D&AD New Blood Award - Yellow Pencil (Gold)
School of Interactive & Digital Media

Perspective

Team Members: Matthew Lee, Khairil, Kennth Ang and Guan Jie

Diploma in Motion Graphics and Broadcast Design

The Design and Art Direction (D&AD), New Blood Award, is an international advertising award that identifies and showcases the next generation of creatives (students and recent grads) under 24 years old. By using industry standard briefs set by global brands (BBC, Amazon, Hasbro, etc), each brief has its own Jury made up by members from the creative industry.

The D&AD New Blood Award 2017 edition was no exception, having received over 3000 entries from 42 countries for 16 briefs. Our advertising entry "Perspective" by the four final year Motion Graphics & Broadcast Design students made it to the final 11 shortlisted entries and emerged victorious to win the coveted "Yellow Pencil" (Gold Award) for the brief "A Moving Issue - The National Autistic Society”.

All 4 students contributed equally to clip from concept, script writing, production and post production. Winning the award is a serious validation of our students’ talent, craft and skill on a global stage. In the words of the Head Juror, Andy Orrick, “We really felt like Perspectives answered the brief brilliantly, was very pure and singular as an idea, showed a great level of craft and moved the ‘too much information’ campaign on well.”

Students involved were from MGBD Year 3, Matthew Lee, Khairil, Kennth Ang and Guan Jie. Both Matthew Lee and Khairil attended the prize giving ceremony in London on 6 July.