D&AD New Blood 'Monotype' Brief (Responsive)

D&AD New Blood Awards 

Selected Briefs:

MONOTYPE

Background

Film advertising can excite, inform and inspire us to see movies. It conveys a visual shorthand of the movie that often makes our mind up in a few seconds as to whether or not we want to see the film. But more often than not, it conforms to a set of visual clichés, as mainstream movies seem to be getting blander with the overuse of Photoshop and vacant looking actors.

THE CHALLENGE

Create a new visual language for film advertising. One that relies on and relishes words, instead of falling back on the usual photographic imagery.

Take a director of your choice and use the power of type to promote a retrospective screening of their films.

Film tells us stories, transports us and stirs our emotions. And so can type. Show that without images, type alone can create an equally, if not more compelling visual expression of your chosen director’s films. One that’s difficult to ignore and will inspire people to go and see them. Create something that makes film fans, old and new, not want to miss this event.

WHO IT’S FOR

Film fans of any age looking to see some great films. Go broader than diehard fans and look to engage people who enjoy watching movies, finding new directors and new movies, or watching films they already know and love.

WHAT TO CONSIDER

The director you choose can be of any generation, from anywhere, working in any genre and in any language.

You choose the films to be screened in the retrospective – pick at least three.

There are a lot of film promos out there. Make sure you do something new and original in your execution. Don’t repeat what’s gone before.

Capture the essence, impact, and emotion of the film through your choices of words and fonts and use of typography.

You can use existing fonts or – if you want to – design your own. But the focus of this brief is on the use of type rather than typeface design.

Your campaign can be in any language, not just English. However, your explanation must be in English, and you should clearly indicate any key features of your solution, especially if it’s for a non-Roman writing system.

WHAT’S ESSENTIAL

A typography-led integrated graphic design campaign including:
At least one poster.
At least one digital element.

At least one other touchpoint of your choice.

Your touchpoints could include: tickets, souvenirs, moving image cinema ads, newspaper or magazine ads, mobile or website banners or other online promotions – anything that could raise awareness and get people engaged. The more innovative the better.

All of your executions must:
Use only type as the main creative expression.

Be visually linked to one another so that they can be easily recognised as part of the same event.

Clearly communicate the name of the director, the films being screened and their age ratings, and how, where and when the films will be shown.

Document and show your research and how you developed your ideas. Indicate any key features of your solution, especially if your chosen director isn’t widely known or your poster’s not in English, so that the judges can fully understand and appreciate your work.

WHAT TO SUBMIT

See ‘Preparing Your Entries’, included in your brief pack, for full format specs
– work will only be accepted in the formats outlined.

Main deliverables (mandatory)

Upload up to eight presentation slide images showing your solution, development and context. You can also submit a video (max. 1 min) to show any moving image or interactive elements, and / or present your development.

Supporting material (optional)

The judges will only look at this if your main deliverable has impressed.
If your digital execution is interactive, you can submit it as supporting material. You can also submit any physical pieces as supporting material if you wish.

USE THE POWER OF TYPE TO CREATE A NEW VISUAL LANGUAGE FOR FILM ADVERTISING.

GRAPHIC COMMUNICATIONS / TYPOGRAPHY / CRAFTS FOR DESIGN / POSTER ADVERTISING / DIGITAL DESIGN / WRITING FOR DESIGN / INTEGRATED

Deadline:

31 MARCH 2015 5PM GMT