D&AD Festival is to partner with the Guardian Media Group from 2019, in an effort to expand the event linked with its awards.
D&AD promises the revamped festival will be an "unrivalled festival of Creativity" and will "bring together business leaders with the world's foremost thinkers, practitioners and emerging talent from across the creative and cultural sectors--including design, film, advertising, gaming, music, fashion and architecture."
Chief executive of Guardian Media Group David Pemsel says in a statement: "This partnership combines the expertise of two of the most respected, long-running and trusted organisations in the creative economy. At a time when digital disruption, automation and AI are impacting every industry, it is clear that creativity no longer simply powers the worlds of media, advertising and design--it is an essential component of any business's long term strategy. We are thrilled to be working with D&AD, and together we plan to create an unrivalled festival of creativity, for the UK and the world."
The partnership is being promoted on Guardian and D&AD social channels with a film, seen here, created by D&AD's marketing agency Common Industry and directed by Alyssa Boni through RSA/Black Dog. It's a fast-paced montage of footage includiing previous D&AD winners, topical news stories (Mark Zuckerberg on Capitol Hill) and cultural icons such as Amy Winehouse illustrating why creativity is central to the world today. British actor Anne-Marie Duff provides the voiceover and the motion graphics are by Studio Blackburn.