|
|
|
|
|
|
|
|
|
|
URL: http://newblood.dandad.org/
|
|
Key Industries:
|
|
|
|
Key Sectors:
|
|
e-commerce
|
|
Social Media
|
|
Viral Marketing
|
|
|
D&AD
|
|
Brief
In June 2009, the D&AD celebrated their 10th New Blood exhibition, showcasing the UK's top graduating creative talent. The event is where those in a position to hire the students can check out the talent and start a conversation.
In recent years the event has failed to attract sufficient numbers of senior creatives (CCOs, ECDs, CDs) who are the ones that actually make the hire.
The event was also smack bang in the middle of the worst recession for 80 years - with many experts forecasting a lost generation of graduates.
Something had to be done. The whole creative industry needed to stand up and be counted. To pledge their support.
Strategy
The idea was simple: to pledge your support, to say "I'll be there". The strategy was to create a social industry movement. LBi chose 6 leading creatives who were active volunteers within the D&AD, to lead the charge and worked with the acclaimed photographer Nadav Kander.
1. Neville Brody, Graphic Design
2. Graham Fink, Advertising
3. Morag Mysercough, Architecture & Design
4. Caroline Pay, Advertising
5. Mark Waites, Advertising
6. Simon Waterfall, Digital
With each of the key volunteers pledging their support, other industry members where then challenged to follow and pledge via the website, leaving a video message or photograph. The strategy was to encourage everyone to attend the event.
Execution
LBi created a series of posters from the inconic shot. These were sent to the D&AD’s database of members and industry professionals. Recipients were then asked to pledge their support to the cause. The posters could be turned around and people could photograph themselves against the blank background and then upload this image and message to the website and register to attend the event.
Results
WithIn six weeks, 7500 industry members pledged their support and students signed up previewing their work to potential employees.
Also many agencies displayed the posters on their buildings showing their own support for the event.
With copy cat posters also springing up on Flickr and Blogs claiming their own support for D&AD.
|
|
|
|
|
|
|