There has always been something very special about the D&AD Annual – its promise that creative excellence endures, its challenge to outdo the world’s best ideas…even the grandeur of its weight.
This year, there will be no grand weight for the D&AD Annual. In other ways, though, the Annual will be better. Its content will include video and there will be more editorial content to get deeper into the winning work. The promise of enduring creative excellence and challenge to outdo the best will be presented digitally.
The digital Annual will show off the best creative work from across the design and advertising industry as its book version has always done. D&AD feels that it also heralds a more accessible and sustainable future for itself.
D&AD President, Kate Stanners, has collaborated with Studio Dumbar to create a digital Annual that continues the publication’s legacy of inspiring both established and emerging creatives. As a charitable organisation, D&AD’s primary mission is to stimulate creative excellence and nurture the next generation of creative thinkers.
The digital Annual will be free of charge and available via the D&AD website in November. It will include the same content as previous years, with additional features for the creative community to enjoy. These include more editorial content to create a deeper, more insightful understanding of Pencil winning work through a suite of insight interviews with judges, behind the scenes sessions with winners and thematic reports. To replicate the serendipity of flicking through a physical book, the Annual will feature a randomised tool to reveal creative work randomly and democratically, facilitating the discovery of new work.
At a time when environmental responsibility is more important than ever, the digital Annual will also support a significant reduction in carbon footprint both through production and shipping of the publication. D&AD is committed to contributing to a more sustainable future and are reviewing the environmental impact of their programmes and services to improve the sustainability of the organisation as a leader in the global creative community.
Lastly, it will simply make the Annual more accessible, especially to emerging creatives from all backgrounds.
Kate Stanners, D&AD president, commented, “This year, D&AD produces its first-ever digital Annual, allowing us to reach a wider audience than has previously been possible, to celebrate creative excellence, and be an inspiration to creatives globally. Having been our creative partner throughout the 2020 programme, I can think of no one better to design this year’s digital Annual than Studio Dumbar, which is the epitome of creative excellence – bold, daring and iconic. They are never afraid to push the boundaries and embody everything that D&AD represents. It feels like the perfect fit.”
Dara Lynch, chief operating officer at D&AD, stated, “As the creative industries undergo immeasurable change, it is only right that D&AD changes with it. The pandemic has taught us that the future is undeniably digital and accessibility is the top priority. A digital Annual is the natural next step in diversifying our audiences and will engage emerging talent in fresh and exciting ways. This, coupled with the sustainability advantages of digital content, marks a new direction for our industry which prioritises the planet and reaching a broader and more diverse global creative community.”