15 July 2011

Digital Masterclass at D&AD New blood 2011

A couple of weeks back, myself and Collective London director Steve Barnes headed down to the Truman Brewery to host an event by ShellsuitZombie at this years D&AD New blood. After a short introduction into some of the work we do at the agency, we gave out a mini brief for the students to work through.

Digital Masterclass at D&AD New blood 2011
Digital Masterclass at D&AD New blood 2011

The students had an hour to come up with some creative concepts for innocent drinks. The briefs main marketing objective was, "to change peoples perception of innocent smoothies as just being a tasty fruit drink, and to start promoting innocent smoothies as a healthy snack alternative". With the proposition being "innocent smoothies 'fill the gap' between breakfast and lunch".

Digital Masterclass at D&AD New blood 2011
Digital Masterclass at D&AD New blood 2011

A couple of the innocent drinks team popped in and we went around the various groups seeing what they came up with. Safe to say we were all delighted with the results, there was some great creative thought, especially considering he amount of time they had.

After some deliberation and a few heated discussions three entries really stood out. So congratulation to Daniel Owen for 'A Happy Vending', Robyn and Stacy for 'Boycott Brunch', and finally Marlety and Divya for their interactive 'caption competition' bus shelter. All three concepts had really strong merit, we look forward to taking you all out for lunch to celebrate, and finally thank you Jonny for organizing it all, great stuff.

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