D&AD Judging is over. The Pencil winners have all been announced. The colour of the Pencil wins – Wood, Graphite, Yellow, Black, White – will be revealed on May 21.
85 countries entered this year’s D&AD. The UK topped the judging with 240 Pencils. The US won 145. Brazil, Germany & Japan tied in third place with 44 Pencils each. Australia won 39.
Australia’s top campaigns were:
Leo Burnett Sydney’s Poachers and its individual ads, Shark, Rhino and Tiger, 6 Pencils:
Tiger: Illustration for Advertising, Shark: Illustration for Advertising & Press Advertising, Rhino: Illustration for Advertising, Poachers (campaign): Press Adv Campaigns and Illustration for Advertising
M&C Saatchi’s Optus Clever Buoy, 5 Pencils:
Innovative Product Design, Technological Innovation, Innovative Use of Technology, Ambient and Earned Media Campaign
Whybin\TBWA Melbourne’s ANZ GAYTMS, 5 Pencils:
Brand Experience & Environment, Use of Social Media, Ambient, Advertising & Marketing – Brand (White Pencil) and Innovative Media
The Top 10 agencies by Pencils won are:
AMV BBDO: 21 Pencils
R/GA: 18 Pencils
BBDO New York: 13 Pencils
adam&eveDDB and Grey London: 11 Pencils (Joint 4th)
Leo Burnett Canada: 11 Pencils
Droga5, Kolle Rebbe and Wieden+Kennedy London: 9 Pencils (Joint 7th)
AlmapBBDO and Leo Burnett London: 8 Pencils (Joint 10th)
848 Pencils were awarded. Art Direction (12), Book Design (22); Branded Film Content and Entertainment (47); Branding (35); Digital Design (30); Digital Marketing (30); Direct (66); Film Advertising (37); Film Advertising Crafts (112); Graphic Design (19); Music Videos (19); Outdoor Advertising (50); Packaging (29); Product Design (19); Spatial Design (6); and Writing for Advertising (17).
D&AD chef executive officer, Tim Lindsay, commented, “It has been a very special year for D&AD Judging. We’ve flung open the doors of our new home at the Truman Brewery in East London so members of the public can come and see how D&AD makes its decisions. A Pencil is the toughest creative award on Earth to win, and we’re proud of the rigour the judges apply to their decisions. After all, their names end up in The Book along with the winners.
“I’m pleased that the White Pencil has had a record number of entries this year. Creative people have the resources at their disposal to engender major changes to the way we behave – and applied to good causes there can be no better way to use our industry’s talents.”
“With our new Pencils (Wood and Graphite in addition to Yellow, Black and White) we have simplified the Awards system this year. Entrants can find out if they’ve won a Pencil by logging on to the D&AD website, but they’ll have to wait until the Ceremony on May 21 to find out which one.”
