Hilary Chittenden

Hilary Chittenden

Working within D&AD's Foundation to inspire the next generation of creative talent, promote diversity, and stimulate the creative industry to work towards a more sustainable future.

Location London


  • Glad you've enjoyed it, and well done for squeezing this into a busy schedule! p.s. dan-dad is how I read out my email address down the phone :)

  • Hi Ana and Karen - this course is all about ideas and understanding the different methods available to help communicate them in the most successful way. We're not expecting you to be able to deliver a digital piece of work, but hopefully this week will give you some insight into the different techniques that are available to use. Hilary :)

  • I love this Steve - such a simple story with a real concept at its heart. The idea of karma and passing one on brings the campaign to life beyond the TV ad.
    Great stuff!

  • Hi Jenny - don't panic, we'll be building up to looking at digital channels in Week 4. This week you just need to think about the basics of story. Good luck! Hilary

  • I love how not only are you telling a story, but you're also encouraging the story-telling to continue in the hands of the audience. I can imagine a really exciting digital/social sharing element to this - roll on Week 4!

  • Don't panic if you haven't had your lightbulb moment yet. It will come. These ideas take time to form, and finding the right 'big idea' takes even longer. It tends to be that these moments of inspiration come when you're least expecting them. Give yourself a break, take a walk, read a book... and let me know how you get on :)

  • Hey Nicole - firstly, a HUGE congratulations for giving animation a go.
    I really like the story you just told in your comment about cats 'disappearing' from Facebook due to the change in policy... I wonder if you could use this as the basis of your story!? That way, the cat lovers who are mourning the loss of their 'facebook cat' profile would really...

  • I think telling two stories in parallel sounds great - can't wait to see this develop!

  • If you jump to exactly 5 minutes into the film, there is a nod to this on their 'story staircase' - the coke can munching away at the innocent bottle!

  • Thanks Sue, and sorry about the registration - we're aware the form isn't ideal for a course like this and we're working on this internally. You can find most of the examples on YouTube with a bit of digging if you don't want to register. Glad you're enjoying the course though :)

  • Worth noting this was part of a series - you can see the other two examples here: http://www.dandad.org/awards/professional/2014/press-advertising/23257/cvs/ - but yes, I agree this still would have worked without the photos. It's the copy that makes this so powerful.

  • Sounds exciting Keith. Both myself and the other learners are here to support you, so just shout if you need a hand :)

  • Hi Maria,

    No rush, don't worry. Take your time. You can always revisit this step at the end of week 2 and see if you're feeling clearer on working on a brief.

    If not, don't panic, you can still work your way through the course without applying your learnings to a specific project.

    Let me know if there's anything I can help with in particular.

  • Hey Ali,

    If you don't feel comfortable working on this brief in the time you have available, you can either pull together a brief of your own (maybe there is a project you're already working on that you can use?) or have a look at the New Blood briefs that we set for students last year. While you won't be able to enter the competition (it's now closed), you...

  • Let us know how you get on! Testing is such an important process. Good for you for putting your story out there :)

  • Good points Mark and Ashley. Every piece of work featured in this course will have been created with a specific audience in mind. It's easy to watch these examples and give opinions on how much *we* like them, but the real challenge is to watch objectively and imagine how they would make the intended audience feel.

  • I was reminiscing about Golden Grahams just yesterday! I loved loved loved those boxes!

  • Good insight Javier. Do you think this archetype is also reflected on things like their website and packaging?

  • Hey Bas,

    Yes, I think the insight is about how sanitary pads have been marketed. Bodyform here are breaking away from the clichés of this sector. The product itself, as far as I know, is nothing new.

    Yes, most sanitary commercials talk about 'empowerment', however I think most of them fall into the trap of thinking 'empowerment' means running around in a...

  • Hey Nick - I am here!
    On a platform of this scale, we're unable to respond to every post and comment, however I do try and pick up on and respond to all key questions.
    Peer-to-peer sharing is a great way of learning online - I hope you're enjoying the discussions.

  • Hey Jorge,

    Writing is absolutely fine too. Just think about how writing can help to form parts of your campaign. For example, maybe set yourself the challenge of writing a script for a radio or TV ad, or writing copy for a poster?

  • Hey Bas - yep, that is totally fine. However you find it easiest to share your progress is fine with me. Looking forward to seeing your work.

  • Hey Philip,

    We are an awarding body and a creative education charity. We use the profit from the awards programme to inspire the next generation of creative talent, promote diversity, and stimulate the creative industry to work towards a fairer, more sustainable future.

    We don't creative adverts for other companies :)


  • Spot on Christine - you can find out more about us here: http://www.dandad.org/en/global-creative-design-advertising-association/

  • Hey Anna,

    As you can see from some of the conversations in this thread, there are lots of different things that 'sustainable work' can refer to. Ultimately it's up to you to research and chose which direction you want to take this.

    I am specifically interested in how we can encourage creatives to build environmental sustainability into their work. This...

  • Exciting stuff!
    I'd recommend always starting with the core issue before you think about the layout and execution. This will ensure that your work is always delivered in the most relevant way for your brief.

  • Hey Virginia,

    I think a lot of the examples in this course are moving away from the 'show and tell' format of traditional product advertising. More and more we're seeing brands creating engaging content that may not showcase the direct effects of their products, but instead associates them with a certain emotion, human truth or movement. This is all about...

  • We're working hard at the minute on next years line up of briefs Alan - they should be out in the early Autumn... exciting!
    Looking forward to seeing how your brief progresses across the course :)

  • I think with any example of advertising, we always need to be thinking about the target audience. While to an extent we can critique work based on whether 'we' like it or not, every piece of work on this course will have been created with a specific user in mind. So while you may watch something and think it wouldn't influence your decision to consume said...

  • Yes, we're now having to change the way we think about time in online ads. This campaign from 2015 took on the 'skip ad' challenge:

  • Hey Kseniya,

    I think a very recent example of where an existing product has had a 'big idea' or insight applied to it is the new Body Form ad, which has received a huge amount of...

  • Great stuff! You should let them know that we'll be releasing a new round of New Blood Briefs in the early Autumn - she should check them out and enter!

  • Hi Anna, let me know which part you feel you need some help with and I'll try and give you some clarity.

  • Hey Baren,

    They sound like great initial ideas. I'd recommend thinking about exactly what you'd like to communicate about those themes - for example if you decide to focus to pets at the shelter, would your message be to encourage people to adopt more, to promote donations to a shelter or to teach people how to help adopted pets adjust?
    Once you've...

  • Hey Paul,
    I completely agree that these plot types aren't a 'hard and fast' rule, and often you can argue that stories share many plot types/have broad overlaps.
    The reason I chose this example for 'Rebirth' was that Gareth specifically talks about a time of great depression and how he then recovered from it. I think Overcoming the Monster rears it's head...

  • Hilary Chittenden replied to [Learner left FutureLearn]

    Hey all!
    Mike - thanks for your clear description :)
    I would add that you can easily write your own brief from an idea of a personal project. It's important to think about exactly what you're trying to achieve, why you're trying to achieve it and who you're audience are.
    There's loads of templates online if you want to structure your brief - here's one I've...

  • Thanks for sharing Aahmes. I'm particularly interested in encouraging environmental sustainability in the creative industries with this brief. Can we be more sustainable in the way we work? Can the work we produce as creatives encourage sustainable behaviour change amongst our audiences? Interestingly, changes to work in a more environmentally sustainable way...

  • Hey Jayne,

    Have a look at this copy writing brief, set by Dr Martens: http://www.dandad.org/en/new-blood-dr-martens-brief/?j=110 (you need to register for free with us to download the full brief) - you might enjoy getting your teeth into this? Let me know what you think :)


  • Hey Kseniya,

    The 'big idea' often stems from an insight: a "revelatory breakthrough in your understanding of people’s lives that directs you to new ways in which to serve your customers better."

    The insight that the idea comes from is often based more on human behaviour and emotion than the product as a stand-alone 'thing'. So rather than thinking about...

  • This casestudy by the IPA is quite long, but worth a watch - it drills down into the history of Specsavers advertising and the decision to use humour and comedy, and talks about how this changed the effectiveness of their advertising.

  • Hi Duncan, yes - fine for gathering inspiration. Just make it clear when you're using material that isn't yours and where appropriate make sure you reference where it's from.

  • Hi Aloysius, I'm sorry to hear that you couldn't open the videos. Could you let me know exactly what problem you're having? Also, have you tried using a different browser?