D&AD New Blood Awards 2017 Briefs launched

This year’s brief line up for New Blood Awards 2017 has just been released, which requires the next generation of creative disruptors to start tackling the real-world briefs to showcase their talent.

For 2017, D&AD’s partners are a mix of returning favourites like John Lewis, Nationwide and BBC as well as some new faces with Amazon, The National Autistic Society and Squarespace signing up this year. Collaborating with the Arjowiggins brief will be Facebook, Instagram and Sony Music, whilst board game fans can cut their teeth on the Hasbro brief in collaboration with Big Potato Games.

Each brief has been designed to set a unique challenge and all are supported by a great range of learning resources and industry insight. This year’s topics range from the real-world tangibility of paper to the possibilities of big data, food and drink, music and movies, finance to festivals, things to play and places to stay, education and causes to fight for.

All the briefs have been designed in collaboration with industry experts to both reflect the real current business challenges faced by modern brands and develop the creative skills most sought after by industry, ensuring that these “ones to watch” of tomorrow are ready for the challenge.

Whether it’s through launching new services or reinventing established brands, inventing crazes or revitalising causes, taking events to the world or bringing purpose to events, the New Blood of 2017 will be storytelling, shifting perceptions, standing out and shaping the future with passion.

Paul Drake, D&AD Foundation Director, commented, “We need new exciting talent in this industry, and year after year we are blown away by the professionalism, ambition and skill of the work that is entered into the New Blood Awards. Answering tough, real-world briefs set by globally-renowned partners, these students show the full breadth of talent that will be entering the industry in the next few years.”

He further said, “As always, the 2017 New Blood Awards are designed to be both challenging and demanding. This year they feature a mix of topical ideas and craft-based briefs, encouraging creatives to hone their skills, test their abilities and show why those already in industry need to be looking over their shoulder.”

Open to any young creative aged 23 or under, in addition to current students and those within two years of graduation, the New Blood Awards offer tomorrow’s creative superstars a chance to tackle real briefs, set by real clients and judged by top industry creatives.

The 2017 Brief Partners:

  • Adobe
  • Amazon
  • Arjowiggins in collaboration with Facebook, Instagram and Sony Music
  • BBC
  • Crowne Plaza
  • Desperados
  • Hasbro in collaboration with Big Potato Games
  • John Lewis
  • Monotype
  • MUBI
  • Nationwide
  • Pearson
  • Respect for Animals
  • Squarespace
  • The British Army
  • The National Autistic Society

New creatives will have until March 22, 2017 to submit their entries, with the winners announced at the Awards Ceremony in early July 2017. Winning work will be selected by a panel of judges and awarded a Wood, Graphite, Yellow, White or Black Pencil.

This year’s D&AD New Blood Awards 2017 creative campaign is being designed by The Beautiful Meme.

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