BackRecord 7 Black Pencils awarded at D&AD 2014
Among the winners were 'Sweetie' by Lemz; 'Sound of Honda/Ayrton Senna 1989' by Dentsu Tokyo; and 'The Epic Split by Forsman and Bodenfors
Premium
London: British educational charity Design and Art Direction (D&AD) last week gave away seven Black Pencil awards, recognizing innovative, creative and socially evocative advertising campaigns.
That’s the most number of Black Pencils ever conferred by D&D, which held the 52nd edition of the awards in London.
The seven awards went to creative work from six different nations. Among the winners were “Sweetie" by Dutch agency Lemz for children’s charity Terre des Hommes; “Sound of Honda/Ayrton Senna 1989" by Dentsu Tokyo for Honda Motor Co.; and “The Epic Split" by Forsman and Bodenfors for Volvo trucks.
These three campaigns tied for the most awarded campaign. Each picked up two Yellow Pencils in addition to the Black Pencils.
“Across the board we’ve seen a real desire from our juries to recognize and reward ideas that are original, beautifully executed and that make a positive difference to people’s lives," said Tim Lindsay, chief executive of D&AD, at the awards night on Thursday.
D&AD awards categorizes works based on their creativity and impact on the advertising community at large.
Black Pencils are awarded to work that is not just considered the best in the world in its category, but for design or advertising that have fundamentally changed the rules of the category.
Yellow Pencils are awarded to the work that is judged to be the best in the world. And the White Pencil goes to the best creative ideas with a social purpose.
On Thursday evening, a total of 52 Yellow Pencils and two White Pencils were awarded to campaigns from 17 different countries. Additionally, 144 campaigns achieved nominations whilst a further 480 were awarded In Book status (campaigns that will be featured in D&AD’s annual design book later this year).
That makes for a total of 680 awarded entries from 43 countries.
India joined the list of countries from which advertising campaigns would be considered for D&AD awards last year, after the British charity teamed up with the local creative arm of Transasia Fine Papers, Kyoorius and the International Advertising Association (India chapter) to launch the Kyoorius awards in India.
In March 2014, D&AD handed out 25 awards to Indian entries, with three of those in contention to win a Yellow Pencil as a nominated work. The awards were given to creative works recognized across mediums such as print, outdoor, television and illustration.
None of the three Indian entries won the Yellow Pencils.
“These awards and nominations are pretty hard to get to. So I think for India to be on the nominations list is also a big thing. I think India is a powerhouse (in terms of advertising) so they will get there eventually," Lindsay said.
The D&AD awards were set up in 1962 by a group of designers and art directors in London, award the best creative works from across the globe.
Most awarded campaign:
Dentsu Tokyo’s :Sound of Honda/Ayrton Senna 1989" was the most highly awarded campaign overall, with a haul including one Black Pencil, two Yellow Pencils, and one nomination. Dentsu won the prize for the most awarded digital agency.
Black Pencil winners: (7 winners)
• “CSPD 2012 Annual Report" by WAX Partnership for Calgary Society for Persons with Disabilities (writing for design—annual reports)—Canada
• “Gravity Light" by Therefore (White Pencil—design)—UK
• “Improving Safety and Comfort on Train Platforms" by Edenspiekermann for NS/ProRail (digital design—technological innovation)—Netherlands
• “Sound of Honda/Ayrton Senna 1989" by Dentsu Tokyo for Honda (digital marketing—sound design and use of music for digital marketing)—Japan
• “Sweetie" by LEMZ for Terre des Hommes (White Pencil—advertising and marketing communications)—Netherlands
• “The Epic Split" by Forsman and Bodenfors for Volvo trucks (digital marketing—online branded films)—Sweden
• “The Most Powerful Arm" by Finch for Save Our Sons (digital design—technological innovation)—Australia.
Mint was a media partner at the D&AD awards event.
Unlock a world of Benefits! From insightful newsletters to real-time stock tracking, breaking news and a personalized newsfeed – it's all here, just a click away! Login Now!
