• Sun. Jul 3rd, 2022

Two uncommon Black Pencils among the many first winners of the 2022 D&AD Awards

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Now in its sixtieth yr, D&AD’s mission is to stimulate and have fun artistic excellence with the idea that creativity is a key driver in industrial, financial, social and cultural success. Since its inception, the D&AD Awards have grown to include greater than 40 classes judged by a cohort of practically 400 of the world’s main artistic minds. Tonight’s occasion recognises the exhausting work made by creatives that may encourage generations to come back.

The 2022 D&AD Awards noticed a document variety of creatives enter their work within the hopes of profitable a coveted Pencil trophy, however there can solely be a selected few who might be going residence with the extremely regarded accolade.

Among the many first batch of creatives to be recognised on the first digital D&AD Awards held this night are 155 Pencil winners within the Craft class, 269 in Promoting, and one within the Collaborative Pencil class. Nonetheless, probably the most notable winners are the 2 tasks awarded the very best honour of all: the Black Pencil.

Whereas any D&AD Pencil is a profession spotlight for many creatives, a Black Pencil is further particular. Specifically reserved for ground-breaking work, solely a handful of those awards are given out annually, if in any respect. So to see two Black Pencils awarded in a single night is notable in itself.

The recipients of the Black Pencils can now be revealed because the Samsung iTest mission from DDB New Zealand and The Misplaced Class mission from Leo Burnett Chicago.

Samsung iTest – Tribal Worldw…w Zealand (Black Pencil)

Samsung iTest – Tribal Worldw…w Zealand (Black Pencil)

The Lost Class – Leo Burnett Chicago (Black Pencil)

The Lost Class – Leo Burnett Chicago (Black Pencil)

The Misplaced Class – Leo Burnett Chicago (Black Pencil)

The previous permits any iPhone person to strive a Samsung from the consolation of their very own iPhone, utilizing iPhone gadgets as media placement. Whereas the latter noticed Leo Burnett Chicago battle for commonsense gun legal guidelines by holding a commencement ceremony for the three,044 college students who would have graduated this yr in the event that they hadn’t been killed by a gun. Given the latest tragic occasion in Texas this week, the marketing campaign could not be extra essential.

Donal Keenan, awards director at D&AD, commented: “Based mostly on the primary spherical of judging, it’s clear this yr has been one other excellent one for international creativity. With a record-breaking variety of candidates in 2022, it was a very difficult to evaluate, so we’re delighted to have been capable of award two Black Pencils to DDB New Zealand and Leo Burnett Chicago. They’ve astounded us with their distinctive artistic approaches.

“We’re grateful to have been capable of have fun, study from, and be impressed by the immense expertise that our trade has to supply alongside the remainder of the worldwide artistic group at half one of many D&AD ceremony and stay up for the second with anticipation.”

Better With Pepsi – Alma DDB Miami (Yellow Pencil)

Better With Pepsi – Alma DDB Miami (Yellow Pencil)

Higher With Pepsi – Alma DDB Miami (Yellow Pencil)

Open Spaces – Riff Raff Films (Yellow Pencil)

Open Spaces – Riff Raff Films (Yellow Pencil)

Open Areas – Riff Raff Movies (Yellow Pencil)

D&AD this yr continues to platform probably the most distinctive work from the previous 12 months, following the identical rigorous judging course of. Famously robust to win, there aren’t any quotas for D&AD Awards, that means that the variety of awarded entries fluctuates annually. In some years, no Black Pencils – the very best artistic accolade – are awarded. The very best ever awarded in a single yr at present stands at seven.

In addition to profitable an esteemed D&AD Pencil, these two tasks, together with the opposite winners, can even characteristic within the digital D&AD Annual and the accompanying on-line archive, which act as a definitive information for creatives all world wide.

Talking of the opposite winners, an additional 48 Yellow, 116 Graphite, and 257 Wooden Pencils had been additionally awarded within the Craft, Promoting and Collaborative classes this night. These embrace three Pencils for Burberry’s Open Areas marketing campaign, which sees the style model take viewers on a journey by way of the liberty of creativeness through a surreal quick movie.

Even More Confusing Times – …D Madrid (Yellow Pencil)

Even More Confusing Times – …D Madrid (Yellow Pencil)

Even Extra Complicated Occasions – …D Madrid (Yellow Pencil)

Long Live The Prince – Engine MHP (Yellow Pencil)

Long Live The Prince – Engine MHP (Yellow Pencil)

Lengthy Reside The Prince – Engine MHP (Yellow Pencil)

Twix Bears – adam&eveDDB (Yellow Pencil)

Twix Bears – adam&eveDDB (Yellow Pencil)

Twix Bears – adam&eveDDB (Yellow Pencil)

Burberry wasn’t the one family model title to obtain recognition this night. Burger King scooped a Wood Pencil for its Whopper Heist marketing campaign, which tied into the launch of the Netflix sequence Cash Heist by encouraging buyers to ‘steal’ its signature burger from digital shows positioned round Buenos Aires.

In the meantime, Pepsi’s cheeky Higher With Pepsi marketing campaign additionally picked up a Wood Pencil. This marketing campaign gained over the judges due to its intelligent and humorous use of images, which cleverly works the Pepsi brand into the crumpled up logos of quick meals labels resembling Burger King and McDonald’s. The takeaway message is: Pepsi is the proper hangover accompaniment to those meals, so do not trouble ingesting Cola as a substitute.

Adidas had an excellent night, too, with its large liquid billboard marketing campaign becoming a member of the Wood Pencil celebration. Based mostly on a seaside in Dubai, this revolutionary billboard doubled as an enormous swimming tank with a purpose to encourage extra girls within the space to take up swimming, in addition to promoting its vary of accessible girls’s swimwear.

The Cookie Factory – DBB Paris (Yellow Pencil)

The Cookie Factory – DBB Paris (Yellow Pencil)

The Cookie Manufacturing facility – DBB Paris (Yellow Pencil)

The Unfiltered History Tour – …ebchutney (Yellow Pencil)

The Unfiltered History Tour – …ebchutney (Yellow Pencil)

The Unfiltered Historical past Tour – …ebchutney (Yellow Pencil)

If there’s one factor these tasks have in frequent, it is that they signify one thing of a shift on this planet of branding since rising from lockdown. Sure, they’re nonetheless artistic, revolutionary, and at instances cheeky and subversive, however additionally they see manufacturers re-evaluating themselves and the methods during which they current their identification to the general public.

It is a theme that Donal noticed when Artistic Growth spoke to him forward of the D&AD Awards earlier this yr: “Now we have seen loads of manufacturers refresh their look or consulate their model identification, which might solely be a response to the bounce again after the occasions of the latest years. The branding class had over 30% extra submissions this yr than the prior yr.”

Citing ‘When It is Time’ by Vitality BBDO for Mars Wrigley International as a major instance of this re-evaluation, in addition to the Pencil Winners talked about above, Donal provides that well being and wellbeing additionally seem to characteristic strongly within the submitted work.

For When It's Time – Energy BBDO (Yellow Pencil)

For When It's Time – Energy BBDO (Yellow Pencil)

For When It is Time – Vitality BBDO (Yellow Pencil)

The Wish – Serviceplan Germany (Yellow Pencil)

The Wish – Serviceplan Germany (Yellow Pencil)

The Want – Serviceplan Germany (Yellow Pencil)

This additionally ties into revolutionary methods to boost consciousness round well being subjects, “notably McCann’s well being work for the Lebanese Breast Most cancers Basis titled ‘The Bread Examination’ and others that target rising consciousness on psychological wellbeing points, resembling ‘Reverse Selfie’ by Ogilvy UK for Unilever and ‘Social Bullets’ by Space 23,” he provides.

Donal additionally notices that these shifts in branding additionally signify a shift in model attitudes. Promoting merchandise is just not the unique precedence it as soon as was, with consciousness and accountability turning into an ever-increasing concern.

Bloody Good Period 'Typically…er London (Yellow Pencil)

Bloody Good Period 'Typically…er London (Yellow Pencil)

Bloody Good Interval ‘Sometimes…er London (Yellow Pencil)

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e649649233e101e1e1d6865d75b8379dee4d4075 810 thekoffeetable

“Typically manufacturers are attempting to assist tackle societal points, elevate consciousness, and tackle inequalities of their communications while additionally pushing their model and merchandise,” he says. “We see this in tasks resembling ‘Hope Reef’ by AMV BBDO, a marketing campaign designed to encourage folks to take motion to revive coral reefs.”

With one other evening of the D&AD Awards left to stay up for, there are nonetheless winners to be introduced within the Craft, Facet Hustle, Design, Influence and Tradition classes, alongside Black Pencils and Firms of the 12 months. For extra info and to remain updated with the winners, go to the D&AD web site.

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