D&AD expands New Blood program to Australia
The global association for creative advertising and design D&AD is set to bring its New Blood programme to Australia for the first time, aiming to bridge the gap between the industry and education for the next generation of creative talent on a global scale.
The UK based organisation, best known for its prestigious creative awards, is looking to expand its global reach and set up more training and events around the world.
A special New Blood Workshop, developed in partnership with the Glue Society and Google Australia, will offer a “frenetic, fast-paced industry crash-course for thirty lucky young creatives”, with them developing an entire project from brief to broadcast, with industry experts offering their guidance and mentorship throughout.
D&AD chief executive Tim Lindsay will open the proceedings, with participants given a first look at the 12 new briefs set for the 2015 D&AD New Blood Awards.
In a statement Lindsay said: “For 35 years, D&AD has worked to bridge the gap between industry and education and today New Blood represents a mark of true excellence and outstanding talent. Each year, the industry looks to us first to recruit the brightest stars and for a young creative, it’s a great opportunity to make their mark in front of those who matter.
“In recent years, we’ve had some fantastic Australian winners at the New Blood Awards that we’ve been able to bring over to London, so naturally, we’re delighted to be able to take New Blood international and generate further opportunities for new creatives.
“At the heart of the New Blood success is D&AD’s ability to draw upon the time and expertise of the advertising and design industries. As such, we’re indebted to The Glue Society, and to Google Australia for curating this fantastic programme and helping us realise our ambition of bringing New Blood to Australian shores,” added Lindsay.
Following an introduction to the 2015 awards, participants will attend masterclasses covering each stage of the creative process, including creative strategy and origination; casting and direction; production and 1st AD; live shoot (including photography and cinematography masterclass); editing; and digital broadcasting and social media.
The day finishes with presentation to a panel of creative directors, who will select the winning project to go live.
Those who earn a nomination or higher will have the opportunity to earn a place and be flown to London to take part in the New Blood Academy in partnership with WPP.
Google Creative Lab creative director Tom Uglow said: “It’s a turbulent time for young creatives. It is hard to look backwards and get any sense of what the industry will be like in 10 years time, or even two years time. D&AD’s initiative is tailored to a generation who need to be multi-skilled and agile; a new breed of hands-on creatives who want to carve out the path that is right for them.”
New creatives are invited to apply to the New Blood Workshop by submitting a 60-second video demonstrating their passion for ‘getting their hands dirty’ to hello@gluesociety.com. Applicants must be aged 24 or under and submissions must be received by Friday, October 17. The New Blood Workshop will take place from 9am-7:30pm on Friday 7 November 2014.
Miranda Ward
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