Radio stands proud with Doc Martens at D&AD

Radiocentre are long-standing partners with D&AD with a shared ambition to promote higher creative standards in radio advertising.

With the organisation awarding its first Black Pencil to a radio ad in 32 years at the Professional Awards in 2015, this is exactly the right time to talk to young creative talent coming into the industry and persuade them of the emotional power and creative potential of radio.

This year we challenged students with a New Blood brief for Doc Martens shoes. 61% of 16-24 year olds cite radio as a source of music discovery. We asked entrants to use radio to make this distinctive and heritage-rich brand relevant to a new generation of young fashionistas.

At its best, radio is about authenticity, self-expression and of course music – a perfect fit for the Doc Marten’s brand.

Last night, D&AD awarded a coveted New Blood Yellow Pencil to Joanna Cassidy Osborne of Edinburgh Napier University for her campaign ‘Stand Up for Different’. Her creative idea celebrates the outsider in groups of young people, whereby Doc Martens become a badge of confident self-expression.

Winner of the D&AD New Blood Yellow Pencil, Joanna Cassidy Osborne

The campaign combines rhythmically written spot advertising (with Alex Turner the recommended casting) running alongside an out of home campaign driving young people to tune in to a Doc Martens pop-up radio station.

Radio is often thought about at the last minute in the creative process and the judges were impressed at how Joanna had put radio at the very heart of the idea and followed it through into an idea for bespoke branded audio content.

With growing listener numbers and advances in audio technology, it’s an exciting time for radio creativity. Congratulations to all who entered New Blood: at Radiocentre we look forward to seeing how talented new-comers such as Joanna evolve their radio skills when they embark on their bright careers in the creative industries.

For details of all the winners in this category visit the D&AD New Blood Website

Winning Script: ‘Corridors’ from Stand Up For Different by Joanna Cassidy Osborne