D&AD Judges Feedback

Below are some key pointers that were iterated by the Judges regarding last years entries- though they do address specific elements that relate solely to last years brief, generic advice was also offered which I have decided to list below as aspects that I will consider when designing.

To Consider:

"A common difference between successful and unsuccessful entries was insight vs. absence of insight."

"READ READ READ the brief then read it again. Refer to it throughout."

"Know your audience (and realise how lucky you are if it's you!). Know your brand and what they do – don't repeat what they already know."

"Don't overcomplicate. Simple ideas are harder to get to. Refine. Refine. Refine."

"Ask your friends if they'd use/partake in the idea."

"Always refer back to the brief to avoid creative misjudgement and make sure you answer it."

"Think how others would perceive your ideas."

"Keep on going. D&AD standards are exceptionally high so look at the winners and be inspired, though not directly influenced by them."

"Simple ideas are stronger and sometimes more adaptable too. It's difficult to avoid over-complicating but a more straightforward idea always has more impact."

"Work needs a hook - an unexpected way in to capture my attention in the first two seconds.""When you have an unknown brand and quite a complicated premise it's really important that your idea doesn’t confuse."

Source: http://www.dandad.org/en/new-blood-awards-judges-feedback/