D&AD/YCN Competition Briefs

Having scanned through the vast array of briefs on offer I had initial interest in PJ Smoothies, National Portrait Gallery and Homebase. Homebase relates to packaging and is quite complex in its demands while the other two briefs appear much simpler in their outcomes. It concerns me that I feel consistently attracted towards the more straight forward print-based projects. I view some of the others, say film, digital or animation oriented briefs, and do not feel confident enough to tackle them because I do not have the technical nous to conceive ways forward. I know all the received wisdom states that I should not adopt this attitude, but that is how it is for me.

Anyway I figured that these projects offered a strong platform on which to practise some of the ideas that have developed in my dissertation. However, having spent some time researching and working through a few ideas I am beginning to change my mind. Although I have given each brief time to incubate, and been able to identify and manipulate key symbols towards witty ends, the results, in my eyes, are less than convincing. The problem is that the results appear contrived, confuse the message somewhat and lack imagination in their execution. I know that it is not healthy to always pursue the big idea, that quantity of ideas is more important, especially in the first instance, but even so I see little to commend any of the number of clumsy attempts so far. I feel frustrated that the key idea will not come and am now tempted to consider some of the other briefs on offer. I know that this is tantamount to conceding defeat and would not be possible in the 'real' world but this is college and the work should be fun and rewarding so I don't have too many qualms about moving on if the ideas won't co-operate.