LBi has been an active member of the D&AD for many years. While some of our creatives have already bagged a lucrative pencil or two, the rest of the agency gets pretty excited about President’s lectures and D&AD workshops. Over the years we’ve also been involved in the education council, helping to spread the digital love amongst the “yoof” of the industry, making us big supporters of the annual student awards and show; New Blood.
The work:
In 2009 the D&AD approached us to create buzz and excitement around New Blood. Our campaign idea asked the great, the good and the generally quite motivated to pledge “I’ll Be There”. Using famous snapper Nadav Kandar, we shot 6 industry heroes to make iconic and – dare we say it - quite traditional posters. Placed around colleges and agencies, they encouraged students & industry specialists to make pledges of their own & upload to the main D&AD website. And have a little fun with the campaign idea and images in the process.
The outcome:
Over 7500 pledges were received and blog activity went crazy, with lots of debate around the campaign good and bad - but that’s how we like it. I’ll Be There created a genuine buzz around the notion of celebrity within our industry and demonstrated a rich interplay of “traditional” and digital skills.
