D&AD has released its latest New Blood Awards briefs, with global brands challenging the next generation of creative talent to put human ideas, experiences and responses at the heart of their work.
As technology continues to reshape the creative industries, this year’s briefs reveal a strong emphasis on original human thinking.
HSBC and JBL explicitly ask entrants to avoid AI, reinforcing the importance of ideas, judgement and craft. AI music platform, Suno, challenges 16 to 24-year-olds to start with an original human idea, then use technology to bring that idea to life as music they want to share.
Together, the briefs point to a more nuanced relationship between creativity and technology, where AI can be a tool, but the idea and thinking behind it remain distinctly human. Beyond AI, brands are also looking for ideas that earn attention by giving people something to experience, participate in, talk about and share.
Bupa challenges creatives to use PR and social media to encourage 25 to 35-year-olds to take a more proactive approach to their mental health, while Wise asks entrants to create an IRL experience that demonstrates its benefits to international students.
Snickers wants emerging creatives to bring “You’re Not You When You’re Hungry” to social-first audiences, and JBL challenges them to build personality, influence and cultural relevance around the idea that bigger occasions deserve bigger sound.
Dirt Is Good will challenge entrants to respond to “Dirt Is Good, Whatever the Scoreline”, turning Arsenal’s season finale into a cultural moment with an activation or reactive campaign designed to resonate with under-35s.
Elsewhere, the briefs tackle challenges across different stages of life and society. Huggies asks creatives to rethink how parents see the open diaper for babies constantly on the move, Carrefour challenges entrants to use design to improve the in-store experience for over-65s, and Elevit asks them to inform, educate and support people navigating fertility and pregnancy.
The second wave of briefs launching in November also has some exciting names already confirmed. 21GRAMS returns, Global and Škoda will be joining forces with an OOH brief through its masterbrand campaign and Monotype is teaming up with adidas on the typography brief, with more still to be announced.
Paul Drake, foundation director at D&AD, said: “I don’t think New Blood has ever been more important. As the pace of industry change increases, New Blood provides a space where emerging creatives can connect with industry and test their learning within the context of an industry brief. It provides a chance to experiment and collaborate; an opportunity to hone those enduring human skills of taste, judgement and imagination.”
The briefs also reflect the global reach of New Blood, with challenges originating from brands across the UK, US, France, Germany and China, and spanning sectors from health and finance to music, technology, retail and FMCG.
The New Blood Awards are open to students and graduates around the world – a platform for emerging talent to demonstrate their craft, the originality of their thinking and their ability to respond to the kinds of challenges shaping the creative industry today.
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