D&AD to Turn Awards Into Insight with The Future Laboratory Partnership
D&AD, the global creative association for the advertising and design professions, is announcing a new partnership with trend forecasting consultancy The Future Laboratory, as it looks to draw rich insights from its Professional Awards for the benefit of the creative industries.
Following the annual judging of the D&AD Professional Awards, which this year takes place between 19-23 April, The Future Laboratory will produce a series of trend reports split across seven creative disciplines. The reports will be released exclusively to D&AD Members following the Professional Awards Ceremony in May, before being made widely available in June.
Holly Hall, Awards Director at D&AD, commented: “Each year, D&AD is privy to the world’s best in commercial creativity. D&AD is synonymous with creative excellence and no other body gets to see such an extensive and diverse spread of brilliance across both advertising and design.
“By joining up with The Future Laboratory, we’re aiming to turn this wealth of creative data and case studies that we have into real actionable insight for the benefit of the industry. This partnership will help us provide further inspiration and professional development to both young and old creatives alike, positioning D&AD as an invaluable community resource.”
The Future Laboratory first began working with D&AD in 2014, with the two organisations collaborating on the 2015 New Blood Awards. In a step-change from previous years, entrants to the D&AD New Blood Awards were given four trend toolkits to tackle a range of newly designed multidisciplinary briefs. With each brief specifically crafted to accurately replicate the real challenges faced by modern brands and develop the skills sought after by industry, The Future Laboratory partnership enabled young creatives to have to access to the same high-level insight used by industry, to help shape their responses.
Kirsty Minns, Creative Director at The Future Laboratory, commented: "The Future Laboratory is honoured to be working with D&AD to define the trends and forces shaping design and creativity and how these trends will impact the future of the creative industries."
Launching the partnership will be a special President’s Lecture on January 21: ‘Awakening Tech’. Held at Logan Hall, Institute of Education, The Future Laboratory will introduce one of their key macro trends for 2015, exploring the rise of ‘phygital’ and seeking to uncover how technological advancements and the digital universe are impacting creative practitioners. Bringing the talk to life will be three digital artists who are using technology to push their craft forward:
· Andreas Fischer, investigating the effects of technology and automation on society and contemporary art.
· Quayola, a visual artist whose work explores photography, geometry, time-based digital sculptures and immersive audiovisual installations and performances.
· Lawrence Lek, who is interested in the transformation of utopian visions through prototypes, simulations, videos and installations.
Tickets are free for D&AD members, £5 for students and £15 for non-members. To book your place, visit http://shop.dandad.org/events/awakening-tech-21-jan-2015/