Soft Power's campaign for the 2020 D&AD New Blood Awards is all about debate and opinion

D&AD’s New Blood Awards has been championing, educating and supporting emerging creative talent on a yearly basis since being established in 1980 by Sir John Hegarty. The campaign for New Blood’s 2020 edition, designed by London-based creative agency Soft Power, reflects this 40-year history. Visually, the campaign is a contrast of exposed grids and abstract shapes, following the bold, expressive designs for the 2020 D&AD Festival and Annual, designed by Studio Dumbar and Richard Turley respectively. Conceptually, the campaign is based around the ‘greater than’ and ‘less than’ symbols as a reference to the debates and opinions that New Blood fosters. Hamish Gardner, Founder and Creative Director at Soft Power, adds: “We aimed to create a campaign that felt relevant, something less corporate and more culturally en pointe.