The awards are now called New Blood, a title which also covers the New Blood Festival, Exhibition and Academy. A full year of events and workshops fall under the same umbrella. Still with the same ethos as 35 years ago, D&AD describe New Blood as “using the benefit of our network and resource to help transition young people from the world of education and into the world of work”
“Inspiring a worldwide community of creative thinkers”, D&AD are an organization which works with those in and around the creative industries. Their innovative annual awards are recognized globally. The New Blood programme delivers support for emerging design, advertising and craft talent from around the world, within 3 schemes; New Blood Awards, Exhibition and the Academy.
Working with high profile, exciting brands, these schemes bridge the vast gap between education and employment, offering young creatives valuable experience. D&AD’s partnerships currently include work alongside the BBC, ASOS, XL Recordings, and Unilever to name a few.
Award categories include graphic design, photography, illustration, moving image and typography. The most exciting part about this year’s awards is their headline brief, which has come from former US Vice-President and Nobel Prize Winner Al Gore, who will be personally reviewing the winning project in the Global Legacy Project section, in collaboration with WPP.
The Global Legacy Project is a global campaign which was set up in order to address problems caused by climate change, ahead of September 2014’s United Nation Summit. Al Gore says, “we have to put a price on carbon in the economy, and a price on denial in politics”. Selected winners will be able to attend a Mini Climate Change Summit and D&AD emphasize “if the idea is good enough, there’s the very real possibility of even seeing it put into action”.
This year’s briefs are based around four topical themes: Open Culture, Urban Renaissance, Authenticity and Retail Revolutions. D&AD collaborated closely with Jo Jackson, MD of Protein and Iain Aitchison, Director of Plan in order to develop briefs that are both highly relevant and challenges that creative directors find themselves genuinely excited about. As well as the Global Legacy Project category, further briefs within the awards include;
ASOS: Reinvent street style
BBC: Make world news a global experience
Monotype: Realize the importance of type
NPower: Give control to energy users
Purdeys: Repackage Purdeys
Sky: Put Sky into words
XL Recordings: Illustrate label history
The diversity of entrants is continually widening, with eligibility extended to include creatives within two years of graduating and those under 24 years of age, whether in education or not. Another particularly appealing component of New Blood is that all entrants retain their own IP when submitting work. D&AD explain, “should a brand wish to utilize a campaign or design – as Batiste did last year – we’ll facilitate fee negotiations between the talent and the brand, ensuring valuable real-world experience and encouraging best practice.”
The D&AD New Blood Award briefs are available for download here, with the final deadline for entry being March 19, 2014. This is a fantastic opportunity for aspiring young talent, and as D&AD themselves say, “ultimately New Blood is a significant door opener”.
Find out more about the New Blood programme via Twitter with @DandADNewBlood.