D&AD – New Blood Winners
/Big, big congratulations to Olivia Kelly and Phil White who both won a wooden pencil at this year’s D&AD New Blood Awards!
Olivia and Phil
Olivia answered the OMO, Unilever Persil copywriting brief.
The problem set was to encourage a new generation to dream and dare, because you don’t achieve your dreams by playing it safe.
Olivia took the insight ‘6 out of 10 British adults are afraid of taking risks. With Persil wanting to bring their ‘Dirt is Good’ message to a new audience of young people who don’t have families, it is time for Persil to encourage their new audience to dream, even if it's only for a minute’ and flipped the proposition on its head and asked the audience to dare to dream instead.
This new angle led to the copy based solutions below.
Phil answered the Heineken brief. The problem set was to reposition Heineken as the catalyst for making a fresh connection. Phil’s response was inspired by the notion of Dutch Courage:
Fear has no cultural or geographical restraints. There are so many different phobias but the affects they have on us are the same emotionally and physically. Fear can inhibit us from achieving goals or strive to make a positive change.
Heineken Dutch Courage is a festival based event, where people are challenged to reinvent themselves and come face their fears head on. The goal is for people to meet, support, share and bond over their fears through a fresh and rewarding experience.
