{"id":5670,"date":"2016-06-01T05:44:22","date_gmt":"2016-05-31T21:44:22","guid":{"rendered":"https:\/\/www.curtin.edu.au\/news\/double-win-global-creative-design-awards\/"},"modified":"2022-12-07T13:07:38","modified_gmt":"2022-12-07T05:07:38","slug":"double-win-global-creative-design-awards","status":"publish","type":"post","link":"https:\/\/www.curtin.edu.au\/news\/double-win-global-creative-design-awards\/","title":{"rendered":"Double win at global creative design awards"},"content":{"rendered":"

Two alumni, Maya Halilovic and Marina Vasilieva, have each taken out a \u201cpencil\u201d at the 2016 Design and Art Direction (D&AD) New Blood Awards \u2013 a prestigious award that celebrates the finest creative work in the world.<\/p>\n

As a category of the D&AD Awards, the D&AD New Blood Awards are open to students and recent graduates. To enter, participants must take a brief listed on the awards site and create a campaign for it. Until now, no one from Curtin or Western Australia has ever won a pencil in the New Blood category.<\/p>\n

\u201cAt the core of it all, the goal was to solve an existing problem with an honest insight and innovative approach,\u201d says Vasilieva.<\/p>\n

Both Halilovic and Vasilieva are creative advertising and graphic design graduates, and each focused on a different campaign brief.<\/p>\n

Rebel with a cause<\/h2>\n

Halilovic focused on the Dr. Martens Brief \u2013 to reboot radio writing. Her instructions were to \u2018harness radio\u2019s potential to connect customers old and new with Dr. Martens’ spirit of rebellious self-expression\u2019. To that end, Halilovic created an experiential campaign to help small local bands and artists get discovered. She named it Band in a Booth.<\/p>\n

\u201cIt was a series of aggressive posters that very publicly shamed highly-paid musicians for their terrible song writing, pointing out that almost anyone could do better.\u201d Halilovic says.<\/p>\n

\"Maya
Maya Halilovic\u2019s Band in a Booth campaign. Credit: D&AD, dandad.org<\/figcaption><\/figure>\n

Not afraid to offend a few people, Halilovic\u2019s Band in a Booth pokes fun at mainstream music in true Dr. Martens spirit.<\/p>\n

\u201cThe idea came from my partner complaining that the radio at her work simply played the same songs constantly,\u201d Halilovic says. The next step was of finding the right way to give the idea traction.<\/p>\n

\u201cI always find there are two challenges with anything in advertising,\u201d Halilovic says. \u201cFirstly, why should anyone care? Secondly, trying to answer \u2018how can I make this live beyond the brief?\u2019 The brief was to create a radio ad, so what would this ad also look like as a billboard? Does it need a TV commercial? Can it go online? Can we turn it into an emoji? Can we make the news?\u201d<\/p>\n

\u201cI\u2019ve always had a fondness for writing. I remember being 15 and very dramatically announcing to my parents that I was going to give up pursuing a career in accounting to become a writer instead.\u201d<\/p>\n

With a New Blood pencil in her cap, her decision appears to have paid off.<\/p>\n

A new way to do news<\/h2>\n

Vasilieva took a different road. Her chosen brief was from the The Telegraph and asked budding creatives to \u2018develop an innovative digital solution to get a younger audience to think again about The Telegraph\u2019.<\/p>\n

As one of the United Kingdom\u2019s leading newspapers, The Telegraph has a 160-year history of delivering thoughtful journalism and commentary yet, despite its prestige, engaging with younger generations has proven to be a major challenge.<\/p>\n

\u201cThe development of digital platforms has affected the way people source their news, because it is commoditised news. They can get free sound bites of news anywhere, and they don\u2019t expect to pay for it,\u201d says Jane Austin, Head of UX at The Telegraph, in an interview with D&AD.
\nBut, she adds, The Telegraph still has great stories and great journalism. Their goal is to make sure it still has a place on digital platforms where images, videos, audio and reporting fuse together into something fantastic.<\/p>\n

With this in mind, Vasilieva came up with the concept of GeoTelegraph<\/a> \u2013 a real-time news app that puts news broadcasting in the hands of the people.<\/p>\n

\u201cGeoTelegraph aims to provide users with real-time news through a live map of their area,\u201d Vasilieva states in her submission. \u201cUsers can create their own stories or contribute comments, pictures and videos to stories that are relevant to them by seeing what’s hot on the map or checking out what’s trending in the InfoHub.\u201d<\/p>\n

\u201cIt was an easy choice for me to pick the Telegraph brief,\u201d says Vasilieva. \u201cI was passionate about the problem as it was one I saw happening around me and it was a problem I was a part of.\u201d
\nVasilieva says self doubt was a challenge to overcome in order to get to a good place with her work.<\/p>\n

\u201cI’ve always seen a D&AD pencil as this massive, unattainable award that I could strive to achieve but never really manage to because it was out of my reach,\u201d she says. \u201cAt the end of the day, you can’t really let doubt stop you because eventually it gets in the way of the creative process.\u201d<\/p>\n

 <\/p>\n

Onwards and upwards<\/h2>\n

Both Halilovic and Vasilieva will now journey to London to take part in the awards ceremony. There, they may be selected for a coveted spot in the D&AD New Blood Academy, a two-week creative bootcamp designed to catapult young creatives into industry.<\/p>\n","protected":false},"excerpt":{"rendered":"

Two alumni, Maya Halilovic and Marina Vasilieva, have each taken out a \u201cpencil\u201d at the 2016 Design and Art Direction (D&AD) New Blood Awards<\/p>\n","protected":false},"author":4182,"featured_media":5671,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_oasis_is_in_workflow":0,"_oasis_original":0,"_oasis_task_priority":"","_relevanssi_hide_post":"","_relevanssi_hide_content":"","_relevanssi_pin_for_all":"","_relevanssi_pin_keywords":"","_relevanssi_unpin_keywords":"","_relevanssi_related_keywords":"","_relevanssi_related_include_ids":"","_relevanssi_related_exclude_ids":"","_relevanssi_related_no_append":"","_relevanssi_related_not_related":"","_relevanssi_related_posts":"","_relevanssi_noindex_reason":"","wds_primary_category":0,"wds_primary_research-areas":0,"footnotes":""},"categories":[3],"tags":[],"research-areas":[],"class_list":["post-5670","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-campus-and-global-community"],"acf":{"post_options":{"":null,"additional_content":{"title":"","content":"","image":false},"related_courses":[{"title":"Creative Advertising and Graphic Design","qualification":"Bachelor of Arts (Humanities)","link":"http:\/\/courses.curtin.edu.au\/course_overview\/undergraduate\/creative-advertising-graphic-design","description":"","faculty":"Humanities"}],"credits":{"author":{"title":"Nikky Lee","url":"#","target":""},"photographer":"","media":false},"display_author":true,"banner":{"image":false}}},"featured_image":"https:\/\/www.curtin.edu.au\/news\/wp-content\/uploads\/2022\/07\/254302_61fc7bf5015b445382bd18a30dfae839-848x500.jpg","author_meta":{"first_name":"Zoe","last_name":"Taylor","display_name":"Zoe Taylor"},"publishpress_future_action":{"enabled":false,"date":"2026-04-17 06:06:09","action":"change-status","newStatus":"draft","terms":[],"taxonomy":"category","extraData":[]},"publishpress_future_workflow_manual_trigger":{"enabledWorkflows":[]},"_links":{"self":[{"href":"https:\/\/www.curtin.edu.au\/news\/wp-json\/wp\/v2\/posts\/5670","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.curtin.edu.au\/news\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.curtin.edu.au\/news\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.curtin.edu.au\/news\/wp-json\/wp\/v2\/users\/4182"}],"replies":[{"embeddable":true,"href":"https:\/\/www.curtin.edu.au\/news\/wp-json\/wp\/v2\/comments?post=5670"}],"version-history":[{"count":0,"href":"https:\/\/www.curtin.edu.au\/news\/wp-json\/wp\/v2\/posts\/5670\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.curtin.edu.au\/news\/wp-json\/wp\/v2\/media\/5671"}],"wp:attachment":[{"href":"https:\/\/www.curtin.edu.au\/news\/wp-json\/wp\/v2\/media?parent=5670"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.curtin.edu.au\/news\/wp-json\/wp\/v2\/categories?post=5670"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.curtin.edu.au\/news\/wp-json\/wp\/v2\/tags?post=5670"},{"taxonomy":"research-areas","embeddable":true,"href":"https:\/\/www.curtin.edu.au\/news\/wp-json\/wp\/v2\/research-areas?post=5670"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}