First D&AD shift with Google in Sydney ends with Google, Adidas and Kua showcase – B&T

D&AD Shift with Google in Sydney celebrated the conclusion of its inaugural program with a showcase event on Thursday 30 June in Havas, Sydney.

Focusing on creative talent who face barriers to entry into the industry, the four-month evening class culminated in a gathering where the class of 17 self-made creatives presented their portfolios, as well as responses to real-world client briefings from adidas, Google and Kua. The program also provided a unique opportunity for participants to learn new skills and build important connections with the industry through networking and conversations from industry leaders.

The Shift Sydney Class of 2022 are Archie Cogin, Christian-Alexander Alba, Christina Lo Giudice, Don Parkinson, Emma-Kate Hart, Godfrey Pena, Hope Siafega Maposua, ‘Jemmy’ Augustian Rostandy, Jessica Chignell, Jordan Sykes, Josh Bell, Leon Kannangara, Nicholas Kell, Ping Sheng, Ben Tofan, Taja Taitua Vaetor, Yaraman Thorne.

Now in its 60th year, D&AD is an educational charity that aims to foster creative excellence by nurturing emerging talent. Shift builds on this mission by providing talent from all backgrounds direct routes to the commercial creative industries in the belief that diverse thinking leads to better creative outcomes. Consisting of industry-defined instruction, lectures, workshops, coaching and mentorship, the program provides a supportive and educational space for creative talent who face barriers to entry into the industry to hone their skills, build a network and develop their portfolios. At a time when inclusiveness and diversity are a priority for the industry, Shift also empowers top creative companies to tap into a new mix of talent outside the university system or the traditional avenues of talent acquisition, to build an industry. building that reflects society in general.

The inaugural Sydney class of 17 participants presented their portfolios and responses to three industry-generated briefs. adidas drafted a ‘brief in a day’ challenging participants to develop a content series that leverages the brand’s digital and social media platforms to drive storytelling with local communities downtown. Google informed the cohort to inspire the public to use Google Trends, showing how they can explore the world through data and make their stories more effective by weaving insights from Google. Targeted coffee brand, Kua informed participants to develop a communication strategy that positions its new instant coffee as the desirable and planet-positive choice. Participants had direct access to the brand’s creative teams, and all three tasks were inspired by real customer instruction, giving the work the relevance it needs to stand out from employers.

Taylor Hawkins, Shift Australia Program Producer at D&AD, said: “It’s just incredible to see what’s possible when you bring together a group of tenacious young creatives. The sense of community, mutual support and ambition among the cohort has been amazing and they really have the potential to bring a new and fresh perspective to an industry that yearns for it.”

The program has been running in London and New York since 2016 and was launched in Sydney in 2021 following initiatives developed by D&AD and The Glue Society in partnership with Google Australia to give emerging creatives the opportunity to partner with industry leaders to develop their skills. The introduction of the program was also in response to research conducted by Diversity Arts Australia which found that while CALD (culturally and linguistically diverse) Australians make up 39 percent of the population, they are disproportionately underrepresented in key leadership roles.

Tara McKenty, head of creative at Google APAC, commented, “I hope our industry can advance in a way that reflects today’s society and culture, which is why we’re partnering with Shift. Without diversity, there would be no imagination, and without imagination there would be no innovation. And the creative industry is in both business. This is why our industry needs difference, which is why Google is proud to partner with Shift to continue to support getting difference in !”

In 2021, more than 18 agencies, 30+ industry instructors, and 21 mentors participated and contributed to the global program. As a result, 67 percent of graduates went on to work at leading creative companies such as Droga5, The Mill, McCann and Design Bridge.

Jonathan Kneebone, co-founder of The Glue Society, commented: “By design, D&AD Shift is a hugely ambitious project that aims to uncover, develop and amplify the passions and skills of a diverse mix of creative individuals. From the very first briefing with the Shift Sydney team felt like this group of young creative talent had a very serious passion for growth and direction – there was an amazing thirst for knowledge and an energy to make the most of every opportunity.The group had a real collective spirit – making each of encouraged and empowered them to achieve what they were capable of it also made them worth tutoring and teaching and as the industry is in need of some great emerging talent right now it’s really refreshing to to know that many of these creative individuals are not only ready, willing and able to bring some originality to the agencies they join, they will h of the Australian industry. Something that is more than a little late.”

Earlier this year, D&AD announced the expansion of the Shift program, which now includes Shift Studio and Shift Campus. Shift Studio is an industry-led learning experience that allows D&AD Shift night school alumni to continue developing their skills and portfolio through a paid stint to respond to a live assignment from a client. Shift Campus is a new free digital education platform aimed at a wide audience from school leavers to career changers. Designed as a four-week program that allows learners to access at their own pace, the digital portal opens the Shift curriculum worldwide. Shift Campus is currently running in beta, with a full public rollout in July. More information can be found on Shift Campus online.

For more information about this year’s participants and to see their work, visit the D&AD website† Further details of the next D&AD Shift with Google in Sydney program will be announced shortly.

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