A group of students from SAIC won one of three prestigious D&AD Yellow Pencil Awards for their submission, Project Monsoon, an innovative proposal to bring colorful art to the streets of Seoul, South Korea, with water-activated paint. Each year, D&AD bestows New Blood Awards upon collaborative creative projects from young individuals new to the field of design. The Project Monsoon creative team includes SAIC students Seunghoon Shin, Yoonshin Kim, and Nu Ri Kim, and tutor James Lee.
The rigorous D&AD New Blood Awards competition features a yearly theme proposed by a successful brand. This year, Pantone set the competition guidelines: “Reimagine your hometown through a new color scheme.” A team of professionals in the industry then judges each submission.
Project Monsoon proposed a large-scale, urban initiative to paint the streets of Seoul, South Korea, with hydrochromatic paint, a medium that is transparent when dry and vibrantly colored when activated by rain. The design concept seeks to reflect the country landscape’s many rivers by adorning the streets and sidewalks of urban commutes during the city’s gray and dreary monsoon season.
Image from D&AD