Creating an industry movement
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The Relationship
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 Kander, we shot six industry heroes to make iconic and – dare we say it – quite traditional posters. Placed around colleges and agencies, they encouraged students and industry specialists to make pledges of their own and upload to the main D&AD website. And to have a little fun with the campaign idea and images in the process.
The Outcome
Thousands of 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.
Tags: award-winning, campaign, charity, client, community, creative, D&AD, featured, social, tech, web
