CONTENTS

ABOUT SHIFT

The Programme

THE SHIFTERS

Talent Directory

Hiring Talent

Shifter Profiles

THE WORK

Brief #1: adidas

Brief #2: Diageo

Brief #3: Airbnb

PROGRAMME CREDITS

GET INVOLVED

01

THE PROGRAMME

THE TALENT YOU WANT

D&AD Shift with Google is an award-winning, free industry-led night school for self-taught creatives entering the advertising, design and creative industries from outside traditional education.

The Shift programme is on a mission to #ShiftCreativity by helping creatives entering the industry from outside traditional pathways to shift their creative talent into career-making skills.

The Shifters don’t have a degree. They do have extraordinary self-taught talent that has been sharpened over the last five months. They’ve successfully pitched Airbnb, adidas and Diageo. So they know a bit about client work under pressure. Notably, three-quarters of Shifters that graduate through the programme are swiftly snapped up for top positions within our industry.

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03

"Probably the hardest quote to write; why you may ask, because each year Diageo and I embark on the shift programme, our aim is to inspire yet we are always left more inspired by the talent and the passion and the creative skills we witness .

To be a part of this means we can work with D&AD to have a direct positive impact on making the industry more accessible, diverse and bringing the emerging talent to the forefront, remove barriers and create change, all in 4 months. I personally feel blessed to be a part of the program and even more blessed to be able to help shape the programme and the students"

— Steve Honour

Head of Single Malts Design at Diageo

THE DIRECTORY

They’ve learned from the best, honed their thinking and applied their craft. Now they’re ready to prove that there’s more than one way to break into the industry. Meet the Shift London Class of 2023.

04

HIRING

SHIFTERS WRITE FOR APPLE. THEY STRATEGISE FOR SPOTIFY. THEY HAVE CREATIVE IDEAS FOR DISNEY. THEY ARE CALLED 'ONES TO WATCH' BY IT'S NICE THAT AND CAMPAIGN.

SHIFTERS ART DIRECT AND DESIGN FOR EVERY MAJOR AGENCY NETWORK, FOR SOME OF THE MOST CREATIVELY AWARDED COMPANIES IN THE WORLD. AKQA, WIEDEN+KENNEDY, MOTHER, LUCKY GENERALS, DROGA5, MCCANN, BBH, BBDO, BBC, VCCP, VMLY&R, DESIGN BRIDGE AND PARTNERS, SEYMOUR POWELL, AREA 23 AND EVERY MAJOR AGENCY NETWORK.

IN LONDON, SÃO PAULO, NEW YORK, SYDNEY AND GERMANY.

THEY DIRECT STORMZY, ANIMATE FOR KATY PERRY AND SHOOT FOR VOGUE AND DIOR. THEY SIT ON THE BOARD AT D&AD AND WIN D&AD PENCILS.

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HIRING

To ensure mutually successful placements that continue to nurture and support this emerging talent, the following guidelines are in place:

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shift@dandad.org

MEET THE SHIFTERS

View my portfolio

@nelisailis

I'm Ailis Nelis, a 3D Artist from Lithuania and I'm interested in everything that is unknown to me, it could be web development, set design, AI and AGI or Bauhaus philosophy and design. I'm currently obsessed with machine vision aesthetics and machine learning. It's the exploration and foraging for information that is incredibly fun to me, I love synthesising my learnings and contemplations into the ART I create.

View my portfolio

soapy.al

A knowledgeable consumer of art, design, fashion, music and culture - turned participant. A self-taught and self-led practitioner of design and execution. Well-versed in practical limitations and imaginative in creative solutions. Has conceived of and produced branding, graphics, packaging, merchandise, products and strategy for players in fashion, music, alcohol, jewellery and more.

A compulsive envelope-pusher.

Detail oriented. Team Player. Grafter. Fast and keen learner. Digitally

and manually skilled, and a strong communicator visually, verbally

and in writing.

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@nomadic_libaax

As a multifaceted creative being,

I specialise in strategy & design.

I have led projects that highlight

the need for innovative solutions

to creative problems. My previous works include the facilitation of workshops ranging from creative writing and web/App development to prompt sequencing. An example of a project I designed and facilitated in partnership with LSBU for Black Tech Day is NO CODE SKILLS, a programme dedicated to

web development centred around

AI solutions for MVPs. Through

my work, I strive for creative connection building.

View my portfolio

@ItsAmiraRenee

Amira Renée

As a British-born, Nairobi-raised, East-West African woman (a mouthful I proudly embrace), life's been quite the adventure. And I have a dynamic archive of moments expanding my worldview to prove it! These experiences, alongside my faith, relationships, heritage, and love for Africa, fuel my creativity and inspire the way I cultivate ideas, curate strategies, and connect with people. Special thanks to Shift for stretching me and reaffirming that my purpose-driven path is paved with promise. Forever grateful.

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@molja.digital

Hi, I'm Jakub, a 3D digital designer from Poland. My curiosity drives me to constantly acquire new skills, both in digital design and traditional art, all to aid and advance my craft. I have a particular passion for projects in the realm of music, where I blend creativity and technology to create captivating visual experiences. Let's explore the intersection of art and innovation together!

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View my portfolio

Julia N’Diamoi

Howdy! I'm a software engineer

with a heart fueled by creative direction and design. By day, I engineer code, constructing the skeleton of digital dreams. By night, I transform concepts into captivating visuals, a digital art wizard at play. Balancing bytes and brushes, I craft a symphony where every pixel dances to the beat of creativity.

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@askkleeves

@askkleeves

From a young age 'Kleeves' has been infatuated with concept creation, production and acting. His childhood was spent bringing ideas to life using household objects, whether it be dangling an Action Man from the clothing line or reenacting scenes from The Lion King; falling from cliffs and sofas. With work experience today across all 3 of these areas, he is a compelling Creative; generating ideas for campaigns that excite and engage new and existing audiences to take in your brand.

View my portfolio

@koice.media

Anna ‘Koice’ Manuales

Inspired by Creative Innovation, Anne 'Koice' Manuales is a neurodivergent mixed media Visual Creative & Cultural Strategist. Previously working in Tech & Marketing, she felt compelled to enter the advertising world, hoping to bridge her curious creative nature and her passion for amplifying culture and representation within the industry. With commitment to her values, she has been able to work with Google, BFI, Offspring (Office), Lomography & The Prince's Trust, to only name a few.

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@kotophotoss

Hey, I'm a British-Japanese photographer and creative based in South London. While my focus is primarily on photography, I love merging it with my illustrations to craft zines and carry out other creative projects. I'm aspiring to venture into the fashion and music photography worlds and I’m excited to explore my unique style in both creative and commercial contexts!

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View my portfolio

@louricejramos

Lourice J Ramos is an art director who specialises in concept creation and photography. Her work is centred and grounded in empowering people, cultures, and communities. Pushing boundaries and expectations. She developed her skills through her experiences and her love for spray painting. Building her resilience through an editorial eye. Her passion has allowed her to work with brands such as adidas, Airbnb, and Moncler. As well as well-known editorial publications and agencies like the Face Magazine, Diageo and GUAP.

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@Iammarcusaustin

Marcus Austin is a Creative Art Director who has a background in creating award-winning productions in scripted film. He advocates for unheard voices as well as pushes the boundaries of creative projects. Overly ambitious and an all-time dreamer - he wants to push art.

View my portfolio

Mercy Mapaba

I am a thought leader, who's energised by working with others

& enjoys pushing the boundaries when it comes to ideas. I’m an explorer, with a curious mind who likes asking questions. I’ve always been drawn to creative expression, but at the moment I’m finding joy in communicating my ideas through design & illustration. I’m skilled at Photoshop & Illustrator but enjoy dabbling with new software & I'm always open to

a creative conversation.

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@razikdarji

Razik Darji

@razikdarji

As a creative technologist, pushing the boundaries of what is possible has always been my passion. I am a future thinker and pride myself on being an innovator. In my career I have, partnered with All Points East Festival to host a VR/AR event for thousands of people, became the top 5% of AR creators on TikTok, launched an advanced sanitisation machine for Harrods, hosted an event with WIRED Magazine.

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@notsergioh

I’m Sergio, London-based, Brixton-raised. That cyclist blasting reggaeton on the roads. Born to migrants in a foreign land, I've harnessed my unique perspective to craft imagery that bridges cultural boundaries and resonates with diverse audiences. My work revolves around highlighting the Latin community in the UK, bringing light to our overlooked, often under-valued, and always stereotyped community. I believe my diverse set of skills will provide some insight into today’s consumers and the constantly evolving culture surrounding us.

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@moodymammma

I’m Temi, a London-based Art Director and multidisciplinary artist. My practice involves sculpture, graphic design and creative strategy. I am interested in what makes people tick and I have always had this desire to understand people. My affinity for storytelling has led me to use different mediums, producing graphics, movement pieces, sculptures and long-form writing – to understand the world around me. I’ve exhibited as part of the London Design Festival and facilitated workshops with Imperial College. To me, design is revolutionary, and has the power to educate and change perspectives and I think this is just what the industry needs.

View my portfolio

@toluelusade

Tolu Elusadé

In 2020, my love for connecting with my community blossomed. In 2023,

I use analogue photography and poetry as my creative mediums. Having produced with grassroots organisations such as All Change, participated in research for agencies such as Ogilvy, On Road and The Elephant Room, created for brands including ASOS, TikTok and Burberry and worked with institutions like the Tate, The British Museum and the V&A - I have experience across the board of consulting, directing and shooting impactful campaigns and projects collaboratively.

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@yerfdogizm

I’m Tom, a graphic designer, digital product designer and creative from North London. I found my love of art and design after immersing myself in the worlds of skateboarding and graffiti. After years of developing my art I decided to take the leap and make creativity my career. I am now looking to hone my craft, learn from other creatives, work together and collaborate.

View my portfolio

@t_production34

Meet Tomi, a creative anime enthusiast whose passion for capturing moments, and photography skills, shine through his work. Since 2019, he's made his mark, premiering his film at BF South Bank and contributing to Resource Productions' cinema debut, "Little English". Currently, Tomi manages social media for UK pop artists, including Ed Sheeran, at Grumpy Old Management. He crafts innovative ideas, strategies, and engaging content. In his free time, he stays ahead in design, film, music, and photography trends, drawing inspiration from the internet and everyday life. His guiding principle? "Only the smart ants win" – a testament to his creativity and hard work ethic.

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@tylerpierreson

What can I say, I love to create! Whether that be writing, directing, producing or building a strategy around a brief. It’s what gets me out of bed and drives me to do better, learn more and take on new and exciting challenges. I’m a multi-award-winning filmmaker, with a strong focus on amplifying unheard voices and stories. Connecting with others through the language of storytelling and using my unique perspective and lived experiences,

is where I strive to make an impact within the creative industry and beyond.

View my portfolio

Jude Carmichael

Hello! My name is Jude Carmichael. I'm a creative, with a passion for telling stories. As a creative, my primary skill set is writing. My love for writing started with poetry, and performing in church which led me to explore other mediums to write. Freelance writing articles for online publications and screenwriting short films, advert campaigns and TV.

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< BACK TO DIRECTORY

Now that you’ve met the Shift London Class of 2023, deep-dive into the work they completed on the programme. From bringing Adidas running community to a Gen Z audience and making an Airbnb social campaign that encourages IRL connections, to making Seedlip the #1 non-alcoholic spirit brand and creating a culture-first campaign for Don Papa. Our Shifters spent months working on exciting and challenging briefs from three of our partner brands.

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BRIEF #1

ADIDAS

Make adidas’ running community, ‘adidas Runners’, more relevant to a Gen-Z audience.

IN PARTNERSHIP WITH

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RUN IT BACK

GROUP 1

INSIGHT

We found that a massive 56% of Gen-Z & Millenials don't consider running as an enjoyable form of exercise. There are more interesting ways to stay fit for them. 82% of Gen-Z & Millenials also use music to alter their mood and music is a (legal) performance-enhancing drug enabling people to run further, faster and for longer.

IDEA

To use music to change peoples perceptions about running.

EXECUTION

‘Run it Back' a 3 phases campaign. Phase 1 - Make Some Noise - show up on relevant platforms to Gen-Z, TikTok, Instagram and not Facebook. Incorporate a hype-man-led music Fun Run, just for vibes and beginners. Phase 2 - Integrate an AI running playlist generator into the existing adidas Runners app, you input your run intensity, length and pace and the generator creates the perfect playlist for you, every time! Bring the adidas runners into the adidas flagship store. An immersive in-store experience where you can listen to the runner's favourite running tracks and sign up for adidas Runners via QR code. Phase 3 - Run It Back festival. A festival combining music & running where you can mix with your favourite athletes while listening to your favourite tracks!

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ARENA

GROUP 2

INSIGHT

Gen Z are a tech-savvy, tech-conscious generation, and are in constant search for their identity and community.

adidas Runners LDN do not currently have a home after their studio space shut down in 2017. “After Covid happened the structure changed and people moved. We used to have our own home, a studio space but we don’t anymore” - Nick Bester.

IDEA

Create the new home of adidas Runners LDN. A space to bring young people together.

EXECUTION

We will create a brand new purpose-built track, using multisensory technology to gamify running and make it fun.

This will be a space to bring people together, form deeper connections, and create community. As well as the interactive track we will have a purpose-built room which can function as an events room, training and social space for the adidas running community.

We want women and non-binary people to feel safe running so our new home will be a base providing an alternative to street and park runs.

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PAUSE ON PERIOD

GROUP 3

INSIGHT

Not all running experiences are created equal. In the 'period population,' 7 in 10 Gen Z retreat from exercise during menstruation, battling severe pain and fatigue. Also, a whopping 51% feel healthcare professionals don't take their period pains seriously. In reality, most of the period pop. would rather be in bed than breaking a sweat on their period.

IDEA

Presenting #PauseonPeriod: An initiative aimed at advancing Adidas’ commitment to breaking barriers for women and non-binary people in sport that acknowledges the pains of people who menstruate - by encouraging them to embrace pause on their period while equipping them with resources for recovery that enable a recharged return to the track.

EXECUTION

Create a PR stunt where a mixture of influencers and Adidas runners lift a mattress with a person on it through the London Marathon. This stunt will raise awareness for our event, which takes place on Global Running Day. During the event, we will attempt to break a world record in Hyde Park for the largest pyjama party, signifying the importance of rest and recovery. At this event, there will be pop-up spas, free gynaecology appointments, yoga sessions, period cramp simulator booths and much more fun! Long-term partnerships include Somedays and Flo.

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RUN WITH FLOW

GROUP 4

INSIGHT

74% of Gen-Z do more than 150 minutes of sports a week, but running is not their 1st choice.

IDEA

Target the 3/4 of Gen Zs already smashing it in sport.

Change the way Gen Zs see running; as a way to step up their game in any sport.

Relaunch the adidas Runners app, to attract new members, enticing them with customised training programmes, tailored to a variety of sports and performance goals.

EXECUTION

A London wide Sports Day will mark the launch of the new adidas Runners app. This event will provide an opportunity for sports groups, clubs, and teams in London, particularly those London-based Gen Z, to experience various training runs and explore the app's features. They will also have the chance to interact with adidas-affiliated athletes, professional coaches, and sports enthusiasts. All of this will take place in some of the premier sports stadiums in the city. Concurrently, there will be a vibrant advertising campaign and the unveiling of new social media channels, all aimed at virtually engaging young Londoners in the #WERUNLONDON movement.

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WE RUN

GROUP 5

INSIGHT

We learned that 70% of Gen-Z report being lonely, they're lacking third spaces to connect in and craving community - yet 80% of Gen-Z consider themselves creative.

IDEA

To engage Gen Z in the running club in a meaningful way and encourage them to stay, we bring them a mobile hub and creative mentoring programme. Through this, they can be connected to the runners club, influential athletic and creative figures, each other, and a place for their creative expression to flourish.

EXECUTION

We will reach Gen Z in all corners of London, through the iconic River Thames by connecting our 2024 weekly London scheduled runs to our moving adidas studio hub. After a run, your adrenaline is high, but you need somewhere to chill. We're bringing the adidas hub to runners where they need it most - at the end of every run, where runners can meet for creative mentorship sessions, participate in creative workshops, film and niche events, or attend dance classes or aerobics classes. In the same way that the Thames is a gateway to London, the adidas runners club is a gateway to the world, and community connects them all.

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BRIEF #2

DIAGEO

Seedlip:

Make Seedlip the #1 non-alcoholic spirit brand by raising awareness and cultural relevancy.

Don Papa:

Create an impactful, culture first campaign in the UK that communicates Don Papa Masskara’s personality to

its core.

IN PARTNERSHIP WITH

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Sip Into Sugarlandia

GROUP 1

INSIGHT

Millennials in the UK travel the most with 72% predicted to prioritize travel experiences over material possessions in 2024. 47% plan trips around tasting new cuisines. Cultural exploration is king/queen in their world. In short, they're thirsty to free themselves from the confines of this concrete jungle.

IDEA

Welcome to ‘Sip Into Sugarlandia’ An immersive road trip where the festive spirit of Masskara and the taste of Sugarlandia transport your senses into a sweet escape where you can #UnleashYourDon.

EXECUTION

Step aboard the soundproof Sugarlandia Express as your adventure begins. London's urban clamour fades away as ordinary windows transform into Masskara-themed augmented mirrors.

Don Papa's voice greets you, inviting you to ignite your senses with a shot of Masskara rum, starting your journey through five immersive stops. Each tantalizes your senses with vibrant Filipino flavours and Don Papa cocktails.

Unique activities, from body art to tribal dance, enhance this multi-sensory pregame adventure. Each moment serves as a stepping stone, preparing you for the grand finale.

At London's highest point, a replica of Mt. Kanloan (the active volcano where the rum derives its taste) awaits. Hosted by the night's Don, Uncle Waffles, who’s poised to unleash your inner Don and let the flavours erupt in a volcanic party full of colour before returning to reality.

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DO THE MOST

GROUP 2

INSIGHT

Since the pandemic, there has been a 37% increase in people choosing to drink with their friends instead of going out. We know that people care about their contributions to social gatherings. Research also shows that the quality of the drink correlates with the importance of the occasion. ‘Bayanihan’ is a Filipino word to describe the community spirit of working together to achieve a common goal.

IDEA

Don Papa Presents: Do the Most. Bringing the Filipino spirit of working together to every home (bayan) in the UK.

EXECUTION

We will bring the spirit of the Philippines to London by positioning Don Papa MassKara as the perfect and necessary contribution to the party.

Working with Google, we will launch Don Papa Masskara on New Year's Eve - a time of year when people get together.

We will make sure that Don Papa Masskara is at every checkpoint between your home and the party, ensuring you're not without a worthy contribution to the occasion.

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DOOMS-DAY GALA

GROUP 3

INSIGHT

63% of millennials express themselves through fashion but nearly half of millennials feel as though they don't have enough moment to express themselves.

IDEA

A doomsday fashion gala, where you dress like it's your last day. This event will be promoted through a massive CGI Don Papa MassKara bottle floating down the Thames, as well as interactive posters asking the audience to "tell us when you feel most yourself", prompting the audience to write their answer.

EXECUTION

At the doomsday fashion gala, there will be a catwalk featuring doomsday couture specifically created for the event by Millenial's favourite fashion brands: Nike, Supreme, Stussy etc. There will be competitions throughout the night for best dressed, most creative outfit etc. After the catwalk ends, everyone will take their last drink and the after-party begins, featuring performances from artists such as Kojey Radical, Greentea Peng and Cleo Sol.

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WELCOME TO WONDERLAND

GROUP 4

INSIGHT

Millennials and Get Zs are drinking less. 82% are choosing moderation over abstinence. There’s also a growing demand for healthy, no/lo alcohol ready to drink cocktails. The market is expected to grow from 750m to 2b by 2030.

IDEA

To release a range of three delicious, ready-to-drink, non-alcoholic cocktails; featuring one of each of Seedlip’s signature distilled spirits.

EXECUTION

An interactive, mixology launch party, inspired by the themes of Alice in Wonderland. Influencers who have gained following through their love of food and drink will be invited to attend and will be a mixture of those who drink alcohol and those who don't. Guests will be invited to participate in mixing their own cocktails, from Seedlip's extensive non-alcoholic cocktail recipe list, whilst enjoying live music and performances, which showcase the story of Seedlip and how the distilled spirits are made. Guests will leave with goodie bags stocked with Seedlip's 3 spirits and a recipe book, so they can share what they've learnt during the evening, with their followers on social media.

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UNWOUND

GROUP 5

INSIGHT

Excluding alcohol-free beers, just 10% of people are informed about non-alcoholic alternatives like non-alcoholic wine and spirits, which include Seedlip.

IDEA

Connect young working professionals by providing them with an immersive event that educates them about the intricate process behind non-alcoholic spirits, Seedlip.

EXECUTION

Unwound - an immersive pop-up, bridging brand education and awareness, through meaning and memorable moments by Seedlip.

Elevating the narrative around the trio of Seedlip offerings, we weave culture conversations, foster connections, and awaken sensory reminiscences via meticulously designed workshops at our pop-up.

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CITY MEETS COUNTRY

GROUP 6

INSIGHT

Since 2019, there has been a notable 166% surge in non-alcoholic products. However, there has been a decline in the availability of sober spaces, particularly those catering to a younger audience.

IDEA

Create a 'Sober space' for sober and sober curious people to get in touch with their green thumb to benefit their mental and physical health while also getting to meet like-minded individuals. 'No places for a sober mind but so many sober lives.'

EXECUTION

Bringing 'City meets country' to life, we will curate a Seedlip gardening experience at Peckham Levels. This workshop will offer a unique opportunity to connect with your green thumb and create lasting memories alongside a community of like-minded, sober individuals. Additionally, we will host 'Seed Scenery,' a monthly Gardening Club, where local residents unite to rejuvenate neglected land in the neighbourhood.

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BRIEF #3

AIRBNB

Create a social campaign that engages Gen Z with Airbnb & encourages IRL connections.

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AIRBNB SCHOOL

GROUP 1

INSIGHT

Gen Z is a highly digitised and creative generation with 80% identifying as creative. The rise of platforms such as TikTok and Instagram have resulted in a generation of creatives making and sharing content through instructional videos, some very successfully.

IDEA

We will launch Airbnb school, replacing airbnb online experiences. Taking instructional online experiences into the physical realm, we will host workshops that platform young or less experienced creators (small fish) as cohosts next to their idols and field leaders (big fish).

EXECUTION

Big Fish will create a call to action, offering smaller-time creators in specific fields an opportunity to state their case to co-host a workshop alongside one the discipline’s superstars.

Application videos will generate traction from potential cohosts, as well as targeting spotlighted talents many followers.

Workshops will be run quarterly, hosted by Airbnb and open to the public to attend, naturally appealing to fans of both hosts and prompting user generated content.

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peas in a pod

INSIGHT

73% of Gen Z report feeling lonely sometimes or always, however, 84%

of Gen Z want to be connected with like-minded people and to be part of

a group “like me”.

IDEA

Using UK’s most iconic landmark for an exclusive experience, where people can bond on the commonality of

their interests.

EXECUTION

Introducing "Peas in a Pod". 32 UK influencers in niche areas each takeover a pod in the London Eye. The influencers will broadcast an application to register on Airbnb for this event. 8 people for each pod will be randomly selected to join an influencer for an intimate bonding experience, promoting the idea that friends are just strangers you haven't met yet.

GROUP 2

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airbnb AIRcamp

GROUP 3

INSIGHT

58% of Gen Z are actively making an effort to disconnect from social media and they struggle to meet people in real life.

IDEA

Create an environment for people to get together and socialise with people who have similar interests to them but typically wouldn't meet in real life to try and combat the loneliness faced by Gen Z. Turn digital connection into meaningful IRL Experiences.

EXECUTION

AIRBNB CAMP - Create a quarterly campsite run by Airbnb based on a specific discipline (eg. Creatives only/ environment lovers only) with experienced hosts to provide activities while on the camp. Airbnb will set up a camping site targeting social communities. Host communal meals, campfire discussions, and activities that foster connections among campers. Target Gen Z artists and creatives by offering camping experiences that provide opportunities for inspiration and artistic expression. Host outdoor art workshops, photography sessions, or nature-inspired creative projects. Promote the camping site as a place for digital detox and mindfulness, where Gen Z can unplug and recharge.

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BIG SLEEPOVER

GROUP 4

INSIGHT

Loneliness isn’t exclusively a Gen-Z problem. Baby boomers experience more loneliness and isolation than any other generation!

IDEA

Elevate the Airbnb platform, to connect boomers and zoomers, by offering them a personalised travel match. So Hosts and Guests from all generations can bond, and feel confident in requesting and accepting bookings from a diverse range of travellers and dwellers, giving confidence and peace of mind, before ever meeting in person …think Hinge but for Hosts!

EXECUTION

Launch a global sleepover, featuring unlikely pairings between guests & hosts, to show we’re more similar than we think! Using the authentic content created around these meetings, we'll launch a global advertising campaign, which will be released on platforms that reach both Gen Z and Boomer audiences.

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airbnb homies

GROUP 5

INSIGHT

Gen Z favour authentic lived experiences, which they find through social media - the leading platform of choice is Tiktok to find the people that resonate with them. A place to find what they want, where they want!

IDEA

An option within Airbnb which allows users to connect with connoisseurs of culture within their intended area of stay. Allowing for connections, creating memories!

EXECUTION

Introducing the Airbnb Homies. They are your regular locals who are the connoisseurs of their area.

Someone who has knowledge and love for the hidden gems in your chosen home. Giving you the best authentic local experiences as well as creating digital connections between Airbnb users.

Using AI, they will have the option to link their favourite platforms to Airbnb. Allowing it to match you to a specific Homie that fits your interest.

Once you match with your Homie you will have access to text and plan your trip together.

Letting you build connections online and offline.

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THANK YOU

We’re grateful to London's creative industry ​for donating their time to advise and support ​the night school, host the sessions, and teach ​and mentor the Shift class. Thank you also to ​our partners – Google, adidas, Diageo and ​Airbnb – for enabling the programme and ​providing creative briefs and mentorship.

SUPPORTING AGENCIES,

BRANDS & INDIVIDUALS

Google

adidas

Diageo

Airbnb

Anomaly

MOX

Design Bridge and Partners

Hope & Glory

The Clearing

Frog

Smyle

Ogilvy

Design Studio

GREY

We Are Social

PRETTYBIRD

WPP

Ronnu Creative

EYC

Metallic Inc.

Deliveroo

innocent

Nick Eagleton

23 Red

THANK YOU

INDUSTRY TEACHERS

Abbey Monteiro

TBWA\Media Arts Lab

Alessia Calcabrini

Ogilvy

Bee Pahnke

Grey

Ben Thrasher

Design Bridge & Partners

Ben Greengrass

ThoughtMatter

Cécile Dumetier

Studio Omelette

Claire Edwardes

The Clearing

Dan Whiterhead

Frog

David Stitson

Hope&Glory

Fadi Dada

Anomaly

George Mortan

Grand Matter

Hameed Adigun

Founder of Jalli

Holly Cliffin

Anomaly

Jack Hutchinson

Hope&Glory

Jemma Davis

Mox London

Jessie McGuire

ThoughtMatter

Jordan Sheldrick Devine

DesignStudio

Kieran Kenlock

Freelance Creative Director

Laura Jordan Bambach

Founder We Are Oko

Miho Aishma

Design Bridge & Partners

Nate Agbetu

UAL

Nene Parsotam

Prime Video

Nick Eagleton

Saboteur

Nicola Rae-Wickham

Resident Life Coach

Olivia Hyde

EYC LTD

Paul Rider

Freelance Creative & Art Director

Kat Sullivan

WPP

Katie Boorman

Innocent

Paul Hewitt

Deliveroo

Peju Ayanwale

Metallic

Raakhi Chotal

Frog

Seun Areoye

Amplify / GAUCHOWORLD

Tristan Cavanagh

23red

Vannesa Hyde

NSPC / Studio Omelette

Charlotte Walton

Ogilvy

Chloe Templeman

Big Fish

Mia Powell

Pretty Bird

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THANK YOU

SELECT PARTNERS

Thank you also to our select partners – Hope ​& Glory, Anomaly, Design Bridge and Partners, ​and MOX – for elevating the programme and ​supporting the Shifters along the way.

WITH SPECIAL

THANKS TO

Jack Hutchinson

Hope&Glory

Jemma Davis

Mox London

Holly Cliffin

Anomaly

Hannah Riley

Design Bridge & Partners

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THANK YOU

MENTORS

ALUMNI MENTORS

Lolly Morris

PlayStation

Hardip Kaur

Hard1p

Manuel Nogueira

MAGMACX

Thiago Campos

Edelman

Abbey Monteiro

TBWA\Media Arts Lab

Ester Wikström

Freelance

Hope Lowe

The Clearing

Drucilla Burrell

Adobe

Eoin Conlon

BBDO Dublin

Chloé Templeman

big fish

Kyle Green

We Are Social

Connor Edwards

Jack Renwick Studio

Jacob Denno

innocent drinks

Leila Faatar

Platform13

Jon Newman

Alphabetical

Akhil Morjaria

TPXimpact

Robin Smith

POP!

Pedro Garlaschi

We Are Social

Olive Lai

EVERFI UK

Sara Azmy

Freelance

Connor Wynn

McCann London

Robi Farkas

Syd

Andrea Zlotnick

Marmalade Film and Media

Lánre Adeleye

HSBC

Ben Tofan

Freelance

Jake Maguire

Vault49

Marshall Lawrence

Island Records

Nyaira Gibbs

VML

Sasha Yaroshevich

MMBP & Associates

Russie Miessi

Born Social

Zane Durham

Spotify

Nyaira Gibbs

VMLY&R

Owen Rowbotham

Cult LDN + NYC

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Roxanne Castro

Droga5

Cindy Rodriguez

Translation

Bradley Valentin

ColorMe Media

Raafaye Ali

Mother

Sophie McGovern

MullenLowe Group UK

Yewa (Esther) Aloba

Digital Asset

THANK YOU

PARTNERS

THE D&AD TEAM

Google

Dan Germain

Director, Brand Studio

Ben Malbon

Vice President, Marketing

Patrick Stevenson-Keating

Senior Creative

adidas

Jonny Silcock

Senior Publishing Manager, Sport

Jack Elleray

PR Assistant Manager

Navneet Hayer

Comms, adidas

Jimmy Greenwood

Director, Digital Publishing

Elloise Tattam

Brand Communications Specialist

Airbnb

Teo Connor

VP of Design

Cat Nygaard

Design Director

Elena Farrar

Internal Communications

Diageo

Steve Honour

Head of Single Malts Design

Georgia Kelly

Diageo

Jeremy Lindley

Global Design Director

Jonathan Holden

Global Head of Don Papa Rum

Matt Robinson

Global Head of Seedlip

WITH SPECIAL

THANKS TO

Shift Coach

Nicola Rae-Wickham

Shift ECDs

Nimo Awil

Ian Wharton

Sandra Ofori-Forbes

Shift London Programme Manager

Sara Pintado

Global Programme Manager, Shift

Ash Level

Community Manager, Shift

Paul Drake

Foundation Director

Rediate Negash

Partnerships Manager

Katherine Lathwell

Head of Partnerships Delivery

Sammi Vaughan

Partnerships Director

Dervla O'Shea

Senior Marketing Manager

Ketishia Vaughan-Lartice

Social Media Manager

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GET INVOLVED

POWERED BY INDUSTRY,

SHIFT IS GROWING.

On the ground in six cities, the core D&AD Shift programme continues to identify, support and train self-taught talent.

You can express your interest of getting involved by filling out our Get Involved Form here.

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