Wieden+Kennedy Portland mops up with Old Spice 'The Man you man could smell like' at D&AD Awards - two Black, three Yellow Pencils; Saatchi's Sydney scores Yellow Pencil for Toyota

Screen shot 2011-06-17 at 6.50.37 AM.jpgBorderSecurity.pngAt tonight's 2011 D&AD Awards in London, Wieden+Kennedy Portland received no less than nine Awards for their 'The Man Your Man Could Smell Like' campaign for Old Spice.

Their clutch of Awards included not one, but two of the creative industry's most coveted prize, The Black Pencil, along with three Yellow Pencils, two Nominations and two additional pieces of work that will appear in the 2011 D&AD Annual, published by Taschen in October.

The campaign was so richly rewarded because juries considered it to be an impressive case study on brand reinvention, changing the face of Old Spice with a dramatic impact on the client's business.

Saatchi & Saatchi, Sydney scored Australia's only Yellow Pencil, won for Toyota 'Border Security - nothing soft gets in', one of four of Nominations for Australia.

Screen shot 2011-06-18 at 1.40.50 AM.jpgAnother highlight for Australia was that Ryan Purcell and Alexandra Hickmott (left), students at RMIT in Melbourne, won a Yellow Pencil in the Student Awards for Copywriting.

The judges awarded a broad variety of disciplines, with Black Pencils also going to: @radical.media for their 'The Wilderness Downtown' Arcade Fire promo for Google Creative Labs in the Web Films Category; Samuel Wilkinson Design for their 'Plumen 001' lightbulb for Hulger in the Consumer Product Design Category; JWT New York for their 'Burma' campaign for Human Rights Watch in the Installations Category and Apple Industries for the iPad in Consumer Product Design.
Wieden+Kennedy Portland's two Black Pencils were awarded in the TV Commercial Campaign Category and the TV Commercials 21-40 Seconds Category.

Screen shot 2011-06-17 at 6.40.41 AM.jpgIn the Professional Awards tonight, 53 Yellow Pencils were awarded across 25 juries. Traditional TV and Cinema advertising made a big comeback in the Awards this year, with an 18% increase in awarded work from 2010. Four Yellow Pencils and Two Black Pencils were awarded, with an addtional 35 entries making it in to the 2011 D&AD Annual.

Wieden & Kennedy Amsterdam picked up a Yellow Pencil in the TV Commercials over 120 Seconds category and a Yelow Pencil in the Integrated category, plus several Yellow Pencils for Craft for their work on Nike's 'Write the Future' Campaign with Aussie expat Eric Quennoy the co ECD.

AMV BBDO London's Walkers Sandwich campaign won a Yellow Pencil, which was co-created by Steve Coll, now ECD at Euro RSCG, Sydney. The campaign saw celebrities including Pamela Anderson, Frank Lampard and Jensen Button descend on the tiny English town of Sandwich to prove 'Any Sandwich is more exciting with Walkers'.

Australian agency Droga5 New York picked up two Yellow Pencils for 'Decode Jay-Z with Bing' for Microsoft Bing, one in Ambient, the other in Integrated.

Graphic Design also saw a large increase in awarded work, with a 39% jump from 2010. Judges' favourites included Yellow Pencil winning British agency The Chase for their 'Almost Extinct' calendar for the BBC. The UK's GBH received three Yellow Pencils for their integrated brand work for Puma's 'Unity Initiative', 'Puma Phone' and 'Puma Clever Little Bag'.
 
Screen shot 2011-06-17 at 7.00.07 AM.jpg2011 saw a dramatic increase in awarded work from the international creative communities, with an additional eight countries rewarded by judges. There were big increases from India, Hong Kong and Malaysia. Brazil shot from 14th to 5th in most awarded nations table after the UK, US, Germany and France, jumping from four awarded submissions in 2010 to 29 this year. Sao Paulo based AlmapBBDO triumphed with two Yellow Pencils for their 'Music, See What It's Made Of' Campaign for Billboard, along with four Pencil Nominations and nine In Book.

Singapore also saw a dramatic increase in awarded entries, with almost three times as many as last year. Ogilvy Singapore captured a Yellow Pencil for their work in the Illustration for Press and Poster Advertising Category for Faber Castell's 'Self Portrait' campaign.



10 Comments

Anonymous said:

Question - how long has that toyota campaign been around now? Don't get me wrong, it's a great piece of work, but it feels like it's been doing the circuit for two years.

Dave said:

The date of the Toyota spot on the link to Bestads is September 30, 2009 so it should have been entered in 2010 D&AD (entry deadline January 2010), maybe Saatchi's forgot?

Anonymous said:

Same goes for the Old Spice campaign. 2 blacks and 3 yellow pencils! That's quite a haul!

AdWatch said:

Yes, it was on the blog in September 2009 so surely it's only eligible for 2010 D&AD, not 2011?: http://www.campaignbrief.com/2009/09/toyotas-border-security-nothin.html

Archive Man said:

8:19, Dave & AdWatch,
I think you'll find the Toyota Border Security 'TV' ad launched in Sept 2009 but the rest of the campaign was staggered through out 2010.

Anonymous said:

Everything was verified and ticked off with D&AD and they accepted the entry into the Integrated category it was awarded for.

Anonymous said:

dat choo Vinnie?

Scott said:

Australia's only yellow pencil, nice on Jacko!

Andy F said:


Well done Steve.

A yellow pencil's the best remedy for the flu eh?

Tim said:

Vinniecenzo, you frick'in legend.
Dominating again.

Leave a comment