Eight campaigns vie for top honours in Crafts for Advertising and Crafts for Design at D&AD

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Campaigns from Australia, the US, China and Brazil have been judged amongst the best in the Crafts for Advertising and Crafts for Design categories at the 51st annual D&AD judging event taking place this week at London’s Olympia. The Crafts for Advertising and Crafts for Design categories are new introductions this year – combining the Photography, Illustration and Typography categories from years past while at the same time recognising the application of these disciplines as distinct in advertising and in design work. 

Says Tim Lindsay, chief executive of D&AD: “Craft remains at the very heart of what D&AD recognises. In a digital world, the application of the creative crafts may be changing – but the quality of the work that we see remains the very best in the world. We split the categories to retain that focus on craft while acknowledging that the execution is often very distinct between the disciplines – it’s made for some lively discussion in the juries. This year, the Juries across crafts in advertising and design were particularly tough – with just eight pieces of work in contention for Yellow Pencils. However, I believe that just confirms the D&AD Awards as the pinnacle of creative recognition – as, judged by over 200 of the world’s leading creatives, the work that makes it into the book or gains a nomination is the very finest we’ve seen in the past year.”

Nominations in the two categories went to:

  • Dumb Ways to Die by McCann Erickson Melbourne for Metro Trains (Crafts for Advertising)
  • One Copy Song by R/GA for Adam Tensta (Crafts for Advertising)
  • #CokeHands by Ogilvy & Mather Shanghai for Coca-Cola (Crafts for Advertising)
  • Road Letters by Ogilvy Brazil for Claro (Crafts for Advertising)
  • Now is better by Sagmeister for Sagmeister & Walsh(Crafts for Design)
  • From Love to Bingo by AlmapBBDO for Getty Images (Crafts for Design)
  • The Liberation by North Kingdom for ONLY Jeans (Crafts for Design)
  • Let’s Make Some Great Fingerprint Art by Laurence King Publishing (Crafts for Design)

A further 21 campaigns in Crafts for Advertising were awarded In-Book status by the jury for the Crafts for Advertising category. The In-Book work, which will appear in the 51st D&AD Annual, was:

  • Corgis  by adam&eveDDB for Marmite 
  • Japanese Museum of Childhood by AMV BBDO for Museum of Childhood
  • Say What?” by TBWATequila for Berlitz Publishing, Berlitz Language Guides
  • Road Letters by Ogilvy Brazil for Claro
  • Dumb Ways to Die by McCann Erickson Melbourne for Metro Trains
  • The Ultimate Pencil by Dentsu Tokyo for STAEDTLER Nippon K.K., Mars Lumograph
  • Blue Motion Logo Campaign by adam&eveDDB for Volkswagen, Think Blue
  • Ray-Ban 75 Years of Legend by Marcel Worldwide for Erika Ferszt, Ray-Ban
  • Truck Driver by AlmapBBDO for Volkswagen do Brasil, Touareg with ACC
  • Old Lady by AlmapBBDO for Volkswagen do Brasil, Touareg with ACC
  • Pelicans by Team / Young & Rubicam Dubai for Harvey Nichols
  • Life Cycle by DDB Singapore for Life Cycle
  • Meet the Superhumans by 4creative for Channel 4
  • A Girl / A Boy / A Girl 2 by Leo Burnett Bangkok for The Center for the Protection of Children’s Rights Foundation
  • Park Assist Technology by DDB Sydney for Volkswagen Group Australia
  • Anarchy by Bartle Bogle Hegarty for Axe
  • Yoo Wat by Ogilvy & Mather London for Expedia
  • Arm Leg by Ogilvy & Mather London for Expedia
  • Lat Ers by Ogilvy & Mather London for Expedia
  • Mum Dad IOU by Ogilvy & Mather London for Expedia
  • Blue Motion Logo Campaign by adam&eveDDB  for Volkswagen, Think Blue

In Crafts for Design, a further 21 campaigns were given In-Book by the jury. The Crafts for Design In-Book work, which will appear in the 51st D&AD Annual, was:

  • Digital Creativity Guidebook by adam&eveDDB for Google
  • The Sound of Creation by DDB Amsterdam for Philips
  • WERK No.19: CLUB21CDG by Work for WERK Magazine
  • WERK No.20: GINZA – The Extremities of the Printed Matter by Work for WERK Magazine
  • The Mushroom Picker by David Robinson for Violette Editions
  • 13 Dark Tales by Habari Media for Bokomo, Marmite
  • Little White Lies 42: Lawless by The Church of London Design
  • Advertising Newspaper Issue 5: Award Issue by Visionary Group for Visionary Group
  • Maki-San by Kinetic Singapore by Maki-San
  • Culture Rapport Bergen 2011 by Anti & Grandpeople for The Municipality of Bergen Norway
  • Desktop Spine Totem by Naughtyfish Design for Desktop Magazine, Niche Media
  • Catch the Moon, Catch the Blossom by Dentsu Tokyo for Sho Office
  • Bat for Lashes Album Artwork by Virgin Records (EMI) 
  • Louis Vuitton – Yayoi Kusama Fine Book by Work for Louis Vuitton Japan
  • PechaKucha Night Nagoya by Hidekazu Hirai for Creative Design City Nagoya
  • Tama Art University by Kenjiro Sano for Tama Art University
  • Toblerone Sculpture by Leagas Delaney Shanghai for Steel Xu, Toblerone
  • Life is Endless by I&S BBDO for Nishinihon Tenrei, Funeral Parlor
  • Life is Electric by Dentsu Tokyo for Panasonic Corporation
  • Bake-off Cake Posters by Purpose
  • FF Chartwell by FSI FontShop International for FontFont

Entrants will have to wait until the a
ward ceremony on 12 June to find out whether they have been awarded a coveted Yellow Pencil.