Making a pledge
In June 2009, the D&AD celebrated their 10th New Blood exhibition, showcasing the UK's top graduating creative talent. The event is where those in a position to hire the students can check out the talent and start a conversation.
In recent years the event has failed to attract sufficient numbers of senior creatives (CCOs, ECDs, CDs) who are the ones that actually make the hire.
The event was also smack bang in the middle of the worst recession for 80 years - with many experts forecasting a lost generation of graduates.
Something had to be done. The whole creative industry needed to stand up and be counted. To pledge their support.
The idea
The idea is simple, to pledge your support, to say "I'll be there". We chose 6 leading creatives who are active volunteers within the D&AD, to lead the charge and worked with the acclaimed photographer Nadav Kander.
- Neville Brody, Graphic Design
- Graham Fink, Advertising
- Morag Mysercough, Architecture & Design
- Caroline Pay, Advertising
- Mark Waites, Advertising
- Simon Waterfall, Digital
With each of the key volunteers pledging their support, other industry members where then challenged to follow and pledge via the website, leaving a video message or photograph.
How to view the work
Notable results
In six weeks, X,000 industry members pledged their support. Y,000 students also signed up previewing their work to potential employees.
Many agencies displayed the posters on their buldings showing their own support for the event.
Copy cat posters sprang up on Flickr and Blogs claiming their own support for D&AD