Colenso BBDO group creative lead Beth O’Brien to represent NZ on the D&AD Experiential jury

D&AD has revealed the global line-up of creatives set to take part in the 56th edition of its Awards. D&AD Awards exist to stimulate, inspire and award the very best in creative excellence. Recognising beautiful creative ideas, brilliantly executed.

In keeping with tradition, the D&AD Awards will be judged by some of the international creative communities’ highest profile members. Representing New Zealand on the Experiential jury is Beth O’Brien (pictured), group creative lead atColenso BBDO.

O’Brien has a Masters in Fine Arts, and was a practicing artist before she was drawn to creative advertising. She began her career as an art director at Colenso BBDO, New Zealand, where she won the country’s first D&AD Black Pencil by launching Pedigree K9FM – a radio station just for dogs.

This year, two new Award categories will be launched for entries. The first being Collaborative, which will award continued creative executions achieved from a long-standing relationship between an agency and a client. The second new category is Experiential, which will highlight the importance of brilliant all encompassing brand experience and activation. The category will recognise work that succeeds in demonstrating the interaction between consumers and brands through experience-led activations.

Says Tim Lindsay, CEO, D&AD: “In a media environment that encourages the short-term and tactical it’s never been more important to stand up for craft and creativity. Why? Because the good creates better outcomes than the bad – commercially, socially, sustainably, culturally and politically. D&AD’s role in this is stimulation, not congratulation. There’s too much backslapping when what is needed is a focus on and enablement of creative excellence in advertising and design. We are engaged in a war against mediocrity and you are an important ally. Get involved!”

Entries for the 56th D&AD Professional Awards are already open. Full information on categories, pricing and dates can be found at https://www.dandad.org/awards-2018.

A full list of judges can be found at http://www.dandad.org/en/professional-awards/#judges.