Even though the Brand New Awards welcome student work across all categories this year saw a steep decline in student entries, attracting less than half of 2010's 81 submissions. Not only was the amount lower but the quality of the work was far less competitive and due to the small amount of winners, all student entries were grouped together in a single section in the book — separated online due to back-end programming. Sadly, this may be the last year student work is accepted. While judges grumbled about the lack of concept and execution across all entries they were in collective agreement that Traklin, a fictional television channel for men, by Roy Sturdy stood out among all the student entries and could even compete against the professional-level work in the Logo and Identity Animations category for which it was submitted.

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