D&AD New Blood Awards 2021 Tutor pack - #newbloodawards - School of Web ...
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D&AD New
Bl o o d Awa r d s
2021
Tutor pack
#newbloodawards
D&AD
New Blood
TUTOR PACK
Awards
This Tutor Pack contains all the Contents
information you need to set the A Rough Guide to Guiding Your Students
briefs for the D&AD New Blood
Awards 2021. If your students are The Briefs:
entering, make sure you and they 1. 21GRAMS
register or login at Open
dandad.org/new-blood-awards
and download the full brief packs 2. Audible
Graphic Design, Branding
for their chosen briefs. As well
as the briefs themselves, these 3. BBC
packs contain essential supporting Coming Soon
resources and extra information. 4. Burger King
Coming Soon
You’ll also need a dandad.org login 5. Connect4Climate
so that your students can credit Out of Home, Social Media
you on their entries, and so we can 6. Coors Light
keep you up-to-date. Digital Campaign, Advertising, Social Media
7. The Walt Disney Company (Disney)
News and inspiration: Advertising, Integrated Campaign
8. Duolingo
Twitter Advertising, Integrated Campaign
@DandADNewBlood
9. Fossil & MSL
PR
Instagram
@newblood_dandad 10. giffgaff
Illustration, Animation
11. Grey Poupon
And get in touch with any Branding, Graphic Design
questions:
newblood@dandad.org 12. Key4Life & Landor
Typography, Graphic Design
13. Penguin
All New Blood briefs are created Open
in collaboration between brands,
strategists, and D&AD, with 14. Rare & Xbox Game Studios
Game Design
additional input and insight from
other creative professionals, 15. Spotify Design
educators and relevant UX/UI, Interaction Design, Digital Design
consultants.
16. Tesco
Experiential, Social Media, PR
D&AD would like to thank Amanda 17. The Case for Her & Refinery29
Jones, Anna Zimmermann, Bethan Open
Morris, Camila Toro, Ciara Phelan, Preparing Your Entries Guide
Ellen Ling, Helen Fuchs, Katee
Hui, Megha Sthankiya, Naresh What Winning Means
Ramchandani, Olivia Robinson, Essential Info & FAQs
Rob Estreitinho, Uttara Masting,
Terms & Conditions
Jones Knowles Ritchie, The
Gate, The Marketing Store, and
VCCP Kin, alongside a number
of university tutors for their
contributions to the briefs.
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A ROUGH GUIDE TO GUIDING YOUR STUDENTS
Awards
1. Know the brief 3. Understand the judging process 4. Make it a winner
They’ve picked their brief(s). But do they know Our selection process is tough. Here it is in a How can your students make sure their ideas
them inside out? nutshell. stand out at judging? Here’s a few things to
remind them of...
• Can they explain it in one sentence? Judging Criteria
We have three simple judging criteria that Don’t go with an obvious idea. Chances are
• Have they researched the brand?
judges use for all our briefs: lots of other people will have too.
• Are they clear on what they’re being
Does it have a great creative idea? Get to the point. Don’t explain the brief, draw
asked to deliver?
Is it well executed? the judges in with the big idea.
• Send them to our Brief Breakdown Is it on brief?
The judges watch hundreds of entries back to
exercise for more pointers on
Which of these is most important will depend back. Make sure your students make theirs
understanding their briefs.
on the brief, and the criteria are slightly memorable.
2. Challenge the idea different for the Games Design brief. See
Essential Information later in this pack for
They have their idea locked down. But is it a
more detail. Want even more top-notch tips? We’ll be
winner?
launching lots of content throughout the
Judging Process
• Why will anyone care? year which we’ll send to anyone who has
All judging is done anonymously – the judges
downloaded a brief, so keep an eye on
• Would they do it / engage with it? will put through work they think should win
your emails.
based purely on the assets that have been
• How does it achieve its goals?
entered.
• How does it fit with the brand?
Round 1: Online, independent shortlisting.
• Is it original? A jury of top creatives relevant to each brief
take a look at all main work entered. At this
• Why does it excite them? stage they’re generous, earmarking work
You can find a full list of tips and trick on our they’d like to
New Blood Awards homepage. see again.
Round 2: All judges come together to view
work carried forward from Round 1, looking
at any supporting material and voting on
everything that’s worthy of at least a New
Blood Wood Pencil.
Round 3: After finalising the Wood Pencil
selection, the judges pick the entries worthy
of a Graphite Pencil.
Round 4: From the pool of Graphites, the
judges select the entries which have elevated
themselves to Yellow Pencil status.
White Pencil judging: From all of the
awarded work, judges look for ideas that
show a purpose beyond profit, while still
excelling creatively.
Black Pencil judging: Finally, Jury Presidents
look at all of the Yellow and White Pencil
winning work, and award the coveted Black
Pencils – the best of the best. See behind the
scenes of the Black Pencil judging room here.
Remember, the judges don’t have to award
ANY Pencils if they feel nothing has hit
the mark.
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The backstory representing 30-40% of cases. You’ll need
Search online for “skin cancer” and you’ll be to make sure you research and understand
greeted with a wash of moles on White skin. these signs and think about how you can
And the survival rate of skin cancer is around help people to recognise them.
91% for White people. But what about other Feel a bit overwhelmed by the science? Don’t
skin colours? Well that’s when you start to see worry, 21GRAMS will host a medical briefing
the survival rate plummet, for Black people that explains everything in accessible
especially down to 65%. The reason? Skin language. They have doctors in their agency
cancer tends to be diagnosed at a later stage, whose job is to help creatives understand
and as a result with a worse prognosis. This the science to create top-notch responses, so
is because the signs are more difficult to spot they’ll be helping you with this too.*
thanks to not only a lack of awareness, but
Brief set by Understand the barriers
also systemic problems and racial disparities in
21GRAMS Even doctors can fail to diagnose melanomas
medicine.
on People of Colour and Black skin. Why?
In collaboration with 21GRAMS is an agency that specialises in Their medical textbooks and include include
BlackandBrownSkin health. They are driven by an ambition to make almost no representations of diseases on
healthcare more inspiring than consumer pigmented skin. Malone Mukwende created
products because health is the most valuable BlackandBrownSkin to address these
thing people have. They believe that creative imbalances. As a Black medical student
solutions to big healthcare issues can make a he noticed that the signs and symptoms of
huge impact and that’s why they want you to diseases he was being taught to recognise
tackle this issue head on. on White skin wouldn’t translate to his own
skin. So he developed a platform to educate
What’s the challenge?
students and health care professionals on
Develop an idea that not only raises awareness the importance of recognising that certain
Ignorance is of skin cancer, specifically melanoma, in people
of colour around the globe, but also helps to
clinical signs do not present the same on
darker skin. These problems remain intrinsic
malignant. drive diagnosis to allow people to receive the
treatments they need.
to healthcare practices around the globe,
Change skin What exactly this looks like is up to you - it
so 21GRAMS will also be hosting an insight
session with Malone to help you with
cancer care. could be anything from a large-scale advertising
campaign, through to an online diagnostic tool.
your response.*
Melanoma overall represents 5.5% of all new
But whatever you create needs to be tangible, cancer cases, but this figure drops to just
realistic, and make a meaningful impact on 1-2% of all cancer cases for Black people,
people’s lives; and it needs to be able to do that creating a drop in awareness and leaving
without huge budgets. room for and allowing complacency to
Who are we talking to? creep in.
This is all about spreading awareness amongst What all of this together this means is 52%
a huge demographic, because that is what will of initial melanoma diagnoses are at an
make the most change. That’s people the world advanced stage for Black people, against
over whose skin-tone is underrepresented in only 16% for White people.
whitewashed medical literature. But your idea
Make an impact
should put a particular focus on young Black
Whatever your idea is, it should break the
people around the world who spend lots of time
Related Disciplines barriers to identifying skin cancer in People
outdoors and might not realise that skin cancer
Open of Colour and Black skin, allow people to
can affect them.
recognise the signs and help people get
Things to think about diagnosed faster. The better it does this, the
better the impact it will make.
Know the signs
Deadline You’ll need to really understand what the Speak to your audience
23 March 2021, 5pm GMT main signs of skin cancer are, and especially Focus on your audience and consider what
how they can differ on People of Colour and will make them sit up and take notice. Think
Black skin. For example, melanoma (a type about how your idea can infiltrate spaces
Additional Prizes of skin cancer usually identified through new they exist in, and engage with them directly.
The potential to win a paid moles, or changes in existing ones) most No matter how great your idea is, if you can’t
placement with 21GRAMS. often occur on non-exposed areas of the ignite your audience’s interest, it won’t make
body such as palms, in the mouth and nose, any headway, so get to know who you’re
and around nails. On White skin they tend to talking to.
occur in areas exposed to the sun, and this
Page 1 of 2 The important stuff
is what shapes popular understanding of the
disease, when the sole of the foot is the most 21GRAMS don’t want to see any bullsh*t. This
common site of skin cancer for black people, is about making something that can create a
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meaningful impact on people’s lives.
Further Information
It’s up to you what form your idea takes, but
*We’ll be letting everyone know more about
your response should cover how you’ll reach
these sessions later in the year through our
your audience, and an explanation of how your
newsletters and social channels.
idea will go beyond just creating awareness
to achieve a real and tangible way to improve Helpful links
diagnoses and direct people to treatment. BlackandBrownSkin
blackandbrownskin.co.uk
What and how to submit: Read Preparing
Your Entries before you get started for full What is melanoma?
format guidelines. nhs.uk/conditions/melanoma-skin-cancer
Brief set by Main (essential): Background Information
blackhealthmatters.com/category/multiple-
21GRAMS
Either a presentation video (max. 2 min) OR myeloma
In collaboration with JPEG slides (max. 8), showing your solution. skincancer.org/skin-cancer-information/skin-
BlackandBrownSkin Optional (judges may view this if they wish): cancer-facts
statnews.com/2020/07/20/to-begin-
Interactive work (websites, apps, etc); if your
addressing-racial-bias-in-medicine-start-with-the-
main piece is JPEGs, you can also submit video
skin
(max. 1 min total); if your main piece is video,
you can also submit JPEGs (max. 4). skincancer.org/skin-cancer-information/
melanoma
theguardian.com/society/2020/aug/13/
decolonising-dermatology-why-black-and-brown-
skin-need-better-treatment
Ignorance is
malignant.
Change skin
cancer care.
Related Disciplines
Open
Deadline
23 March 2021, 5pm GMT
Additional Prizes
The potential to win a paid
placement with 21GRAMS.
Page 2 of 2
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The backstory The Faraway
Audible is a subscription service that lets you Target Audience: 18-34 year olds without kids,
experience storytelling like never before by who are looking to escape.
taking the best performers and pairing them Genre: Fantasy/Adventure (Audiobook)
with the world’s largest selection of audiobooks
and podcasts. The best part? They have a Synopsis: Daniel has always been described as
series of Audible Originals, titles you can’t find someone with their head in the clouds. Working
anywhere else. in a local store, they are always dreaming of far
away adventures until a new visitor comes to
But when there’re so many options to take town and those dreams start to become
stories with you wherever you go, and thousands a reality.
Brief set by of titles to choose from, how can Audible make
Audible their original content stand out from the crowd? There’s a Noise in the Shed
Target Audience: Younger families who are
In collaboration with What’s the challenge? listening together and looking to be entertained.
Uttara Masting Design a visual identity for a fictional* Audible Genre: Fairy Tales/Animal Stories (Audiobook)
(Jones Knowles Ritchie) Originals title that stands out and makes
some noise. Synopsis: Mia’s family have just moved from the
bustling city to the countryside and Mia finally
At Audible, designers might not have the has the garden she’s always wanted so she
full text available to listen to before they can watch all the animals from her window. But
create an identity - instead they will have the there’s one thing she doesn’t like in her new
title, synopsis and a clear idea of the target garden... the shed. Every time she goes outside,
audience. To replicate this process, you have she hears different noises coming from the
a selection of four fictional* audiobook and shed and she starts to imagine what might
podcast titles, synopses and core markets to be inside.
choose from. You’ll need to get into the mind of
Develop a visual your audience and design a digital book cover Things to think about
identity for a and series of visual assets to promote your title.
This brief is all about design craft, so consider
Influence your audience
Think about the space you’re designing for
fictional Audible how you can make your visual identity arresting and who might be searching for this content.
and convince your audience to tune in. What would make them stop and take notice
Originals title Who are we talking to?
of the audiobook/podcast? People make
split-second decisions from designs, about
You’ll need to select one of the following the genre, tone and who they think the
fictional audiobook or podcast titles, each with a content is for, so how can you express that
different core market attached to it: your title is for them?
One of the locals If you choose a title that could include a
Target Audience: Empty nesters on the hunt for famous face (for example the podcasts),
content to learn something new. then think about both who you might pick
and how you might showcase them in an
Genre: Language Learning (Podcast)
exciting way.
Synopsis: A famous face talks travelling around
Break the mould
the globe, and unpicks the secrets to picking up
There are some clichés in book design that
the lingo to help make you truly feel like one of
you can try to break. Although they can give
the locals on your travels. Exploring more than
helpful visual clues about the genre, think
just key phrases, this podcast shares how you
about how you can experiment with this and
can keep your travels faux pas free and make
break away from the expected while still
Related Disciplines some pals along the way.
delivering what your audience needs to click
Graphic Design Out West and listen.
Branding Target Audience: 35-54 without children, looking
There’s also a whole host of content out
for fun, engaging content to listen to whilst
there, so remember your identity needs
multi-tasking.
to stand out. It also needs to work across
Genre: Crime (Podcast) multiple touchpoints and create a world
Deadline
beyond Audible.
23 March 2021, 5pm GMT Synopsis: Tales from the American Frontier
(or Old West) have fascinated us for decades. Make your identity work hard
A world of crime and misfortune have always The identity needs to live in a sea of tiny
surrounded the old tales, but this podcast seeks squares but also be able to stand alone both
to go beyond the legends and uncover some of as a virtual and physical asset. The entirety
Page 1 of 2 the darkest crimes of the times. of the design will be visible on the product
description page that draws the reader in
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or as an ad on Instagram. Think about the
wider ecosystem of the design and all the Further Information
touchpoints it will cover. If the title feels Details
too long for the small space, feel free to
*Please note, the fictional titles have been
abbreviate it so it can be legible.
developed for this brief only and are not titles
The important stuff currently in the works from Audible or any
other publisher.
You must use the templates included in the
brief pack to ensure your designs fit in the Audible Originals
relevant Audible spaces. Your visual identity Take a look at some of the current Audible
must include: Originals titles on offer and think about how you
Brief set by can make your title stand out.
Audible • Title ‘cover’
audible.co.uk/ep/AOAEAS
• Product description page (full bleed
In collaboration with
background)
Uttara Masting
(Jones Knowles Ritchie) • App banner
• An example of your identity across three
different Out of Home spaces such as buses,
bus shelters or transport gates (please note,
these templates are not included in the pack
as you can choose any three spaces that are
relevant to your target audience and title)
• Online assets (cover, product description
page and app banner) must include the
Develop a visual Audible Original badge as shown in the
templates. Your Out of Home responses must
identity for a also include the Audible logo (included in the
brief pack).
fictional Audible What and how to submit: Read Preparing
Originals title Your Entries before you get started for full
format guidelines.
Main (essential):
JPEG slides (max. 8), showing your solution.
Optional (judges may view this if they wish):
Interactive work (websites, apps, etc); video
(max. 1 min total).
Related Disciplines
Graphic Design
Branding
Deadline
23 March 2021, 5pm GMT
Page 2 of 2
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Brief set by
BBC
COMING SOON
Deadline
23 March 2021, 5pm GMT
Page 1 of 1
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Brief set by
Burger King
COMING SOON
Deadline
23 March 2021, 5pm GMT
Page 1 of 1
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The backstory spaces might engage them the most? With
Connect4Climate, a diverse network of over 500 guerrilla marketing, you don’t need to stick
partners from around the world, implements to expected media spaces. Think beyond the
creative communication and advocacy tools conventional to where your idea might gain
to amplify youth voices and drive climate the most traction. Also consider different
action. Outreach is enhanced through their techniques for speaking to your audience
major hubs – Film4Climate, Music4Climate, – should you involve athletes themselves,
Fashion4Climate and Sport4Climate. or maybe use gamification to get people
involved? But your response shouldn’t
Sport4Climate capitalises on the fame of depend upon partnerships with specific
athletes and the popularity of the sports athletes or brands.
Brief set by industry to draw more attention to climate
solutions and encourage action. How to encourage action
Connect4Climate - It isn’t just about getting your audience to
World Bank Group Athletes and sports professionals all have an notice your idea, they need to act on it too.
intimate relationship with the climate. To train There a re a number of actions that fans
In collaboration with
or compete, skiers and snowboarders need can take to make a difference in the world
Naresh Ramchandani & Katee Hui snow. Cyclists and cricket players rely on good whilst engaging in sport, such as: changing
(Pentagram) weather. Runners and surfers require particular how they travel to sporting events (reducing
conditions for training. Sport4Climate brings driving and flights, etc), reducing waste at
these athletes together to spread the word games (consuming less meat, campaigning
about the climate crisis and what we can do for reusable cups, etc), reducing
about it. merchandise waste (campaigning for kits
But there’s another teammate in the sports to be made from sustainable materials or
arena who has a role to play when fighting second-hand equipment to be used, etc),
climate change – the fans. lobbying for sports facilities to go carbon-
neutral (through low-impact technologies,
Cheer on the What’s the challenge?
Create a guerrilla marketing campaign that
nature-based solutions, etc) and more. Think
about how your idea can spark fans
planet with encourages sports fans to take action against into action.
climate change. This is all about creating
Sport4Climate a powerful idea that uses on-the-ground
How to gain traction
The best guerrilla marketing gets attention.
activations to get to grassroot fans. Consider how you’ll not only grab people’s
Your idea must centre on Out of Home attention, but also get them to repost/share
advertising and get people talking on social. it. Growing the idea by building a consensus,
by ‘passing the torch’, is a crucial factor to
Who are we talking to? consider. Think about how your idea might
Sports fans around the globe. You should be able to inspire behaviour change in fans’
choose to focus on a particular sport or sporting lives even after the game ends.
event particularly affected by climate change Keep it Out of Home
and uniquely placed to inspire action from its Make sure your idea lives in the outdoor
fans. It can be a team sport or an individual advertising space. This means the work
sport. Think about where these fans spend exists outside of the home. Beyond that, your
their time, what their priorities are in life, what ideas are limitless. Try to think beyond simply
makes them enjoy this sport and how you could billboards and consider things like street
encourage them to be part of the wider furniture and even communal indoor spaces.
climate conversation.
Stay green
Related Disciplines Things to think about Remember, this idea is all about tackling
Out of Home climate change, so you must ensure your
What is guerilla marketing?
idea does not negatively affect the planet in
Social Media Guerrilla marketing is all about using surprise
any way, and ideally be climate positive.
or unconventional interactions to promote
something. C entre on imaginative ideas The important stuff
rather than big budgets and allow your
creativity to make an impact. No matter your You should include:
Deadline
concept, keep it low budget and high impact. • An outline of your audience and insights
23 March 2021, 5pm GMT
It is not about breaking the law or doing • Marketing strategy (how and where your idea
anything illegal. You can see some great will run, and how it will gain traction)
examples of guerrilla marketing here.
• Mock-ups of your idea in action
Page 1 of 2 Where to speak to your audience
Think of locations where you might be able to • Your call to action for the audience
speak to the most fans. What non-traditional
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• An explanation of how Sport4Climate will be
promoted. You can create a Sport4Climate Further Information
logo if it makes sense to your idea, but do not Helpful Links
include Connect4Climate branding in your
Connect4Climate
response.
connect4climate.org
What and how to submit: Read Preparing Sport4Climate
Your Entries before you get started for full connect4climate.org/initiatives/sport4climate
format guidelines.
D&AD Pencil-winning Out of Home Examples
Main (essential): dandad.org/profiles/jury/527764/outdoor-
advertising-2018
Brief set by Either a presentation video (max. 2 min) OR
JPEG slides (max. 8), showing your solution. Guerilla marketing examples
Connect4Climate - antevenio.com/usa/5-great-examples-of-
World Bank Group Optional (judges may view this if they wish): guerrilla-marketing
In collaboration with Interactive work (websites, apps, etc); if your
Naresh Ramchandani & Katee Hui main piece is JPEGs, you can also submit video
(Pentagram) (max. 1 min total); if your main piece is video,
you can also submit JPEGs (max. 4).
Cheer on the
planet with
Sport4Climate
Related Disciplines
Out of Home
Social Media
Deadline
23 March 2021, 5pm GMT
Page 2 of 2
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The backstory Things to think about
Coors Light is a light beer that takes pride in the Stay clear of clichés
process and ingredients that go into making The Coors Light are different to other typical
World’s Most Refreshing Beer. big beer brands. While other beer brands
They want to enable their consumers to find champion stereotypical drinking occasions
ways to refresh, recharge, and keep up with life. (at the pub, larger groups), Coors Light
They champion and protect those moments celebrates the less typical occasions; the
of pause and refreshment; the interesting, occasions that everybody does, but no other
everyday occasions where people actively brand talks about (shower beers, drinking
choose to turn off and chill. with your dog, taking off your bra, etc.).
Their recent series, ‘The Official Beer of…’ Find key moments
Brief set by celebrates those moments of pause in an Think about where 21-27 year olds spend
Coors Light otherwise hectic world, and shows how Coors most of their time, and which moments
Light is those moments’ ‘Official Beer’. From they might want to choose to actively switch
In collaboration with off and refresh. Is there something a lot of
taking off your bra at the end of a long day, to
Anna Zimmermann going golfing just to drink outside. people want to do at the end of a work day
(Iris Worldwide) staring at their computer screen? Maybe
But today, taking time to pause has become you want to remind people to stop scrolling
more and more difficult, especially for Coors and live their own IRL moment, or maybe it’s
Light’s younger consumers. Surrounded by a about stopping people hitting the streaming
world that is ‘always on’ thanks to the digital binge. Whichever moments you choose,
realm, how can Coors Light remind people to make sure they feel as universal as their
actively take time to pause and refresh? And ‘Official Beer of…’ series.
when you’re surrounded by so many other
Help 21-27 year choices for your refreshing moment, from hard
seltzers to premium beers, how can you make
Play with social
This audience spends significant periods
olds unplug and these moments synonymous with Coors Light? of their online time in the social space, and
Coors Light is looking to expand their reach
find their refresh What’s the challenge? in this space. Think about both how you can
use social media to stimulate people to stop,
Create a digitally-led campaign that makes 21-27
moment with year olds stop, unplug, recharge and refresh with unplug and refresh and how your idea could
pick up earned media.
Coors Light Coors Light.
Translate Coors Light’s ‘The Official Beer of…’ Think about the social media spaces that 21-
micro-moments series to the digital space. 27 year olds use and how they are evolving.
Consider where this audience needs to actively For example, Coors Light already has a lot of
find their ‘refresh’ moment in the digital sphere, engagement through Twitter and Instagram,
and develop a campaign that inspires them to as well as limited work with influencers, but
centre this moment around Coors Light over could expand their work in other channels.
other products. Your idea should not focus solely on social
media, but it should be part of your
Your idea needs to increase awareness and wider strategy.
make Coors Light top of mind when it comes to
refreshing moments. Keep it Coors Light
Make sure you read through Coors Light’s
Your idea also needs to make people stop, take Brand Fundamentals document in the
notice and garner earned media for Coors Light. brief pack, which outlines key Coors Light
Who are we talking to? characteristics including being irreverent,
Related Disciplines relatable, easy going and clever. They’re a
Digital Campaign 21-27 year olds around the globe. They’re all at
brand that enjoys be light-hearted and witty,
Advertising different stages in their lives, some are still in
but stays away from being overly jokey
Social Media education, some are on a career high, others
or goofy.
might still live at home. But they all share in
their youth, zest for life, and making the active Take a look at some of their recent work
choice to tune out for a moment. that’s run in the US for inspiration, like the
Coors Light Clone Machine, America Could
Deadline They spend significant portions of their lives
Use a Beer, and What a Beautiful Day to help
23 March 2021, 5pm GMT online; for work, for entertainment and as a
nail that Coors identity.
way to relax. And their use of online spaces has
increased over the last year thanks to the global Stay playful
changes in people’s habits. Coors Light are keen to see new and
different ideas, so have fun with the brief
Coors Light’s core market is based in the USA,
Page 1 of 2 and stay playful. Don’t replicate what’s come
so you must make sure you do not alienate
before, but keep that tone and refresh what it
this audience.
could look like in the future.
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The important stuff
Your response must: Further Information
See below for examples of Coors Light
• Explain how you’ll encourage 21-27 year olds
campaigns to use as inspiration:
to unplug and refresh with Coors Light.
The Official Beer of
• Include an explanation of your concept. youtube.com/watch?v=-PN05Bha-DE
• Run across least 3 digital touchpoints. youtube.com/watch?v=qYeF5_KPM_c
Coors Light Clone Machine
• Include an explanation of how it would gain
youtube.com/watch?v=mCtkJbNuqL8
traction on social media.
America Could Use a Beer
Brief set by What and how to submit: Read Preparing ispot.tv/ad/nn_x/coors-light-america-could-use-
Coors Light Your Entries before you get started for full a-beer
format guidelines.
In collaboration with What a Beautiful Day
Anna Zimmermann Main (essential): youtube.com/watch?v=mz-U9yH2f8Q
(Iris Worldwide) Either a presentation video (max. 2 min) OR
JPEG slides (max. 8), showing your solution.
Optional (judges may view this if they wish):
Interactive work (websites, apps, etc); if your
main piece is JPEGs, you can also submit video
(max. 1 min total); if your main piece is video,
you can also submit JPEGs (max. 4).
Help 21-27 year
olds unplug and
find their refresh
moment with
Coors Light
Related Disciplines
Digital Campaign
Advertising
Social Media
Deadline
23 March 2021, 5pm GMT
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The backstory around the globe and much more. How can
On 16 October 1923, Walt and Roy Disney your campaign celebrate everything Disney
signed a contract to sell a series of short films. has to offer and show young adults that it’s
This marked the start of the Disney Brothers for them.
Cartoon Studio, today known as The Walt Be international
Disney Company. In driving relevancy, it is important to ensure
In 2023 Disney celebrates their all campaign activity is created with intention.
100th anniversary as the world’s leading What do you want consumers to think/feel/
entertainment company, combining imagination do when they experience your idea?
with innovation to create its unique storytelling Given the audience’s consumption habits,
that brings people together across generations they’re fatigued by constant marketing
and cultures. campaigns. How do you stand out? How do
And 100 years of change means Disney have you create something that is meaningful?
Brief set by come a long way from their humble beginnings, Create legacy
The Walt Disney Company offering everything from movies to stage shows For this 100th anniversary, it is vital that
to theme parks to streaming to superheroes. you acknowledge Disney’s legacy with
There’s something for everyone to enjoy. the audience and inspire the audience
to continue in this legacy into the future.
What’s the challenge?
Think about what comes to mind for young
It’s time to celebrate. Create an evocative, consumers today when they think of 100
hyper-relevant brand building campaign around years of Disney, and what they might think
the 100th Anniversary that will make young the next 100 years of Disney could look like.
adults into lifelong Disney fans. The challenge:
turn well-loved 90s and 00s nostalgia into hyper Represent diversity
relevancy for 2023. Disney want to make sure any campaign
Celebrate Nostalgia is a pretty powerful tool, but Disney
represents the brand’s diverse fanbase.
Make sure your idea is inclusive and speaks
100 years of the want to strengthen their position as a relevant
brand to young adults across Europe, the
to everyone in this age group.
imagination of Middle East and Africa to make them the brand Be authentic
of choice, not just yesterday and today, but Disney is a magical brand, but conscious
Disney throughout the rest of their lives. consumerism means this audience is looking
for transparency. How can your idea walk the
By building long-lasting brand sentiment, they line between being authentic without giving
want to appeal to a generation with increased away too much of the Disney magic?
spending power for everything from cinema
tickets to see Disney movies, to Disney lifestyle You should also consider if there is a
and fashion products, and more. meaningful way to ‘give back’ with your
celebration and ensure the anniversary is
Who are we talking to? used as an opportunity for positive impact
Your campaign needs to speak to 16-30 year in the world. Consider the long-term of this
olds (with a sweet spot of 18-25) across Europe, activity. Purpose can no longer be a short-
the Middle East and Africa from all socio- term stunt.
economic backgrounds. Think carefully about
Be realistic
the life stages of this age group and the current
Disney are looking for realistic ideas that
trends that drive their media consumption.
could actually run in 2023. Think about how
This is an audience that has grown up with your campaign could be scalable, and work
Disney being a major player in many of their within budgets stretching from £100k to
Related Disciplines lives. They know what Disney is, and some £1m.
Advertising might already be die-hard fans, but many might
Integrated Campaign not realise how relevant Disney can be to their
The important stuff
lives today. Develop an integrated campaign to launch in
2023 (potentially with a run-up starting at the
This should be a campaign that reintroduces end of 2022).
Disney to their audience in a hyper-relevant way.
Deadline You should include:
23 March 2021, 5pm GMT Things to think about
• Key audience insights
Celebrate everything Disney
Remember, Disney isn’t just cartoons from • How and where your idea will run
your childhood. Disney own iconic brands • Tagline for the campaign
including Star Wars, Marvel, Nat Geo and
Page 1 of 2 • A series of key visuals and mock-ups across
The Simpsons (to name just a few), plus
streaming services like Disney+, theme parks multiple touchpoints
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It’s up to you where you think your campaign
should run, but wherever you choose it should
match the insights you derived about
your audience.
What and how to submit: Read Preparing
Your Entries before you get started for full
format guidelines.
Main (essential):
Either a presentation video (max. 2 min) OR
JPEG slides (max. 8), showing your solution.
Optional (judges may view this if they wish):
Interactive work (websites, apps, etc); if your
Brief set by
main piece is JPEGs, you can also submit video
The Walt Disney Company (max. 1 min total); if your main piece is video,
you can also submit JPEGs (max. 4).
Celebrate
100 years of the
imagination of
Disney
Related Disciplines
Advertising
Integrated Campaign
Deadline
23 March 2021, 5pm GMT
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The backstory Things to think about
Duolingo is the world’s #1 language learning How to reach your audience
app – used by hundreds of millions of learners Consider where 16-22 year olds spend their
around the world. Duolingo’s mission is to time on- and offline. How can your idea show
develop the best education platform in the world up where their attention is in a buzzworthy
and make it universally accessible to everyone way, be a part of culture and get everyone
for free, from Syrian refugees to Bill Gates and talking?
everyone in between.
Where in the world?
The benefits of learning another language Remember, this brief is all about driving large
are exponential, from boosting brain power to numbers of 16-22 year olds from across the
reducing global economic inequality. world to download and incorporate Duolingo
Brief set by into their daily habits. You could think up
And despite the serious mission at Duolingo’s
Duolingo multiple ideas that tackle local issues but are
core, it was also founded on the idea that
In collaboration with learning a new language should be fun. Why? creatively united in some way, or create one
Because you’re more likely to stick with it! To idea that has universal appeal and can cross
Amanda Jones (The Gate)
make language learning fun, Duolingo gamifies borders. Whichever route you choose, make
the process, encouraging you to maintain your sure it is clear how you’ll not only get your
streak and top the leaderboards with the help of audience to download the app, but use it too.
Duo, the quirky, helpful and sometimes passive Research, research, research
aggressive mascot Owl. Duolingo are looking for big, bold ideas.
What’s the challenge? Something culture-breaking that starts with
an insight and truly speaks to your audience.
Open young adults’ eyes to the world of Spend time getting under their skin to
languages and inspire them to weave language consider how you can make Duolingo part
learning into their daily routine, with an of their everyday habits. And don’t forget to
integrated campaign launching at the start of
Put Duolingo into the school year.
download Duolingo for yourself – you need to
know the product to market it effectively
the hands of 16-22 As humans get older their ability to learn
new languages and pick up new habits Bring in the teachers
year olds begins to slow down. It’s for this reason that
Duolingo believes it’s important to open the
While students are the ones actively signing
up to learn, teachers and parents also play
minds of 16-22 year olds to language learning a vital role in education. Is there a way your
as it can set and change their future in ways idea could intertwine with these audiences
most can’t imagine. too?
Who are we talking to? A new school year
Lots of people think about New Year’s
16-22 year olds around the globe. They’re a
resolutions, but the back to school moment
generation who view being knowledgeable
for many is actually the time to start afresh.
as ‘cool’, are passionate activists and see
The start of the school year has become
themselves as more connect with other cultures
social media’s latest ‘new year, new me’,
than previous generations. They’re globally-
even for those no longer in education. So no
connected and are interested in worldwide
matter what your idea, the launch should
issues. While their reasons for learning a
play into these school cycles.
language can vary drastically depending on
things like location, family, and economic Don’t pigeonhole
opportunity, most see the benefits of knowing There’s no single reason why people
another language as a way to get the most out choose to take on learning a new language.
Related Disciplines of the world. The reasons are varied – be it for school,
Advertising work, family, travel, or even helping you to
They come from a range of backgrounds, and
Integrated Campaign understand the latest cult TV show.
whatever their educational status (school, uni,
on-the-job training, not in or no access to formal But no matter the reason, new language
education), many are making key decisions skills allows us to connect with one another
about their future career and direction. and open new opportunities.
Deadline They don’t watch much traditional TV but still How to promote accessibility
23 March 2021, 5pm GMT consume a vast amount of content on other Traditionally, economics have hampered
platforms (watching 3 hours and 27 minutes people’s access and ability to learn a
of video content a day), with 83% getting their language. Duolingo is free, all you need
news from social media. They are avid users of is a screen and the internet to give someone
apps, in particular games, and often use them the opportunity to change their future. Is
Page 1 of 2 as a fun way to learn. there a way to better spread this accessibility
message, such as a new moment or
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partnership Duolingo hasn’t yet explored?
Further Information
The important stuff
Details about Duolingo
You must develop a campaign that speaks to
Duolino offer 96 language courses in 34+
16-22 year olds across the globe and drives languages (including High Valyrian & Klingon)
them to download and incorporate Duolingo into and offer dozens of gamified lesson types. To
their daily habits. understand their lessons, features, and courses
try learning a language with them.
The way you do this is up to you, from in person
experiences or stunts through to social media, App Store
brand partnerships or radio ads.
Google Play
Present: Design resources and brand guidelines
Brief set by
Duolingo • Your solution. Clearly explain your idea and design.duolingo.com
how it would work.
In collaboration with
Amanda Jones (The Gate) • Your creative process. How you arrived at
your solution and key insights from
your research.
What and how to submit: Read Preparing
Your Entries before you get started for full
format guidelines.
Main (essential):
Either a presentation video (max. 2 min) OR
JPEG slides (max. 8), showing your solution.
Put Duolingo into Optional (judges may view this if they wish):
the hands of 16-22 Interactive work (websites, apps, etc); if your
main piece is JPEGs, you can also submit video
year olds (max. 1 min total); if your main piece is video,
you can also submit JPEGs (max. 4).
Related Disciplines
Advertising
Integrated Campaign
Deadline
23 March 2021, 5pm GMT
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The backstory making time for yourself, or for others? Do
Fossil has always been inspired by American people want to find time to switch off, or
creativity and ingenuity. Since 1984, they’ve switch on?
strived to bring new life into their industry Make noise
by making quality, fashionable watches and Your idea could use elements of a traditional
accessories that were both fun and accessible. ad campaign, could incorporate a stunt,
Today, they continue to focus on what makes event, experience or product... the form
them Fossil: optimism, authenticity and creative it takes is up to you, just as long as it’s
spirit. Everything they make complements something that’ll make waves. This is about
every style and fits every lifestyle – for all the creating something that people want to
moments that make you, you. share, from your friends on Instagram to
Brief set by But what happens when moments start passing known journalists.
Fossil & MSL you by? When it feels like time is constantly Represent Fossil
In collaboration with gathering pace, how can Fossil remind people Don’t just run with clichés when it comes
Rob Estreitinho to value time? This has been especially true to watches. This brief is all about making
in 2020, where everyone has discovered that Fossil stand out in the watch crowd, and
time to focus on the good things is one of the build a stronger connection between younger
most important gifts in life. And for 18-24 year audiences and the brand. If it’s been made
olds especially, learning, evolving and growing by other watch brands already, then Fossil
in the strangest of times, it’s never been more want to go the other way.
important to make time for what means the
most to them. Connect with your audience
If you’re part of the target market, don’t
What’s the challenge? take your own opinion as gospel. Speak to
Develop a PR-able idea that builds Belief* your peers, speak to people outside your
in Fossil as a brand that understands 18-24 bubble. Get under your audience’s skin and
Help 18-24 year year olds need to make time for what matters
most to them. Your idea should be designed to
interrogate two things: What do they wish
they could make more time for? And what
olds make time rejuvenate the perception of Fossil in order to would get them to wear a watch when they
could just check their phone for the time?
make waves in press and get people talking.
with Fossil Your idea should interrogate what 18-24 year The important stuff
olds want to make time for, provide a platform Consider the PR strategy behind your idea just
for Fossil to be the enablers of this, and in turn as much as the final execution. Your solution
increase brand awareness amongst this group. should include:
Showcase that Fossil is a brand that suits you,
no matter your style, preferences or what you • An overview of your idea – what’s the PR
want to make more time for. headline? How would someone introduce
the idea in a casual chat at the pub?
Who are we talking to?
• Why your idea will appeal to 18-24
18-24 year olds across the globe. They’re an year olds
audience who are still discovering themselves
and the world around them. They’re at a period • How your idea will get people talking about
of their lives where they’re starting to learn what the value of time
really means the most to them as they step • How your idea will build a Belief in the
out into the world from their parent’s shadows. Fossil brand
They’re experiencing frequent change in many
aspects of their lives, from their home to school What and how to submit: Read Preparing
to income, and they have the opportunity Your Entries before you get started for full
to forge their own, unique identity they can format guidelines.
showcase to the world.
Related Disciplines Main (essential):
PR Things to think about
Present your solution and process using either
Make time for what? a presentation video (max. 2 min) OR JPEG
Fossil was made for every individual. They slides (max. 8).
have a style that suits everyone, so they
Deadline know everyone’s needs are unique. So think Optional (judges may view this if they wish):
23 March 2021, 5pm GMT about what this audience wants to make If your presentation is JPEGs, you can also
time for, and how this might differ from submit a video (max. 1 min total); if your main
person to person. How can your idea allow piece is video, you can also submit JPEGs (max.
people to showcase their different beliefs 4).
in what they should make time for, and
Page 1 of 2 still feel engaging and exciting for others to
participate as well? Should your idea explore
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Further Information
MSL
*Fossil have set this brief in collaboration with
MSL, a global public relations and integrated
communications partner. Therefore, this brief
asks you to bring to life a PR idea that delivers
Fossil’s goals in line with MSL’s positioning,
which builds Belief in brands by transforming
communications into an active force for change.
Find out more about MSL and their values:
Brief set by mslgroup.co.uk
Fossil & MSL Fossil
fossil.com
In collaboration with
Rob Estreitinho PR
Not sure what makes a great PR response? Take
a look at some of the D&AD winners from 2020:
dandad.org/profiles/jury/343092/pr-2020
Help 18-24 year
olds make time
with Fossil
Related Disciplines
PR
Deadline
23 March 2021, 5pm GMT
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The backstory a number of projects being released in late
In 2019, the UK was the second largest waste 2020, so keep your eyes peeled for this.
electrical and electronic equipment (WEEE) Tell the recycle story
producer per capita. All of your assets should tell the story of how
A small amount of recycling happens in the simple it is to recycle your phone. giffgaff
UK (around 17%) of the UK’s total waste, but a make it as easy as 4 simple steps:
large amount of waste is sent elsewhere to be 1. Get a price for your phone from
someone else’s problem. Any that isn’t recycled their website.
in the UK or elsewhere ends up in landfills
with a toxic mine of dangerous substances, 2. giffgaff send you all the prepaid packaging
decomposing and adding to environmental you need. You just pop your phone in and
pollution. On top of this a number of materials send it back to them.
in WEEE are finite resources the world can ill 3. The giffgaff team give it a quick once over
afford to lose. on arrival.
Brief set by
giffgaff Despite this, very few people realise the 4. You get the cash.
consequences of WEEE. Contracts spur people
on to regularly renew their phones, on average You should highlight the sustainability
every 23 months in the UK. And a study has angle, too.
estimated that as many as 40 million unused Be unexpected
gadgets lay going to waste in people’s homes in giffgaff doesn’t do things by halves. They’re
the UK alone, all containing multiple valuable disruptive (in a good way). Your illustrations/
and finite resources. animations should be too.
giffgaff believe we can and should do better. The important stuff
They want to encourage their members, and the
Tell the giffgaff general public, to recycle their phones. Because
not only does it get their members some extra
You must use the line ‘Recycle your old phone.
Get some cash in your pocket. Cha-ching.’
recycle story with cash in their pockets, it also helps save the
across your executions, which must include:
planet. Win win. • A 20 second TV spot (you can present this
illustration and What’s the challenge?
as of a series of stills, an animated video or
animation Tell the story of giffgaff recycle through
a storyboard) showing the four easy steps to
recycling your phone (and mentioning that it’s
illustration or animation in a 20 second TV spot sustainable too!)
(either a static storyboard or animated video),
a series of Instagram stories and a set of digital • Instagram story assets
display banners. • Digital display banners
Your pieces of work should centre on giffgaff’s What and how to submit: Read Preparing
simple premise: ‘Recycle your old phone. Get
Your Entries before you get started for full
some cash in your pocket. Cha-ching’.
format guidelines.
Who are we talking to? Main (essential):
Both current and potential giffgaff members in
the UK who want to change their habits to be Either a presentation video (max. 2 min) OR
more sustainable. Most of them won’t be aware JPEG slides (max. 8), showing your solution.
of the dangers of e-waste, and might think Optional (judges may view this if they wish):
selling their phone is too much hassle. This isn’t
about trying to convert everyone to be an eco- Interactive work (websites, apps, etc); if your
warrior, but showing people just how easy it is to main piece is JPEGs, you can also submit video
Related Disciplines
do something small that also does good. (max. 1 min total); if your main piece is video,
Illustration
you can also submit JPEGs (max. 4).
Animation Things to think about
Look and feel giffgaff
giffgaff have a distinct identity. You are Further Information
welcome to use your own illustration/ Helpful links
Deadline
animation style, but you should stick to their
23 March 2021, 5pm GMT core, primary and secondary colour palettes. giffgaff recycling
giffgaff.com/blog/how-to-sell-my-phone-and-get-
Make sure you take a look at some of the-most-cash
giffgaff’s previous campaigns to get a feel
Millions of old gadgets ‘stockpiled in drawers’
for who they are and what they’re all about. bbc.co.uk/news/science-
Page 1 of 1 giffgaff are also starting to make more noise environment-49409055
about a circular economy for phones, with
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The backstory Redefine luxury
Grey Poupon is a Dijon mustard dating back to Grey Poupon still identifies as an affordable
1777, prepared in the original French style with luxury product, and some key personality
the finest wine and robust grade #1 mustard traits include charm, charisma, poise,
seed since the very beginning. respect and trust. How can your brand
refresh bring these traits to life in the
The brand has been a cultural icon since 1981 modern era? Don’t try to hark back to the
with the launch of their iconic ‘Pardon Me’ ad ‘Pardon Me’ era of limos, white gloves
which established Grey Poupon as one of ‘the and champagne, but instead consider the
finer things in life’ while still being ‘happily concept of French allure and what small
affordable’. But the brand’s relevance has luxuries mean today – like grabbing an Uber
dwindled over the years, with the Dijon category or treating yourself to kombucha.
Brief set by becoming ever more cluttered, pushing down
Grey Poupon their market share. Although Grey Poupon Think about the heritage and origin of the
remains popular with over 55s, thanks to brand – it’s a Dijon mustard made in the
In collaboration with their nostalgia for the ‘Pardon Me’ days, the classically French style with white wine as a
Camila Toro (VCCP Kin) millennial generation lack familiarity with the key ingredient, which makes it different to
brand and (despite some enduring hip hop many of its competitors.
referencing) this cultural icon has faded into How it will work IRL
the background. Yes, brand guidelines are important (see The
important stuff), but even more so is how
What’s the challenge?
your brand refresh will work in real life. Show
Reintroduce Grey Poupon to millennials by how your ideas will translate to different
Refresh Grey creating a brand refresh that articulates its
enduring luxury in the present day, through its
audience touchpoints, from comms to point
of sale.
Poupon’s brand French and vintage roots. Show how this would
come to life. Keep it USA
identity to make This isn’t a full rebrand. They don’t want to see
Remember, this is specifically for a US based
consumer. Grey Poupon varies from market
affluent millennials a redesign of the brand’s logo or their iconic
bottle shape. Instead think about all the other
to market, so make sure you look through the
brief pack to get the lowdown on things like
crave its classic ways a brand can express their identity. Create
a refreshed brand identity that feels familiar
packaging, current logos, etc.
French expertise to this audience and not only increases brand
awareness, but also pushes them to choose
Speak to your market
You’ll need to consider what US consumers
and quality Grey Poupon at the point of purchase. look for in a condiment and how they develop
a connection with a brand. For example,
Who are we talking to? sandwich culture is a dominant force in the
Affluent millennials based in the USA, aged 25- condiment space. Is there a way you can
42 on an income of $70k+. make the brand feel synonymous with the
concept of a high-end elevated sandwich?
Sandwiches are this consumer’s top usage
Grey Poupon isn’t for a dreary, boring snack.
for Dijon, but they are starting to explore other
It’s for French-inspired baguettes. You don’t
Related Disciplines ways to use it such as in marinades and glazes,
make a sandwich with Grey Poupon – you
Branding specifically on chicken.
craft it.
Graphic Design Things to think about Think about where your market consumes
Make Grey Poupon feel familiar media and how your identity would fit
The feeling of familiarity at the point these spaces.
Deadline of purchase is an overriding factor in
The important stuff
persuading an audience to become a repeat
23 March 2021, 5pm GMT Demonstrate at least 3 example executions of
consumer. While Grey Poupon may be less
familiar to this audience than to their older how your brand refresh would come to life and
Additional Prizes counterparts, there are some enduring be rolled out. Include at least one digital/social
The potential to make your idea a features of the brand that should be used to example, and one physical/real world example.
reality with Grey Poupon. If trigger memorability such as the logo, bottle This could include packaging design, point of
selected, you will have the shape and French flag inspired lid. sale displays, brand comms in print or
social, etc.
chance to present your winning Bring Dijon to life through branding
idea to market leaders at its Consider ways to express Grey Poupon’s To accompany this, develop a 3-4 page
parent company, Kraft Heinz. taste, smell and texture through your identity. brand guideline document to showcase and
How can you stimulate the other senses communicate the features of your brand refresh.
through visual articulation of the product? The refresh should translate across physical
Page 1 of 2
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