D&AD Student Awards
The Brief
D&AD run their Student Awards annually, and commissioned Airside to conceive and design a campaign to attract more entries from students to the competition. The campaign's goal was to highlight the importance of the D&AD Student Awards within the design industry.Our Solution
For such an all-encompassing brief we decided to create a central metaphor that could be applied at every stage of the project - covering the initial advertising to the awards ceremony itself.Recognising the idiosyncratic tastes of our target audience we depicted students as hares, shown in varying degrees of danger to illustrate just how useful the D&AD Student Award could be in post-college life.
The result was a consistent and surreal campaign that featured our hares attempting to survive in a fantastical world of indifferent art colleges - only those equipped with a D&AD Yellow Pencil looked able to survive.
This absurdist theme was continued throughout the project with the design of the winner's Annual, depicting the hares flourishing in their various post-college careers, the awards ceremony and the construction of the final exhibition.