First-year Brandcenter students teamed up with students from Manchester Metropolitan University (MMU) for a unique, cross-continental creative endeavor: collaborate remotely and submit original work to the D&AD New Blood Awards.
The idea was simple: give students early exposure to the award submission process while offering them a chance to experience international teamwork in real time. It all began with a conversation at the 2024 Cannes Lions Festival of Creativity between Brandcenter Executive Director Vann Graves and MMU professor Stuart Grainger. Over the course of their discussion, Grainger spoke of the obstacles MMU faced at the prospect of submitting student advertising work to competitions. Graves contemplated the possibilities of a collaboration, and upon his return to the states, reached out to Grainger to solidify a partnership. The two programs hit the ground running and made it happen.
Student participation was voluntary. First-years at the Brandcenter raised their hands, and students in Stuart’s class at MMU opted in. Teams were self-selected, and the students were encouraged to manage the work independently, with Jess Collins, Chair of Strategy at Brandcenter, and Grainger providing mentorship and guidance as needed.
“We really wanted to showcase an international partnership,” Collins said. “We’ve seen a lot of D&AD submissions, but not many joint efforts across borders. This was a way to bring different perspectives together and let the students take the lead.”
Despite time zones and tight timelines—many students were finishing their semesters as the project kicked off—both schools saw meaningful growth in the students who participated.
According to Grainger, the British students were especially struck by the energy and positivity of their American teammates. “The first reaction was just, ‘Wow, they’re so positive,’” he shared. “They really noticed how hard your students work, that nothing was too much for them. It was like, ‘Yeah, we’ll go away and do that. We’ll take it on.’ That attitude really opened their eyes.”
He went on to say that it wasn’t just about the enthusiasm—it was also about a mindset. “There was this sense from the Brandcenter students that there’s always more to do, more ways to improve. That really stuck with our students.”
The work submitted pushed boundaries. Bold, strategic, and refreshingly provocative, the campaigns reflected a fearless creative spirit. “They took risks,” Collins said. “But they backed it all up with thoughtful insight.”
For Vann Graves, Executive Director of the Brandcenter, this project is part of a larger vision. “We’re committed to expanding international partnerships that expose our students to the realities of a global marketplace,” he said. “It’s essential that our students experience firsthand how creative collaboration works across borders and cultures.”Brandcenter is excited to add this collaboration to a growing list of initiatives focused on increasing access to branding education. Brandcenter Extension Programs (BCX) aim to innovate educational opportunities in higher education and the greater advertising industry. Our Cannes Study Abroad program, created in conjunction with the Cannes Lions Festival of Creativity, is entering its second year and offers unmatched networking potential to both undergrad and graduate students. Faculty and students from our full-time Master’s program continue to partner with University of Richmond Bench Top Innovations and the University of Virginia i.Lab Incubator on product innovation and branding as part of our curriculum. We continue to create customized professional development for organizations, and have also added a new concentration in Brand Leadership in the VCU School of Business MBA program.