D&AD 2024: Top Trends and Takeaways
From AI's creative potential to concocting narratives that really strike a chord, fusing art with commerce to putting the human touch first – get ready for some thought-provoking takeaways.
AI as the orchestrator
You might be relieved to hear that the consensus across agencies (today, at least) is that AI won't replace human jobs any time soon, especially in creative roles. AI needs human guidance and information to function; we design AI models to assist us, not the other way around.
The goal is to develop AI as a stellar creative assistant – not a messy junior – to help understand markets, generate insights, ensure quality and kickstart ideation, but thankfully, human creativity is essential to truly connect with audiences.
Brand worlds have arrived
In the old days, a slick logo could take you far. Nowadays, the brands making an impact are thinking bigger. One of our favourite D&AD presentations came from industry legends (and well-known futurephiles) Brian Collins and Leland Maschmeyer, who shared their model for brand world-building.
According to Collins, today’s branding is about crafting visual and verbal identities, activations and partnerships that are original, cohesive and fully guided by your brand’s authentic core membership.
Innovation for inclusivity
While AI was a buzzy topic across the board, we particularly loved the projects integrating AI to advance the conversation around accessibility. Michelob ULTRA’s Dreamcaster project was a phenomenal example, using haptic technology, generative AI, spatial and sound design to help blind and visually impaired sports fans experience the action of live games – and even provide real-time commentary.
History was made when blind sports journalist Cameron Black used the Dreamcaster to commentate an NBA game live on TV in 2023 – a landmark moment for design and accessibility alike.
Art complements commerce
D&AD always does a brilliant job of showcasing how the ad industry is changing. This time, we saw how brands are giving emerging artists more opportunities to collaborate with in mutually beneficial ways. The approach is to work with artists whose vibe aligns perfectly with the brand, even if they haven't achieved mainstream success yet. It's a smart fusion of art and commerce, and there’s more on this from Sue Yeon Ahn, SMUGGLER’s US Managing Director and D&AD’s 2024 Music Videos Jury President here.
All hail the quirky
We noticed a shift away from sleek perfection and digital bling towards an emerging appetite for designs, graphics and concepts with a playful, handmade touch. There were refreshing themes of texture, tactility and quirkiness showcased across type and design, serving as a reminder that human craftsmanship never goes out of style.
Brand trust > brand loyalty
Hip to classic advertising tropes, young consumers are looking for more from their favourite brands. Familiarity and legacy are no longer the be-all and end-all.
Instead, the brands poised to thrive with younger generations are those consistently delivering on their promises and upholding shared values – something that can often extend beyond their own industry into issues of inclusivity, climate awareness and more.
Creating aspirational “irrationality”
We gained a whole new understanding into the “why” behind the more abstract advertising decisions of some of the most iconic luxury brands.
With such high price points, it’s imperative that audiences looking for luxury products are almost overwhelmed with storytelling magic, no matter how abstract, to create an "irrational desire" that gives them the approval they need to purchase a product. (LG: Now, where’s my wallet?)
As always, D&AD provided us with plenty of food for thought. We'll be chewing on the many insights gathered as we head into the summer months – and incorporating key takeaways as we continue writing the next chapter in this incredible, dynamic industry of ours.
