“A D&AD Pencil is much more than an award. The work that is entered and the feedback we get from our judges provide a unique perspective of our industry and of creative excellence globally. Through our education and professional development programmes this insight is then transferred to support the next generation of Pencil winners.” [Paul Drake, director D&AD]
D&AD, in collaboration with BETC and C de C, has analysed 25,000 pieces of work from design, advertising and production, entered in the D&AD Professional Awards last year, to identify the trends that have influenced creative work, the impact these trends are having on the creative industry and the potential opportunities that these trends present in the future.
Because there are so many questions right now about the world’s social and economic future, the report points to political, cultural, technological and environmental instability experienced in 2017 as a key component affecting creative work – whether that’s through an exploration of what it means to be human, the sense of social uncertainty or changes to information architecture.
“But perhaps most interesting are the questions that these trends pose for creative work in 2018 and beyond,” Drake continued.
“Will our industry be called upon as much to create ways for brands to avoid political opinion, as they are to fill the political void? How can we respond to ensure creativity remains a genuine force for good? Will the response to the prevalence of purpose driven work see a return to humour and more frivolous output? How do we work with and challenge data to ensure creative excellence gives cut-through? And how will agencies and studios grasp the opportunity to move their services/products up the business value chain?
Above all else the report points to a need to address inertia, whether that’s relying on buying attention rather than using entertainment and meaning to gain it; or the assumption that the lack of diversity in our industry’s workforce is somehow not reflected in homogeneous output.”
The report is free when you register to the D&AD website and is available here.
It is also a preface to the industry insights that will be presented at the D&AD Festival in London, April 24-26.
