Australia has won a White Pencil. M&C Saatchi’s Optus Clever Buoy is one of three White Pencils handed out this year.
2 Black Pencils, the highest accolade in the creative industry, have been awarded in this year’s D&AD Judging.
Neither came from Australia or New Zealand, but New Zealand gets boasting rights for the D&AD Most Awarded Agency of the year, Y&R New Zealand and Most Awarded Client of the Year, Burger King. Y&R NZ won 6 Yellow Pencils, 1 Graphite and 1 Wood.
Huge congrats for the campaign that was intended to kick off the D&AD White Pencil (but didn’t). That story here:
The 2016 D&AD Black Pencils were awarded to:
- UK startup, what3words, for The World Addressed by what3words (Creativity for Good)
The World Addressed is a location reference system based on a global grid of 57 trillion 3mx3m squares. It’s a very precise way of locating any place on planet earth, far more accurate than postal addresses and much easier to remember, use and share than a set of co-ordinates. And that matters greatly to developing nations where poor addressing is life-threatening and growth limiting.
what3words also won D&AD Most Awarded Design Agency for 2016.
• Iyamadesign Japan for Mt Expo 2015 spatial design, on behalf of masking tape brand, Kamoi Kakoshi.
The idea, for Washi tape’s mt, shop and exhibition was built on the growing popularity among craft lovers to use mt to decorate their personal belongings. To highlight the wide variety of the products, their colors and patterns, the agency decorated an entire venue in mt and turned it into a gallery full of fun & surprises like a toy box. 80,000 tapes were hung from the ceilings and mt dotted cars were parked beside the shop. ‘mt’ tapes were also provided free to the customers for them to experience mt in their own creative ways.
Christian Davies, executive creative director of Fitch Americas and foreman for spatial and experiential design, commented, “We talked a lot about work that we viewed as game changing. We talked about the responsibility of sending a message to the design community to say this [a Black Pencil winner] will change the way we look at design. We also talked about the iconic work that had won in the past, and how you remember the impact it had.
“mt expo 2015 was beautiful in its simplicity. I thought it was a piece of work that inspired wonder in the people that experienced it.
“There was a common theme that was to discuss the backlash against ‘digital for digital’s sake’. So I voted for something that was beautifully simple.”
3 White Pencils have also been awarded this year, recognising the best work in the Creativity for Good category.
They went to:
- Clever Buoy by M&C Saatchi for Optus – Australia
Clever Buoy has given M&C Saatchi a dream run of awards, including two Golds at Kinsale, the inaugural Special Innovation Can’t Be Contained Gold at the IAB Mixx Awards and a Titanium Lion at Cannes.
- Security Moms by Ogilvy Brasil for Sport Clube do Recife – Brazil
- Fairphone 2 by seymourpowell for Fairphone – UK
The Creativity for Good (White Pencil) category launched as a stand-alone awards show in April this year, in partnership with Advertising Week parent company Stillwell Partners, under the new name, D&AD Impact.
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