“Sit in” on this year’s D&AD Black Pencil judging session.
“To win a Black is to do something that has never been done before, that has never been seen before, that stops people in their tracks,” Leigh Chandler, Design Director at Vault 49.
Within D&AD’s Black Pencil judging film are the clues as to what makes Yellow Pencil work move up a tier to ground-breaking, game-changing, the star at the top of the tree of creative excellence…a Black Pencil winner.
The film shows the discussion around this year’s five Blacks, as well as a handful of the Yellows that fell just short.
Saatchi & Saatchi London chief creative officer, Kate Stanners, said of Colenso BBDO’s K9FM, “In many years of radio this seems to be the game changer.”
Greg Hahn, chief creative officer at BBDO New York, argued that Wieden + Kennedy London’s Honda spot, The Other Side, was “the best piece of advertising I’ve seen all year.” But it didn’t progress beyond a Yellow Pencil.
The film’s climax is the discussion on the White Pencil winners that are vying for Black. Social and environmental causes continue to grow in importance among D&AD judges.
As Steve Henry, executive creative director at School of Communication Arts 2.0, noted, “Why would you not want to make the world better?”
“Ideally, not realistically but ideally, all the work that we do for our clients can contribute to humanity,” AKQA chief creative officer worldwide, Rei Inamoto, added.
Get thinking Black here:
