D&AD is one of the most respected award shows in Japan but not yet famous within the younger creative communities.
Our task was to create a campaign to motivate and inspire students from creative universities to apply for the D&AD New Blood Awards. The competition that awards the freshest ideas for those who want to break into the advertising and the design world.
Inspired by Japanese street contemporary art, we developed a concept that showcases young creative minds hunting for new ideas every second of their days.
The target audience was students from creative universities, those who aspire to work in advertising and design companies. They’re mainly at the end of their studies, are in the their early 20’s and live in Tokyo and the other major cities in Japan.
To demonstrate that D&AD New Blood is the award show that everyone is always trying to get an award on, we developed a concept that showcases young creative minds hunting for new ideas every second of their days.
Inspired by Japanese street contemporary art, the series of posters showcases 5 different “Hunters” going about their day on the lookout for another Pencil.
The illustration style merges warrior influences with the most recent character design in Japan, delivering a set of images that feels inherently born out of the new blood roaming on the streets of Tokyo.
The pallet of selected tones and the mix of hand-picked styling elements resulted in an international look feel that relates to D&AD New Blood but at the same time insightful enough to connect with the Japanese younger audience.