Unconscious bias prejudices 90% of people. Simple details on job application forms like name, sex and race can unconsciously affect the decision made, resulting in less diverse workplaces. D&AD wanted to open up the creative world to people from all backgrounds, and being a non-profit, the budget was low.

Our solution was Kkaptionn: a comic book with no words designed to be filled out by creative applicants in any way they see fit. No application forms. No cover letters. No portfolios. Just an empty comic book filled out anonymously, leaving out any personal information that could lead to unconscious bias. D&AD used Kkaptionn to identify talent, in a way that truly levels the playing field and offers everyone an impartial entry into the industry.

To bring the idea to life, we designed a comic book without words. Each page has been illustrated with no specific narrative in mind. This way, we gave applicants a chance to tell the story they wanted and express their creativity without constrictions. We chose an independent zine comic style, with quirky illustrations and basic materials, which best represented the raw, unconventional talent we wanted to reach with Kkaptionn. The paper stock we printed on had to be uncoated and easy to write on with different types of ink; it also had to be thick enough so the ink wouldn’t bleed through. 1000 copies were printed, both for applicants and for sale.

Kkaptionn was used by D&AD to find 20 successful applicants for their New Blood Shift programme – a 12-week free workshop for aspiring creatives. Kkaptionn eliminated any bias from the process and successfully helped find untapped raw talent from all backgrounds, which the industry often fails to find. Many of these applications went on to secure internship and placements at some of the leading creative agencies, such as Pentagram, AKQA and BBC. Kkaptionn was also exhibited at London Comic Con, with profits from all sales going back into D&AD to help fund next year’s New Blood Shift programme.