Following the success of last year’s D&AD New Blood workshop, we invited a new group of students to our humble Shoreditch studio to engage in an accelerated creative challenge based on a distinctly British brief. With even less time than last year – a mere 1.5 hours – the students were tasked with coming up with a concept, rationale and some execution ideas for a fictional public holiday that celebrated ordinary Britons after the Olympic and Jubilee fever has settled down: brand a blank national holiday and sell promotional content ideas to Channel 4. The groups were given 5 minutes and 5 sheets of paper to deliver their final pitches which were judged by Brand Union Creative Director Clare Styles, Digit Design Director Elise Wade and Channel 4‘s Stephen Hardingham.
The two groups did an incredible job of putting together creative responses — National Raindance and National Swap Day respectively. We truly look forward to meeting next year’s grads.
