Industry News

D&AD New Blood/Dr. Marten’s

D&AD celebrates and nurtures outstanding work in design and advertising by awarding the finest work each year. A D&AD Pencil is recognised the world over as a symbol of the very highest creative achievement. Winning a D&AD New Blood Award puts people under 24 on the path to the brightest of creative futures.

Radiocentre has a long-standing partnership with D&AD and this year will set a brief to encourage young creatives to consider radio in their entries to the 2016 New Blood Awards. The award that we’ll be collaborating on isbrief is for Dr. Marten’s, the iconic London shoe and boot brand.

We live in a fragmented, digital world, so old school tribes and subcultures don’t exist around music and physical locations anymore, unlike the days of the Mods ruling Carnaby Street while the Punks reigned supreme on the King’s Road. So how can Dr. Marten’s retain its USP of non-conformist authenticity and rebellious self-expression, whilst trying to appeal and remain relevant to a new tribe of millennials living in a fast-paced, digital, mix-and-match society?

Radio is ideally placed to rise to this challenge. At its best, radio is all about authenticity of music, sound and voice. Listeners are hugely sensitive to genuine content. Radio has the power to both unite people through shared cultural experiences and influence our emotions.

Radiocentre and the D&AD are calling upon young creatives to harness radio’s potential to connect customers old and new with Dr.Marten’s spirit of rebellious self-expression. We want them to experiment with and push the boundaries of what radio advertising can be. Responses could be anything from innovative explorations of radio and its role in our lives (like the K9FM campaign) to original, perfectly crafted, playful ads or branded content.

Join the New Blood brief conversation and spread the word on Twitter:

@dandanewblood
#newbloodawards #StandForSomething

Download full brief here.