1 – Choose a creative partner/team based on the creative possibilities of your collaborative practice. Complete the collaborative practice form provided in order to identify your individual and joint interests, abilities, roles and responsibilities.
2 – Visit the D&AD/YCN website to find out more about the organisation, opportunities and resources available online.
3 - Select an appropriate D&AD/YCN Awards brief from the downloadable briefs section of the YCN site. Make sure you download any general information and specific brief related resources.
You will need to complete the creative partnership form, project rationale and initial action plan before starting work on your selected brief.
Background / Considerations
You will need consider the following questions:
'Why should I collaborate?' - Two heads are better than one as long as they communicate. You will now have the luxury of more than one pair of hands. How will you use them effectively?
'Who will I work with?'
'What brief will we choose?'
'What do I need to submit?'
'How will I be assessed?' - Although you will be working as a creative partnership, you will be assessed on your own individual ability to plan,negotiate, manage, record and evaluate your individual contribution to a collaborative project. It is therefore essential that you maintain thorough documentation of your own research, development and production activities in response to the brief as well as your own on-going evaluation of your joint decisions working practices.
Deadlines For D&AD / YCN Submissions for Entry can be found on the D&AD/YCN Website.
As specified on the selected D&AD/YCN brief.
IMPORTANT: Please familiarise yourself with the D&AD/YCN submission Policy, Process, Conditions and Formats at the start of the brief and allow time to prepare your submission accordingly.
In addition you will need to submit evidence of individual and joint problem analysis, research activities, project management and design development appropriate to your chosen brief.
Responses to this brief should be be presented on your Studio Practice Blog and labelled with the module code and appropriate Studio Brief & Study Task number
For example: OUGD503 Studio Brief 3
Please note that it is your responsibility to ensure that all work for this brief has been presented and labelled in line with these guidelines by the submission deadline. Work that is incorrectly labelled, posted to the wrong blog or is in anyway unclear or inaccessible will not be assessed
You should ensure that any material, discussions and reflections generated during the taught sessions, workshops and group critiques are evidenced for assessment.
Deliverables
For assessment submission work should be presented on a minimum of 5 x A3 design boards, which clearly articulate your apporach to the brief, summarising the research, development, production and resolution of the brief. These should be documented and presented on your Studio Practice Blog. and should clearly articulate your individual contribution to the Collaborative Brief. Please note that these submission boards will be different (and in addition) to any deliverables specified and produced for the D&AD/YCN Submission
Your work should be supported by appropriate development files and blog entries.
You should also include a screenshot of your submission to your chosen competition.
Refer to the OUGD503 Module Information for further information regarding submission formats for assessment.
Collaborative Team
- Katie Sung (Me)
- Bobonut Lim
- Aneta Sidorko
The Brief we are doing 'D&AD New Blood Awards 2017 | Respect for Animals Brief'.
Summary of Brief:
Background
In the 80s, Respect for Animals (then Lynx) was the first to use mass media to bring the anti-fur movement to the centre of popular culture. David Bailey’s provocative (and D&AD
Black Pencil-winning) ‘Dumb Animals’ campaign helped to change fur from status symbol, to a product of cruelty. Socially, politically and creatively, the campaign was a landmark success. But fast-forward 30 years and the fight against the fur trade is now more urgent than ever Fashion may have evolved significantly since, with ethical concerns making their way to the forefront. But there’s no such thing as ethical fur, and every year 100 million animals still suffer and are killed in the name of fashion as new demand for high-end, high street and fur trim garments has emerged, driven largely by consumers in Russia and China.
The Challenge
Create a piece (or pieces) of online content (video or image), at the heart of a shareable, social anti-fur campaign for the 21st Century, under the heading Fur for Animals. Drive awareness of and followers for Fur for Animals, and spark conversations about the cause. How can you convince people that this is still an issue, that there’s no such thing as ethical fur? And once you’ve got them engaged, what can they do to make a difference? Who is it for? Those who have bought or are considering buying garments made with real fur. Your job is to persuade them to change their minds, so think about their motivations. The wider public who don’t wear fur. ‘Dumb Animals’ worked because it activated the disapproval of this wider audience to undermine the reason why a consumer would spend money on fur.
The Challenge
Create a piece (or pieces) of online content (video or image), at the heart of a shareable, social anti-fur campaign for the 21st Century, under the heading Fur for Animals. Drive awareness of and followers for Fur for Animals, and spark conversations about the cause. How can you convince people that this is still an issue, that there’s no such thing as ethical fur? And once you’ve got them engaged, what can they do to make a difference? Who is it for? Those who have bought or are considering buying garments made with real fur. Your job is to persuade them to change their minds, so think about their motivations. The wider public who don’t wear fur. ‘Dumb Animals’ worked because it activated the disapproval of this wider audience to undermine the reason why a consumer would spend money on fur.
What’s Essential
This isn’t ‘Dumb Animals 2016’. It’s a fresh campaign for a digital world. Come up with
original ideas, executions and use of media. Respect for Animals will be making one of these campaigns a reality. Be bold, be brave, but be realistic.
Obviously, no animals can be harmed in any way to produce your work. Present your idea and strategy, your content piece(s), and an insight into your research and development.
What and How to Submit
Read Preparing Your Entries before you get started for full format guidelines – we won’t
accept work that doesn’t meet these specs.
Main (essential):
Either a presentation video (max. 2 min) OR JPEG slides (max. 8).
Optional (judges may view this if they wish): Interactive work (brand websites, apps etc);
physical supporting material; if your main deliverable is JPEGs, you can also submit
video (max. 1 min total); if your main piece is video, you can also submit JPEGs (max. 4).
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