Campaign Craft: Students embody our future, and it looks bright

There was a time, not long ago, when all student awards were about as coveted as Sunday School attendance certificates. Then the advertising and design businesses finally woke up to the fact that it could get five ’juniors’ for the price of one ’heavyweight’ and the work they produced would be fresher - and there’d be ten times as much of it.

There was a time, not long ago, when all student awards were about

as coveted as Sunday School attendance certificates. Then the

advertising and design businesses finally woke up to the fact that it

could get five ’juniors’ for the price of one ’heavyweight’ and the work

they produced would be fresher - and there’d be ten times as much of

it.



Advertising and design talk a lot of art but when it comes down to the

bottom line (balance sheet) it’s commerce that counts. So, I wasn’t

surprised to learn the creators of the excellent Website from Middlesex

University’s Centre for Electronic Arts, which won the D&AD Students

awards, have already been approached by two design companies. Richard

Mellor, who won this year’s D&AD silver for Interactive Design, called

the site ’indistinguishable from the work of a seasoned

professional’.



Similarly, probably the most exciting pieces in the whole show, and

twice as remarkable because they were in the point-of-sale category,

were those of Stephen Royle of the University of Central Lancashire.

Bright and brash in pop-art columns and extruded plastic moulds, Royle’s

work captures the quirky artiness of Paul Smith’s shops.



Paul Smith and his chief designer, Aboud Sodano, thought so too. So

Royle’s work is now part of a travelling Paul Smith exhibit touring

Japan, which helped persuade us to name Stephen Royle our Student of the

Year.



In the final judging, the nearest work past the finishing post to this

point-of- sale work was from another unglamorous category, radio. I’d

put this campaign up with some of the best I’ve heard in the last couple

of years. You’ll be hearing the spots for Staropramen beer on Capital

Radio, because part of Capital’s sponsorship is free airtime.



That’s another sign of how seriously these awards are being taken.

Theo’s Kebab takeaway-type sponsorship has given place to rather better

known names such as Sony, BT and the Design Council.



Media is the boom business of the future. Media Studies is now the most

over-subscribed degree course at UK universities. More than a hundred

different colleges participated in this year’s D&AD Student Awards.



When I was president of the Creative Circle, I made youth a priority by

cutting off the jury age at 35. As president of D&AD, I feel we can put

students even more in the engine room of change. I hope visitors to

D&AD’s Student Expo will agree that the engine’s been jump-started.



Topics

Become a member of Campaign from just £46 a quarter

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.co.uk ,plus get exclusive discounts to Campaign events

Become a member

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

Partner content

Share

1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).