Last night the great and good of the advertising and design industries assembled in London for the D&AD Awards, with all eyes on who would walk away with the coveted Black Pencils. McCann Erickson Melbourne was the big winner for their utterly charming Dumb Ways To Die metro safety animation which won five yellow pencils – art direction, earned media campaigns, digital advertising, TV and cinema advertising and writing for film as well as one of four Black Pencils.
The other three went to Thomas Heatherwick’s Olympic Cauldron, 4 Creative’s extraordinary Meet The Superhumans campaign for the London Paralympics and the new standardised GOV.UK website, the latter following up its Designs of the Year success.
This year’s White Pencil – for creativity that has a positive social impact – went to Droga5’s brilliant campaign to combine simple first aid kits with bone marrow donor registration while other notable winners included R/GA’s Nike+ FuelBand (three Yellow Pencils), the Leica Store São Paulo’s Soul and 20th Century Fox’s Prometheus Viral David (two Yellow Pencils each).
In the graphic design category, the Zumbotel Annual Report by Brighten The Corners and Anish Kapoor and Japanese agency Party Inc.’s Cog projected took the Yellow Pencils.
In total work from 35 countries was recognised in some way and Tim Lindsay, CEO of D&AD said: “The quality of entries this year has been astounding. The craft skills of making great pieces of graphic design, TV and cinema, direct, film and illustration are as strong as ever. However it’s also great to see the written word being employed in such a diverse and multifaceted way. It demonstrates a big shift in understanding of what words can bring to design.”