Swansea College of Art student wins prestigious D&AD New Blood award


Mikey Catherall, a third student on the Advertising and Brand Design course at UWSD’s Swansea College of Art, is the latest recipient of a prestigious D&AD New Blood Pencil. The awards are part of a global competition for student creativity held every year by the industry charity D&AD.

Mikey, who graduates this year, entered his idea called Adidas Active in response to a brief set by the sports brand for this prestigious student competition. Mikey’s idea was to combine sports training with the trend for 80s console games in order to promote physical exercise. This is the fourth D&AD New Blood award the course has won in the last five years.

Describing his winning entry, Mikey said: "Adidas Activate is the world's first fitness arcade, with its very own social media app. The arcade combines exercise and gym equipment with video games and popular trends like virtual reality. The facility aims to tackle London's health and drug issues amongst 17-25-year-olds, by reviving the 1980's arcade community and making exercise fun and trending. The social media app allows users to find new friends with a common interest, watch live streamed events, and share recorded clips to Facebook and challenge friends to competitions in the arcade.”

Programme Director Martin Bush said: “This is our fourth New Blood award in five years. We pride ourselves on having relatively small year groups as this gives students more quality time with their lecturers. The upshot of this is we can individually coach our students to become the forward-thinking creative practitioners that industry requires from new graduates. It also means our success rate per student in the D&AD New Blood awards is far greater. This is down to our dedicated teaching team at Swansea College of Art and our ambitious approach to solving creative briefs.’


The award ceremony takes place in Shoreditch, London on Thursday 12th July when the level of award is decided. A pencil is guaranteed for Mikey but it can be wood, graphite, and silver, yellow or black which is the most coveted.


Mikey said: "I'm grateful for having the opportunity to work on such a fantastic brief. Having my project shortlisted has made me very excited for what's to come in the future. I look forward to attending the awards ceremony."

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Further Information

Rebecca Davies

Swyddog Gweithredol Cysylltiadau â’r Wasg a’r Cyfryngau
Executive Press and Media Relations Officer

Cyfathrebu Corfforaethol a Chysylltiadau Cyhoeddus
Corporate Communications and PR

Tel: 01792 483695
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Email: Rebecca.Davies@uwtsd.ac.uk