| Date | |
|---|---|
| Author | Tom Linay |
The 54th annual D&AD Professional Awards took place last night at London’s Battersea Evolution where the who’s who of design and creative advertising gathered to see in and celebrate the latest crop of winners. Digital Cinema Media is a long-standing partner of D&AD, championing the greatest work from around the world in the Film categories. You can view the winners in this category here.
Two Black Pencils - the highest accolade on offer at the event for groundbreaking work - were won by UK tech start-up what3words, for its The World Addressed creativity for good campaign, and iyamdesign, for its spatial design of the mt expo 2015, created for Kamoi Kakoshi Japan.
The D&AD White Pencil is awarded for demonstrating outstanding creativity for social good and there were three awarded on the night; to Security Moms by agency Ogilvy Brasil for Sports Clube do Recife, Fairphone 2 by seymourpowell for Fairphone UK, and Clever Buoy by M&C Saatchi for Optus Australia.
Y&R New Zealand was crowned the Most Awarded Advertising Agency of 2016, winning eight Yellow Pencils for its work with the Burger King Corporation on McWhopper and 10 Pencils in total. Burger King also scooped Most Awarded Client on the night in South London. Droga5 and AMV BBDO came joint second in the agency rankings followed by Grey London in third place.
Black Pencil winner, what3words, was also the Most Awarded Design Agency, whilst DIVISION was recognised as the Most Awarded Production Company, followed by The Mill and 4Creative in second and third respectively.
There was a total of 747 Pencils awarded on the night. Overall, the United Kingdom topped the country rankings again with a total of 217 Pencils, including 14 Yellows, one White and one Black prize. The US followed in second place, with 143 Pencils in total, of which 12 were Yellow, and France in third place, winning six Yellow Pencils and 48 Pencils in total.
“We've seen a record number of entries and some truly wonderful work, including stand-out pieces of creative thinking in our new Media and PR categories," commented D&AD CEO Tim Lindsay. "Equally pleasing is that putting purpose alongside profit and seeking to 'do well by doing good' is driving increasing numbers of incredibly high quality work for some very big brands.”
This year the President’s Award went to Steve Henry, Co-Founder of Decoded and one of the Founders and Creative Partner of the world-renowned advertising agency HHCL. He is probably most renowned for his “You’ve Been Tango’d” commercials, alongside other well-known catchphrases such as Ronseal’s “does what it says on the tin”, and his influence continues to be felt in the industry today.
"Steve Henry’s work and approach has inspired, shaken and awoken a generation of today’s Creative Directors. Populist TV, diversity, tech start-up, purpose and education - it’s all here. As engaged today as ever, he’s the person I most enjoy trying to reimagine the industry with over a cup of tea," said D&AD President, Andy Sandoz.
Winners for two awards separate to the Professional Awards were also announced at the Ceremony. The Next Director Award, which aims to unearth the best new directorial talent, was given to British animation director Daisy Jacobs.
The Next Photographer Award, in partnership with Getty Images, sets out to find the best new photographers and promote them back to the creative industry. This year’s winner is Hong Kong-Chinese photographer Tam Hoi Ying.
For a full list of Pencil winners visit D&AD Winners 2016.