Burger King, What3words and Y&R New Zealand win big at D&AD Professional Awards
Technology startup what3words scooped the most awards among design agencies at last night’s D&AD Professional Awards, which also saw Y&R New Zealand crowned the most awarded advertising agency of 2016, winning 10 Pencils in total.
As well as being the most awarded design agency at the ceremony, UK technology startup what3words claimed a Black Pencil (the highest accolade) for its pioneering method of communicating precise locations around the world. iyamadesign also won a Black Pencil for its spatial design of the mt expo 2015 in Japan, on behalf of masking tape brand Kamoi Kakoshi.
Elsewhere, Burger King Corporation was the most awarded client across its work for the brand’s McWhopper campaign, followed by Sky and Volvo.
Droga5 and AMVBBDO tied as second most awarded advertising agencies, followed by Grey London, while seymourpowell scooped the title of second most awarded design agency with johnson banks and The Partners tying in third place.
The ‘Creativity for Good (White Pencil)’ category saw three winners: ‘Security Moms’ by Ogilvy Brasil for Sport Clube do Recife, Brazil; ‘Fairphone 2’ by seymourpowell for Fairphone, UK and ‘Clever Buoy’ by M&C Saatchi for Optus, Australia.
Christian Davies, Fitch ECD Americas, who acted as foreman for Spatial and Experiential Design, said: "We talked a lot about work that we viewed as game changing. We talked about the responsibility of sending a message to the design community to say this [a Black Pencil winner] will change the way we look at design. We also talked about the iconic work that had won in the past, and how you remember the impact it had.
“mt expo 2015 was beautiful in its simplicity. I thought it was a piece of work that inspired wonder in the people that experienced it. There was a common theme that was to discuss the backlash against ‘digital for digital’s sake’. So I voted for something that was beautifully simple."
By country the UK topped the rankings with a total pf 217 pencils, followed by the US, which scooped 143 pencils overall and France in third place, which won 48 pencils in total.