First-Ever D&AD Shift With Google In Sydney Ends With Showcase By Google, Adidas And Kua
D&AD Shift with Google in Sydney celebrated the conclusion of its inaugural program with a showcase event on Thursday 30 June at Havas, Sydney.
The four month night school aimed at creative talent who face barriers accessing the industry culminated in a gathering where the class of 17 self-made creatives presented their portfolios as well as responses to real client briefs set by adidas, Google and Kua. The program also offered a unique opportunity for participants to learn new skills and build important industry connections through networking as well as talks 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 stimulate creative excellence by nurturing emerging talent. Shift builds on this mission by providing direct routes into the commercial creative industries for talent from all backgrounds in the belief that diverse thinking leads to better creative outcomes. The program consists of industry set briefs, talks, workshops, coaching and mentorship, and provides a supportive and educational space for creative talent who face barriers accessing the industry to hone their skills, build a network and develop their portfolios. At a time when inclusivity and diversity is a priority for the industry, Shift also enables top creative businesses to tap into a fresh mix of talent outside of the university system or traditional avenues of talent acquisition, to help build an industry which is reflective of society at large.
The inaugural Sydney class of 17 participants presented their portfolios as well as responses to three industry set briefs. adidas set a ‘brief in a day’, which challenged participants to develop a content series that leverages the brand’s digital and social media platforms to drive storytelling with local communities at the centre. Google briefed the cohort to inspire audiences to use Google Trends, demonstrating how they can explore the world through data and make their storytelling more impactful by weaving insights from Google. Purpose driven coffee brand, Kua briefed participants to develop a communications 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 client briefs, giving the work the relevancy it needs to stand out to employers.
Taylor Hawkins, Shift Australia program producer at D&AD, commented: “It’s been truly incredible to see what’s possible when you bring together a group of tenacious young creatives. The sense of community, mutual support and ambition amongst the cohort has been astounding and they truly have the potential to bring a new and fresh perspective to an industry that is craving 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 provide emerging creatives with opportunities to work 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 although CALD (Culturally and linguistically diverse) Australians make up 39 percent of the population, they are disproportionately underrepresented in key leadership roles.
Tara McKenty, creative head at Google APAC, commented: “My hope is our industry can progress in a way that reflects society and culture today, which is why we partner with Shift. Without diversity there wouldn’t be imagination, and without imagination there wouldn’t be innovation. And the creative industry is in the business of both. This is why our industry needs difference, and this 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 secure placements and jobs 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 seeking to unearth, develop and amplify the passions and skills of a diverse mix of creative individuals. From the very first briefing with the Shift Sydney team, it 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 true collective spirit – which made each of them feel encouraged and enabled to achieve what they were capable of. It also made them rewarding to tutor and teach. And given the industry right now needs great emerging talent, it is truly refreshing to know that many of these creative individuals are not just ready, willing and capable of bringing some originality to the agencies they will join, they will actually change the face of the Australian industry. Something that is more than a little overdue.”
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 enables D&AD Shift night school alumni to continue to develop their skills and portfolio through a paid stint to respond to a live client brief. Shift Campus is a new free digital training platform and is aimed at a wide audience from school leavers to career changers. Designed as a four-week program which allows learners to access at their own pace, the digital portal opens up the Shift curriculum globally. Shift Campus is currently running as a beta version, with full public roll-out in July. Further information can be found at Shift Campus online.
To find out more about this year’s participants and see their work please visit the D&AD website. Further details of the next D&AD Shift with Google in Sydney program will be announced shortly.
Latest News
TV Ratings (18/04/2024): I’m A Celebrity Wins Prime Time And Key Demos
Aussie viewers can be a harsh lot at times. Only days after Ellie Cole bled her heart out, she has been sent packing.
Effie&co Launches New ConnectAsia Division To Help Aussie Brands Market To Asian Consumers Overseas & At Home
Not provided is advice on using chopsticks and not spilling ramen down your shirt.
Cashrewards Sets Out Stall For New CMO
Thinking of applying for the Cashrewards CMO gig? Here are some insider tips that, yes, are tantamount to cheating.
‘I Ask For The TV Industry To Stand Up And Defend Itself’ – Seven Boss James Warburton Steps Down
The Seven supremo heads for the exits after five years. Here's hoping the Spotlight team organised the farewell bash.
Poh! Jamie! Adriano! Paramount ANZ reveals its tasty plans for this year’s MasterChef
It's your fan's guide to this year's MasterChef! Although no tips on how to pronounce crudités or use a un fait-tout.
Dentsu’s iProspect Partners With MOOD Tea Ahead Of May Campaign Launch
We love a Mood Tea here at B&T. Although we do store old screws and nails in the International Roast caterer's tin.
Opinion: When Culture Starts Eating Itself: Navigating The Age Of Self-eating Nostalgia
Born boss David Coupland asks is adland going through a nostalgia period? But please, no repeats of Best Of Red Faces.
Who’s Going To Cannes?! The TikTok Young Lions Winners!
It's Aussie adland's next gen! They're off to Cannes with high hopes of bringing back a Lion & a foot-long Toblerone.
Adobe Launches Express Mobile App With Firefly AI
Want to be the coolest kid at Friday staff drinks but forgot your retro Nikes? This new Adobe wizardry may do the trick.
ThinkNewsBrands & IMAA Extend News Publishing Education In Brisbane
Industry duo takes its publishing roadshow to Brisbane. Was disappointed no male attendees were wearing walk socks.
B&T Chats With Wavemaker’s Provocative Pioneers On Their Cross-Pacific Sojourn
B&T TV heads to Wavemaker's Sydney digs to interview two staffers from its New York & LA digs. If that makes sense?
HoMie & Champion Launch “Give One. Get One” Campaign Supporting Youth Homelessness Via Town Square
Much like the fête's prized chutney wears a blue winners sash, so too should this top initiative from HoMie & Champion.
Thinkerbell Takes Us Back To Summer In Latest Work For XXXX
This beer ad wants to take you back to summer! Just minus any chance of a shark attack on your morning bus commute.
Cannes Lions Unveils 2024 Programme Featuring Queen Latifah, Jay Shetty & P&G’s Mark Pritchard
Are you one of the lucky ducks heading to Cannes in June? Check out the headliner acts you'll be queueing hours to see.
Scroll Media Recruits Costa Panagos From Twitch
Costa Panagos set to bring South American flair to the Scroll offices. Assuming that he is, indeed, South American.
Year13, Microsoft & KPMG Australia Launch AI Course For Gen Zs
Born around the 2000s? Need to amp up your AI creds? This guide's for you (although it's not really that age specific).
General Motors Snares Heath Walker From Scania
Do you rage about oversized American cars on our roads? You need to bail up Heath Walker at parties & industry events.
VML Launches New “Envoyage” Brand For Flight Centre
VML unveils new brand for travel operator Flight Centre. Alas, no sign of those paid actors pretending to be pilots.
Subaru Places Media Account Up For Review
Subaru puts media up for review, as adland journos get set for mandatory "agency drives off with..." headline.
TV Ratings (17/04/2024): Contestants Faced With Harsh Realities As Alone Australia Heats Up (Or Cools Down)
Alone still doing the business for SBS. Overly long train journeys not doing the business, but they persist anyway.
Ben Fordham Loses Number One Spot As Ray Hadley Celebrates 156th Ratings Win
The radio numbers are in! Discover who's off for a boozy lunch today & who's waiting for the dreaded HR death knock.
Gourmet Ice Cream Brand Connoisseur Launches New “Thrill Your Senses” Iteration, Via SICKDOGWOLFMAN
Rattling the old "truth in advertising" adage comes this ice-cream spot full of noticeably thin people.
Paramount’s Global Sales Boss: ‘Australia’s Converged Model Is A Blueprint For How I’d Like All Of Our Markets To Be’
Paramount's global sales boss gives local sales ops the thumbs up. Didn't weigh-in on the Lisa Wilkinson debacle.
TikTok Starts Testing Its Instagram Rival In Australia
In exciting news for piano playing cats & brattish pranks in shopping centres, TikTok unveils its Insta rival plans.
Man Wrongly Named By Seven As Bondi Killer Hires Lawyers
Struggling to save for a house deposit? Why not get wrongly identified by Sunrise!
Smartsheet Appoints Indie Agency Sandbox Media To Its Media Account
Can't stand your colleagues? Like to dob them in when they miss a deadline? These work management platforms are ideal.
Boss Not Letting You Come To Cannes In Cairns? Use This Business Case To Convince Them!
Stingy boss won't spring for a ticket to Cairns? Add this to your persuasive argument repertoire. Or grovel.
Alt/shift/ Brisbane Builds Portfolio With Ausbuild Creative, PR, Content & Social Account Win
The Brisbane comms/PR agency lands constructor Ausbuild. Also hoping for a discount on its new glass conservatory.
Young Guns Versus The Old Guard: Who Adds More Value to Our Industry?
Cannes In Cairns poking this hornet's nest in a lively debate. Just so long as the oldies can get up the stairs.
70% Of Aussies Don’t Have Green Power Plans ENGIE Says In Major Brand Campaign Via HERO
Are you the notorious "light leaver on-er" in your flatshare? Quell any infighting with this green energy news.
PrettyGood Launches Offering Brand & Media Solutions For Australasian SMEs
B&T applauds the charitable nature of this new agency. Although we'd hate to see it impact any Chrissie present sends.
A Blunt End: Dolphins Medicinal Cannabis Sponsorship At Risk
Yes, it's another NRL drug story. Yet, thankfully it doesn't involve coke in Kuta during the off-season.
Slew Of New Creative Hires At Leo Burnett Australia
Ahhh, all black! The outfit of choice for agency creatives, David Jones staff and everyone in Melbourne.
Under Armour Unveils Local “Live in UA” Campaign
American apparel brand set for yet another tilt at the Aussie market, as Nike declares "we'll see about that".
Pepsi Launches New Look, Refreshing Classic Fashion Staples Via Special PR
Are you always the bridesmaid, never the bride, as the old saying goes? How do you think Pepsi feels?
Pure Blonde Returns To A Place Purer Than Yours In New Campaign Via The Monkeys
B&T's always been a huge fan of the 'drink yourself thinner' diet plan. So big thanks to Pure blonde, vodka & tequila.