The Cream Of The Creative Industry Attend The D&AD Awards
Wed 25 May 2016
On Thursday 19th May, the cream of the creative industry gathered at Battersea Evolution for the 54th D&AD Professional Awards, where two highly coveted Black Pencils were awarded - the highest accolade in the creative industry. Since 1962, D&AD has been inspiring a community of creative thinkers by celebrating and stimulating the finest in design and advertising. A D&AD Award is recognised globally as the ultimate creative accolade, entered and attended by the best from around the world. As a non-profit, all of D&AD's surpluses go straight into programmes such as New Blood, that inspire the next generation of creative talent and stimulate the creative industry to work towards a fairer, more sustainable future.
1,500 guests enjoyed a sumptuous three course dinner, cooked and prepared by award-winning event caters Smart Hospitality. The menu consisted of a Smart Summer Salad as a starter, followed by breast of Guinea fowl artichoke tortelloni, celeriac cream, crisp pancetta and a roasted date sauce for the main course. Dessert was a dark chocolate and sour cherry bombe with a chocolate praline and cocoa nib tuile.
UK technology start-up what3words claimed a Black Pencil for their pioneering method of communicating precise locations around the world. iyamadesign also won a Black Pencil for their spatial design of the mt expo 2015 in Japan, on behalf of masking tape brand Kamoi Kakoshi. Three White Pencils were also awarded, recognising work which demonstrates outstanding creativity for social good.
Black Pencil awarded work:
- ‘The World Addressed’ by what3words (Creativity for Good) - UK
- ‘mt expo 2015’ by iyamadesign for Kamoi Kakoshi (Spatial Design) - Japan
White Pencil awarded work:
- ‘Security Moms’ by Ogilvy Brasil for Sport Clube do Recife - Brazil
- ‘Fairphone 2’ by Seymour Powell for Fairphone - UK
- ‘Clever Buoy’ by M&C Saatchi for Optus - Australia
In total, 747 Pencils were awarded during D&AD Judging 2016 - The number of Pencils awarded by level are as follows:
- Black Pencil - 2
- White Pencil - 3
- Yellow Pencil - 61
- Graphite Pencil - 149
- Wood Pencil - 532
D&AD CEO Tim Lindsay commented: “We've seen a record number of entries and some truly wonderful work, including stand-out pieces of creative thinking in our new Media and PR categories. Equally pleasing is that putting purpose alongside profit and seeking to 'do well by doing good' is driving increasing numbers of incredibly high quality work for some very big brands. We love it when the commercial agenda and the sustainability agenda begin to intersect.'”
Y&R New Zealand was crowned the Most Awarded Advertising Agency of 2016, winning 10 Pencils in total, including 6 Yellow Pencils, 1 Graphite Pencil and 1 Wood Pencil for its work with the Burger King Corporation on the ‘McWhopper’ campaign. Technology start-up what3words was the Most Awarded Design Agency, whilst DIVISION was recognised as Most Awarded Production Company and Burger King Corporation was the Most Awarded Client.
About D&AD Pencil levels
Wood Pencils: The best in advertising and design from the year, worthy of a place in the D&AD Annual.
Graphite Pencils: Standout work, beautifully executed with an original and inspiring idea at its core.
Yellow Pencils: The iconic D&AD Yellow Pencil awarded only to the most outstanding work that achieves true creative excellence.
Black Pencils: The ultimate creative accolade, reserved for work that is ground-breaking in its field. Only a handful of Black Pencils are awarded each year, if any.
White Pencils: This year saw an expansion of the White Pencil concept, with the introduction of D&AD Impact in partnership with Advertising Week parent Stillwell Partners.