D&AD New Blood Awards 2019/ Adidas Response

The Design & Art Direction (D&AD) New Blood Awards are a graduate showcase, in which several companies set marketing and advertising briefs to young creatives to interpret and tackle. This year I responded to Adidas’ brief to create a campaign for young girls between the ages of 14-19, from cities including London, Paris, New York and Tokyo. The aim was to encourage girls to get involved with the sports that needed the greatest shift. These sports include tennis, swimming, rugby, weightlifting, and boxing. The city I focused on was London and the sport I chose was boxing. The brief presented itself with a lot of challenges for me. I wanted to create something that would connect with women, so a lot of my research involved talking to my female friends about the brief and what routes would be more appropriate to go down. Feel free to zoom in and read through each slide individually. It involves the whole of my thought process, insights and execution.