D&AD briefs urge young creatives to put humans first

D&AD has launched a new set of New Blood Awards briefs for emerging creatives, with several putting original human thinking ahead of artificial intelligence.

The latest briefs show how major brands are framing the work they want from students and recent graduates as the creative sector adapts to rapid changes in technology and audience behaviour. HSBC and JBL have told entrants not to use AI, while Suno has asked 16- to 24-year-olds to start with a human idea and use technology to turn it into music.

Together, the briefs suggest brands are not taking a single view on AI in creative work. Instead, they draw a distinction between software as a production tool and the importance of judgement, taste and concept development at the start of the process.

They also show a clear preference for ideas that generate attention through participation, conversation and real-world interaction rather than paid media alone. That emphasis runs through assignments spanning health, finance, retail, music and consumer goods.

Bupa, for example, is asking entrants to use PR and social media to encourage 25- to 35-year-olds to take a more proactive approach to their mental health. Wise wants an in-person experience for international students that demonstrates its offering in a tangible way.

Other participating brands want campaigns rooted in social platforms and cultural moments. Snickers has asked entrants to reinterpret its long-running "You're Not You When You're Hungry" line for social-first audiences, while JBL is seeking ideas that build cultural relevance around the proposition that bigger occasions deserve bigger sound.

Dirt Is Good is asking entrants to respond to "Dirt Is Good, Whatever the Scoreline" by turning Arsenal's season finale into a cultural moment through an activation or reactive campaign aimed at under-35s. The brief points to the continuing appeal of sports-linked marketing that can travel quickly across social channels when tied to live events.

Broad range

The briefs also extend beyond media and entertainment to more practical consumer and social issues. Huggies wants ideas that change how parents view the open nappy for babies who are constantly on the move. Carrefour is looking for design work to improve the in-store experience for over-65s, and Elevit is seeking work that informs and supports people navigating fertility and pregnancy.

That breadth reflects the role the programme plays in exposing new talent to the range of commercial and social challenges handled by creative teams. It also shows how brands are asking early-career entrants to address not only product marketing, but also design, education, accessibility and behaviour change.

The briefs come from brands in the UK, US, France, Germany and China, spanning sectors including health, finance, music, technology, retail and fast-moving consumer goods.

Human skills

The organisation has run New Blood for more than 45 years as a link between creative education and industry. Through the awards, students and graduates work on live briefs and present ideas judged against professional standards.

Paul Drake, Foundation Director at D&AD, framed this year's edition as a response to uncertainty in the sector and the changing demands placed on young creatives entering the market.

"I don't think New Blood has ever been more important. As the pace of industry change increases, New Blood provides a space where emerging creatives can connect with industry and test their learning within the context of an industry brief. It provides a chance to experiment and collaborate; an opportunity to hone those enduring human skills of taste, judgement and imagination," Drake said.

His comments underline a wider debate across advertising, design and media over where creative value now sits as generative AI tools become more common. For some marketers, the concern is that overuse of automated tools risks flattening ideas and weakening distinct brand voices. For others, the priority is learning how to incorporate those tools without losing originality.

The New Blood briefs capture both positions. Some brands are setting clear limits on AI use, while others are inviting entrants to use technology within defined creative boundaries. In both cases, the briefs place most weight on the quality of the underlying idea and the relevance of the response to a specific audience.

That focus may also reflect a tougher environment for attention, where campaigns increasingly need to prompt participation or discussion to stand out. For emerging creatives, the assignments suggest employers and clients still want concept-led work, even as the means of making it continue to evolve.

The programme remains open to students and graduates around the world as a route to industry exposure, practical experience and professional feedback, with entrants asked to show both craft and originality in response to the challenges set by participating brands.