The winners of this year’s D&AD Awards were announced at a ceremony in London last night, with juries awarding five black pencils, four white and 44 yellow. Here’s our round-up of the most successful projects and agencies…
This year’s black pencils awarded TV spots, idents, radio campaigns and branding – unsurprisingly, Leo Burnett received one for its Like a Girl campaign for Always, which has been viewed over 57 million times on YouTube and was arguably this year’s most talked about spot. It was also the most awarded project of the night, receiving a further two yellow pencils, three graphite and two wood.
4creative also received a black pencil for its brilliantly crafted on-screen idents, which were shot using custom equipment to create a moving film-strip effect and inspired by scenes from classic movies (read our interview with ManvsMachine’s Mike Alderson about the making of them here):
As did Marcel Worldwide for Inglorious Fruits & Vegetables (awarded in the direct integrated campaigns category), which encourages shoppers to eat misshapen produce in an attempt to reduce food waste:
And Made Thought’s elegant G.F Smith rebrand, which saw the paper company’s previous logo replaced with two new marques and a bespoke humanist sans typeface:
New Zealand agency Colenso BBDO received a black pencil too for K9FM: a radio channel for dogs to promote Pedigree, which broadcast soothing music and messages for pets left alone at home.
White pencils were awarded to Don’t Panic London for Everything is NOT awesome, a scathing film for Greenpeace urging Lego to end its partnership with Shell, which used the brand’s own toys to highlight the potentially devastating consequences of an oil spill (the film led to over 1 million people signing a Greenpeace petition to back the campaign, and Lego announced a few weeks later that it would not be renewing its partnership with the oil company):
Droga5 also received a white for Honey Maid campaign This is Wholesome – a sweet if sentimental celebration of American diversity with films showcasing a two-dad family, a military family, a blended family and an interracial family. The ad was watched by 1.5 million people in a day, and followed by another film highlighting some of the more extreme reactions to it on social media, arranging print outs of hateful comments into the word love.
GGH Lowe/Grabarz & Partner in Germany was awarded a white pencil for its clever anti-fascism campaign for ZDK Gesellschaft Demokratische Kultur, which tricked Neo-Nazis into raising money for Exit Deutschland, an organisation that helps people leave extremist groups. The stunt subverted an annual far-right extremist march through the town by asking local residents and business owners to sponsor the extremists, donating 10 Euros to Exit Deutchsland for every metre they walked. Walkers were greeted with rainbow coloured banners sporting slogans such as ‘If only the Fuhrer knew” and a sign at the finish line thanking them for their donations. The project raised 10,000 Euros for the charity and a film of the stunt has had over one million views online.
Lowe China received the final white pencil for its powerful print campaign for Buick encouraging people to drive safely. The ads featured victims of traffic accidents holding up safety signs, and was also awarded a Gold at Cannes Lions last year.
A record 847 pencils were given out this year – the most awarded agency was R/GA (also creative agency of the year in the CR Annual), receiving two yellow pencils plus several graphite and wood for its work with Beats by Dre, Google and Equinox. Always’ parent company Procter & Gamle was the most awarded client, while Somesuch & Co was the most successful production company, winning a yellow pencil for Honda ad, The Other Side. Design Bridge was the most awarded design consultancy, picking up four graphite and two wood pencils for projects including the Fortum & Mason Handmade Collection and Tanqueray No. Ten gin packaging.
The President Award went to Margaret Calvert, who will forever be associated with her work with Jock Kinneir on British road signage and whose former pupils at the RCA include Jonathan Barnbrook, Daniel Eatock and founders of GBH, Graphic Thought Facility and Why Not Associates.
Brooklyn-based photographer Jeff Brown, who cites David Lynch as one of his biggest influences, received the new next photographer award in partnership with Getty:
And Vania Heymann won next director for music video Mayokero, a two-minute film which brings dozens of iconic album covers to life. Awards jury member Sean Thompson praised Heymann for embracing the ridiculous “and bringing a simple, fresh idea to life in film”:
For a full list of pencil winners, credits and more info see dandad.org