D&AD Awards are the one of most prestigious benchmarks for creative excellence in design and advertising. They have launched New Blood Awards which are open to new and emerging creatives aged 18 or over without significant experience in a paid creative role. Shruthi Subramanian and Nursolehin Yunos of Miami Ad School, Berlin, has been shortlisted for the awards for the campaign conceptualised by them named ‘The Last Mug’. Shruthi has won Wood Pencil for Yula Energy Drink in the New Blood D&D Awards 2020.
Speaking about the campaign and its concept, Shruthi said, “The brief given to us was to come up with a digital campaign to help 21-27 years olds find a refreshing moment with Coors Light beer. When we found in our research that there was a way to reduce the carbon footprint of a chill session with your friends, we were obsessed.”
The Last Mug aims to make Coors Light a sustainable beer by drastically changing (and ditching) the packaging.
“As young creatives just starting in the industry, we care quite a bit about the footprint of our actions. When Nur Solehin and myself decided to start working on this brief, we began with one goal in mind: to make something we’d want to see in our books, regardless of what the jury decides. We were just excited to work on one of the coolest brief competitions, and we might have taken a few liberties with the brief. I think we leapt faith in pushing what this brand could do for the world. But this shortlist proves that it was worth it, and the jury saw merit in it,” added Shruthi.
The pencil level will be announced in a few weeks by New Blood D&AD.
“We’d be over the moon if the brand decides actually to go ahead with our idea! Participating in this brief competition for the second time, I was a bit nervous. And I think all creatives feel this way. It’s a classic imposter syndrome scenario where you think you got lucky the first time and that you can’t consistently be good. With the support of my art director and our mentors at school, we were able to focus on the work and keep those judgmental inner-voices out,” she concluded.