Three Advertising students at TU Dublin, Ellen Jones, Jimmy O'Donovan and Leona Smyth, have won a Design and Art Direction (D&AD) New Blood Graphite Pencil Award for their work on a brief with Barclays.
Established in 1962, D&AD has been inspiring a community of creative thinkers by celebrating and stimulating the finest in design and advertising. Since 1980, the New Blood awards has championed and inspired emerging creatives as they prepare to enter the workforce. 2020 marks 40 years since the launch of the programme, and the anniversary comes at a particularly significant moment for the creative sector, as the Coronavirus pandemic continues to affect educational institutions and creative businesses. It is now more important than ever to give emerging creatives access to essential learning content and live updates on job opportunities in the ever-changing industry landscape.
Ellen Jones, Jimmy O'Donovan and Leona Smyth on a creative brief from Barclay's Bank to create an initiative that would help banking become less daunting, stress-inducing, and worrisome for consumers.
The challenge for the team was designing a new service or tool that made the management of money easier, targeting those consumers whose mental health may be impacted by their financial wellbeing. In response, they developed the Barclays Wellbeing Account was born - a new account type that effectively allows Barclays customers to 'pause' their financial status to provide the time and space to heal, grieve, or otherwise recover from mental instability and illness. This new account type is supported by two complementary services: the Barclays Wellbeing App and a weekly Drop-In Clinic.