Creative Advertising Student Wins D&AD New Blood Pencil

13 July 2017

Second year BA (Hons) Creative Advertising student Lisi Davis has won a coveted D&AD Pencil at this year’s New Blood Awards!

Lisi Davis, who will be going into the final year of her degree in September, won a D&AD New Blood Wood Pencil for her work ‘What do you want to be?’, in response to a brief set by The British Army.


Her work centred on the key question ‘Who do you want to be?’ and aims to make The British Army feel like a viable option for a non-traditional audience. Lisi explains:

“The target audience don’t think they belong in the army as it has a reputation of being for those who embody typically masculine traits….I needed to make a campaign that overcame this by making them feel needed/wanted…

My big idea centres on the belief of ‘who do you want to be?’ The print ads contain light hearted, humorous scenarios, making the reader feel as if they are good enough for the army, especially with the copy ‘you’re not as far off as you think’.”

Lisi Work 2

Lisi Work

The D&AD New Blood awards provide a platform for students and other new creatives to test their limits on real briefs, set by real clients with brand representatives and industry experts deciding which work will receive a coveted D&AD Pencil. Winners reflect the best in young global creative talent, with the Wood Pencils being awarded to a shortlist of the best work submitted for each brief.

Lisi’s tutor, Nick Young commented:

"We are dead proud of Lisi's success at the New Blood Awards. As always the standards were really high, so to win a pencil as a second year student is a fantastic achievement"

Lisi’s work will be on display as part of the D&AD New Blood Awards Showcase at D&AD HQ, Cheshire Street from 5 July to 28 July 2017.