Three black Pencils were award tonight at the D&AD 2018 awards presentation in the Old Truman Brewery.
- Palau Pledge by Host /Havas for the Palau Legacy Project, in Branding. Palau Pledge requires visitors to Palau to sign a passport pledge to act in an ecologically responsible way on the island.
- It’s a Tide Ad by Saatchi & Saatchi NY for Procter & Gamble in Film Advertising. It’s a Tide Ad took over other brands’ ads, and the airwaves, during the Super Bowl.
- Fearless Girl by McCann New York for State Street Global Advisors in Outdoor Advertising. Fearless Girl is the bronze statue of a defiant young girl facing the iconic Charging Bull on Wall Street, commissioned to highlight State Street Global Advisors’ gender diversity index fund.
721 Pencils were awarded: 3 Black, 74 Yellow, 156 Graphite and 488 Wood.
Australia’s Yellow Pencils are:
Host/Havas, Palau Pledge for Palau Legacy Project in Branding
Revolver/Will O’Rourke, Stop the Horror (2) for Go Gentle Australia in Film Advertising (with Cummins&Partners)
New Zealand’s Yellow Pencils are:
Y&R New Zealand, Geoff for Heinz Australia in Branding
DDB New Zealand, Re: Scam for Netsafe in Digital Design
Full list of Pencil winners here by category, colour and country.
D&AD judging is designed to be tough. Its criteria are stringent and its standards are extremely high.
Alexander Schill, global chief creative director of Serviceplan Group, jury president of Direct, provided this taste.
“We were judging both the quality of the piece itself and how it fitted into the category of directness. So, for example, an amazing outdoor piece entered into Direct, that didn’t fit perfectly into the category couldn’t make it up to a Pencil. It was only if the category definition was matched, and combined with outstanding creativity, that we finally awarded the work and put it through for a Pencil. There were no Black Pencils but two very authentic and strong Yellow Pencils, Google Home of the Whopper by David Miami for Burger King and Exclusive the Rainbow case study by DDB Chicago for Skittles.”
The three most awarded agencies are:
#1: BBDO New York with 26 Pencils: 3 Yellow, 12 Graphite and 11 Wood
#2: McCann New York
#3; AMV BBDO
The three most awarded design agencies are:
#1: Jones Knowles Ritchie – five Pencils including one yellow, one graphite and four wood
#2: The New York Times Magazine
The three most awarded production companies are:
#1: MJZ – six Pencils including three yellow, two graphite and one wood
#2: Riff Raff
The three most awarded clients are:
#1: State Street Global Advisors
#2: Burger King
The three most awarded countries are:
#1 The US: 194 Pencils
#2: The UK: 165 Pencils
#3: Japan: 49 Pencils
Australian was #6 with 31 Pencils. New Zealand was #8 with 21.
D&AD chief executive officer, Tim Lindsay, commented, “This has been an outstanding year for creativity. We received entries from 50 countries across all continents, attesting to the truly global nature of our programme and the impact of D&AD in stimulating and celebrating talent from around the world.
Three Black Pencils have been awarded, two of which use creativity as a means to create a better world. But we’ve also seen a marked focus on humour and playfulness. Design and advertising can be used to encourage debate and engender social discourse, but it can and should also entertain. Also, sell stuff. In the current social and economic climate, we need all of the above.”
D&AD president, Steve Vranakis, commented, “Every D&AD president gets to choose one of their creative heroes to give the President’s Award to. They’re always giants of our industry, hugely awarded, respected by the whole community, great achievers, ground-breaking creative practitioners and much-loved leaders.
This year we celebrate the extraordinary achievement in advertising of not one, but two such leaders: Colleen DeCourcy and Susan Hoffman. Together, they co-chief and creative-direct one of the world’s finest creative agencies, Wieden + Kennedy, an agency we all know, love and respect. I am hugely honoured to recognise their achievement and their outstanding contribution to creative excellence.”