Last year D&AD was “looking for someone, or something, symbolising the challenges and obstacles faced by students on their journey to their dream career.”
Young design collective, King Zog, put up its hand. And was given this brief:
“Communicate that D&AD New Blood Awards give you access to the best briefs and that winning a Pencil can be a starting block to launching young creative careers.”
Felix Heyes, Josh King, Jake Slee and Ben West had been through the New Blood Academy in 2012. So, the ‘four boys from Streatham who do things including drawing and changing the world,’ used a bit of insiders’ info, some creativity and a helluva lot of grit to make a campaign using real ants and teensy-weensy Yellow Pencil.
Their idea: “Like ants, graduates are hard working, numerous and difficult to tell apart, but the one with the Pencil stands out instantly. Winning a Pencil can be a catalyst to a successful career.”
Nice, isn’t it?
Here’s how the idea was turned into a campaign.
You might also like
