Side Hustle is the fun part of the D&AD awards. It highlights the amazing, inventive, wild and awe-inspiring things that creatives do with their entrepreneurial spirit.
A series of virtual reality short films, that Dan Cole, co-founder of The Wayback designed to help people with Alzheimer’s, has won the inaugural Side Hustle category at this year’s D&AD Awards.
These awards were chosen after a live pitch to a panel of successful creatives and investors at D&AD Festival. The Wayback was selected as the winner for its creativity and clearly passionate origins. In their words, it’s “a tool we all wish we’d had when our own loved ones were living with dementia.” The films recreate positive moments from the past to trigger memories and spark precious conversations with carers and loved ones.
The Side Hustle category was introduced into the D&AD awards to reflect the increasing number of creatives applying their skills and personal passions to side projects. It covers endeavours such as creating new businesses, developing initiatives, addressing social and environmental issues.
Cole will receive mentoring from the judges and Nikky Lyle Creative, the opportunity to attend a D&AD Masterclass or D&AD Digital Campus course, and will have his work listed in the D&AD Annual alongside all the winners from this year’s awards.
Members of the Side Hustle Judging Panel:
- L.A. Ronayne, Creative Director, Stink London
- Tom Evans, Founder & CEO, BleepBleeps
- Ali Hanson, Senior Creative, It’s Nice That
- Paul Herz, CEO, Bidg 8 & Facebook AR/VR
- Zainab Khan, Digital Marketer & Visual Curator, Joint London
- Scarlett Montanaro, Co-Founder & Creative Director, Crack + Cider
- Michael Olaye, CEO, Date
