India’s total tally includes 14 Wood Pencils, four Graphite Pencils and one Yellow Pencil
BestMediaInfo Bureau | Delhi | May 21, 2015
McCann Erickson India became the first Indian agency to win a Yellow Pencil at the 53rd D&AD Professional Awards which took place in London on May 21, 2015. The agency bagged India's first ever Yellow Pencil for its work titled ‘Fruits’ done for client Perfetti Van Melle in the Art Direction for Poster Advertising category. Overall, Indian agencies took home a total of 19 Pencils, with 14 Wood Pencils, four Graphite Pencils and one Yellow Pencil. Click here to view all Indian winners.
On this landmark achievement, Prasoon Joshi, Chairman Asia Pacific, CEO and Chief Creative officer of McCann India, said "I am extremely pleased with the outcome, for the hard work and dedication that our teams put in has come to the fore with this concrete recognition, D&AD is a prestigious award to win. I also want to thank our admirable clients who believe in us and value ideas and long term relationships."
Five Black Pencils and a record four White Pencils were awarded at this year’s awards.
UK branding work took centre stage with Black Pencils awarded for 4creative’s ‘Film4 Idents’, 15 stunning digital reinventions of the film strip, and Made Thought’s immaculate new visual identity, website and brand for GF Smith.
For the second year running, the Black Pencil jury also handed out honours to work in the White Pencil category. This year, Leo Burnett Toronto, London, Chicago and Holler were recognised for their ‘#LikeAGirl’, the celebrated campaign which sought to change negative perceptions of the phrase ‘Like a girl’.
Black Pencil awarded work:
‘#LikeAGirl’ by Leo Burnett Toronto, London, Chicago, and Holler (Creativity for Good - White Pencil) - Canada, UK, US
‘Film4 Idents’ by 4creative (Channel Branding & Identity) - UK
‘GF Smith’ by Made Thought (Branding Schemes/Medium Organisation) - UK
‘Inglorious Fruits & Vegetables’ by Marcel Worldwide (Direct Integrated Campaigns) - France
‘K9FM’ by Colenso BBDO (Radio Advertising Campaigns) - New Zealand
Following a more than 50 per cent increase in White Pencil category entries, a record four White Pencils were awarded by the White Pencil jury – the highest in the awards’ history, doubling last year’s figure of two and signalling a bumper year for creativity for social good.
‘Lego: Everything is not awesome’ by Don’t Panic London (Advertising & Marketing Communications - Not for Profit) - UK
‘This Is Wholesome’ by Droga5 (Advertising & Marketing Communications - Brand) - US
‘Nazis Against Nazis - Germany's Most Involuntary Charity Walk’ by Constanze Spross (Advertising & Marketing Communications - Not for Profit) - Germany
‘Human Traffic Sign’ by Lowe China (Advertising & Marketing Communications - Brand) - China
D&AD has grown in 2015. The addition of two new Pencils (Wood and Graphite replacing ‘In-Book’ and ‘Nomination’, respectively) has facilitated a record number of entries into this year’s annual, with 847 projects from 44 countries achieving D&AD’s legendary standards.
While the pursuit of excellence has been well awarded by the 2015 jurors (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) – have been more difficult than ever to win this year, with just 44 Yellow and five Black Pencil winners.
‘#LikeAGirl’ by Leo Burnett Toronto, London, Chicago, and Holler was the campaign that won the most pencils overall, with two Yellow Pencils, three Graphite Pencils and two Wood Pencils in addition to their Black Pencil.
Tim Lindsay, Chief Executive of D&AD, commented, “The introduction of our new Pencil levels – Wood and Graphite – has clearly made an impression. Our judges were happier to award brilliant work, and we’re going to have our thickest ever Annual as a result. 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 the 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 the Most Awarded Design Agency; Procter & Gamble was recognised as Most Awarded Client; while Somesuch & Co. walked away with Most Awarded Production Agency, winning a Yellow Pencil for ‘The Otherside’ for Honda, one of the year’s most talked about campaigns.
Results by Country
The UK topped the tables again 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 Yellow Pencils.
Across the world, Japan led in Asia once again with 47 pencils, including five Yellow Pencils, while Germany weighed in with 44 Pencils and France with 37 Pencils. Meanwhile, Australia celebrated another strong year with 39 Pencils, just beating its 2014 figure of 37 Pencils.
Brazil, in fourth place overall and topping Latin America, bagged 44 Pencils, including three Yellow Pencils. China won 21 Pencils, up 300 per cent from just five awards in 2014.
Margaret Calvert, the celebrated co-designer of Britain’s iconic motorway signs and RCA tutor, was honoured with the President’s Award.