D and AD talks in Newcastle 2011

Today I attended two D and AD seminars. Those two seminars were held at Northumbria University. First one was read by Rhiannon James and it was basically about how the D and AD student awards would be judged. Some examples of last year works were shown and discussed.

The judgment process consists of two parts. In the first par juries browse work quiet fast. They use about 30 sec. per each work and if it is enough for work to say for itself they leave it for the next round.

 In the second round juries studies those selected works more careful to find the best ones.

Among the juries are: Head of creative 44%; Head o design 23%; Head of marketing 9%; and others.

The main points that concept should relay on are:

It should be a good idea;

It should be well executed;

And it should be on a brief.

Main features: impactful, entertaining, and useful

Mainly juries are looking for a talent and future perspectives that is why it is very important to prepare your idea explanation presentation as well as the final concept.

However we were shown one advertisement that participated last year. It was a video made for MTV. The idea was to show how to cook a cake and then to play music with the use of it like if it was a DJ’s equipment. The concept was great and execution even better but there was tiny thing that would probably spoil everything. In the brief it was mentioned that it should be a poster but not a TV commercial.) Lol. Nevertheless D and AD juries loved the campaign so much that they gave a prize to that ad anyway.

The next talk was with Rodrigo Sobral, the Creative Director of The Mill London. He started his talk showing pictures depicting social life at ancient times when tribe people were gathered by their leader near the fire place and stories were told.

He said that those times were the beginning of advertising era as an advertising  business Is mostly about storytelling.

Then he showed Nike campaign that was created by “The Mill London”

It was amazing. One of the best advertisements I have seen. The idea and execution were on the very professional level. However it was quiet long, 7 minutes.

Famous “Hovis” TV commercial was also partly created by “The Mill London”

Here is the links to these ads: