New Blood Entry — Scan to Revolt
Award: Yellow Pencil
Adobe / 2024
“The overarching characteristics of Gen Z are authenticity, creativity, and cynicism.” - Publicis Groupe UK
Report
When it comes to visual cliches, Gen Z’s bullshit radar goes off.
That’s usually where the story ends. Not anymore.
Enter Scan To Revolt - exposing Gen Z’s design icks, and letting them do something about it.
Just scan a piece of the campaign for the opportunity to replace it using Express and Photoshop.
Then on World Design Day, media placements of the campaign switch to showcase their work.
Adobe proudly stands for Gen Z mold-breaking design by doing what it does best - equipping creativity.
What did the judges have to say?
We only had one yellow pencil winner. This work really impressed everyone on the jury, from ideation to the extremely high quality execution of the entry itself. It considered the brief, tied the response to a real social issue and packaged up the solution in a beautifully crafted video.
Alex Kerman, Senior Marketing Manager, Next Gen, Adobe
Scan to Revolt - Entry number — 2433 This entry stood out for me. The narrative was clear, it had a clear & undeniable insight, it was on brief and the supporting film (and soundtrack) were created to such a high standard that I would be willing to put it in front of a client.
Roy Thomas, Head Of Insight, Copa90
Extremely provocative campaign. I love the art direction of "undesigned design" as it is meant to provoke the gen-z to design the brands they surround with themselves. Spot on. Great casefilm.
Rohil Borole, Art Director, Serviceplan Germany
It was well thought out and covered multiple touchpoints with a dash of humour and the presentation was great
Dani Coyle, Global Creative Lead, Channel Innovation, Burberry
Taken from recording - 'A nice expression of being a creative advocate, and a way of changing the visual dialogue around what is interesting and expressive. Gen Z's way of expressing is rapdily evolving, and it positions Adobe's tools to be the catalyst for these rapidly evolving expressions.
Kinney Edwards, Global Head of Creative Lab, TikTok
Taken from recording - 'We're really excited to award this black pencil because it really made the jury stpop and think about the way the industy works, and it's rare for students to be able to identify where the indiustry is going wrong - i'm really excited to see where these entrants take their thoughts in the future'.
India Pearce, Senior Creative and Designer, Havas Play
Taken from recording - 'I want to give a specific hat-tip to the copywriters who worked on the craft of a lot of the headlines - it was great to see how copy is solidly on display within what's essenially a design-led brief. The famous economists ads did come up as a reference as to why the copy sang so well - it was the cleverness, the wit, and how well you were able to land and keep our attention. Well done!'
Nimo Awil, Creative Director, Forsman & Bodenfors LDN (