MUMBAI: Honouring its commitment to support the global creative industries, D&AD has announced it will be introducing free Membership for the first time in its history.
As part of a revamped Membership structure, at the heart of the free proposition is a new interactive D&AD archive, enabling anyone in the wider creative community, and beyond, to view the best work from the full 52 years of D&AD.
Beginning with the sixteen Yellow Pencils bestowed at the inaugural D&AD Professional Awards in 1963, every awarded ad, design, campaign, product, agency and creative will be made available to browse through and search for free, including all New Blood Award winners. At launch, users will be able to search back as far as 1990, with the full archive available online for August 2014.
But more than just a source of inspiration, the new D&AD Membership will look to foster a vibrant online community, founded upon the spirit of the ‘I Wish I’d Done That’ ethos introduced earlier this year.
Through the new digital platform, members will be able to explore and interact with fellow creatives by highlighting work they particularly admire. Each user’s profile will be populated with related awarded work, credits and portfolios, allowing creatives of all ages and experience to connect by sharing their appreciation for each other’s craft.
Tim Lindsay, Chief Executive at D&AD, explains the move: “A look at D&AD’s history tells a wonderful story. In 1962, the organisation was the formed by a special group of designers and art directors, who came together to celebrate the best in commercial creativity, and that’s the spirit we continue today.
“But we’ve evolved a lot since then too. Our remit spans all corners of the world and we strongly believe in the role we have to play in bringing that community together, nurturing and supporting the next generation of design and advertising talent.
“That’s why we felt it so important to make this decision – to be more visible, guiding and inspiring, whilst creating greater opportunities for connection, collaboration and mentorship. The new digital archive is a wonderful illustration of the rich history of the industry and a fantastic resource; one that we believe should be accessible to all, regardless of who you are, or where in your career you may be.”
The new Membership structure consists of three tiers; Free, Full and Awarded:
• Free Membership gives Members complete access to the D&AD digital platform, including the Awards archive and the opportunity to take part in the new online community. It also allows individuals to engage through more traditional features, including entering Awards, downloading briefs and signing up to events.
• Full Membership gives Members additional benefits such as a free copy of the D&AD Annual, a D&AD notebook, personalised Membership card, free tickets to any of the monthly President’s Lectures, exclusive invitations to VIP events, discounts on Training courses, the ability to vote in the annual election of Board Trustees and discounts on selected brands.
• Awarded Membership has all the benefits of a full Membership plus the following: A free entry to a new Professional Awards category, a free session to a new Training course, a free Training course to “gift” to a New Blood Member, the option to stand for election in the Board of Trustees elections and a black personalised Membership card. All In-Book, nominated and Yellow Pencil winners will be entitled to a free year of Awarded Membership.
Both the Full and Awarded tiers will be priced at ?12 per month. Winners of the Black Pencil, White Pencil and Presidents Award will be given Awarded Membership for life. In addition, D&AD will continue to offer special New Blood Memberships tailored for students, tutors and universities, as part of the New Blood programme.
The new Membership structure will come into effect in conjunction with the launch of the new D&AD digital platform, which can be visited at http://www.dandad.org.