Leo Burnett, 4creative and Made Thought among Black Pencil winners at D&AD Awards
The results of the 2015 D&AD Awards were announced in London earlier this evening (21 May) with Leo Burnett, 4creative, Made Thought, Marcel Worldwide and Colenso BBDO all scooping a Black Pencil each - the organisation's highest accolade.
This year's awards saw the most amount of Pencils won in D&AD history with 847 handed out across five levels - Black, White, Yellow, Graphite and Wood.
White Pencil category entries rose more than 50 per cent this year and a record four White Pencils were awarded by the jury signaling a bumper year for creativity for social good.
The winners comprise Don’t Panic London for Lego: Everything is NOT Awesome, Droga5 US for its work on Mondelez's: This is Wholesome, GGH Lowe and Grabarz & Partner for ZDK Gesellschaft Demokratische Kultur: Nazis against Nazis and Lowe China for its work on Shanghai General Motors' Human Traffic Sign.
While 207 entries received Graphite Pencils and a further 587 entries received Wood Pencils, two of D&AD’s highest accolades, the Yellow and Black Pencils (the latter reserved only for creative perfection), proved more difficult to win this year, with just 44 Yellow and 5 Black Pencil winners.
Overall #LikeAGirl by Leo Burnett Toronto, London, Chicago, and Holler won the most pencils overall, with two Yellow Pencils, three Graphite Pencils and two Wood Pencils in addition to its Black Pencil.
Commenting on the awards Tim Lindsay, chief executive of D&AD said the introduction of the new Pencil levels Wood and Graphite (which replace the Nomination and In Book categories) "clearly made an impression".
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"Our judges were happier to award brilliant work, and we’re going to have our thickest ever Annual as a result," he said. "Inversely, they now regard Yellow as an even tougher accolade. Personally I’m delighted that White Pencil work is now a central pillar of the awards."
R/GA was crowned Most Awarded Advertising Agency, with two Yellow Pencils and a string of Graphite and Wood Pencils for its work with clients including Beats By Dre, Google, Hammerhead Navigation and Equinox.
Design Bridge claimed Most Awarded Design Agency, Procter & Gamble was recognised as Most Awarded Client, and Somesuch & Co walked away with Most Awarded Production Agency, winning a Yellow Pencil for The Otherside for Honda.
By country the UK topped the tables with 229 Pencils in total, including seven Yellow Pencils and two Black Pencils. The US followed up in second place bagging one Black Pencil and equalling the UK’s seven Yellows.
Margaret Calvert, co-designer of Britain’s iconic motorway signs and RCA tutor, was honoured the President’s Award by incumbent D&AD president Mark Bonner.