D&AD has announced the brand partners and briefs for the 2026 New Blood Awards, which include brand agency Design Bridge and Partners, Duolingo, and Penguin Random House, and feature a record number of health briefs.
Kahf marks Indonesia’s first appearance in the programme. There is a record number of health briefs, highlighting a growing focus on wellbeing and purpose across the industry.
The D&AD New Blood Awards is the global programme that connects education and industry by challenging students and emerging creatives to tackle real briefs from real brands.
Each sponsor sets a live brief that pushes students to solve real business and societal challenges, from inspiring younger audiences and advancing diversity in design, to keeping essential disciplines like typography alive in education.
There is also a broader generational focus, with more briefs now targeting audiences beyond Gen Z.
Nearly half (40 per cent) of sponsors are returning. Additional returning sponsors for 2026 include HSBC, 21GRAMS, Duolingo, Monotype and Penguin Random House, Wise and War Child Secret 7. While first-time sponsors include Affinity and Canva, CensHERship partnering with returning sponsor The Case for Her, together with Canal+, Canesten, Carrefour, Kahf, Novartis and Tuborg, further proof of New Blood’s expanding influence across sectors and markets.
This year’s New Blood Awards feature the highest number of international briefs ever. With challenges set by partners from Australia, Denmark, Germany, France, Sweden, Switzerland, the UK, the USA and the first brief originating in Indonesia within the APAC region.
“Investing in creativity isn’t just about building a talent pipeline, it’s about ensuring our industry continues to evolve. Our sponsors share our belief that great design and communications have the power to change the world. That starts by giving the next generation the access, confidence and opportunity to use their creativity to drive meaningful change,” Paul Drake, foundation director at D&AD, said.
“Now, next, future: a foundational design principle at Wise encourages us to keep our eye on the big picture. We know that supporting emerging talent benefits everyone, ensuring a healthy future for the whole design community. Through our partnership with D&AD New Blood our Wise brief saw global reach, raised awareness of our early careers programmes and connected us to the types of designers that like to challenge the norm,” Rosie Isbell, design director, Wise, added.
