News / 14 May 2024

Students win D&AD New Blood Pencils for ninth year running

BA (Hons) Marketing Communications

Black text on a yellow background with an outlined honeycomb shape in each corner. The text explains how people with Autism can find navigating dating difficult and how AI can help overcome this.

Bumble - AI reply by Bradley Barnes, BA (Hons) Creative Advertising student

A pale peach background with silhouetted buildings in pastel tones. The Adobe logo is in the top right hand corner. In the centre of the image the text A Click Away is in upper case red text. The test underneath explains how Adobe can support Gen Z with content creation.

A Click Away by Sarah Heng, BA (Hons) Creative Advertising

Students from BA (Hons) Creative Advertising (now BA (Hons) Marketing Communications) are celebrating their success after winning coveted D&AD New Blood Pencils.

Final year student Sarah Heng won in response to the Adobe brief with their work ‘A Click Away’, a campaign to inspire Gen Z to pursue a career in content creation. Bradley Barnes won the award for his response to the Bumble brief, using AI to support people with Autism with dating.

Over the past nine years Leeds Arts University BA (Hons) Creative Advertising students have won 12 D&AD New Blood pencils, including Selina Smyllie’s Black Pencil in 2021, the highest level of award. In 2023 final year students Jamie Hesketh and Evie Moysen won the Graphite Pencil for their work in response to a brief set by Heineken.

"I’m made up for Sarah and Brad. Winning a D&AD New Blood Pencil is a fantastic achievement. These are the most converted student, and professional, awards out there. That Sarah and Brad’s strategic and creative thinking has been recognised by the judges is sensational. We’re looking forward to the award ceremony in July where their pencil level will be revealed. This makes it 12 Pencil wins for our course since 2016. And yes, I am counting."

Nicholas Young, Senior Lecturer, BA (Hons) Marketing Communications

D&AD New Blood Awards are open to advertising, design, digital and marketing students, recent graduates and emerging creatives. The briefs are set by real clients and are judged by leading creatives in the field.

Pencil levels will be revealed at the New Blood Awards Ceremony in London in July.

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