D&AD 2018 judging is over and 721 Pencils have been awarded. The Pencil colours will be announced on Thursday night (UK time).
The US and the UK have topped the rankings by country. This is a bit of a tradition. But Japan has come third, which is a coup for Asian creativity. Australia has held onto its #6 position from round 1. New Zealand has slipped down one place to #8.
Australia’s Pencil winners are:
CHE Proximity, Hearing Test in Disguise for Cochlear in Branded Content & Entertainment
CHE Proximity, Hearing Test in Disguise for Cochlear in Creativity for Good
CHE Proximity, Hearing Test in Disguise for Cochlear in Direct
CHE Proximity, Making the List for Lego Australia in Direct
Saatchi & Saatchi Sydney, Westpac Rescue Rashie in Creativity for Good
Saatchi & Saatchi Sydney, Westpac Rescue Rashie in Product Design
https://www.youtube.com/watch?v=Yt6w4kl7JOs
Re, Sydney Design Festival for Museum of Applied Arts in Branding (2)
Host/Havas, Palau Pledge for Palau Legacy Project in Creativity for Good
Host/Havas,Palau Pledgefor Palau Legacy Project in Direct
Host/Havas,Palau Pledge for Palau Legacy Project in Branding (2)
Host/Havas,Palau Pledge for Palau Legacy Project in Integrated
Host/Havas,Palau Pledge for Palau Legacy Project in Writing for Advertising
Host/Havas, Palau Pledge for Palau Legacy Project in Writing for Design
https://youtu.be/KhuY8eNLzBM
Host/Havas, The Bottom 100 for Fund for Peace in Crafts for Design
Host/Havas, The Bottom 100 for Fund for Peace in Media
TBWA Melbourne, ANZ #Holdtight in Media
Cummins&Partners Sydney, Stop the Horror for Go Gentle Australia in Film Advertising
Revolver Will O’Rourke (with Cummins&Partners Sydney, Stop the Horror for Go Gentle Australia in Film Advertising) (2)
National Gallery of Victoria, NGV Triennial in Book Design
For The People, Fete of the World for Fete of the World in Branding
J.Walter Thompson Melbourne, Melbourne Fringe Festival in Branding
Interbrand, G’Ay Mate for Cotton On Group in Branding
New Zealand’s Pencil winners are:
FCB New Zealand, The Lost Night for Health Promotion Agency in Art Direction
FCB New Zealand, Go Balls Out for Testicular Cancer New Zealand in Branded Content & Entertainment
FCB New Zealand, Go Balls Out for Testicular Cancer New Zealand in Media
FCB New Zealand, Go Balls Out for Testicular Cancer New Zealand in PR
Ogilvy & Mather New Zealand, NZ Police Recruiting for New Zealand Police in Collaborative
DDB Group New Zealand, Re:scam for Netsafe in Digital Design (2)
DDB Group New Zealand, Re:scam for Netsafe in Direct (2)
DDB Group New Zealand, Fight for Territory, Steinlager in Experiential (2)
DDB Group New Zealand, Fight for Territory, Steinlager in Media
Colenso BBDO, SelfieSTIX for Pedigree in Digital Marketing
Colenso BBDO, Child Replacement Programme for Pedigree in Direct
Colenso BBDO, Child Replacement Programme for Pedigree in Film Advertising
Colenso BBDO, Child Replacement Programme for Pedigree in Press Advertising
Colenso BBDO, Child Replacement Programme for Pedigree in Integrated
Y&R New Zealand, Geoff for Heinz Australia in Branding
Assembly (with Y&R New Zealand), Geoff for Heinz Australia in Film Advertising Craft
J.Walter Thompson New Zealand, Ford Ranger Direct Mailer for Ford of New Zealand in Writing for Design
View all Pencil winners here: D&AD 2018 all results
Or view by country and by category here.
The top five ranking countries are:
- #1 United States: 194 Pencils
- #2 United Kingdom: 165 Pencils
- #3 Japan: 49 Pencils
- #4 Germany: 46 Pencils
- $5 France: 37 Pencils
View the full country rankings and number of Pencils by country below.
The top five ranking agencies are:
- BBDO New York: 26 Pencils
- Dentsu: 18 Pencils
=3. DAVID Miami, AMVBBDO: 15 Pencils
- McCann New York:13 Pencils
Pencils awarded by category are:
- Film Advertising Crafts (85)
- Branded Content and Entertainment (46)
- Branding (42); Media (41)
- Direct (37)
- Graphic Design (37)
- Digital Marketing (34)
- Film Advertising (32); PR (30)
- Crafts for Advertising (30)
- Crafts for Design (28) Experiential (22)
- Press Advertising (22)
- Book design (22)
- Integrated (21)
- Art Direction (21)
- Spatial Design (20)
- Product Design (19)
- Magazine and Newspaper design (18)
- Digital Design (17)
- Creativity for Good (16)
- Packaging Design (16)
- Music videos (16)
- Writing for Advertising (14)
- Outdoor Advertising (14)
- Radio and Audio (9)
- Writing for Design (7)
- Collaborative (5)
D&AD chief executive officer, Tim Lindsay, commented: “The last few days of judging have been incredibly inspiring, and we’re excited to open our doors today for this year’s Festival. All Pencil winning work is on show throughout the Truman Brewery, and will give visitors insight into what creative excellence means today.
It’s great to see the range of work that creative minds all over the globe are producing. Long gone are the days when design and advertising operated in silos. The work being produced today touches many industries, and is testament to the value of creativity to business.”
Country ranking by number of Pencils won:
| Ranking (by number of Pencils) | Country | Number of Pencils |
| 1 | United States | 194 |
| 2 | United Kingdom | 165 |
| 3 | Japan | 49 |
| 4 | Germany | 46 |
| 5 | France | 37 |
| 6 | Australia | 31 |
| 7 | Brazil | 25 |
| 8 | New Zealand | 21 |
| 9 | Singapore | 15 |
| 10 | Sweden | 14 |
| 11 | Canada | 11 |
| 12 | Netherlands | 10 |
| =13 | China | 9 |
| =13 | India | 9 |
| 15 | United Arab Emirates | 8 |
| =16 | Norway | 6 |
| =16 | South Africa | 6 |
| =18 | Poland | 5 |
| =18 | Switzerland | 5 |
| =18 | Thailand | 5 |
| =21 | Argentina | 4 |
| =21 | Denmark | 4 |
| =21 | Hong Kong | 4 |
| =21 | Italy | 4 |
| =21 | Lithuania | 4 |
| =21 | Russian Federation | 4 |
| =21 | Spain | 4 |
| =28 | Egypt | 3 |
| =28 | Ireland | 3 |
| =30 | Belgium | 2 |
| =30 | Hungary | 2 |
| =30 | Korea, Republic of | 2 |
| =30 | Malaysia | 2 |
| =30 | Taiwan | 2 |
| =35 | Belarus | 1 |
| =35 | Colombia | 1 |
| =35 | Greece | 1 |
| =35 | Indonesia | 1 |
| =35 | Mexico | 1 |
| =35 | Portugal | 1 |
