Editor-in-Chief Michael Weinzettl takes a look at the 2014 D&AD award winners.
To my mind – somewhat jaded I must admit after scanning the advertising world’s products for 28 years – D&AD still has the most prestigious awards scheme around. Last Thursday this year’s Black Pencil winners, which are comparable to Grand Prix awards at other shows, were announced. For the first time, as many as seven Black Pencils were awarded from the 683 entries that made it to the In-Book shortlists:
“CSPD 2012 Annual Report” by WAX Partnership for Calgary Society for Persons with Disabilities (Writing for Design - Annual Reports) – Canada
When designing the annual report for the Calgary Society for Persons with Disabilities, WAX Partnership decided to make it hard to read, to highlight the fact that ‘being handicapped is hard’. The report is bound with a single staple and features ‘stark’ photography and ‘honest’ writing.
“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 & Use of Music for Digital Marketing) – Japan
“Sweetie” by LEMZ for Terre des Hommes (Advertising & Marketing Communications) - Netherlands
“The Epic Split” by Forsman & Bodenfors for Volvo Trucks (Digital Marketing – Online
Branded Films) – Sweden (featured in Vol. 1/2014 of Archive)
“Gravity Light” by Therefore (White Pencil – Design) – United Kingdom
GravityLight is an LED lamp powered by gravity. A weight drops slowly under the force of gravity, creating 30 minutes of charge for the lamp.
“The Most Powerful Arm” by Finch for Save Our Sons (Digital Design - Technological Innovation) – Australia
Three different campaigns tied for the most awarded campaign. “Sweetie” by LEMZ, “Sound of Honda / Ayrton Senna 1989” by Dentsu Tokyo and “The Epic Split” by Forsman & Bodenfors.
Other campaigns taking home two Yellow Pencil awards included “Real Beauty Sketches” by Ogilvy & Mather Brazil for Dove - featured back in Vol. 3/2013 (and I must say, I’m still not a great fan of it, what with Dove all too eagerly and blatantly exploiting society’s narcissist obsessions) and the lovely “Magic of Flying” by OgilvyOne Worldwide for British Airways, one of the selections in our Digital section for Vol. 2/2014.
Dentsu Tokyo’s “Sound of Honda / Ayrton Senna 1989”, brought to you by us as earlier this year was the most highly awarded campaign overall. It’s haul of one Black Pencil, two Yellow Pencils, one Nomination and four In Book Awards helped Dentsu to the prize of Most Awarded Digital Agency.
Ogilvy & Mather Paris was crowned Most Awarded Advertising Agency on the night, following a string of awards for its work with IBM.
The United Kingdom again topped the tables with 182 awards in total, including nine Yellow Pencils,one White Pencil and one Black Pencil followed by the United States with 12 Yellow Pencils amongst its 123 awards.
France capped an outstanding year for Europe with 48 awards (three Yellow Pencils). Sweden reaped in five Yellow Pencils (13 total) and the Netherlands’ tally of two Black Pencils, one White Pencil and three Yellow Pencils proved the continent’s creative output to be in fine shape. German creativity seemed to be sadly lacking this year.
Across the world, Australia hauled in 37 awards, including three Yellow Pencils and one Black Pencil, while Japan led Asia with 40 awards (including six Yellow Pencils and one Black Pencil). Brazil topped Latin America with 37 awards, among them two Yellow Pencils.
Our readers will be somewhat taken aback to hear that according to D&AD “the country that made the biggest new impression at D&AD was India which took home a remarkable 25 awards.” They already know from the pages of Archive magazine that Indian advertising creativity has been going strong for ten years at least.
Alexandra Taylor was selected by current D&AD President Laura Jordan-Bambach to become the first woman in advertising to receive the President’s Award. She is widely acknowledged as one of the UK’s most respected and acclaimed art directors, her work includes such advertising classics as Silk Cut, Castlemaine XXXX, Parkinson’s UK and the acclaimed ‘Be the Best’ campaign for the British Army. It has been featured in the D&AD Annual over 200 times. You can read an interview with the great lady in Vol. 3/2005 of the magazine.
30 May 2014
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