1. D&AD Student Awards 2012 Grab the attention of your dream employer.
Make Your Mark The Challenge an entire day with, driving around
Brief set by: D&AD Is there one employer that you’ve selling drinks (as they did in the early
Written by: Rory Fegan, Pearlfisher always wanted to work with, but never days).
and Amanda Moorby, D&AD known how to grab their attention? • Ensure your idea is reflective of your
Sponsored by: D&AD One idea that you’ve always wanted to skills and portfolio.
make a reality, but have never had the • Have an opinion: agitate, inform,
chance to? This is your opportunity to inspire.
pick your own client, target audience,
and medium, pass you by. • Avoid clichés
We’re asking you to come up with an Judging Criteria:
idea or method to present yourself that • Great ideas, which express originality,
puts you on the map. It may challenge innovation or inspiration.
the very foundations of creativity as • Great craft.
we know it, or simply demonstrate • New ways and means of
exceptional craft, skill and passion. communicating.
Deadline for this Brief: Either way, we’re looking for entries - in
Entries for this brief must be submitted any medium - that get you noticed.
by Friday 9 March 2012. Deliverables
Supporting objects must be received Background: Upload a presentation film of your
at D&AD offices by Friday 16 March work (max 2 mins). You may also
2012. With over 25,000 advertising and upload supporting images and/or post
design students graduating into the supporting objects and/or upload a
UK job market alone, it is important – zip folder of supporting interative work.
Benefits: now more than ever - that you harness Please see the Formatting Guidelines
Shortlisted entrants will be eligible your creativity and learn how to market PDF for more information.
to interview for the D&AD Graduate yourself. Why you are different? What
Academy. makes you special? Thinkers and
makers are the lifeblood of the industry Further Information:
and the demand for first-rate talent See www.dandad.org/studentawards
never diminishes; all you need to do is @baby_pencils
grab opportunity with both hands, and
make your mark.
#bp_makeyourmark
Mandatory
A link to your portfolio and contact
details.
Considerations:
• Think about who your employer could
be; an agency, art director, brand,
celebrity or producer, and tailor your
response accordingly
• Who’s work do you most admire?
• Impassioned targeting - research the
culture of the company or personality
that you are trying to be noticed
by. They vary enormously and your
message should be in keeping with
this.
• Consider how you connect with
heart and mind. People like working
with people they know – how do you
portray a sense of self? For example,
the founders of Innocent have the
van test – they will only give a job to
someone they could happily spend

2. D&AD Student Awards 2012
Rules
The contest is organised by D&AD, registered supporting material only. 2.6.3 denigrate sponsors or sponsor branding,
offices 9 Graphite Square, Vauxhall Walk, London, 1.9 In order to assist D&AD in promoting the subject sponsor branding to derogatory treatment
SE11 5EE. By entering the contest entrants winning work after judging all entrants are asked to or otherwise bring the sponsor and/or its brands
agree to comply with these rules. provide credits for each entry. These must include: into disrepute;
(a) Full names of entrant/s 2.6.4 do anything to suggest that the entrant is
Only full or part time students enrolled on endorsed, associated or otherwise affiliated with
(b) Full names of tutor/s (as applicable)
recognised undergraduate, postgraduate and the sponsor;
Higher Education courses anywhere in the world (c) The name of their college or university (as
2.6.5 provide or make available sponsor branding
are eligible to enter (HND, BTEC, BA, BSc, MA, applicable)
to any third party for any purpose.
MSc, MD or equivalent are all recognised). 1.10 Entrants who wish their physical Response
2.7 For the avoidance of doubt the sponsors for the
(supporting material) to be returned to them after
D&AD Student Awards 2012 are as listed on the
There is one exception. New Creatives can enter the contest must clearly indicate this, in the form
sponsors’ page of www.dandad.org.
the ‘Make Your Mark’ brief. D&AD consider New of a ‘return request’, at the time of entry and, if
applicable, pay the necessary return postage or 2.8 For the avoidance of doubt the sponsor clients
Creatives to be under 26 years of age on 9 March
delivery charges. for the D&AD Student Awards 2012 are as detailed
2012 or to have graduated less than two years
on the individual briefs.
ago on 9 March 2012. 1.11 The closing deadline for entries to be received
by D&AD is Friday 9 March 2012 at 5.00pm. D&AD 2.9 Entrants who submit a Response that contains
accepts no responsibility for lost or undelivered any trademark or logo or other branding other than
1 Entering the Contest
entries. Proof of postage does not guarantee that those specifically submitted by the sponsors may
1.1 Entry is open to individuals working alone or be asked to re-submit their work without such
an entry has been received by D&AD.
groups of up to five persons working as a team. branding.
1.12 D&AD is under no obligation to refund
1.1.1 There can be no mixing of teams between
payments made for either individual Entries or
students and those not in full-time education. 3 Ownership of your Work
groups of Entries. Under the circumstance of
1.2 Entrants should register at the D&AD Site technical error it is at the discretion of D&AD to 3.1 Entrants retain ownership of their Responses
(http://www.dandad.org/studentawards) download refund payments. submitted into the contest but where such work
a brief, generate a response to that brief (“the incorporates sponsor branding entrants may only
Response”) and submit their work in accordance use the work in accordance with the sponsor
2 Sponsors Logos & Names
with the deliverables as laid out in their chosen guidelines. Entrants may remove sponsor branding
brief. 2.1 Sponsors may submit their own branding
from their Responses and after that may use such
or that of the sponsors’ clients for the purpose
1.3 Entrants can download and respond to as Responses at their own discretion.
of inviting Responses. All rules relating to the
many briefs as they wish; they may also submit 3.2 By submitting a Response entrants grant D&AD
sponsors’ branding apply equally to the sponsors’
more than one Response per brief. Each Response and the relevant sponsor a non-exclusive licence
clients’ branding.
is considered a separate entry and will need to be for the duration of copyright protection to reproduce
accompanied by the relevant fee. 2.2 All sponsors operate strict controls on the use
or distribute a reproduction of their entry in all
of their names, trademarks and logos. Any misuse
1.4 All Responses must be the original work of the media in order to promote, or act as a historical
of sponsor brands by an entrant will lead to the
entrants. Entrants who incorporate any images, record of, the D&AD Student Awards or D&AD as
disqualification of all that entrant’s responses and
writing, music or other creative material belonging an organization or a sponsor’s involvement with
may expose the entrant and D&AD to legal claims.
to someone else must obtain the other party’s the D&AD Student Awards or as part of any D&AD
permission. Entrants may be asked to evidence 2.3 By submitting a Response entrants agree to publication (whether online or offline).
their ownership of the Response and should keep use the sponsor branding only in accordance with
3.3 Entrants agree that, should a sponsor wish
dated records of all working materials. these terms and conditions.
to develop or use a Response for commercial
1.5 Moving image Responses that are 2.4 The sponsors permit entrants to use the purposes, the entrant will enter into negotiations
accompanied by sound recordings whose copyright submitted branding for the sole purpose of with that sponsor to agree terms for such
is not owned by the entrants will not be promoted responding to the brief sponsored by that sponsor. development or usage before negotiating with any
in the event of a prize being awarded. Entrants will 2.5 Entrants may: other party in relation to the Response. We refer to
be asked to re-submit a version that can be publicly 2.5.1 only use sponsor branding on Responses this as the First Negotiation Agreement. The First
distributed. submitted to the D&AD Student Awards 2012; Negotiation Agreement will remain in operation
1.6 New Creatives can only enter the ‘Make Your from the date of submission of a Response until
2.5.2 include a submitted Response in their one week after the awards ceremony. Initial contact
Mark’ brief. personal portfolio in exactly the same format as between entrants and sponsors will be facilitated
1.7 The fee for entry is £17 inc VAT per Response that submitted to the D&AD Student Awards 2012. by D&AD only. Entering into a First Negotiation
for non-members of D&AD or a discounted rate of 2.6 Entrants must not: Agreement does not constitute a guarantee that
£12 for members of D&AD or students enrolled
2.6.1 use sponsor branding on any other material either party will reach a final agreement.
on a course which is registered as an Education
or for any other purpose; 3.4 D&AD advises all entrants to obtain
Network Member of D&AD. In order to qualify
for the discount no membership fees should be 2.6.2 upload their submitted Response to any independent legal advice in respect of any
outstanding at the time of entry. online location before the nominations have been agreements being discussed between sponsor and
announced whether as part of an open or access- entrant.
1.8 All Entries must be submitted via our online
restricted site;
entry system. Physical entries may be submitted as

3. D&AD Student Awards 2012
Rules
4 Judging the Contest found on the winners’ area at www.dandad.org/ requested at the time of entry D&AD will take the
4.1 D&AD will appoint a jury that shall be studentawards. following actions:
composed of judges who in D&AD’s sole discretion Best of Year: a Certificate, a year’s free (a) All prize-winning work entered will be stored to
have the appropriate qualifications to judge the membership of D&AD, work featured on the D&AD be displayed at exhibitions until 30 May 2012.
work. Responses will be considered in accordance website and promoted to industry, work exhibited at (b) Models, 3D objects and other items which are
with D&AD’s selection criteria. These are: key D&AD events, invite to participate in the D&AD of high quality will be stored until 30 May 2012.
(a) An excellent creative idea; and Workshops and key D&AD events. The right to use
(c) All other remaining items that are unsuccessful
the D&AD Student Award Best Of Year kitemark as
(b) Excellent craft or execution; and at the time of judging will be destroyed or recycled
found on the winners’ area at www.dandad.org/
(c) On Brief where appropriate.
studentawards.
4.2 The jury will be asked to create a shortlist of (d) All materials that remain after 30 May 2012 will
5.2 Winners are all entrants awarded with a
Responses to act as a record of the best of the be destroyed or recycled.
Nomination and above. All winners of a Student
year. This shortlist will be termed Best Of Year and Yellow Pencil will be considered for the final prize: 6.3 D&AD is unable to guarantee the safety of
will appear on www.dandad.org. From this shortlist, work entered and is unable to accept responsibility
Student of the Year: A Student of the Year Yellow
prizes will be awarded to a select number of the for the loss or damage of entries received. D&AD
Pencil
Responses whom the jury considers, in its sole advises all entrants to retain a copy of their work
discretion, to be the best Responses. 5.3 Student Yellow Pencil and Nomination winners for their portfolio.
will share a travel and accommodation fund of
4.3 The jury is not limited in the number of prizes it
£20,000 for the attendance of at least a single
can award and similarly there is no guarantee that 7 General Points
representative from each team at the prize giving
a jury will award a prize in a category if they do not 7.1 D&AD reserves the right to make changes to
ceremony. Furthermore £2,000 will be awarded to
feel that work is of the standard required. these rules, if necessary, from time to time.
the winners of the Student of the Year in the form
4.4 The jury has the right to edit pieces submitted of a cash prize. 7.2 The Rules are subject to English law and
as part of a Response and to ask for only any dispute that is not resolved by consultation
5.3.1 Bursary: There will also be a bursary awarded
certain parts of the Response to be displayed or between the parties shall be referred to the courts
to the winners of the Moving Image, Illustration and
promoted. of England and Wales.
Photography briefs as extended placements cannot
4.5 General feedback will be gathered from the be guaranteed for these categories. For any enquiries relating to the D&AD Student
jury. This will be available to view on the D&AD Awards please contact studentawards@dandad.org
5.4 Where more than one person has created the
website when the winners are announced. or telephone: +44 (0)20 7840 1111.
Response the team can divide their share of the
Individual feedback will not be available.
travel fund to subsidise costs for each member
4.6 If D&AD is made aware of any concerns that attending or select a single member to be funded
a Response does not constitute the original work for travel and accommodation.
of the entrant then in the first instance D&AD
5.5 Winning tutors will also be recognised within
will contact the entrant and will ask for copies
the awards and will receive a certificate.
of any notes or drawings which evidence the
entrant’s assertion to be the creator of the work. 5.6 Winning Responses will be promoted to the
D&AD will also contact credited tutors for further creative industry via the D&AD’s website, through
information. Where possible D&AD will consider press releases and any other means deemed
the evidence gathered and decide whether to allow appropriate by D&AD. In addition all winners will be
the Response to remain within the contest or to eligible to display their work on the Talent section of
remove it. D&AD’s decision is in its sole discretion D&AD’s website.
and is final. 5.7 Placements and other prizes unique to
each brief will be awarded at the discretion of
5 Prizes the sponsor with guidance from D&AD. To be
considered for one of these prizes the student
5.1 The prizes to be awarded are as follows:
must have attained a Nomination or a Student
Student Yellow Pencil: Student Yellow Pencil award, Yellow Pencil. In the event of a team being chosen
a Certificate, a year’s free membership of D&AD, it is at the sponsors discretion to amend the
work featured on the D&AD website and promoted offering to cover all or a single team member.
to industry, work exhibited at key D&AD events,
invite to participate in the Graduate Academy
6 Return of Materials
and key D&AD events. The right to use the D&AD
Student Award kitemark as found on the winners’ 6.1 Materials will only be returned if a return
area at www.dandad.org/studentawards. request was made at the time of entry and the
appropriate postage fee was paid in advance. For
Nomination: a Certificate, a year’s free membership
those wanting to collect their work from our offices
of D&AD, work featured on the D&AD website
this must have been requested at the time of
and promoted to industry, work exhibited at key
entry and collection must take place no later than
D&AD events, invite to participate in the D&AD
5.00pm on 30 May 2012.
Workshops and key D&AD events. The right to use
the D&AD Student Award Nomination kitemark as 6.2 In the event that the return of materials is not

4. D&AD Student Awards 2012
Formatting Guidelines
The following guidelines are mandatory and video in one single file. Media must model.
for all entries. Brief specific deliverables come from an uncompressed format • ttach a completed entry label to the
A
will only be accepted if submitted in the (e.g., Beta, MiniDV or DVCam). base of each object. Use the naming
formats and specifications listed below. structure detailed on this page.
Entry deadline: Friday 9 March HTML, Interactive work, Websites,
Virals, Widgets or Apps Naming Files & Folders
Entries are first judged online; therefore • pload a ZIP folder containing all the
U • aming digital files: Entry number_part
N
you are only required to upload the necessary files. number
digital version or ZIP folder of your work. • se the naming structure detailed on
U • .g.: 0001_01 for the first part,
E
These will be used by the jury to select a this page for the root folder, index file, 0001_02 for the second part, and so
shortlist for the next round of judging. Flash or Shockwave files. on, in the order you would like your
• end websites in their entirety as a
S work displayed.
Your presentation can include the static Firefox/Safari compatible HTML project. • he entry number will be provided when
T
image, video, audio and interactive • end all Flash and Shockwave projects
S you complete the entry form on the
formats listed on this page. embedded in HTML. website.
• nsure Firefox/Safari compatibility.
E • aming ZIP folders: Entry number (e.g.:
N
Presentation Films Submit a single CD or DVD containing 0001)
Accepted video file formats: all necessary files as a backup for your
entry. Uploading your work on our portfolio
HD 1080p/1080i • ttach a completed entry label to the
A system
Aspect ratio: 16-9 CD or DVD. Use the naming structure When you have completed registering
Resolution: 1920 x 1080 detailed on this page. your entry you will be taken to the
Frame rate: 25-30 fps portfolio system where you can upload
Bitrate: 15-25 Mbps Audio Files the digital copies of your work. These are
File Format: MPEG2/MPEG4 or MOV File format: MP3 or WAV, Sample size: 16- referred to as projects.
Codec: H264 or MPEG2 bit, Sample rate: 44100khz
• ou will need to attach a cover image of
Y
PAL • ile extensions must read .mp3 or
F no more than 176x120 pixels for your
Aspect Ratio: 4-3 .wav. project, maximum file size 1MB
Resolution: 720 x 576 • o not include audio introductions/
D • ormats other then those listed on
F
Frame rate: 25 fps presentations. this page will not be accepted by the
Bitrate: 8-15 Mbps • se the file naming structure detailed
U portfolio system.
File Format: MPEG2/MPEG4 or MOV on this page. • nce you have clicked ‘Submit Project’
O
Codec: H264 or MPEG2 you will no longer be allowed to edit or
Supporting Static Image Files amend it.
PAL Image format: Jpeg • mail addresses of collaborators must
E
Aspect Ratio: 16-9 Image resolution: 300 dpi be registered on www.dandad.org/
Resolution: 1024 x 576 Colour mode: RGB studentawards in order for collaborators
Frame rate: 25 fps Image length: 15 cm along the longest to see the work
Bitrate: 8-15 Mbps axis. This should be in landscape format • emember to link your project to your
R
File Format: MPEG2/MPEG4 or MOV for viewing on a screen. entry when completed.
Codec: H264 or MPEG2 • ploading ZIP Folders for interactive
U
Supporting ‘Physical’ Material work is handled within the ENTRY
NTSC • All supporting ‘physical’ material must system.
Aspect Ratio: 4-3 arrive at the D&AD office by Friday 16
Resolution: 720 x 480 March. Names & Credits on Work
Frame rate: 30 fps • Only submit supporting material in the No names should be visible on any work,
Bitrate: 8-15 Mbps form of prototypes/3D models. either digitally uploaded or physically
File Format: MPEG2/MPEG4 or MOV • Use your presentation film, not the submitted. Similarly, names or credits
Codec: H264 or MPEG2 supporting material, to explain your should not be audible on your audio
idea and execution. recordings. Failing that, we may ask you
NTSC • Do not send physical and digital to re-submit your work with all credits
Aspect Ratio: 16-9 versions of the same work. removed.
Resolution: 1024 x 480
Frame rate: 30 fps Supporting 3D Objects Please note: digital copies of your
Bitrate: 8-15 Mbps • ll supporting 3D objects must arrive at
A entry will be used on www.dandad.
File Format: MPEG2/MPEG4 or MOV the D&AD office by Friday 16 March org/studentawards and for any other
Codec: H264 or MPEG2 • nly submit 3D objects if specified in
O promotional uses by D&AD. If you have a
the brief’s deliverables. query regarding submitting work please
Files must be multiplexed with audio • pload a digital photograph of your
U email: studentawards@dandad.org