Parlophone – D&AD winner

My award-winning concept promoted the Parlophone roster of music artists through an engaging festival campaign. The brief challenged students to increase music sales at outdoor festivals and live events. I developed a playful, interactive idea that combined wearable promotional masks with mobile phone downloads, encouraging festival-goers to become part of the campaign while engaging with their favourite artists. At a time when smartphones and social media had yet to transform event marketing, the concept used SMS and downloadable content to create an interactive brand experience.

The project was awarded a D&AD Global Student Award First Prize for The Most Outstanding Open Brief in 2006. The competition attracted around 3,000 entries from 36 countries, with just 23 first prizes awarded. Receiving the award before graduating was the highlight of my final year, providing industry recognition and the opportunity to meet leading creatives from across the design industry.

Judges’ feedback

“A perfect brief for students, the winners were really easy ideas to implement and also really humorous, fun things you’d want to do.”
Kate Clough

“The brief was a great opportunity for students as it was something they could relate to. The winner is clear and precise with simplicity of idea and could be easily manufactured. First, second and commended entries all understood the gig lifestyle.”
Joanne Griffiths

“. . .The winners are both simple ideas, well executed produced and presented, easy to implement and also not just generic ‘branding’ exercises but instead feature the artists, which was a key part of the brief.”
Clare O’Brien

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