Social Good Campaigns Shine At This Year’s D&AD Awards
Winners of the D&AD Awards have been announced, with a strong emphasis on rewarding creativity for charitable campaigns.
The global community for advertising creativity, D&AD; has announced the winners of its 52nd Professional Awards, celebrating originality and innovation in advertising with over 200 jurors – experts in their fields – awarding work in categories from spatial design to music videos to outdoor advertising.
Awards come in three categories: Yellow Pencil, White Pencil and Black Pencil. Yellow Pencils are given out to work that is ‘outstanding rather than merely brilliant.’ White Pencils are for ‘work that affects real and positive change’ and Black Pencils – the ultimate award in the field – for work that is ‘truly groundbreaking’.
This year there were 52 Yellow Pencils given out, but more notable were the seven Black Pencils awarded – a record number for the organization. Additionally, two of the Black Pencil winners were from the White Pencil category – a first in the Awards’ history.
Gravity Light by Therefore was given a Black Pencil for Design. The innovative lamp, created by two London-based designers Martin Riddiford and Jim Reeves, uses gravity to generate light to replace the need for electricity, an expensive resource in developing countries.
Another White Pencil entrant that was honored with a Black Pencil was Sweetie by LEMZ which received the award in the Advertising & Marketing Communications category. Sweetie, which was created for Dutch children right’s organization Terre des Hommes, is a computer-generated 10-year-old girl used as a lure to identify child sexual predators online. Sweetie also received a Yellow Pencil for Innovative Media.
Commenting on the White Pencil entrants winning prestigious Black Pencils, Tim Lindsay, Chief Executive of D&AD; said:
When we launched the White Pencil in partnership with Unilever in 2012, it raised a few eyebrows. To introduce the first new pencil in D&AD;’s fifty-plus year history was a bold move; how would the industry respond to it? So to see not one, but two, Black Pencils awarded to White Pencil category entrants is a significant indicator of the direction the business is moving in. Across the board we’ve seen a real desire from our juries to recognise and reward ideas that are original, beautifully executed and that make a positive difference to people’s lives.
Rising above the rest, Dentsu Tokyo’s ‘Sound of Honda / Ayrton Senna 1989’ won one Black Pencil, two Yellow Pencils, one Nomination and four In Book Awards. The advertisement recreated Ayrton Senna’s fastest lap using LED lights, data from that day and engine sounds from Honda to bring back the sound of Senna.