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HKDI students shining at 2017 D&AD New Blood Awards

14.07.2017
HKDI
Awards

HKDI students shining at 2017 D&AD New Blood Awards

14 July 2017

A group of three HKDI graduates, Cheung Chau Lam, Siu King Yeung and Lee Chi Leong, from the Higher Diploma in Advertising became the Wood Pencil winners at 2017 D&AD New Blood Awards. The D&AD Professional Awards are recognised globally as the ultimate creative accolade, entered and attended by the best from around the world while the New Blood Awards are a platform for students and other new creatives around the world to showcase their talents on real briefs, set by real clients. No other programme offers such a comprehensive test, or a more accurate representation of the challenges that await on the other side. Brand representatives and industry experts decide what work wins a coveted New Blood Pencil, and the bar every year is extremely high.

The student team’s work “Light Hockey” is ranked Wood Pencil in the Creative Brief “Hasbro - Next Generation Party Game”. Smartphones help users to communicate with each other but the truth is we are disconnected because of the digital devices. To reconnect people again, the four invented a game named "Light Hockey". It is an exciting and easy-to-play game with simple rules. The Light Hockey is portable and players can carry it anywhere, making it extremely convenient to start games with friends anytime, anywhere. Players can enjoy true happiness and connection with this Light Hockey. Such achievement is an instant validation of the four graduates’ creativity.

Demonstration Video »


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