D&AD has announced the Pencil winners across the Craft, Next, Advertising and Side Hustle categories. 44 Yellow, 132 Graphite, 241 Wood, 9 Next, 2 Side Hustle, and 2 Collaborative Pencils awarded across these categories
The D&AD Collaborative category applauds long-lasting relationships between clients and their design, advertising and/or production companies that have led to the creation of noteworthy work in recent years. Pencils were awarded to Brazil’s AlmapBBDO for its continued work with Alpargatas and to UK design agency, Superunion, for its work with The London Symphony Orchestra.
Among the Yellow Pencil winners these stood out:
- Saatchi & Saatchi Australia’s Donation Dollar for the Royal Australian Mint won 3 – in Experiential, Direct and Media (also won 2 Graphites in Direct)
- AMV BBDO’s #wombstories for Essity won 3 – in Film, Animation and Art Direction
- Francesca for Diesel won 5 – 3 to Publicis Italy in Film and 2 to DIVISION in Casting & Direction
- Translation’s You Love Me for Beats by Dr. Dre won 3 – in Writing for Advertising, Cinematography (Film) and Social Commercials Over 30 seconds
- Smuggler New York won 2 for The Whole Working From Home Thing for Apple – in Editing & Direction (director, Australia’s Mark Molloy)
The top-ranking countries by number of Pencils across Craft, Next, Advertising, Side Hustle and Collaborative are:
- United States – 147 Pencils
- United Kingdom – 77 Pencils
- Brazil – 28 Pencils
- France – 24 Pencils
- Australia – 16 Pencils
Australia’s Pencil winners are:
- Saatchi & Saatchi Australia’s Donation Dollar for the Royal Australian Mint won 3 – in Experiential, Direct and Media (also won 2 Graphites in Direct)
- Ogilvy Australia, Secret Menu for KFC – Wood in E-Commerce
- TBWA Sydney, Play NZ – 1 Graphite & 1 Wood in PR
- VMLY&R, Lost in Translation for Defence Force Recruiting – 1 Wood in Direct
- Special Group Australia, Uber Eats No Repeats – 1 Wood in Media
- CHE Proximity, Help! The Game for IAG – 1 Wood in Media
- CHE Proximity, Sloways for IAG – 1 Wood in Experiential
- CHE Proxmity, First Saturday for NRMA – 1 Wood in Media
- CHE Proximity, Samsung Microcodes – 1 Wood in Media
- For The People, Story Espresso Coffee Cups for Richie Chai – 1 Wood & 1 Graphite in Writing for Design
The top-ranking companies for these categories, by number of Pencils are:
- Africa and AMV BBDO -12 Pencils each
- Droga 5 New York – 9 Pencils
- AKQA Sao Paulo, Publicis Italia and Saatchi and Saatchi New York – 7 Pencils each
The total number of Pencils in each category is:
Craft: 171 Pencil Winners
- Animation: 3 Yellow, 7 Graphite, 8 Wood
- Art Direction: 2 Yellow, 8 Graphite, 12 Wood
- Casting: 1 Yellow, 3 Graphite, 9 Wood
- Cinematography: 1 Yellow,1 Graphite, 3 Wood
- Direction: 3 Yellow, 7 Graphite, 6 Wood
- Editing: 1 Yellow, 4 Graphite, 4 Wood
- Illustration: 2 Yellow, 5 Graphite, 10 Wood
- Photography: 3 Graphite, 5 Wood
- Production Design: 1 Yellow, 1 Graphite, 3 Wood
- Sound Design & Use of Music: 4 Graphite, 15 Wood
- Typography: 1 Yellow, 3 Wood
- Visual Effects: 4 Yellow, 3 Graphite, 3 Wood
- Writing for Advertising: 2 Yellow, 3 Graphite, 3 Wood
- Writing for Design: 1 Yellow, 6 Graphite, 10 Wood
Advertising: 246 Pencil Winners
- Digital: 3Yellow, 11 Graphite, 19 Wood
- Direct: 2 Yellow, 9 Graphite, 20 Wood
- E-Commerce: 1 Yellow, 3 Graphite, 8 Wood
- Experiential: 3 Yellow, 5 Graphite, 11 Wood
- Film: 5 Yellow, 6 Graphite, 14 Wood
- Integrated: 1 Yellow, 4 Graphite, 4 Wood
- Media: 2 Yellow, 8 Graphite, 23 Wood
- PR: 2 Yellow, 15 Graphite, 25 Wood
- Press & Outdoor: 3 Yellow, 12 Graphite, 17 Wood
- Radio & Audio: 4 Graphite, 6 Wood
Collaborative: 2 Pencil Winners
Side Hustle: 2 Pencil Winners
Next: 9 Pencil Winners
- Next Creative: 2 Next Pencil
- Next Designer: 2 Next Pencil
- Next Director: 2 Next Pencil
- Next Illustrator: 2 Next Pencil
- Next Photographer: 1 Next Pencil
All 430 Pencil winning & shortlisted entries are showcased on the D&AD Website.
Dara Lynch, CCO at D&AD commented: “While the pandemic has kept our peers physically distant from each other, the power of creative excellence has remained as strong as ever. We hope the first of our two virtual ceremonies has provided an opportunity for the industry to come together to view, be inspired by and celebrate the immense talent across the creative community. We have taken many of the learnings from last year’s digital awards and implemented them this year to create an experience that holds true to the value of our awards and celebrates every single pencil winner as they truly deserve to be. We are looking forward to our second ceremony to once again reveal more outstanding work as well as the winners of our highly coveted Black Pencils, the President’s Award and Companies of the Year.”
Pencil-winning work will also be featured in the digital D&AD Annual and online archive.
The Pencil winners for the Design, Impact and Culture categories as well as the presentation of Black Pencils, The President’s Award and Companies of the Year will be announced in the second virtual ceremony on May 27 at 6pm BST.