Two Brandcenter Teams Win D&AD New Blood Awards
Two Brandcenter student teams, made up of members from the Class of 2020, were named winners in the D&AD 2020 New Blood Awards. The awards program is open to advertising, design, digital, and marketing students, recent graduates, and young creatives worldwide.
Both Brandcenter teams were awarded wood pencils for their work on the Penguin Random House brief, which asked teams to, “Heighten the reading experience for young people with Penguin.” The wood pencil is awarded to a shortlist of the best work submitted for each brief.
Huddle by Penguin, created in response to the brief by Pratika Appaiah (XD, 2020), Anna Boutchard (ST, 2020), Emily Rhodes (CW, 2020), and Doug West (XD, 2020), is an interactive platform designed to connect readers around the world. Readers choose one of five curated books in Huddle and take a short quiz about their reading habits. Penguin uses the quiz results to match readers with a like-minded Penguin Pal so that they can interact, share thoughts and stay accountable over the course of the book. By putting the focus back on connection, Huddle brings back the emotional benefits of reading and truly heightens the readers’ experience–both on and off the pages.
"As grad students, we experience the exact problem we were solving for: reading can become another item on the endless to-do list,” said Rhodes. “So we decided to make a solution that gets readers, just like us, excited, engaged, and turning the pages."
The Colony creators Michelle McGuire (ST, 2020), Yotam Ohayon (CW, 2020), Melissa Poe (XD, 2020), and Alisha Taylor (CBM, 2020) identified an unmet need among young adult readers in their work: readers often desire additional context about the book they’re reading, but don’t know what resource to turn to. This presents an opportunity for Penguin to not compete against digital media, but rather use it to feed readers’ curiosities. The Colony is a subscription-based service that fully immerses readers with their books. It offers users a themed set of monthly reads with curated lists of supplemental content that extend their reading experience beyond the book’s pages.
"This project was a challenging one,” said McGuire. “The brief was a big ask and we hit so many walls over the month we worked on it. Learning that we won was the best kind of validation that we landed on something special."
Congratulations to the Brandcenter award winners!