Real briefs and real Pencils. This year, there are sixteen briefs set by real clients to choose from in the D&AD Young Blood Awards competition. The Awards are judged by top industry creatives, with Wood, Graphite, Yellow, White or Black Pencils awarded.

The Young Blood Awards are open to any young creative aged 23 or under as well as current students and those within two years of graduation.

The 2017 briefs have been set by:

●      Adobe

●      Amazon

●      Arjowiggins in collaboration with Facebook, Instagram and Sony Music

●      BBC

●      Crowne Plaza

●      Desperados

●      Hasbro in collaboration with Big Potato Games

●      John Lewis

●      Monotype

●      MUBI

●      Nationwide

●      Pearson

●      Respect for Animals

●      Squarespace

●      The British Army

●      The National Autistic Society

Each brief presents a unique challenge and all are supported by a range of learning resources and industry insight.

All the briefs have been designed to both reflect the real current business challenges faced by modern brands and develop the creative skills the industry wants most, ensuring that the “ones to watch” of tomorrow are ready for the challenge.

Topics range widely from using paper to exploring what else big data can do. Projects range from launching new services to reinventing established brands. Tasks include game creation, revitalising causes and turning events into phenomena.

The top New Blood will become known for their storytelling, shifting perceptions, standing out and shaping the future with passion.

Explore the briefs here.

Paul Drake, D&AD Foundation Director commented, “We need new exciting talent in this industry, and year after year we are blown away by the professionalism, ambition and skill of the work that is entered into the New Blood Awards. Answering tough, real-world briefs set by globally-renowned partners, these students show the full breadth of talent that will be entering the industry in the next few years.” 

“As always the 2017 New Blood Awards are designed to be both challenging and demanding. This year they feature a mix of topical ideas and craft-based briefs, encouraging creatives to hone their skills, test their abilities and show why those already in industry need to be looking over their shoulder.”

“What we enjoy most about setting a D&AD New Blood brief is getting to see the passion come through and the magical things these students can create with our products.”

– Emma Bryson, Digital Media Marketing Manager, Adobe

“Working with D&AD New Blood we gain creative insight. I enjoy the wealth of creative talent and the incredible quality of the presentations.”

– Ana Saenz-Castellano, Manager Creative, Brand Creative, John Lewis

“What I enjoy the most about New Blood is the breadth of creativity and original thinking. As a brand, setting a New Blood brief is a fantastic way to gain insight into this demographic and also to hear their ideas, importantly in their tone of voice.”

– Timothy Cryer, Design Lead, Nationwide

The full briefs are available for download here.

Entries will be accepted until March 22 2017.

Winners will be announced at the Awards Ceremony in early July 2017.

This year’s D&AD New Blood Awards 2017 creative campaign is being designed by The Beautiful Meme.