D&AD NEW BLOOD AWARDS - CREATIVE BELGIUM NEW TALENT AWARD 2018 School Pack
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D&AD
NEW BLOOD
AWARDS
&
CREATIVE BELGIUM
NEW TALENT
AWARD
2018
School PackCreative Belgium New Talent Award 2018
in collaboration with D&AD New Blood Awards 2018
What you need to know Contents
This School Pack contains all the information A rough guide to guiding your students
Key dates you need to set the briefs for the D&AD New
The briefs:
Blood Awards 2018 and Creative Belgium’s
17 November / 15 December 2017 New Talent Award 2018. 1. N
ew Blood Side Hustle with Adobe
Open Brief, Entrepreneurship, Passion
/ 12 January / 16 February 2018 If your students are entering the D&AD Projects
Deadlines to register for Creative New Blood Awards, make sure you and they 2. adidas
register at dandad.org/new-blood-awards to Open Brief, Advertising, Design,
Belgium New Talent Award 2018, to download the full Brief Packs for their chosen Product & Service Innovations
get a New Talent Coach and have briefs. As well as the briefs themselves, 3. Antalis & Conqueror
these packs contain essential supporting Graphic Design, Packaging Design,
your D&AD New Blood Awards entry resources and extra information. You’ll Environmental Design
funded by Creative Belgium also need a dandad.org login so that your 4. Bacardí
students can credit you on their entries. Advertising, Social Media, Digital
January 2018 Marketing, Brand Activation, Integrated
Once your students have chosen their brief Campaigns
D&AD New Blood Awards entry and team member(s), make sure they also 5. BBC
site opens register at creativebelgium.be/new-talent- Product & Service Design, Tech
award-2018 before 16 February 2018 by Innovation, UX, UI & Digital Design
filling in the online subscription form. This 6. Beano
20 March 2018, 5pm GMT is essential in order for Creative Belgium to Animation, Illustration
Entry deadline, New Blood Awards be able to pay for your students’ entry into 7. Burger King
the D&AD New Blood Awards, and for your Advertising
and New Talent Award students to benefit from a Creative Belgium 8. Digital McKinsey
New Talent Coach. Product & Service Design,
April-May 2018 Technological Innovation, UX, UI &
New Blood Awards and New Talent Digital Design
Keep in touch 9. Dropbox Paper
Award Judging Take to Twitter for news and inspiration: Graphic Design, Design for Social
Change
@DandADNewBlood
May 2018 10. giffgaff
#NewBloodAwards
Advertising, Experiential, Brand
New Blood Awards winners Activation, Integrated Campaigns
@Creativ3Belgium
announced (without Pencil levels), #creativebelgium 11. Hasbro
Game Design, Product Innovation,
Academy application period #newtalentaward
Graphic Design, Packaging Design
And get in touch with any questions. For 12. Hellmann’s
1 June 2018 general info about the D&AD New Blood Design, Product & Service Innovations,
Awards: Brand Activation
Creative Belgium Awards
13. Hotel Indigo
Ceremony, Knokke newblood@dandad.org Illustration, Photography, Art Direction
14. JCDecaux
And for questions about Creative Belgium, Outdoor Advertising, Graphic Design,
June 2018
the New Talent Award, getting a New Talent Integrated Campaigns, Digital
Academy places offered Coach, etc: Advertising
15. John Lewis
info@creativebelgium.be Design, Product & Service Innovations,
July 2018
Brand Activation, Experiential, Interior
New Blood Awards Ceremony Design
(Pencil levels announced) 16. Microsoft
Moving Image, Filmmaking, Animation,
Branded Film Content, Production
17. Nationwide & Shelter
Copywriting, Branded Content, Social
Media, Integrated Advertising
18. Pearson
Open Brief, Advertising, Design,
Product & Service Innovations
Preparing Your Entries Guide
Tutor Guide on How to Pay
Essential Info & FAQs
Terms & Conditions
dandad.org/new-blood-awards | @DandADNewBlood | #NewBloodAwardsNew Blood Awards 2018
A Rough Guide to Guiding Your Students
4 Steps to New Blood Success 3. Understand the judging process Black Pencil judging: Finally, judges
look at all of the Yellow and White
Our selection process is tough. Here
1. Know the brief Pencil winning work, and award the
it is in a nutshell.
coveted Black Pencils – the best of
They’ve picked their brief(s). But do
the best. See behind the scenes of
they know them inside out? Round 1: Online. A jury of top
the Black Pencil judging room here.
creatives relevant to each brief take a
• Can they explain it in one
look at all main work entered (digital
sentence? Remember, the judges don’t have to
only). At this stage they’re generous,
award ANY Pencils if they feel nothing
• Have they researched the brand? earmarking work they’d like to see
has hit the mark.
again.
• Are they clear on what they’re being
asked to deliver? 4. Make it a winner
Round 2: The judges view work carried
• Send them to our Brief Breakdown forward, looking at any supporting And finally, how can your students
exercise for more pointers on material or physical pieces and voting make sure their ideas stand out at
understanding their briefs. on everything that’s worthy of at least judging? Here’s a few things to remind
a New Blood Wood Pencil. them of...
2. Challenge the idea • Don’t go with an obvious idea.
Round 3: After finalising the Wood
Chances are lots of other people
They have their idea locked down. But Pencil selection, the judges pick the
will have too.
is it a winner? entries worthy of a Graphite Pencil.
• Get to the point. Don’t explain the
• Why will anyone care? Round 4: From the pool of Graphites, brief, draw the judges in with the
• Would they do it / engage with it? the judges select the entries which big idea.
have elevated themselves to Yellow
• How does it achieve its goals? • The judges watch hundreds of ideas
Pencil status.
back to back. Make sure your
• How does it fit with the brand? students make theirs memorable.
White Pencil judging: From all of the
• Is it original? awarded work, judges look for ideas
• Why does it excite them? that show a purpose beyond profit.
These are our White Pencil winners.
Find out if they’re on to a winning idea
with these tips.
dandad.org/new-blood-awards | @DandADNewBlood | #NewBloodAwardsNew Blood Awards 2018
New Blood Side Hustle The Challenge
with Adobe The future is yours. You challenge, you Side hustle became your main hustle?
create, you make, you do. You kick plans Awesome, we want to meet you too – just
into action, catapult concepts into creation, check you match our eligibility criteria.
and transform ideas into cash. You don’t
wait around. You take control. You make And finally, we want to know what impact
shit happen. your idea has had. What have you gained
from your side hustle? How many people
Adobe wants you. More importantly, Adobe have you reached? Let us know the real
wants to celebrate you. D&AD New Blood is value of putting your ideas into action.
a platform for fresh and outstanding
creativity but together with Adobe, we know What’s Essential
there’s more. So for the first time ever, An explanation of your entrepreneurial
we’re looking beyond the usual project, somthing real and tangible. Your
requirements – we’re seeking the hungry, unique project that you’ve developed
the thriving, the striving. We’re searching for outside the classroom. Show us your vision
Show us what your entrepreneurial superstars. that became a reality. Prove that it lives in
the real world where real people have seen
entrepreneurial spirit and So unleash your side hustle. it and engaged with it, not just your friends
unstoppable attitude has or inner circle. Show us a clear connection
created Your idea, your hope, your dream, your to the world of commercial creativity.
passion. The thing that went from mind to
matter – an innovation, a product, a We also want to hear more about your side
start-up, an app, a zine, a podcast, a brand, hustle’s potential for growth. Where do you
an event. see your project going in the future?
Prizes
We know you’re out there – we know you’re Put all this in a case study film (max. 2
Yellow Pencil winners will bag
doing. Just like Craig Oldham, a Yorkshire- mins) or JPEG presentation slides (max. 8),
a share of a £1,500 prize fund based creative director who created and and answer the questions on our site when
and £2,000+ worth of D&AD published the book In Loving Memory Of you enter. You’ll find the questions on the
training courses relevant to Work, a visual record of the UK miners’ next page, so you can prepare your answers
strike in 1984-85 that supports the in advance.
their field*, a D&AD judge to Orgreave Truth and Justice Campaign.
serve as their mentor, plus You can also submit supporting material.
their work promoted on our Or just like Scarlett Montanaro and This is optional, and the judges may view
Charlotte Cramer, two creatives who this if they wish – they’ll look at your main
website and in our 2018 D&AD recognised that we aren’t doing enough to case video or JPEG slides first, then dig
Annual. And of course, great help London’s homeless. They created deeper if they’re impressed. Supporting
exposure for your project. Crack + Cider, an online store for users to material could be websites, product
give to people in need. Their launch went samples, background data, etc. You can
viral and their story went global. only submit this as video (MP4/MOV),
Graphite and Wood Pencil JPEGs, MP3s, text only PDFs, or physical
winners will get their work You’ll find more side hustle examples later supporting material.
promoted on our website and in on. But don’t worry if your passion project’s
not in these leagues just yet – we’re looking Read Preparing Your Entries in your brief
our 2018 D&AD Annual. for potential, not perfection, so show us pack before you get started for full format
what you’ve got. guidelines – we won’t accept work that
doesn’t meet these specs.
*International entrants will
What We’re Looking For
have the opportunity to speak
Innovation and bravery. An entrepreneurial
with D&AD trainers over video spirit and unstoppable attitude. Don’t show
call. us just a blog or brand identity, show us
your project – the one that’s unlike anything
else. The one you made happen. We’re
Related Disciplines looking for your side hustle.
Open Brief
Entrepreneurship We want to meet the people who stepped
out of their comfort zone, explored
Deadline creativity’s impact on the unexpected, or
imagined something new. We want to know
20 March 2018, 5pm GMT how you got there, and the results. Page 1/2
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New Blood Side Hustle The Questions My side hustle is now a full-time hustle.
with Adobe Can I still enter? Yes, as long as you meet
1. Sum up your side hustle. (Max. 250 the eligibility criteria.
words)
Can I enter my side hustle into White
2. How does your project draw on / relate to Pencil? Yes. During the entry process, you
your creativity? (Max. 250 words) will be asked if you would like to enter your
side hustle into New Blood White Pencil.
3. How successful is / was your side hustle? The New Blood White Pencil is awarded to
(Eg print run, follower stats, money made, outstanding work that uses the power of
social media impressions etc – max. 400 creativity to do good in the world. Your work
words) will only be put forward into White Pencil if it
wins a Wood Pencil or above first.
4. Why does your side hustle deserve a
Pencil? (Max. 200 words) Any further questions? Drop us an email on
newblood@dandad.org
5. How would winning a Pencil help your
side hustle? What would you use the prize Want some more examples of
money for? (Max. 200 words) inspirational side hustles?
Check out the work below.
6. Further information. (Use this space to
share any more info that will help your Craig Oldham, In Loving Memory of Work
entry, if you have it. You can also use it inlovingmemoryofwork.com
to include further evidence that your side
hustle has actually run/been made etc.) Scarlett Montanaro and Charlotte Cramer,
Crack + Cider
Eligibility crackandcider.com
The standard D&AD New Blood Awards
eligibility criteria also apply to this Debbie Millman, Design Matters podcast
challenge. You can find more information on debbiemillman.com/designmatters
this in your brief pack.
Luke Archer, Loupe Magazine
Judging Criteria loupemag.com
The judging criteria for New Blood Side
Hustle vary slightly from the usual New Gabby Edlin and team, Bloody Good Period
Blood Awards ones. The judging criteria for bloodygoodperiod.com
Side Hustle are:
Cullen & Ola, Save the Plex
• An excellent creative idea cargocollective.com/cullenandola/SAVE-
THE-PLEX
• Real value (This could be how your
project has generated revenue, added Ryan Ho, All Wings
value to your portfolio, increased all-wings.com
coverage of an issue or topic, etc)
• Great potential (Your project may already
be real and making an impact, but we
also want to see how much further it has
to, and can, go)
Questions?
I’ve previously received a bursary for my
project, can I still enter? You can still enter
even if you’ve already been given additional
funding or help from other enterprise
schemes – but please make sure you state
this in your application.
Page 2/2
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Background • Consider the nuances. Sports may be
adidas is the sports brand for creators from universal, but behaviours will change with
stadium to street, innovating tirelessly to culture and place.
enable the world’s athletes, present and
future. adidas is driven by helping athletes • Know your audience: their aspirations
make a difference in their game, their lives and beliefs. Make it personal.
and the world. It believes that through
sport, we have the power to change lives. • Think about the assets and network
Brief set by And it wants to put that belief into action. available to adidas: partnerships with
some of the most successful athletes
adidas The 21st century sees our cities as sites of and teams in the world; brand hubs;
incredible transformation, bringing problems trend centres; local newsrooms; retail
In collaboration with along with the positives. adidas is proudly spaces. Can you make use of these?
HK Strategies hyper-connected to key cities at the heart of
the world’s most vibrant communities. • Show how people will experience it, how
it could scale and spread, and all the
The Challenge media, channels and touchpoints that
Use the power of sport as a catalyst for could be relevant. What different social
change, with an innovative adidas product, platforms or formats could you use, and
service, brand experience or campaign for how would content be tailored to each?
17-25 year olds in a key city. What can
adidas do for or with them to improve the • adidas is an innovative, forward-facing
fabric of their city? brand. Only consider a nod to its heritage
if you’re making it fresh and culturally
Your idea could be rooted in the life- relevant.
transforming nature of sport, or you could
explore the potential for sport-based • Don’t get political. Stay true to the brand
activities to impact on other city issues. tone of voice.
Focus on one, more or all of adidas’ key • Don’t look to competitors for inspiration.
cities (Paris, London, Berlin, LA, New York, Think first. Biggest. Best.
Change lives through Shanghai, Tokyo, Moscow). The sport(s) can
sport in cities worldwide be any that adidas have an established What’s Essential
connection to. And the issues to address Present:
are up to you. What’s the relationship • Your idea in a nutshell.
between the city, the sport, the issue? Tell
us why you made your choices. • Key insights and elements of your
concept. What would it look like? How
Make sure what you do is true to the brand. would people experience it? How would it
Dial into the city’s environment to find a work? Show the role of social platforms
meaningful way for adidas to make a in your solution.
tangible, lasting impact in people’s
communities and lives. • Your creative process: highlights from
your research and development. Show
Who is it For? how you made your choices and arrived
17-25 year olds living in your chosen city. at your solution.
What to Consider What and How to Submit
Related Disciplines • adidas wants to see big, bold ambition, Read Preparing Your Entries before you get
Open Brief clearly grounded in reality. started for full format guidelines.
Advertising • What kind of change will you bring Main (essential):
Design about? Will you look at a universal issue, Either a presentation video (max. 2 min) OR
Product & Service Innovations or something particular to your chosen JPEG slides (max. 8).
city? Use sport as the key to improving
Deadline wellbeing, or look to things like transport, Optional (judges may view this if they wish)
housing, diversity, healthcare...? Interactive work (apps etc); physical
20 March 2018, 5pm GMT supporting material; if your main deliverable
• Consider issues faced by city-based is JPEGs, you can also submit video (max. 1
athletes: nutrition, space, access to min total); if your main piece is video, you
sport etc. can also submit JPEGS (max. 4).
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Background • Explore, embrace and celebrate
We’re living in a so-called digital age, and techniques and finishes and what they
now more than ever our lives are lived out can lend to the experience.
and represented through digital conduits.
The world is fast and ever-changing; • Keep things physical. Your solution
transient, fleeting, and restless. But in this should be something that would inspire
digital world we live in contradiction. In a those who value craft and creativity to
digital world we are physical beings with share and show off over social – but
physical senses and needs. that’s the closest to digital it should get.
Paper is a creative technology that has • Think about the best way to reach your
evolved alongside us for centuries. It offers audience, and more to the point connect
a physical sensation of touch and feeling; with them. How and where would they
weight, texture, smell. The nature of paper experience your idea?
appeals to us in ways we almost can’t
comprehend because it’s been with us so • Think outside the box. For example,
Brief set by long – but also because paper is the origami-based ideas are a go-to for paper
fundamental creative material. – that doesn’t mean they’re off limits, but
Antalis if you use them it needs to be in a way
Antalis, proud supplier of Conqueror that’s original and perfect for the context.
In collaboration with creative paper, believes it’s time to explore
Craig Oldham, The Office of and celebrate the physical in a digital world. What’s Essential
Craig Oldham It’s time to show how creative paper can be, This brief is all about the tangible. So
and how paper can express things that its although it’s not mandatory, do submit a
digital counterparts never could. mockup or physical prototype if you can.
The Challenge What and How to Submit
Create a physical experience for Conqueror Read Preparing Your Entries before you get
that explores and celebrates the started for full format guidelines – we won’t
possibilities of paper as a physical, tactile, accept work that doesn’t meet these specs.
and creative material for design. Create the
unexpected and the imaginative, the Main (essential):
Conquer digital inspiring and the innovative – but create it Up to 8 JPEG slides showing your solution.
dominance with a creative using paper, in a way that brings the
medium back to the forefront of creative Optional (judges may view this if they wish):
paper experience minds. Physical supporting material (mockups,
prototypes etc) is encouraged; you can also
It needs to be something that creatives can submit video (30 sec. max.)
experience first hand, that inspires them to
use paper, whilst challenging their
understanding of its possibilities.
Who is it For?
Creative people and creative practitioners
Related Disciplines that have been lulled into a digital comfort
Graphic Design zone. Time to get physical.
Packaging Design
What to Consider
Environmental Design • Your solution could be anything paper
permits, from installation to direct mail,
Additional Prizes product, packaging or publication, or
The chance to work with Antalis beyond…
to realise your idea. If you
• You’re promoting Conqueror paper to the
win a Yellow Pencil you’ll also creative industry using Conqueror paper
get your hands on the latest as your medium. So think about
Arjowiggins Paper Book. discovery and re-discovery of the world of
paper and the possibilities of print.
Deadline
20 March 2018, 5pm GMT
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Background events so successful and distil this into
Bacardí has a rich Latin heritage filled with something that can live online,
creativity and charisma, and a history of encouraging people to take part, see
uniting people with amazing experiences that Bacardí in a different light, and / or
go way beyond simply throwing a big party. engage in conversation. How will you
draw people in? Your idea should offer an
The bold optimism at the heart of the brand incentive, without needing people to
gives Bacardí a vital purpose to play in a attend physical events.
Brief set by world that feels at times heavy, dark, and
uncertain. Bacardí brings people together as • Will your concept be standalone, or tie in
Bacardí their truest selves, letting them shed the to existing Bacardí events?
pressures of society and act from instinct.
In collaboration with • Bacardí is international. How could your
Victoria Buchanan, One way it does this? Through music. Like idea work across – or even unite – its
Bacardí, music liberates. Bacardí has been a multiple markets?
Tribal Worldwide London patron and promoter of music for 150 years.
It’s found its own distinct sound: The Sound • Context is key. Think carefully about
of Rum. Music is at the heart of the brand which digital / social channels you’ll use.
experience, from cutting-edge partnerships How will they serve your concept, and
with leading artists like Major Lazer, to your audience? How will you grab
activations like Casa Bacardí, which goes attention amidst the clutter? Which
beyond a pop-up to create a physical home platforms are better for broadcast, and
for the brand at top festivals across Europe. which give opportunities for real
engagement? What patterns of user
The Challenge behaviour could you tap into? Think
Festival activations are a huge touchpoint for about the customer experience and the
Bacardí, creating engagement and shareable year-round journey with the brand.
content. But its music programme relies
heavily on these one-off events, meaning a What’s Essential
Make that festival flurry of activity in festival season before • Bacardí is an alcohol brand, so be
going quiet for the rest of the year. How can responsible. See the guidelines on
feeling last year-round Bacardí tie its music and festival activations alcohol promotion in your brief pack.
with a music-led social and its marketing activity together into
something that maintains a year-round • Digital or social media must form the
activation for Bacardí conversation with its consumers? main channel for your concept, though
you can include other touchpoints.
Come up with a digital and social media-led
activation or campaign for Bacardí that builds • Present your idea in a nutshell, your key
on its existing music-based marketing to insight(s), and executions in the different
keep consumers engaged all year round. channels and formats.
Who is it For? • Show how your concept would tie in with
Outgoing, creative under-26 year olds of legal other Bacardí marketing activities, and
drinking age. Optimistic, open-minded, how you’d draw in and reward consumers
honest, expressive, extroverted. Social for their engagement.
instigators and connectors of like-minded
people, they’re constantly exploring. They live What and How to Submit
by their own values and celebrate diversity. Read Preparing Your Entries before you get
Related Disciplines
They enjoy creative, passionate shared started for full format guidelines – we won’t
Advertising experiences with meaning and purpose. They accept work that doesn’t meet these specs.
Social Media want to be free to be their truest selves.
Digital Marketing Main (essential):
What to Consider Either a presentation video (max. 2 min) OR
Brand Activation • Familiarise yourself with Bacardí’s JPEG slides (max. 8), showing your solution.
Integrated Campaigns existing music-led marketing (see Further
Info in your brief pack to find out more). Optional (judges may view this if they wish):
Deadline Create something bold and original, but Interactive work (websites, apps, etc);
20 March 2018, 5pm GMT that’s still consistent with the physical supporting material; if your main
established brand look and feel. piece is JPEGs, you can also submit video
(max. 1 min total); if your main piece is
• Capture that spirit that makes Bacardí video, you can also submit JPEGs (max. 4).
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Background understand the full, broad BBC audience,
The BBC is the world’s leading public whereas your user will vary if you’re looking
service broadcaster. Its mission is to enrich at a particular product or programme.
people’s lives with programmes that inform,
educate and entertain. It’s unparalleled in What to Consider
delivering digital experiences beyond • Know your audience, and put them first.
expectations, on mobile, tablet, desktop Understand their user needs, their
and TV across 10 digital products: BBC behaviours, patterns and routines. Think
Brief set by Homepage, Search, News, Sport, Weather, about their relationship with the brand,
Knowledge & Learning, CBeebies, CBBC, how they access these services at the
BBC iPlayer and Radio & Music. moment, and how they might want to do
so. Use this to find insight, and let that
In collaboration with Technology shapes our relationship with the drive an exploration of how new
Cheyney Robinson, brand through these platforms, our technology could lead to a whole new
interactions mediated through remote look, feel and mode of interacting.
Consultant controls, keyboards, touchscreens. But as
the tech landscape rapidly evolves, so too • This is a chance for bold and playful
will the way we connect with brands and thinking, but do stay grounded in reality.
content. Think conversational user Think near future – the next one to two
interfaces (eg chatbots or services like years – rather than heading into the
Alexa and Siri), gestural interfaces, wearable realms of science-fiction.
tech, or the possibilities offered by data and
hyperpersonalisation. • People can be averse to change, so how
could you make your solution seamless
To quote designer and author Golden Krishna, and intuitive? How might it integrate with
“the best interface is no interface.” What their existing habits, or other products
might that mean for the BBC? How can its and platforms they use?
next generation experiences use technologies
like voice, gesture and new forms of What’s Essential
Reimagine our interactivity in a way that will bring stories and There’s no need for code, just compelling
experiences to life for its audience? communication. If you can create a
relationship with the BBC prototype, do. Otherwise use animatics or
using new and emerging The Challenge other tools to show your concept in action.
Create an innovative vision of a BBC
technology experience shaped by current or emerging Present:
technologies. You can take an entire look • Your solution. Clearly explain your idea,
across the breadth of the BBC offering, how it would work, and the current /
choose a particular product or programme, emerging technologies used.
or focus in on a specific demographic.
• Your creative process: How you arrived at
This might be about tech, but it’s not just your solution; key insights from your
for digital thinkers. It’s about human-centred research; a convincing rationale for your
design, and how developments in focus and design decisions.
technology can enable this.
What and How to Submit
So start human. First, identify your Read Preparing Your Entries before you get
audience. What are their wants, needs, started for full format guidelines – we won’t
expectations, capabilities? Then it’s time to accept work that doesn’t meet these specs.
start thinking about emerging (or existing,
Related Disciplines but unexplored) technologies, and how they Main (essential):
Product & Service Design could enable a seamless connection and Present your solution and process using
Technological Innovation conversation between the person and the either presentation video (max. 2 min) OR
brand. The most important thing is the annotated JPEG slides (max. 8).
UX, UI & Digital Design person at the heart of the experience. The
tech is just a tool, and the better a job it Optional (judges may view this if they wish):
Deadline does the less noticeable it will be. Prototypes or mockups as interactive work
20 March 2018, 5pm GMT (websites, apps, etc) or physical supporting
Design a new way to interact with the BBC. material. If your main piece is video, you
can also submit JPEG slides (max. 4).
Who is it For?
A full-spectrum approach will need to
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Background What to Consider
Beano Studios is here to burst the grown-up • Get to know your character inside
bubble. To hand the power back to kids. To out. Who are they? Think beyond their
make life more fun. To help people challenge appearance. What are their hopes and
the boundaries and break the rules. To dreams, quirks and foibles? How do they
unlock the imagination. And to champion speak and move? What elements of their
what it means to be a child. personality or look were of their time,
and which are timeless and essential?
Brief set by Beano used to just be a comic (and it still is What can change, and what has to stay?
– the world’s longest running weekly comic, It’s all up for grabs, as long as there’s
Beano in fact), but Beano Studios is making it so something that’s true to the fundamental
much more. It’s created a short form digital spirit of the original, and of the Beano
entertainment network for kids online. It’s brand.
In collaboration with free and full of a combination of classic
Andy Lanning, Magic Leap Beano characters and brand new videos, • The strongest ideas will possess ‘grown
packed with fun and mischief. It’s designed up’ sophistication but with references
to reflect playground buzz nationwide, and it’s kids love and a fundamental emotional
the place for kids to find funny stuff first. It’s truth at their heart. Beano has always
the home of some of the UK’s best-loved created a connection between parents
characters, and while Dennis the Menace and their kids. Not in a sickly way – in
might be the first to come to mind, there’s a a collusive, mischievous one. Can you
whole bunch of rebellious girls who deserve disguise bold, funny adult storytelling in
to be celebrated too. So it’s time to take one a character that’s for kids?
of those characters and reimagine them for
the new entertainment world. • Beano characters have always rebelled
or gone against the grain in some
The Challenge way – see Character Traits in your brief
Reimagine and evolve an existing female pack. What do these traits mean for the
Update and animate a Beano character for a new generation. Then character, how are they expressed, and
classic female character bring your updated designs to life through a what do they represent that the Beano
short, narrative animation, bringing new audience will identify with?
to inspire the world to stories and exciting new perspectives to an
embrace rebellion, think established and well-loved character. All • The Beano Studios Content Guide will
illustration and animation styles are steer you well. You’ll find it in Further
more kid and spread the welcomed. Be innovative, and don’t be Information in your brief pack along
Beano spirit constrained by what’s seen as ‘the norm’ with essential tips and more info and
for kids’ entertainment. Choose techniques inspiration on everything Beano.
and visual approaches that play to your
strengths and most importantly, suit your What’s Essential
character. Beano’s brand platform for 2018 • An overview of your character redesign.
is “Rebels Wanted” – the world (and Beano) Include their silhouette, and a one
needs more rebel girls. So choose one of sentence ‘elevator pitch’ character
the following characters, and bring them profile (see Further Information).
into the 21st century:
• Your creative process. Show how your
Angel Face character evolved, and why you made key
Beryl the Peril decisions.
Billy the Cat (reimagined as a girl)
Ivy The Terrible • A short animation (30-90 sec) that puts
Related Disciplines Secret Agent Sally your character at the heart of a story.
The Belles of St Lemons
Animation Valda What and How to Submit
Illustration Read Preparing Your Entries before you get
The Character Breakdown in your brief pack started for full format guidelines.
Deadline will help you get to know your character. • Character design: 1-3 JPEG slides
20 March 2018, 5pm GMT • Creative process: Either 1-4 JPEG slides
Who is it for? or video (max. 30 sec)
10-12 year olds in the UK and beyond. Also
• Story: Animated video (30-90 seconds).
appeal to parents who are kids at heart.
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Background Facebook feed? Get made into a meme?
Burger King has stood for flame-grilling since Or written up in the New York Times?
1954. Other chains cook their burgers on Come up with something that could get
flattop grills (effectively frying the meat), but this kind of attention.
Burger King burgers are cooked over an open
flame grill, searing in that great flavour. • Research, research, research
To nail your insight, you need to really
Science fact: three out of four people prefer understand your audience. And really
Brief set by a flame-grilled burger. Why? Because beef + understand what’s great about the
fire = magic. However – despite 63 years of Burger King experience – so go, see for
Burger King telling everyone that it’s the home of the yourself.
flame-grilled Whopper – less than a third of
18-24 year olds know that every Burger King • No wallflowers
In collaboration with burger is grilled, not fried. Burger King is a brand with an edge. A
L.A. Ronayne, Stink Studios bold, confident challenger. Forget
The Challenge forgettable, vanilla advertising, Burger
Your mission is to create an advertising King wants ideas that are big and scary.
campaign that drives home the single- It’s a brand that loves the raw and real,
minded proposition: BECAUSE FIRE IS embraces the unscripted, and can make
BETTER. and take a self-deprecating joke (while it
takes food seriously, it doesn’t need to
Execute the “flame-grilling since 1954” take itself seriously).
message in a new, relevant way that makes
younger, more cynical consumers want • Go brave
flame-grilled burgers, not fried. Get them to Take a look at some of Burger King’s
buy into, understand, and retain this favourite campaigns (see Further
message, and ultimately give Burger King Information in your brief pack for links)
another try. – they’ll help you understand the brand,
and the kind of creative that can win this
Turn the next generation Think big. Film, print, out of home, stunt... brief.
the touchpoints are up to you, but your
into flame-grill purists campaign needs to get this younger What’s Essential
with a big, bold audience talking about flame-grilling. If your A campaign or activation concept across
idea feels like the stuff of a Buzzfeed relevant channels. Must feature Burger King
advertising idea headline, then you’re on the right track. product (hero the Whopper) and land the
key point of differentiation: Burger King is
Who is it For? the home and expert of flame-grilling.
Your audience will be a tough nut to crack.
18-24 year olds: What and How to Submit
Read Preparing Your Entries before you get
• Don’t watch much TV started for full format guidelines – we won’t
accept work that doesn’t meet these specs.
• Are sceptical of marketing claims
Main (essential):
• Don’t visit Burger King restaurants as Either a presentation video (max. 2 min) OR
often as their parents JPEG slides (max. 8), showing your solution.
Related Disciplines • Don’t think Burger King’s especially cool Optional (judges may view this if they wish):
Advertising Interactive work (websites, apps, etc);
• Seek experiences and brands that are physical supporting material; if your main
real and authentic (they see fast food as piece is JPEGs, you can also submit video
Additional Prizes
fake) (max. 1 min total); if your main piece is
The chance to work with video, you can also submit JPEGs (max. 4).
Burger King to make your idea What to Consider
a reality. • Cut through the noise and get noticed
A billboard in Piccadilly Circus might be
Deadline impressive to an older audience, but it’s
old school to these guys. A big, splashy
20 March 2018, 5pm GMT TV commercial that airs across the
country might make the media agency
happy, but will it show up in your
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Background What to Consider
Almost 2 billion people and 200 million • User research is key. See Further
small businesses in the developing world Information in your brief pack for more on
have no access to financial services – what you’ll need to think about and look
something essential to global development. into as you tackle this challenge.
Research from the McKinsey Global Institute
shows that better financial access, spurred • The digital finance marketplace is huge
by mobile and online payment services, can and constantly evolving, from online
Brief set by reduce poverty, help bring new opportunities offerings from traditional banks like
to disadvantaged communities, empower newcomer Zelle, established services
Digital McKinsey women, and transform the economic like PayPal and Venmo, to Snapcash and
prospects of emerging economies.1,2 other social media-led payment
In collaboration with platforms, to the ever-growing world of
Xavier Barrade, Digital finance is changing the game, letting cryptocurrencies like Bitcoin and
people transfer funds domestically and Ethereum. It’s up to you whether to focus
Google Creative Lab across borders faster, cheaper and more on a particular currency or service for
easily than ever before. For example, Kenya’s your solution – or even to design your
M-Pesa mobile money service is used by own.
over half of the country’s adults, processes 6
billion transactions a year, and has lifted 2% • Coding isn’t necessary, but if that’s your
of Kenyan households out of extreme skillset and you can use it to tackle this
poverty.3 And in Venezuela, people are challenge – bring it on.
turning to mining and trading in Bitcoin to
survive the country’s rampant hyperinflation.4 What’s Essential
• Describe who your product, experience or
See Further Info in your brief pack for service is for, the need(s) it addresses,
references. and how it does this.
The Challenge • Present elements of your concept to
Deliver a vision for digital money showing bring it to life, eg through storyboards,
where and how it can make real impact on prototypes, wireframes, illustrations,
Use digital money to the lives of people left behind by traditional animatics, etc.
finance. By ‘digital money’ we mean any
empower the unbanked digitally based, non-cash, bank-agnostic • Document and show your research, how
service. This could be a cryptocurrency, but you developed your ideas, your insights
doesn’t have to be. and your reasoning behind key decisions.
1. Define your user. Identify a disadvantaged What and How to Submit
group (this could be a region or country, Read Preparing Your Entries before you get
or a more specific community defined by started for full format guidelines – we won’t
gender or type of employment, for accept work that doesn’t meet these specs.
example) who are underserved by
existing services, and have a monetary Main (essential):
need which technology could address. Either a presentation video (max. 2 min) OR
Why and how are they being let down by JPEG slides (max. 8), showing your solution.
traditional services? What are their
challenges, pain points? Optional (judges may view this if they wish):
Interactive work (websites, apps, prototypes
2. Identify opportunities. What services or etc); physical supporting material
Related Disciplines experiences could empower them and (prototypes, mockups, etc); if your main
Product & Service Design improve their livelihoods? How can you piece is JPEGs, you can also submit video
Technological Innovation simplify / demystify the use of digital (max. 1 min total); if your main piece is
money to make it accessible and video, you can also submit JPEGs (max. 4).
UX, UI & Digital Design understandable, and best serve the
needs of your users and their
Deadline communities?
20 March 2018, 5pm GMT
3. Design a digital money experience,
service, and/or product for your chosen
group to address the needs you’ve
identified.
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Background Consider how it could help your creative
Design has the power to make change. It’s a process and unleash your collaborative
conduit that can alter behaviours, attitudes, potential. Note that your response
even lives. But to bring about change, you doesn’t need to be Dropbox branded
need collaboration and courage. (your cause should be the brand), or
need to use / feature Dropbox Paper.
Design in the real world is interconnected
and interdependent. From designers and • Designing for change is complicated as
Brief set by clients to communities and audiences, all social issues affect lots of people within
have to work together and share views and a community. Think about how your ideas
Dropbox Paper ideas to make real change happen. might affect groups of people, not just
a few individuals. Your cause can be
In collaboration with You need to show the courage to believe in anything from a global topic to a local or
Craig Oldham, what you’re doing, and to share that meaning personal issue – but could addressing
with others. Dropbox believes the world something deeply personal connect with
The Office of Craig Oldham needs your creative energy. others in the same situation to bring
mutual support and solve problems at
The Challenge scale?
Take a cause you believe in, and use the
power of graphic design to make a • Think hard about the context of your
difference. Design to agitate, educate, and social issue or concern and what kind of
inspire an audience, or the world, to get change you hope to achieve.
behind your cause. Create a campaign or
solution that motivates or effects change, in • Capture the essence of your campaign
a way that’s relevant to your cause. through everything graphic design
means: type, colour, image, graphics...
You could bring a group together to raise
awareness (and money) like Sign of the What’s Essential
Times, whose creators invited 200+ • This is a graphic design brief, so make
designers to reimagine the patronising sure this is reflected in your response.
Use graphic design for ‘elderly crossing’ road sign. Or put
a cause, to motivate, connection at the heart of the idea, like Me • Present a minimum of two executions /
& EU, when postcards by UK creatives were touch-points (anything from wayfinding to
educate and effect sent to all member countries to build a a website, brands to books) including at
change sense of unity. Or use design to empower least one physical and one digital
and lend a voice or identity to those element.
marginalised, like the Refugee Nation flag
created for the Rio Olympics: a literal • Show how your output is relevant to your
banner for people to unite under. social cause.
Who is it For? What and How to Submit
Those passionate about the cause; those Read ‘Preparing Your Entries’ before you get
who might not be yet but have the power to started for full format guidelines – we won’t
make a difference; or those directly affected accept work that doesn’t meet these specs.
by it.
Main (essential):
What to Consider Either a presentation video (max. 2 min) OR
• Collaborative working is welcome and JPEG slides (max. 8).
encouraged. Learn to share and take
Related Disciplines advantage of collective potential. Optional (judges may view this if they wish):
Whether it’s in influences, feedback, Interactive work (apps etc); physical
Graphic Design critique, research, primary source supporting material; if your main deliverable
Design for Social Change material, co-creation, ideation... getting is JPEGs, you can also submit video (max.
out of your solo silo as part of your 1 min total); if your main piece is video, you
Deadline process will lead to better work. can also submit JPEGs (max. 4).
20 March 2018, 5pm GMT
• One way you could do this at the
development stage is by using Dropbox
Paper – it’s a collaborative workspace
that helps people create and share
ideas, feedback and references.
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Background company even made the top ten. As a
giffgaff is a mobile network run with a brand that is super chuffed to do things
community of members. differently and be online only, their
marketing should celebrate digital. So
The name is a ye olde Scottish word that even if your focus is a physical activation,
means ‘mutual giving’. And mutuality is the make sure you carry the experience
pure essence of the brand. across to digital channels too.
Brief set by Every member has the chance to get as • The giffgaff community is incredibly
involved as they want. In return for their important to the network. Without them
giffgaff kindness, the folk at giffgaff reward them. it wouldn’t function – they provide the
They call it Payback. Members can choose to help. As crucial people in the giffgaff
take their Payback as credit to use on their ecosystem, how could you involve them
In collaboration with phone, as cash, or as a donation to charity. in the idea? What could your concept
L.A. Ronayne, Stink Digital It’s a ‘you do something for us, we’ll do give back?
something for you’ vibe.
• Timing is everything. Consider when the
The Challenge best time to launch your idea might be.
Your brief is to create a real world or digital Is it something that could go live at any
brand experience that truly encapsulates time, or are there certain points in the
the giffgaff spirit of ‘mutual giving’. year that would give it more resonance?
giffgaff are always looking to be
Your concept should reward existing ‘positively disruptive’ – when would an
members, and show those not yet in the idea like yours have the most relevance
know just what they’re missing. or stand-out, and why? On ‘positively
disruptive’: absorb those two words
Who is it for? together. Disruptive for disruption’s sake
Ethos buyers. They’re young, mostly won’t fly.
students, principled, anti-corporate, liberal
Help giffgaff give back in outlook. Not necessarily ‘techie’, but What’s Essential
with a real world or digital savvy and often the ones their friends go to • An activation concept (either digital, or
brand experience to for mobile advice. They’re social media physical with a digital element) to bring
fiends, open to trying new ideas, who potential future members into giffgaff’s
encapsulate the spirit of embrace the democratisation of knowledge world of mutual giving.
‘mutual giving’ that the Internet brings.
• Present your idea in a nutshell. Then
What motivates them? Freedom to show just what would it look like, how
experiment with new ideas. Being among and when would it be experienced, and
the first to discover new ideas is also why: the insight(s) that drove your
appealing. decisions.
What may these folks like about giffgaff? What and How to Submit
Value & flexibility. The intrinsic attraction of Read Preparing Your Entries before you get
a youthful, challenger brand mentality. ‘No started for full format guidelines – we won’t
risk’, no contract – they can leave when they accept work that doesn’t meet these specs.
want.
Main (essential):
Focus on this group, but remember: giffgaff Either a presentation video (max. 2 min) OR
Related Disciplines is an inclusive brand, and everyone is JPEG slides (max. 8).
Advertising welcome.
Optional (judges may view this if they wish):
Experiential What to Consider Interactive work (brand websites, apps etc);
Brand Activation • giffgaff is an online network. No shops, physical supporting material (mockups,
Integrated Campaigns no call centres, instead wonderful prototypes etc); if your main deliverable is
member service: that’s help provided by JPEGs, you can also submit video (max. 1
Deadline other giffgaff members in online forums. min total); if your main piece is video, you
Sounds odd and a bit different, but it’s can also submit JPEGs (max. 4).
20 March 2018, 5pm GMT a leaner (and better) way to provide
support. In rankings of best customer
experience for UK brands, they come in
at number eight. No other telecomms
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Background • The idea doesn’t have to feature a board
Hasbro is the home of some of the world’s – card-based games, action games and
best-loved games, and at the forefront of outdoor games are fine too. But make
industry innovation. More people than ever sure it’s something that can be packaged
are buying games – and with 70% of new and sold to offer a better player
TM ideas coming from inventors outside the experience.
games industry, there’s never been a better
time to break into the game world. • The game must be self-contained: no
app or screens needed to play. But you
The Challenge can explore digital extensions or
BiG There are many games that were big once complementary apps if you wish.
PoTaTo but have fallen out of favour, or just drifted
into obscurity. Think: shove ha’penny and • You’ll need to nail the idea, but there’s
gAmEs bar billiards in pubs, hopscotch and room for craft here too. Strong graphic
marbles on the playground, old-timey parlour design, copywriting, branding and
favourites like charades or I-spy, or simple packaging ideas all help your cause.
Brief set by card games like cheat and shithead.
• Once you’ve nailed your game – and
Hasbro Your mission is to find a forgotten old or tested it to make sure it plays well –
traditional game and reinvent or reimagine it think about how you’d sell it. How can
In collaboration with for a new audience and a new age. Create the packaging stand out on the shelf?
something relevant to adults looking for a How could you create a buzz around your
Big Potato fun, fast party game: aim for 2+ people, 2 game without spending a fortune on
minutes to learn and 30 minutes to play. advertising? Is there a game-changing
launch concept that will bring your idea
There’s every chance your game will get to life and grab attention?
made, sold globally and become an
evergreen title for many years to come (with What’s Essential
you raking in the royalties). • A video presentation showcasing your
idea (gameplay and visuals), and any
Give an old game a 21st Who is it For? launch concepts – think of this as like an
century makeover, with 16 to 26 year olds, men and women, who ad for your game. Initial judging rounds
like games but have maybe forgotten how will only look at your presentation video,
a fresh twist for today’s fun, cool and grown-up they are these days. so make sure it does your game justice.
young adults
What to Consider • Get across the details with a how-to-play
• This one’s obvious (we’d hope): this isn’t video and, if possible, send in a playable
about appropriating someone else’s idea prototype to help the judges get to grips
and making it your own. That’s not New with your idea.
Blood. Obviously you’ll need to stay on
the right side of any patents or • Document your research and
copyrights, but it’s more than that. The development. Make clear which classic
original game should simply be your game you chose, show how you
Related Disciplines
starting point for innovation. You’ll need reinvented it – and crucially, why you
Game Design to show fresh ideas and thinking to bring made your decisions.
Product Innovation it to life for the 21st century.
Graphic Design What and How to Submit
• Check your game hasn’t already been Read Preparing Your Entries before you get
Packaging Design reinvented. Or if it has, that your take on started for full format guidelines – we won’t
it offers an unexpected twist, different accept work that doesn’t meet these specs.
Additional Prizes direction, and completely distinct end
The chance to work with Big product. • Your presentation video (90 sec. max.)
Potato to hone your game and
• Keep it simple; no one likes complicated • Your demo: either a playable prototype
present it to Hasbro – and rules. with full instructions (submitted as
hopefully make your idea a physical supporting material) or a
reality. • The game can be edgy but not so proof-of-concept video (2 min. max.)
controversial that retailers would turn it
Deadline down. Eg drinking games are a no-no (but • Your R&D: either JPEG slides (2 max.) or
maybe there’s a classic drinking game a video (30 sec. max.)
20 March 2018 5pm, GMT with rules ripe for repurposing?).
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Background making these food products. How can
Modern food production and consumption you address these?
perpetuates a staggering amount of waste.
According to Love Food, Hate Waste, “right • What’s going on with the decision-making
now in the UK, we throw away 19% of all the process? Could Hellmann’s provide the
food we buy: 7 million tonnes of it in fact, necessary ‘nudge’ to alter behaviour and
every year.”. It’s an amount that the average reduce excess production / purchase
consumer drastically underestimates their in the first place? Or will you empower
role in. people to make the most of the food they
have? Eg consumers underestimate how
Hellmann’s believes that food is too good to many ‘meals’ worth’ of food they actually
be wasted, and wants to further the throw out – consider highlighting their
conversation on food waste. It wants to own habits to engage them.
promote sustainable, waste-reducing
behaviours, via things like innovative recipes • Keep in mind how the brand speaks
incorporating its products to use up food that (you’ll get a sense from its website), and
Brief set by would otherwise go to waste, and brand its tagline – “We’re on the side of food”
activations that lead change on this issue. – with its double meaning about how
Hellmann’s products are used, and being a champion
The Challenge of the goodness of food.
In collaboration with Create a Hellmann’s branded device,
Design Bridge, part of the publication or service that addresses the • Think about where your idea will be
WPP Network issue of food wastage. Your design should used, as well as practical considerations
be a response to a point in the supply chain like food preservation, food safety and
where food is often wasted – this could be hygiene practices.
in the home, such as leftover food that’s
overlooked or left behind when people go on What’s Essential
holiday, or in restaurants or stores, when • Design either a device, a publication or a
over-ordered or expired goods get binned. service that embodies the Hellmann’s
Choose either the home, the store, or the brand approach to sustainability, to help
restaurant as the focus for your solution. pre-empt or reduce food being wasted, in
your choice of setting – either the home,
Combat throwaway Think about Hellmann’s standpoint, “We’re a store, or a restaurant.
on the side of food”, and consider how it
culture and cut food positions the brand as a champion of the • Find a name that reflects the Hellmann’s
waste with a device, goodness of food, and how this furthers its tone of voice and the idea “We’re on the
narrative around sustainability. side of food”
publication or service
from Hellmann’s No-one wants to waste food, but we still do. • Present your idea in a nutshell, and
Why? Dig deep to identify where and how include highlights from your research and
Hellmann’s could intervene to make a development to show how you made your
meaningful difference. decisions.
Who is it For? What and How to Submit
Consumers or businesses who want to save Read Preparing Your Entries before you get
money and reduce their environmental started for full format guidelines.
impact by not throwing good food away.
Main (essential):
Related Disciplines What to Consider Either a presentation video (max. 2 min) OR
Design • Consider the foods that most often go JPEG slides (max. 8).
to waste (in the UK bread, milk, and
Product & Service Innovations fresh produce are the main culprits, but Optional (judges may view this if they wish):
Brand Activation this will vary for other countries) and the Interactive work (apps, etc); physical
times and reasons this tends to happen. supporting material; if your main deliverable
Deadline is JPEGs, you can also submit video (max.
20 March 2018, 5pm GMT • The two main drivers for consumers 1 min total); if your main piece is video, you
will be the unnecessary cost of buying can also submit JPEGs (max. 4).
something they won’t get around to
eating, and the environmental impact of
the resources that went into growing or
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