Brands champion next generation of creatives: D&AD reveals briefs for 2026 New Blood Awards 

D&AD, the global non-profit championing excellence in design and commercial creativity, has today announced the brand partners and briefs for the 2026 New Blood Awards, the global programme that connects education and industry by challenging students and emerging creatives to tackle real briefs from real brands.

With 65% of 2025 New Blood Award winners now working in creative employment, the D&AD New Blood Awards continue to be one of the industry’s most effective talent pipelines, launching thousands of careers and shaping the future of design and advertising.

For over 45 years, the D&AD New Blood Awards have brought together world-leading brands and agencies with the next generation of creative talent. Each sponsor sets a live brief that pushes students to solve real business and societal challenges, from inspiring younger audiences and advancing diversity in design, to keeping essential disciplines like typography alive in education.

2026: A Record-Breaking Year for Creative Opportunity

• Highest number of international briefs in D&AD New Blood Awards history, reflecting the programme’s global reach.
• Biggest ever focus on health and wellbeing, with more health-related briefs than any previous year.
• Broader generational focus, with more briefs now targeting audiences beyond Gen Z.
• 40% returning sponsors, demonstrating the value and impact of the initiative over time.

This year’s programme includes brand agency Design Bridge and Partners, which supports the New Blood Awards and will be seeking its 100th Pencil, having already achieved 99 to date. The agency’s long-standing commitment to New Blood is demonstrated through its practice of introducing the brief sponsorship opportunity to clients, a testament to its collaborative approach and dedication to nurturing creative talent.

Additional returning sponsors for 2026 include HSBC, 21GRAMS, Duolingo, Monotype and Penguin Random House, Wise and War Child Secret 7. While first-time sponsors include Australia’s Affinity and Canva, CensHERship partnering with returning sponsor The Case for Her, together with Canal+, Canesten, Carrefour, Kahf, Novartis and Tuborg, further proof of New Blood’s expanding influence across sectors and markets.

This year’s New Blood Awards feature the highest number of international briefs ever. With challenges set by partners from Australia, Denmark, Germany, France, Sweden, Switzerland, UK, USA and the first brief originating in Indonesia within the APAC region.

Says Paul Drake, Foundation Director at D&AD: “Investing in creativity isn’t just about building a talent pipeline, it’s about ensuring our industry continues to evolve. Our sponsors share our belief that great design and communications have the power to change the world. That starts by giving the next generation the access, confidence and opportunity to use their creativity to drive meaningful change.”

Says Rosie Isbell, Design Director, Wise: “Now, next, future: a foundational design principle at Wise encourages us to keep our eye on the big picture. We know that supporting emerging talent benefits everyone, ensuring a healthy future for the whole design community. Through our partnership with D&AD New Blood our Wise brief saw global reach, raised awareness of our early careers programmes and connected us to the types of designers that like to challenge the norm.”

As a non-profit initiative, all proceeds are reinvested into supporting creative education globally.

New Blood Awards by numbers:

• 45+ years supporting creative education
• 128 countries engaged
• 3,500+ universities and colleges participating
• 260,000+ briefs downloaded annually
• 3,000+ industry attendees at the New Blood Festival each year

New Blood Awards briefs can be downloaded at dandad.org/awards/new-blood-awards. 

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