Soft Power's campaign for the 2020 D&AD New Blood Awards is all about debate and opinion
D&AD’s New Blood Awards has been championing, educating and supporting emerging creative talent on a yearly basis since being established in 1980 by Sir John Hegarty. The campaign for New Blood’s 2020 edition, designed by London-based creative agency Soft Power, reflects this 40-year history.
Visually, the campaign is a contrast of exposed grids and abstract shapes, following the bold, expressive designs for the 2020 D&AD Festival and Annual, designed by Studio Dumbar and Richard Turley respectively. Conceptually, the campaign is based around the ‘greater than’ and ‘less than’ symbols as a reference to the debates and opinions that New Blood fosters.
Hamish Gardner, Founder and Creative Director at Soft Power, adds: “We aimed to create a campaign that felt relevant, something less corporate and more culturally en pointe.
From my own experience, New Blood was the perfect stepping stone between education and practice. So being asked to design this year’s creative campaign was a chance to say thank you and to give back.”
The 2020 D&AD New Blood Awards is open for entries until 24th March 2020. This year’s briefs have been set by brands including Nike, Google, Twitter, and span disciplines such as game design, experiential design, advertising, branding and typography.