D&AD last night revealed the winners of its annual awards, with two of its five top awards, the Black Pencil, going to one campaign, We’re The Superhumans. With the creative team 4Creative and production team Blink each given a Black Pencil, the campaign has been highly praised for its joyous celebration of diversity and its empowering perception of disability.
Directed by Dougal Wilson with photography by Nadav Kander, the campaign features a cast of 140 disabled people. It also recently won the ADCE prize.
Also awarded a Black Pencil was Meet Graham by Clemenger BBDO Melbourne for Transport Accident Commission Victoria, an interactive sculpture and educational tool designed to show how the human body would have to adapt to survive a car crash. Based on road safety data and medical research, Graham has adapted body parts such as a skull engineered to absorb impact, increased fatty tissue and thicker skin.
The Swedish Tourist Association’s tourism campaign The Swedish Number by INGO Stockholm won a Black Pencil for its creation of a national phone number for Sweden. Anyone who phoned the number would be connected to a random Swede to talk about anything they wished.
Serviceplan also a Black for Dot. the Braille Smartwatch. “Existing digital Braille devices are bulky and expensive,” says the designers. “They weigh around 2kg and cost $3,000 to $15,000. This makes them unaffordable to the majority of B&VI people: only 5% own such a device. Our objective was to develop a practical and affordable solution.”
Tim Lindsay, D&AD CEO, said of the five top winners: “What unites them is a clear desire to create a better world, whether it’s promoting diversity, safety or inclusivity but what is really fantastic is that they win this coveted award for their craft. Proof that creativity as a force for good lives outside of a single category but has become an all-encompassing theme.”
Clemenger BBDO Melbourne is the Most Awarded Advertising Agency for 2017, winning 16 Pencils overall, and Studio Sutherl& is the Most Awarded Design Agency, winning eight. The President’s Award was given to Michael Johnson, creative director of Johnson Banks. 732 Pencils were awarded in total.
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