D&AD’s New Blood Awards give students and other creatives the chance to work on real briefs, set by real clients. This year’s winners included two Black Pencils, four White, 24 Yellow, 58 Graphite and 111 Wood.
James Wuds, who entered independent of any university, took one of the Blacks for his film project on adolescence, Bottles of Squash, made for a brief set by Dazed: “Using short-form social video (think Instagram, Vine…) as your only medium, make a series of four 15-second films that embody independence.”
Adolescent angst abounds in Wuds’ series of documentary shorts that get to the heart of what it means to be a teenager.
The second Black Pencil went to Polina Hohonova of Chelsea College of Arts for Retro Serif, created in response to Monotype’s brief for work that would “use the power of typography to activate your cause”.
Retro Serif is a project about the revival of glyphs in the Russian alphabet that had been omitted after the revolution. When the Bolsheviks came to power, says student Polina Hohonova, the letters I, Ѳ, Ѣ were omitted from the ‘new’ Russian alphabet as they were regarded as symbols of the aristocratic ‘High Russian’ and therefore representative of the defunct Tsarist Russia. Those symbols were part of the language of Pushkin and Tolstoy. “Reviving these characters is a protest against the prescribed dictatorship of the language,” she says.
Laurens Grainger and Matt Kennedy of the School of Communication Arts 2.0 took a White Pencil for Every Minute Matters, their response to an Amnesty International and WPP brief that issues the following challenge: “The core barrier to people engaging with Amnesty is that they don’t see human rights as very relevant to their lives. To tackle this barrier Amnesty newly defined their brand ethos as Taking Injustice Personally. Launch Taking Injustice Personally with a strategy, a big idea and creative executions.”
Chloe Lam and Ryan Ho from Falmouth University also won a White Pencil for Ford Fu which brings together the company’s InfoCycle and E-Bike technologies with traditional Chinese lucky charms to enable safer mobility for elderly people in Shanghai. A click of the charm sends a GPS check-in to a registered loved-one, two clicks dials a taxi to that location, and a third alerts emergency services. The brief was to “team up with Ford to mobilise city-wide change”.
Another White Pencil went to Kegan Greenfield of Chelsea College of Arts for Better Together, also created in response to the Monotype brief.
Better Together is “a redesign and revival of Moon Type, originally created by William Moon in 1845. The new version is designed alongside a custom Roman script which together form Moon Two, which aims to bridge the gap for children with normal sight and those who are visually impaired, who are often required to choose either visual language or a tactile alternate at the early stages of education. The Better Together campaign showcases Moon Two’s legibility for sight impaired children and those who lose their sight in later life, using shape as a structure, over patterns such as Braille.”
And the fourth White Pencil went to Elisa Beretta, Rosita Rotondo, Alessandro Prestia, Massimo Mazzucca, Giulia D’agosta of Fondazione Accademia di Comunicazione in Milan. Human Filter was their response to a WWF brief that asked entrants to “activate a global conservation community”.
See all the D&AD New Blood Awards winners for 2016 here
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