D&AD Awards 2018 winners revealed, with ecology, empowerment and satire prevailing

D&AD has revealed the winners of its 2018 awards, with three projects winning the highest accolade of a Black Pencil. All three take a sideways look at what formats creativity can take, whether it’s using design as a means to change the world or taking a meta stance on tropes of the industry itself.

Fearless Girl by McCann New York for State Street Global Advisors is a statue created for International Women’s Day 2017, positioned on Wall Street in New York. As a symbol of solidarity and empowerment for women, it has attracted millions of tourists and visitors since its installation.

The Palau Pledge by Host/Havas is a remarkable and pioneering campaign for the small island of Palau, which is a response to the environmental damage caused by tourism. The designers created a visa entry ink stamp for tourists’ passports, to be signed by everyone who visits the island, agreeing to act in an ecologically responsible way during their visit. The stamped pledge was created in multiple languages and features a logo, typography and educational pictograms, which were also used on a leaflet, posters, signage, website and other collateral.

It’s a Tide Ad by Saatchi & Saatchi NY for Procter & Gamble was easily the most popular campaign to come out of this year’s Superbowl. Starring Stranger Things star David Harbour, it satirised recognisable adverts for cars, beer, insurance, cleaning products, razors and voice-activated gadgets, simultaneously poking fun and avoiding its own industry stereotypes. The only sign it was advertising washing tablets was the simple inclusion of clean clothes.


This year’s awards saw 721 Pencils given out, with 74 Yellow, 156 Graphite and 488 Wood. BBDO New York was the most awarded advertising agency this year, winning 26, with McCann New York and AMVBBDO coming second and third. Jones Knowles Ritchie was the most awarded design agency, with The New York Times Magazine and The Guardian coming second and third.

MJZ was the most awarded production company, followed by Riff Raff and Somesuch. Colleen DeCourcy and Susan Hoffman from Wieden + Kennedy received the President’s Award.