Highlights from the D&AD Awards

28.04.2017 Neo-kinship : Civic Brands : The Focus Filter
Time Is Precious campaign by Nike, Global

London – LS:N Global picks three stand-out projects from the D&AD Awards, which took place last night.

The Teleporter Adventures kit, a virtual reality (VR) project developed by the Commonwealth Bank of Australia and M&C Saatchi that featured in our Neo-kinship macrotrend, is designed to help children to learn about finance through an engaging platform. It supports parents in their role as educator by creating an immersive narrative that offers cautionary lessons about being careful with money.

The rise of technology and multi-screening has impaired people’s ability to focus, something Nike examined in its Time Is Precious campaign, which featured in our macrotrend The Focus Filter. The ad uses a stripped-back aesthetic of white text against a black background to highlight the time-wasting nature of specific internet activities such as pointless commenting and photo bingeing.

In line with the ideas explored in our Civic Brands macrotrend, Procter & Gamble India’s #ShareTheLoad campaign demonstrates the brand’s commitment to a social cause that ties into its brand ethos. In a culture in which women traditionally do the household chores, the ad poses the question: ‘Why is laundry only a mother’s job?’.

The Big Picture

  • The above examples reflect how brands are helping consumers to focus, exploring the role of technology in the family and practising civic responsibility, themes LS:N Global explored in our latest Trend Briefing
  • For more on the D&AD Awards, see our interview with last year’s judges, who discussed the future of the design industry
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