D&AD New Blood 2015 | D&AD
Creation of the campaign idea, identity and collateral for the 2015 D&Ad New Blood festival, ceremony and academy.
Built around the concept of ’Play to win’, our creative reflected the core idea that winning a NB pencil defines graduates as ‘winners’ from the off, kick starting their careers and allowing them to rise to the top of their profession.
Spanning a diverse set of applications from social media assets to printed materials, exhibition graphics and signage, the execution was built upon the visual and written language of classic games. Each application reflected a different, playful take on the central theme:
Old school computer game graphics seemed the natural vehicle for digital campaign in the run up to events.
At the festival and awards ceremony itself, classic board games were playfully subverted to reflect the challenges of a creative career or chosen to mirror the application – a huge playing card wall, a massive basket ball hoop hanging sign, a giant 3D Mouse Trap game built into the entrance to the ceremony… all designed to create a sense of theatre and anticipation around the events.
- Client - D&AD
- Job - New Blood 2015
- What we did - Social Media, Digital, Environmental, Experiential, Moving image
- Award - D&AD PENCIL