Time for Pencils: D&AD opens call for entries for 52^nd Awards

Five Indians find a place in the Jury. Jury Foremen announced including Amir Kassaei, DDB Worldwide, USA; D&AD releases a 'Look behind the scenes' with Black Pencil judging film; entries  close on January 29, 2014

BestMediaInfo Bureau | Delhi | October 21, 2013

Entries for the 52^nd annual D&AD Awards have opened. The D&AD Awards will be judged by some of the international creative communities' highest profile members. The world's biggest not-for-profit awards scheme introduces 12 new categories to reflect the changing landscape in creativity, advertising and design. Music Videos make a comeback with OK Go lead singer to lead the jury.

There are five judges on the D&AD jury for 2014. They include:

· James McGrath, Creative Chairman, Clemenger BBDO Australia

· Luiz Sanches, Partner & Chief Creative Officer, AlmapBBDO Brazil

· Jessica Walsh, Partner, Sagmeister & Walsh, USA

· Amir Kassaei, Chief Creative Officer, DDB Worldwide, USA

· Colleen DeCourcy, Global Co-Executive Creative Director, Wieden+Kennedy Portland, USA

The Indian creative fraternity will be represented by five judges on the D&AD jury for 2014:

· Direct: Kartik Iyer, Co-Founder & CEO, Happy

· Integrated & Earned Media: Raj Kurup, Founder & Creative Chairman, Creativeland Asia

· Outdoor Advertising: Tista Sen, NCD & Senior VP, JWT India

· Crafts for Design: Ram Sinam, Partner, Trapeze

· Branding: Sujata Keshavan, Co-Founder & ECD, Ray+Keshavan | Brand Union

After a short absence in 2013, D&AD is reintroducing Music Videos to the Awards, following a campaign from production studios and directors to bring it back. The much loved jury will see a return for 2014, led by foreman, Damian Kulash, lead singer of American pop band OK Go.

With some of the most talked about campaigns of the last 12 months being those that react in real time to world events, D&AD has introduced a Tactical Advertising category across four Juries: Press, Radio, Outdoor and Digital. Campaigns that responded to the news agenda or were created as one-off pieces will be considered.

In acknowledgement of another sector that has developed dramatically, two new categories for Mobile Marketing will showcase how brands are making the most of mobile technology to interact and engage with consumers. These are: UX, Interface & Navigation for Mobile Marketing and Use of Mobile Technology.

D&AD has also introduced three new categories for Innovation across its Integrated & Earned Media, Digital Marketing and Digital Design juries. The new awards are designed to celebrate those who are pushing the boundaries of technology across these disciplines.

D&AD is also calling on international creatives to rise to the challenge of achieving a White Pencil. Awarded in 2013 to the United States' Droga 5 for 'Help I want to save a life' campaign for Help Remedies, entries have to demonstrate real positive social impact, the capacity to change behaviour and a sensitivity to sustainability issues across research, development and implementation.

Tim Lindsay, CEO of D&AD said: “We are hoping to see the work that has set the bar for creativity across design, advertising, mobile, technology and film-making this year. To recognise and reward those who are at the forefront of the business, we have also introduced new categories to accurately reflect the emerging directions for the industry.”

Lindsay further said: “We know just how powerful creative ideas can be. They persuade, motivate and mobilise people, and at their most potent, they have the power to change the way people think and behave. That's why this year, we are rallying the creative community to submit their most original and inspirational ideas that demonstrate the power of creativity as a force for positive social change and achieve one of the pinnacles of creative excellence - The White Pencil.”

Black Pencil Judging Film: To give a true insight into the judging process, D&AD has released a Black Pencil Judging Film from the 2013 Awards, showing behind the scenes footage of the infamously rigorous judging for the “greatest of the great” in creative excellence.

Lindsay said: “The D&AD Awards have always been judged by the best creatives from across the globe and, while we may have our roots firmly in the UK, we have become a truly international show. D&AD is where those in the industry can pit themselves against their peers, not just in their own disciplines, but against those from across creative fields. A Pencil remains the ultimate accolade for anyone working in design, advertising or commercial film-making – given to the best work in the world by the acknowledged leaders in the business. The film we have released of the process that we go through should give a flavour of the rigour of that process.”

D&AD only awards work of the highest standard, meaning that the quantity of top Awards given fluctuates year on year. The scrutiny and rigour imposed by the internationally acclaimed judges is legendary, and ensures that only the very best work receives the coveted Yellow, White and Black Pencils.

Judges award work at four levels: In Book places the work in the D&AD Annual; Nomination shortlists work to be considered for Pencils; Yellow Pencils are awarded for outstanding work; and White Pencils are awarded to outstanding work that demonstrates the power to effect real and positive social change.

From the Yellow and White Pencil-winning work, the foremen of each jury identify any truly groundbreaking pieces to be awarded a Black Pencil.

Most Awarded Pencils then give special recognition to the businesses or projects that have outperformed all others. These are awarded by:

-           Advertising Agency

-           Design Agency

-           Digital Agency

-           Production Company (New)

-           Client

All awarded work appears in the D&AD Annual, and In Book and Nomination winners can claim Pencil Slices to mark their achievement.

The pinnacle of creative achievement across the design, advertising and digital industries, the D&AD Awards have been running since 1962.

Work entered must have been commercially released between January 1 and December 31, 2013 and been produced in genuine response to a client brief. It must not have been entered in previous years. Submissions should be made in their original language by January 29, 2014. The Awards cost from just £80 to enter this year. All entries received by November 29, 2013 will save 10 per cent on the cost of entry. Freelancers and sole traders who are members of D&AD receive a 20 per cent discount.

For information on how to enter this year's Awards, visit: http://www.dandad.org/awards14

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