapes our relationship with the            drive an exploration of how new
Cheyney Robinson,                   brand through these platforms, our                     technology could lead to a whole new
                                    interactions mediated through remote                   look, feel and mode of interacting.
Consultant                          controls, keyboards, touchscreens. But as
                                    the tech landscape rapidly evolves, so too           • This is a chance for bold and playful
                                    will the way we connect with brands and                thinking, but do stay grounded in reality.
                                    content. Think conversational user                     Think near future – the next one to two
                                    interfaces (eg chatbots or services like               years – rather than heading into the
                                    Alexa and Siri), gestural interfaces, wearable         realms of science-fiction.
                                    tech, or the possibilities offered by data and
                                    hyperpersonalisation.                                • People can be averse to change, so how
                                                                                           could you make your solution seamless
                                    To quote designer and author Golden Krishna,           and intuitive? How might it integrate with
                                    “the best interface is no interface.” What             their existing habits, or other products
                                    might that mean for the BBC? How can its               and platforms they use?
                                    next generation experiences use technologies
                                    like voice, gesture and new forms of                 What’s Essential
Reimagine our                       interactivity in a way that will bring stories and   There’s no need for code, just compelling
                                    experiences to life for its audience?                communication. If you can create a
relationship with the BBC                                                                prototype, do. Otherwise use animatics or
using new and emerging              The Challenge                                        other tools to show your concept in action.
                                    Create an innovative vision of a BBC
technology                          experience shaped by current or emerging             Present:
                                    technologies. You can take an entire look            • Your solution. Clearly explain your idea,
                                    across the breadth of the BBC offering,                 how it would work, and the current /
                                    choose a particular product or programme,               emerging technologies used.
                                    or focus in on a specific demographic.
                                                                                         • Your creative process: How you arrived at
                                    This might be about tech, but it’s not just            your solution; key insights from your
                                    for digital thinkers. It’s about human-centred         research; a convincing rationale for your
                                    design, and how developments in                        focus and design decisions.
                                    technology can enable this.
                                                                                         What and How to Submit
                                    So start human. First, identify your                 Read Preparing Your Entries before you get
                                    audience. What are their wants, needs,               started for full format guidelines – we won’t
                                    expectations, capabilities? Then it’s time to        accept work that doesn’t meet these specs.
                                    start thinking about emerging (or existing,
Related Disciplines                 but unexplored) technologies, and how they           Main (essential):
Product & Service Design            could enable a seamless connection and               Present your solution and process using
Technological Innovation            conversation between the person and the              either presentation video (max. 2 min) OR
                                    brand. The most important thing is the               annotated JPEG slides (max. 8).
UX, UI & Digital Design             person at the heart of the experience. The
                                    tech is just a tool, and the better a job it         Optional (judges may view this if they wish):
Deadline                            does the less noticeable it will be.                 Prototypes or mockups as interactive work
20 March 2018, 5pm GMT                                                                   (websites, apps, etc) or physical supporting
                                    Design a new way to interact with the BBC.           material. If your main piece is video, you
                                                                                         can also submit JPEG slides (max. 4).
                                    Who is it For?
                                    A full-spectrum approach will need to

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New Blood Awards 2018

                                  Background                                           What to Consider
                                  Beano Studios is here to burst the grown-up          • Get to know your character inside
                                  bubble. To hand the power back to kids. To             out. Who are they? Think beyond their
                                  make life more fun. To help people challenge           appearance. What are their hopes and
                                  the boundaries and break the rules. To                 dreams, quirks and foibles? How do they
                                  unlock the imagination. And to champion                speak and move? What elements of their
                                  what it means to be a child.                           personality or look were of their time,
                                                                                         and which are timeless and essential?
Brief set by                      Beano used to just be a comic (and it still is         What can change, and what has to stay?
                                  – the world’s longest running weekly comic,            It’s all up for grabs, as long as there’s
Beano                             in fact), but Beano Studios is making it so            something that’s true to the fundamental
                                  much more. It’s created a short form digital           spirit of the original, and of the Beano
                                  entertainment network for kids online. It’s            brand.
In collaboration with             free and full of a combination of classic
Andy Lanning, Magic Leap          Beano characters and brand new videos,               • The strongest ideas will possess ‘grown
                                  packed with fun and mischief. It’s designed            up’ sophistication but with references
                                  to reflect playground buzz nationwide, and it’s        kids love and a fundamental emotional
                                  the place for kids to find funny stuff first. It’s     truth at their heart. Beano has always
                                  the home of some of the UK’s best-loved                created a connection between parents
                                  characters, and while Dennis the Menace                and their kids. Not in a sickly way – in
                                  might be the first to come to mind, there’s a          a collusive, mischievous one. Can you
                                  whole bunch of rebellious girls who deserve            disguise bold, funny adult storytelling in
                                  to be celebrated too. So it’s time to take one         a character that’s for kids?
                                  of those characters and reimagine them for
                                  the new entertainment world.                         • Beano characters have always rebelled
                                                                                         or gone against the grain in some
                                  The Challenge                                          way – see Character Traits in your brief
                                  Reimagine and evolve an existing female                pack. What do these traits mean for the
Update and animate a              Beano character for a new generation. Then             character, how are they expressed, and
classic female character          bring your updated designs to life through a           what do they represent that the Beano
                                  short, narrative animation, bringing new               audience will identify with?
to inspire the world to           stories and exciting new perspectives to an
embrace rebellion, think          established and well-loved character. All            • The Beano Studios Content Guide will
                                  illustration and animation styles are                  steer you well. You’ll find it in Further
more kid and spread the           welcomed. Be innovative, and don’t be                  Information in your brief pack along
Beano spirit                      constrained by what’s seen as ‘the norm’               with essential tips and more info and
                                  for kids’ entertainment. Choose techniques             inspiration on everything Beano.
                                  and visual approaches that play to your
                                  strengths and most importantly, suit your            What’s Essential
                                  character. Beano’s brand platform for 2018           •	An overview of your character redesign.
                                  is “Rebels Wanted” – the world (and Beano)              Include their silhouette, and a one
                                  needs more rebel girls. So choose one of                sentence ‘elevator pitch’ character
                                  the following characters, and bring them                profile (see Further Information).
                                  into the 21st century:
                                                                                       •	Your creative process. Show how your
                                  Angel Face                                              character evolved, and why you made key
                                  Beryl the Peril                                         decisions.
                                  Billy the Cat (reimagined as a girl)
                                  Ivy The Terrible                                     •	A short animation (30-90 sec) that puts
Related Disciplines               Secret Agent Sally                                      your character at the heart of a story.
                                  The Belles of St Lemons
Animation                         Valda                                                What and How to Submit
Illustration                                                                           Read Preparing Your Entries before you get
                                  The Character Breakdown in your brief pack           started for full format guidelines.
Deadline                          will help you get to know your character.            •   Character design: 1-3 JPEG slides
20 March 2018, 5pm GMT                                                                 •   Creative process: Either 1-4 JPEG slides
                                  Who is it for?                                           or video (max. 30 sec)
                                  10-12 year olds in the UK and beyond. Also
                                                                                       •   Story: Animated video (30-90 seconds).
                                  appeal to parents who are kids at heart.

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New Blood Awards 2018

                                   Background                                            Facebook feed? Get made into a meme?
                                   Burger King has stood for flame-grilling since        Or written up in the New York Times?
                                   1954. Other chains cook their burgers on              Come up with something that could get
                                   flattop grills (effectively frying the meat), but     this kind of attention.
                                   Burger King burgers are cooked over an open
                                   flame grill, searing in that great flavour.         • Research, research, research
                                                                                         To nail your insight, you need to really
                                   Science fact: three out of four people prefer         understand your audience. And really
Brief set by                       a flame-grilled burger. Why? Because beef +           understand what’s great about the
                                   fire = magic. However – despite 63 years of           Burger King experience – so go, see for
Burger King                        telling everyone that it’s the home of the            yourself.
                                   flame-grilled Whopper – less than a third of
                                   18-24 year olds know that every Burger King         • No wallflowers
In collaboration with              burger is grilled, not fried.                         Burger King is a brand with an edge. A
L.A. Ronayne, Stink Studios                                                              bold, confident challenger. Forget
                                   The Challenge                                         forgettable, vanilla advertising, Burger
                                   Your mission is to create an advertising              King wants ideas that are big and scary.
                                   campaign that drives home the single-                 It’s a brand that loves the raw and real,
                                   minded proposition: BECAUSE FIRE IS                   embraces the unscripted, and can make
                                   BETTER.                                               and take a self-deprecating joke (while it
                                                                                         takes food seriously, it doesn’t need to
                                   Execute the “flame-grilling since 1954”               take itself seriously).
                                   message in a new, relevant way that makes
                                   younger, more cynical consumers want                • Go brave
                                   flame-grilled burgers, not fried. Get them to         Take a look at some of Burger King’s
                                   buy into, understand, and retain this                 favourite campaigns (see Further
                                   message, and ultimately give Burger King              Information in your brief pack for links)
                                   another try.                                          – they’ll help you understand the brand,
                                                                                         and the kind of creative that can win this
Turn the next generation           Think big. Film, print, out of home, stunt...         brief.
                                   the touchpoints are up to you, but your
into flame-grill purists           campaign needs to get this younger                  What’s Essential
with a big, bold                   audience talking about flame-grilling. If your      A campaign or activation concept across
                                   idea feels like the stuff of a Buzzfeed             relevant channels. Must feature Burger King
advertising idea                   headline, then you’re on the right track.           product (hero the Whopper) and land the
                                                                                       key point of differentiation: Burger King is
                                   Who is it For?                                      the home and expert of flame-grilling.
                                   Your audience will be a tough nut to crack.
                                   18-24 year olds:                                    What and How to Submit
                                                                                       Read Preparing Your Entries before you get
                                   • Don’t watch much TV                               started for full format guidelines – we won’t
                                                                                       accept work that doesn’t meet these specs.
                                   • Are sceptical of marketing claims
                                                                                       Main (essential):
                                   • Don’t visit Burger King restaurants as            Either a presentation video (max. 2 min) OR
                                     often as their parents                            JPEG slides (max. 8), showing your solution.

Related Disciplines                • Don’t think Burger King’s especially cool         Optional (judges may view this if they wish):
Advertising                                                                            Interactive work (websites, apps, etc);
                                   • Seek experiences and brands that are              physical supporting material; if your main
                                     real and authentic (they see fast food as         piece is JPEGs, you can also submit video
Additional Prizes
                                     fake)                                             (max. 1 min total); if your main piece is
The chance to work with                                                                video, you can also submit JPEGs (max. 4).
Burger King to make your idea      What to Consider
a reality.                         • Cut through the noise and get noticed
                                     A billboard in Piccadilly Circus might be
Deadline                             impressive to an older audience, but it’s
                                     old school to these guys. A big, splashy
20 March 2018, 5pm GMT               TV commercial that airs across the
                                     country might make the media agency
                                     happy, but will it show up in your

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New Blood Awards 2018

                                    Background                                       What to Consider
                                    Almost 2 billion people and 200 million          • User research is key. See Further
                                    small businesses in the developing world           Information in your brief pack for more on
                                    have no access to financial services –             what you’ll need to think about and look
                                    something essential to global development.         into as you tackle this challenge.
                                    Research from the McKinsey Global Institute
                                    shows that better financial access, spurred      • The digital finance marketplace is huge
                                    by mobile and online payment services, can         and constantly evolving, from online
Brief set by                        reduce poverty, help bring new opportunities       offerings from traditional banks like
                                    to disadvantaged communities, empower              newcomer Zelle, established services
Digital McKinsey                    women, and transform the economic                  like PayPal and Venmo, to Snapcash and
                                    prospects of emerging economies.1,2                other social media-led payment
In collaboration with                                                                  platforms, to the ever-growing world of
Xavier Barrade,                     Digital finance is changing the game, letting      cryptocurrencies like Bitcoin and
                                    people transfer funds domestically and             Ethereum. It’s up to you whether to focus
Google Creative Lab                 across borders faster, cheaper and more            on a particular currency or service for
                                    easily than ever before. For example, Kenya’s      your solution – or even to design your
                                    M-Pesa mobile money service is used by             own.
                                    over half of the country’s adults, processes 6
                                    billion transactions a year, and has lifted 2%   • Coding isn’t necessary, but if that’s your
                                    of Kenyan households out of extreme                skillset and you can use it to tackle this
                                    poverty.3 And in Venezuela, people are             challenge – bring it on.
                                    turning to mining and trading in Bitcoin to
                                    survive the country’s rampant hyperinflation.4   What’s Essential
                                                                                     • Describe who your product, experience or
                                    See Further Info in your brief pack for            service is for, the need(s) it addresses,
                                    references.                                        and how it does this.

                                    The Challenge                                    • Present elements of your concept to
                                    Deliver a vision for digital money showing         bring it to life, eg through storyboards,
                                    where and how it can make real impact on           prototypes, wireframes, illustrations,
Use digital money to                the lives of people left behind by traditional     animatics, etc.
                                    finance. By ‘digital money’ we mean any
empower the unbanked                digitally based, non-cash, bank-agnostic         • Document and show your research, how
                                    service. This could be a cryptocurrency, but       you developed your ideas, your insights
                                    doesn’t have to be.                                and your reasoning behind key decisions.

                                    1. Define your user. Identify a disadvantaged    What and How to Submit
                                       group (this could be a region or country,     Read Preparing Your Entries before you get
                                       or a more specific community defined by       started for full format guidelines – we won’t
                                       gender or type of employment, for             accept work that doesn’t meet these specs.
                                       example) who are underserved by
                                       existing services, and have a monetary        Main (essential):
                                       need which technology could address.          Either a presentation video (max. 2 min) OR
                                       Why and how are they being let down by        JPEG slides (max. 8), showing your solution.
                                       traditional services? What are their
                                       challenges, pain points?                      Optional (judges may view this if they wish):
                                                                                     Interactive work (websites, apps, prototypes
                                    2. Identify opportunities. What services or      etc); physical supporting material
Related Disciplines                    experiences could empower them and            (prototypes, mockups, etc); if your main
Product & Service Design               improve their livelihoods? How can you        piece is JPEGs, you can also submit video
Technological Innovation               simplify / demystify the use of digital       (max. 1 min total); if your main piece is
                                       money to make it accessible and               video, you can also submit JPEGs (max. 4).
UX, UI & Digital Design                understandable, and best serve the
                                       needs of your users and their
Deadline                               communities?
20 March 2018, 5pm GMT
                                    3. Design a digital money experience,
                                       service, and/or product for your chosen
                                       group to address the needs you’ve
                                       identified.

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New Blood Awards 2018

                                    Background                                         Consider how it could help your creative
                                    Design has the power to make change. It’s a        process and unleash your collaborative
                                    conduit that can alter behaviours, attitudes,      potential. Note that your response
                                    even lives. But to bring about change, you         doesn’t need to be Dropbox branded
                                    need collaboration and courage.                    (your cause should be the brand), or
                                                                                       need to use / feature Dropbox Paper.
                                    Design in the real world is interconnected
                                    and interdependent. From designers and          • Designing for change is complicated as
Brief set by                        clients to communities and audiences, all         social issues affect lots of people within
                                    have to work together and share views and         a community. Think about how your ideas
Dropbox Paper                       ideas to make real change happen.                 might affect groups of people, not just
                                                                                      a few individuals. Your cause can be
In collaboration with               You need to show the courage to believe in        anything from a global topic to a local or
Craig Oldham,                       what you’re doing, and to share that meaning      personal issue – but could addressing
                                    with others. Dropbox believes the world           something deeply personal connect with
The Office of Craig Oldham          needs your creative energy.                       others in the same situation to bring
                                                                                      mutual support and solve problems at
                                    The Challenge                                     scale?
                                    Take a cause you believe in, and use the
                                    power of graphic design to make a               • Think hard about the context of your
                                    difference. Design to agitate, educate, and       social issue or concern and what kind of
                                    inspire an audience, or the world, to get         change you hope to achieve.
                                    behind your cause. Create a campaign or
                                    solution that motivates or effects change, in   • Capture the essence of your campaign
                                    a way that’s relevant to your cause.              through everything graphic design
                                                                                      means: type, colour, image, graphics...
                                    You could bring a group together to raise
                                    awareness (and money) like Sign of the          What’s Essential
                                    Times, whose creators invited 200+              • This is a graphic design brief, so make
                                    designers to reimagine the patronising            sure this is reflected in your response.
Use graphic design for              ‘elderly crossing’ road sign. Or put
a cause, to motivate,               connection at the heart of the idea, like Me    • Present a minimum of two executions /
                                    & EU, when postcards by UK creatives were         touch-points (anything from wayfinding to
educate and effect                  sent to all member countries to build a           a website, brands to books) including at
change                              sense of unity. Or use design to empower          least one physical and one digital
                                    and lend a voice or identity to those             element.
                                    marginalised, like the Refugee Nation flag
                                    created for the Rio Olympics: a literal         • Show how your output is relevant to your
                                    banner for people to unite under.                 social cause.

                                    Who is it For?                                  What and How to Submit
                                    Those passionate about the cause; those         Read ‘Preparing Your Entries’ before you get
                                    who might not be yet but have the power to      started for full format guidelines – we won’t
                                    make a difference; or those directly affected   accept work that doesn’t meet these specs.
                                    by it.
                                                                                    Main (essential):
                                    What to Consider                                Either a presentation video (max. 2 min) OR
                                    • Collaborative working is welcome and          JPEG slides (max. 8).
                                      encouraged. Learn to share and take
Related Disciplines                   advantage of collective potential.            Optional (judges may view this if they wish):
                                      Whether it’s in influences, feedback,         Interactive work (apps etc); physical
Graphic Design                        critique, research, primary source            supporting material; if your main deliverable
Design for Social Change              material, co-creation, ideation... getting    is JPEGs, you can also submit video (max.
                                      out of your solo silo as part of your         1 min total); if your main piece is video, you
Deadline                              process will lead to better work.             can also submit JPEGs (max. 4).
20 March 2018, 5pm GMT
                                    • One way you could do this at the
                                      development stage is by using Dropbox
                                      Paper – it’s a collaborative workspace
                                      that helps people create and share
                                      ideas, feedback and references.

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New Blood Awards 2018

                                  Background                                           company even made the top ten. As a
                                  giffgaff is a mobile network run with a              brand that is super chuffed to do things
                                  community of members.                                differently and be online only, their
                                                                                       marketing should celebrate digital. So
                                  The name is a ye olde Scottish word that             even if your focus is a physical activation,
                                  means ‘mutual giving’. And mutuality is the          make sure you carry the experience
                                  pure essence of the brand.                           across to digital channels too.

Brief set by                      Every member has the chance to get as              • The giffgaff community is incredibly
                                  involved as they want. In return for their           important to the network. Without them
giffgaff                          kindness, the folk at giffgaff reward them.          it wouldn’t function – they provide the
                                  They call it Payback. Members can choose to          help. As crucial people in the giffgaff
                                  take their Payback as credit to use on their         ecosystem, how could you involve them
In collaboration with             phone, as cash, or as a donation to charity.         in the idea? What could your concept
L.A. Ronayne, Stink Digital       It’s a ‘you do something for us, we’ll do            give back?
                                  something for you’ vibe.
                                                                                     • Timing is everything. Consider when the
                                  The Challenge                                        best time to launch your idea might be.
                                  Your brief is to create a real world or digital      Is it something that could go live at any
                                  brand experience that truly encapsulates             time, or are there certain points in the
                                  the giffgaff spirit of ‘mutual giving’.              year that would give it more resonance?
                                                                                       giffgaff are always looking to be
                                  Your concept should reward existing                  ‘positively disruptive’ – when would an
                                  members, and show those not yet in the               idea like yours have the most relevance
                                  know just what they’re missing.                      or stand-out, and why? On ‘positively
                                                                                       disruptive’: absorb those two words
                                  Who is it for?                                       together. Disruptive for disruption’s sake
                                  Ethos buyers. They’re young, mostly                  won’t fly.
                                  students, principled, anti-corporate, liberal
Help giffgaff give back           in outlook. Not necessarily ‘techie’, but          What’s Essential
with a real world or digital      savvy and often the ones their friends go to       • An activation concept (either digital, or
brand experience to               for mobile advice. They’re social media              physical with a digital element) to bring
                                  fiends, open to trying new ideas, who                potential future members into giffgaff’s
encapsulate the spirit of         embrace the democratisation of knowledge             world of mutual giving.
‘mutual giving’                   that the Internet brings.
                                                                                     • Present your idea in a nutshell. Then
                                  What motivates them? Freedom to                      show just what would it look like, how
                                  experiment with new ideas. Being among               and when would it be experienced, and
                                  the first to discover new ideas is also              why: the insight(s) that drove your
                                  appealing.                                           decisions.

                                  What may these folks like about giffgaff?          What and How to Submit
                                  Value & flexibility. The intrinsic attraction of   Read Preparing Your Entries before you get
                                  a youthful, challenger brand mentality. ‘No        started for full format guidelines – we won’t
                                  risk’, no contract – they can leave when they      accept work that doesn’t meet these specs.
                                  want.
                                                                                     Main (essential):
                                  Focus on this group, but remember: giffgaff        Either a presentation video (max. 2 min) OR
Related Disciplines               is an inclusive brand, and everyone is             JPEG slides (max. 8).
Advertising                       welcome.
                                                                                     Optional (judges may view this if they wish):
Experiential                      What to Consider                                   Interactive work (brand websites, apps etc);
Brand Activation                  • giffgaff is an online network. No shops,         physical supporting material (mockups,
Integrated Campaigns                no call centres, instead wonderful               prototypes etc); if your main deliverable is
                                    member service: that’s help provided by          JPEGs, you can also submit video (max. 1
Deadline                            other giffgaff members in online forums.         min total); if your main piece is video, you
                                    Sounds odd and a bit different, but it’s         can also submit JPEGs (max. 4).
20 March 2018, 5pm GMT              a leaner (and better) way to provide
                                    support. In rankings of best customer
                                    experience for UK brands, they come in
                                    at number eight. No other telecomms

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New Blood Awards 2018

                                      Background                                       • The idea doesn’t have to feature a board
                                      Hasbro is the home of some of the world’s          – card-based games, action games and
                                      best-loved games, and at the forefront of          outdoor games are fine too. But make
                                      industry innovation. More people than ever         sure it’s something that can be packaged
                                      are buying games – and with 70% of new             and sold to offer a better player
                        TM            ideas coming from inventors outside the            experience.
                                      games industry, there’s never been a better
                                      time to break into the game world.               • The game must be self-contained: no
                                                                                         app or screens needed to play. But you
                                      The Challenge                                      can explore digital extensions or
               BiG                    There are many games that were big once            complementary apps if you wish.
               PoTaTo                 but have fallen out of favour, or just drifted
                                      into obscurity. Think: shove ha’penny and        • You’ll need to nail the idea, but there’s
                gAmEs                 bar billiards in pubs, hopscotch and               room for craft here too. Strong graphic
                                      marbles on the playground, old-timey parlour       design, copywriting, branding and
                                      favourites like charades or I-spy, or simple       packaging ideas all help your cause.
Brief set by                          card games like cheat and shithead.
                                                                                       • Once you’ve nailed your game – and
Hasbro                                Your mission is to find a forgotten old or         tested it to make sure it plays well –
                                      traditional game and reinvent or reimagine it      think about how you’d sell it. How can
In collaboration with                 for a new audience and a new age. Create           the packaging stand out on the shelf?
                                      something relevant to adults looking for a         How could you create a buzz around your
Big Potato                            fun, fast party game: aim for 2+ people, 2         game without spending a fortune on
                                      minutes to learn and 30 minutes to play.           advertising? Is there a game-changing
                                                                                         launch concept that will bring your idea
                                      There’s every chance your game will get            to life and grab attention?
                                      made, sold globally and become an
                                      evergreen title for many years to come (with     What’s Essential
                                      you raking in the royalties).                    • A video presentation showcasing your
                                                                                         idea (gameplay and visuals), and any
Give an old game a 21st               Who is it For?                                     launch concepts – think of this as like an
century makeover, with                16 to 26 year olds, men and women, who             ad for your game. Initial judging rounds
                                      like games but have maybe forgotten how            will only look at your presentation video,
a fresh twist for today’s             fun, cool and grown-up they are these days.        so make sure it does your game justice.
young adults
                                      What to Consider                                 • Get across the details with a how-to-play
                                      • This one’s obvious (we’d hope): this isn’t       video and, if possible, send in a playable
                                        about appropriating someone else’s idea          prototype to help the judges get to grips
                                        and making it your own. That’s not New           with your idea.
                                        Blood. Obviously you’ll need to stay on
                                        the right side of any patents or               • Document your research and
                                        copyrights, but it’s more than that. The         development. Make clear which classic
                                        original game should simply be your              game you chose, show how you
Related Disciplines
                                        starting point for innovation. You’ll need       reinvented it – and crucially, why you
Game Design                             to show fresh ideas and thinking to bring        made your decisions.
Product Innovation                      it to life for the 21st century.
Graphic Design                                                                         What and How to Submit
                                      • Check your game hasn’t already been            Read Preparing Your Entries before you get
Packaging Design                        reinvented. Or if it has, that your take on    started for full format guidelines – we won’t
                                        it offers an unexpected twist, different       accept work that doesn’t meet these specs.
Additional Prizes                       direction, and completely distinct end
The chance to work with Big             product.                                       •   Your presentation video (90 sec. max.)
Potato to hone your game and
                                      • Keep it simple; no one likes complicated       •   Your demo: either a playable prototype
present it to Hasbro – and              rules.                                             with full instructions (submitted as
hopefully make your idea a                                                                 physical supporting material) or a
reality.                              • The game can be edgy but not so                    proof-of-concept video (2 min. max.)
                                        controversial that retailers would turn it
Deadline                                down. Eg drinking games are a no-no (but       •   Your R&D: either JPEG slides (2 max.) or
                                        maybe there’s a classic drinking game              a video (30 sec. max.)
20 March 2018 5pm, GMT                  with rules ripe for repurposing?).

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New Blood Awards 2018

                                   Background                                          making these food products. How can
                                   Modern food production and consumption              you address these?
                                   perpetuates a staggering amount of waste.
                                   According to Love Food, Hate Waste, “right       • What’s going on with the decision-making
                                   now in the UK, we throw away 19% of all the        process? Could Hellmann’s provide the
                                   food we buy: 7 million tonnes of it in fact,       necessary ‘nudge’ to alter behaviour and
                                   every year.”. It’s an amount that the average      reduce excess production / purchase
                                   consumer drastically underestimates their          in the first place? Or will you empower
                                   role in.                                           people to make the most of the food they
                                                                                      have? Eg consumers underestimate how
                                   Hellmann’s believes that food is too good to       many ‘meals’ worth’ of food they actually
                                   be wasted, and wants to further the                throw out – consider highlighting their
                                   conversation on food waste. It wants to            own habits to engage them.
                                   promote sustainable, waste-reducing
                                   behaviours, via things like innovative recipes   • Keep in mind how the brand speaks
                                   incorporating its products to use up food that     (you’ll get a sense from its website), and
Brief set by                       would otherwise go to waste, and brand             its tagline – “We’re on the side of food”
                                   activations that lead change on this issue.        – with its double meaning about how
Hellmann’s                                                                            products are used, and being a champion
                                   The Challenge                                      of the goodness of food.
In collaboration with              Create a Hellmann’s branded device,
Design Bridge, part of the         publication or service that addresses the        • Think about where your idea will be
WPP Network                        issue of food wastage. Your design should          used, as well as practical considerations
                                   be a response to a point in the supply chain       like food preservation, food safety and
                                   where food is often wasted – this could be         hygiene practices.
                                   in the home, such as leftover food that’s
                                   overlooked or left behind when people go on      What’s Essential
                                   holiday, or in restaurants or stores, when       •	Design either a device, a publication or a
                                   over-ordered or expired goods get binned.           service that embodies the Hellmann’s
                                   Choose either the home, the store, or the           brand approach to sustainability, to help
                                   restaurant as the focus for your solution.          pre-empt or reduce food being wasted, in
                                                                                       your choice of setting – either the home,
Combat throwaway                   Think about Hellmann’s standpoint, “We’re           a store, or a restaurant.
                                   on the side of food”, and consider how it
culture and cut food               positions the brand as a champion of the         •	Find a name that reflects the Hellmann’s
waste with a device,               goodness of food, and how this furthers its         tone of voice and the idea “We’re on the
                                   narrative around sustainability.                    side of food”
publication or service
from Hellmann’s                    No-one wants to waste food, but we still do.     •	Present your idea in a nutshell, and
                                   Why? Dig deep to identify where and how             include highlights from your research and
                                   Hellmann’s could intervene to make a                development to show how you made your
                                   meaningful difference.                              decisions.

                                   Who is it For?                                   What and How to Submit
                                   Consumers or businesses who want to save         Read Preparing Your Entries before you get
                                   money and reduce their environmental             started for full format guidelines.
                                   impact by not throwing good food away.
                                                                                    Main (essential):
Related Disciplines                What to Consider                                 Either a presentation video (max. 2 min) OR
Design                             • Consider the foods that most often go          JPEG slides (max. 8).
                                     to waste (in the UK bread, milk, and
Product & Service Innovations        fresh produce are the main culprits, but       Optional (judges may view this if they wish):
Brand Activation                     this will vary for other countries) and the    Interactive work (apps, etc); physical
                                     times and reasons this tends to happen.        supporting material; if your main deliverable
Deadline                                                                            is JPEGs, you can also submit video (max.
20 March 2018, 5pm GMT             • The two main drivers for consumers             1 min total); if your main piece is video, you
                                     will be the unnecessary cost of buying         can also submit JPEGs (max. 4).
                                     something they won’t get around to
                                     eating, and the environmental impact of
                                     the resources that went into growing or

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