February 21, 2024

Mid Designer

Breakaway from the pack

179 Pencils given out at this year’s D&AD New Blood Awards

Pursuing hot on the heels of the New Blood Competition at Protein Studios in Shoreditch, the D&Advert New Blood Awards wrapped up this evening by handing out 179 of its hugely-coveted Pencil awards. Between this selection were being seven White Pencils – which recognise creative imagination currently being made use of as a pressure for great – and two of the maximum accolades out there: the famed Black Pencil.

Identified for currently being one particular of the greatest scholar competitions in its field, the New Blood Awards typically recognise the creative expertise that will go on to perform with the most important names in the sector. And if the winners of this year’s Pencils are something to go by, the foreseeable future of style is in risk-free arms.

With briefs set by Google, eBay and Sky, the bar was higher for entrants. Covering the fields of animation, promoting and typography, the 17 briefs encouraged creatives to tackle difficulties this sort of as neurodivergence, banking and health care.

Photography: Christopher Bethell for D&AD



Pictures: Christopher Bethell for D&Advertisement

Photography: Christopher Bethell for D&AD



Images: Christopher Bethell for D&Ad

Photography: Christopher Bethell for D&AD



Pictures: Christopher Bethell for D&Advert

Photography: Christopher Bethell for D&AD



Photography: Christopher Bethell for D&Advertisement

Out of the 179 award Pencils, there ended up 33 Yellow, 39 Graphite, 98 Wooden, and 7 White Pencils. The remaining two were being Black Pencils, an optional accolade only distributed to do the job of the highest calibre.

1 of the standout entries this 12 months scooped a Black, White and Yellow Pencil. The proficient task was ‘Put a Helmet on Like ô’ by Linh Nguyễn Khắc Hải & Quỳnh Nguyễn Ngọc Nhã of Vietnam. The function, set by a temporary from Google Fonts & HMCT, addresses the simple fact that 2,000 Vietnamese children die each and every year thanks to highway mishaps.

Working with the Vietnamese alphabet, this undertaking adopts the letter’ ô’ as its beginning position. Actively playing on the similarity between the circumflex and a helmet, this function faucets into a lesson just about every Vietnamese human being remembers: ‘o’ doesn’t set on a helmet. ‘ô’ constantly puts on a helmet.

In other places, the other Black Pencil went to Sophie Ross of Norwich University of the Arts for her job responding to a Sky transient. The broadcaster challenged creatives with transporting amusement to new digital experiences, so Sophie’s venture – Sky Respond – allows viewers express their feelings and views in actual-time.

Contrary to social media possibilities, Sky React sets itself apart by enabling persons to publish quick reactions and comments tied to the show’s timeline. It really is hoped that by bringing the dwell Tv practical experience to any pre-recorded material at any time you want, Sky will be ready to foster a perception of community.

Photography: Christopher Bethell for D&AD



Photography: Christopher Bethell for D&Advertisement

Photography: Christopher Bethell for D&AD



Photography: Christopher Bethell for D&Ad

Photography: Christopher Bethell for D&AD



Images: Christopher Bethell for D&Ad

Photography: Christopher Bethell for D&AD



Photography: Christopher Bethell for D&Ad

In the meantime, function awarded a White Pencil features Adinkra Braids by Yash Bhut & Alyona Golikova, from Germany, which addresses the stigma facing women of all ages in Ghana encompassing their reproductive wellbeing.

The Red O by Laura Orkild, Clara Sofie Ahlefeldt-Laurvig & Sandra Bertelsen from Denmark also scooped a White Pencil many thanks to their operate tackling the six-7 days abortion ban in Georgia with a typographically led marketing campaign employing an distinctive model of Google’s Lato font. In it, the purple letter o is regular with the dimensions of a foetus at six months, measuring 6mm.

“The New Blood Awards generally provide a big wave of artistic optimism for our market,” said Paul Drake, Foundations Director at D&Ad.

“This calendar year was no diverse in opposition to a backdrop of job uncertainty, unappreciated artistic training and a price of living disaster, the top quality of the operate continue to shone, with the winners furnishing thoughtful and fantastically crafted responses to our briefs. We appear forward to looking at what they go on to do up coming and the effects they have on our sector and beyond.”

Full specifics of all the winners can be witnessed on the D&Ad New Blood Awards internet site.