The results of the 2015 D&AD Awards were announced in London last night with Leo Burnett, 4creative, Made Thought, Marcel Worldwide and Colenso BBDO all scooping up coveted Black Pencil awards. This year's awards saw the most amount of Pencils won in D&AD history, with 847 Black, White, Yellow, Graphite and Wood handed out during the ceremony, which took place at the Battersea Evolution centre. Tim Lindsay, chief executive of D&AD, thought the introduction of the new Wood and Graphite pencils clearly made an impression. He said: “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.”
Winners included Don’t Panic London for their “Lego: Everything is NOT Awesome” work, Droga5 US for its work on Mondelez's “This is Wholesome,” and Lowe China for its work on Shanghai General Motors' Human Traffic Sign. Overall the “#LikeAGirl” campaign 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. R/GA was crowned Most Awarded Advertising Agency with two Yellow Pencils and a string of Graphite and Wood Pencils, whilst 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 their Honda work.
The results of the 2015 D&AD Awards were announced in London last night
White Pencil category entries rose more than 50 per cent this year and a record four White Pencils were awarded by the jury signalling a bumper year for creativity for social good. However, whilst 207 entries received Graphite Pencils and a further 587 entries received Wood Pencils, two of D&AD’s highest accolades, just 44 Yellow and 5 Black Pencils were awarded. 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 with the President’s Award by incumbent D&AD president Mark Bonner.
There was no doubt in anyone's mind that the big winner of the night was Leo Burnett, for their groundbreaking “#LikeAGirl” campaign for P&G Always. The work, which challenged gender stereotypes through a powerfully eye-opening film, was the most awarded piece on the night. The groundbreaking campaign brought home an illustrious Black Pencil in the White Pencil Creativity for Good category, two Yellow, three Graphite and two Wood Pencils, for a grand total of eight awards. P&G was also recognised as most-awarded client. Leo Burnett London was also the third most awarded agency of the evening, earning an outstanding 16 Pencils for its work on “#LikeAGirl,” “Suffocation,” a piece for Karma Nirvana created to bring awareness to honour killings in Great Britain, and “Departure Board,” a disruptive act crafted for client Amnesty International that highlighted the struggles of those unfairly imprisoned. The agency also earned recognition for Kellogg's Rice Krispies Squares “Blue Plaque of Lies” work, an outdoor program that replaced London's famed informational blue plaques with humorous quips. Overall Leo Burnett's wins included: one Black, five Yellow, 13 Graphite and 27 Wood Pencils from its Chicago, Colombo, Costa Rica, Dubai, Hong Kong, Lisbon, London, Melbourne, Paris, Sao Paulo, Sydney and Toronto offices.
The big winner of the night was Leo Burnett, for their groundbreaking “#LikeAGirl” campaign for P&G Always
Leo Burnett Global Chief Creative Officer Mark Tutssel, said: “Ideas that win a coveted D&AD Black Pencil are ones that leave an imprint on the industry. P&G Always' "#LikeAGirl" is a prime example, as it's an idea that has made an impact on a massive societal issue and captured the attention of the world. It's a powerful idea that challenges gender bias and shatters stereotypical images of women.” Tim Lindsay, CEO of D&AD, added: “In a very strong year for purposeful work Leo Burnett's #LikeAGirl thoroughly deserved the ultimate accolade.” Publicis Groupe Chief Executive Officer Maurice Lévy echoed the sentiment, saying: “Leo Burnett has had an incredibly impressive creative year, producing award winning work that creates transformational impact for its clients. The Publicis Groupe is extremely proud of Leo Burnett's achievements at D&AD. 2015 has been a landmark year for the network and this is another prime example of the breadth and depth of their creative prowess.”
