Award briefs - D&AD and YCN (2016)

The following briefs are from D&AD and they are from last year, since the ones for this year are not out yet either for D&AD and YCN.

Adobe: I think I can do something about it. In my opinion, Adobe is attractive for young people, but the prices put them down. Obviously, I can't change the price of these products, but what I can do is maybe make it look more reliable to the parents, which in the end are the ones paying for it. If there are teenagers with iPhones, Apple computers and last generation consoles the problem doesn't erradicate in the money, but in what their interests are.

Young people normally react much more in chain than adults. It might be a matter of putting together what they are interested in and how Adobe can give support. For instance, a videogame player needs to know he can make the next best videogame. The only thing that he needs are the tools, offered by Adobe, which in my opinion look way too proffesionalised and overwhelming, when they can be much more minimalistic and versioned for young users.

For the launch campaign, there could be a program for levels of tutorials, like a game, so the program doesn't look so overwhelming the first time it's used. It would only have a few tools available (unless the user wants to use all of them) so the new users can experience a growth as creatives. It would also make people understand that art is not something you are born with, but a skill you need to practise and something you can get good at.

"a product that enables you to do anything. The only limit is your imagination" is too overwhelming. This could work much better showing precise examples of what can be done using the software.


Amnesty International: This brief made me think of a campaign that Save the Children released in 2014. This campaign I'd say is more for an adult target audience, as it is the girl who is the main character and the one who suffers, which could be any girl. Maybe, for the Amnesty International brief, what needs to be done is the opposite. Make young people aware of the vulnerability of their parents. There is phrase I cannot recall who was from, but it said something like "When a parent pass away is when one becomes aware of his mortality". A hard message for a good purpose.

Dazed: This would be a good opportunity for me to do something in film. I hope there is a similar brief this year I can develope more on.