D&AD New Blood Your Butterfly Effect - Galvanising the creative spirit through uncertain times 2021

As one of the creative industries most esteemed institutions for championing new talent, 2021’s pandemic provided an uncharted challenge for D&AD’s New Blood Awards. We saught to create a campaign that galvanised the creative spirit through these uncertain times, reminding the viewer that one small action can catalyse a multitude of magnificent outcomes - Your Butterfly Effect.

We thought about the decision process of entering an awards ceremony for a young creative and how the current global climate might have increased inhibitions to do so. To counter this, we wanted to visualise how something small and unassuming could develop into something magnificent and multifaceted - a non-linear journey with unexpected outcomes. This provided an analogy of the step to enter the awards and the creatives journey thereafter.