OUGD503 YCN and D&AD Further Research

YCN and D&AD Further Research:

YCN (You Can Now)

Tone of voice
- Student friendly, briefs are easier to understand
- Inspiring
- Playful
- Creative
- Tactile
- Expressive
- Vibrant
- Social influence
- Understated
- Reserved
- Respectful
- More student focus

D&AD

Tone of voice
- Corporate and commercial
- Structured 
- Clean 
- Dense
- Visual, lacks information
- Systematic
- Capitalists
- Serious but with a creative edge
- Intimidating

Consistencies in award winning work:

- Nothing is open to interpretation
- Placed in context
- D&AD felt like a real commercial brief, YCN more hypothetical
- Campaigns - could work in different contexts
- Impeccable presentation
- Idea and concept driven
- Simple, clear (not complicated)
- Innovative