McCann's 'Dumb Ways To Die' scores D&AD all-time record of five Yellow Pencils + one Black Pencil; The Monkeys wins a Yellow Pencil for 'Mixionary' + Revolver wins a Yellow for 'Moreing'; McCann Melbourne crowned Agency of the Year

Fotor0611181730.jpgIMG_20130612_223039.jpgMcCann Melbourne has walked away from the 2013 D&AD Awards in London tonight an all-time victor after being awarded a world record-breaking five Yellow Pencils and one Black Pencil for its ground-breaking 'Dumb Ways To Die' campaign.

Other Australian winners include The Monkeys who won a Yellow Pencil for Art Direction for Diageo's 'Mixionary' and Revolver in the Film Advertising Crafts category for Kraft Boost's 'Moreing' campaign.

McCann Melbourne art director Pat Baron (pictured below) was in London tonight to accept all the Pencils. while ECD John Mescall is judging in Cannes. Mescall told CB: "What can I say except a big thank-you to D&AD for such a bloody huge honour. The fact that it's a local campaign for a Melbourne client from a Melbourne agency makes me so proud. I might be sounding a little parochial but I'm so happy to see homegrown work kill it on the world stage. And I can't wait to hear from Pat about the night... I just hope he remembers something of it."

McCann Melbourne also was awarded a Pencil for D&AD Agency of the Year - the first time ever for an Australian agency - contributing to Australia being placed third in the world behind the UK and USA.

(BTW the haul of one Black Pencil and five Yellow Pencils just pips the previous D&AD record holder, another Aussie belter from 2010 called 'Best Job in the World' for Tourism Australia via SapientNitro, Brisbane, which won two Black Pencils and two Yellow Pencils).
Unknown-1.jpegA total of 51 Yellow Pencils were awarded to the best of the world's design, advertising and communications work at the 2013 D&AD Awards, the organisation's 51st anniversary.

In total, 618 awards were given by juries across In-Book, Nominations and Yellow, Black & White Pencils at this year's awards, with work from over 35 countries recognised.
This year, in recognition of the highest calibre of creative work, four Black Pencils were awarded to three British campaigns and one Aussie campaign including 4creative's "Meet the Superhumans" for Channel 4 (TV & Cinema Communications); Heatherwick Studio's "Olympic Cauldron" for the London Organising Committee of the Olympic and Paralympic Games (Spatial Design/Installations); GOV.UK's website for Her Majesty's Government (Writing for Websites & Digital Design) and McCann Melbourne's "Dumb Ways to Die" for Metro Trains (Integrated & Earned Campaigns).

Screen shot 2013-04-20 at 5.24.36 PM-thumb-400x225-108355.jpgIncorporated into this year's Awards for the first time, a coveted White Pencil was awarded to Droga5 New York for its "Help! I want to Save a Life" campaign for Help Remedies.
McCann Melbourne's 'Dumb Ways To Die' campaign for Metro Trains received Yellow Pencils 415427-dumb-ways-to-die-thumb-400x225-106697.jpgacross five categories: Art Direction, Earned Media Campaigns, Digital Advertising, TV & Cinema Advertising and Writing for Film Advertising.
The UK's 4creative was another big winner earning four Yellow Pencils for its "Meet the Superhumans" campaign, across Editing for Film Advertising, TV & Cinema Communications, Direction for Film Advertising and Use of Music for Film Advertising categories as well as a Black Pencil.

Other campaigns taking multiple awards were R/GA's "Nike+ FuelBand" (US), taking three Yellow Pencils, whilst Leica Store São Paulo's "Soul" (Brazil) and 20th Century Fox's "Prometheus Viral 'David'" (UK) each won two Yellow Pencils.

Results via Category.jpg

Film Advertising Crafts was the category awarded the greatest number of Yellow Pencils, with the jury recognising 12 entrants with Yellow Pencils.
The most awarded categories overall (across In-Book, Nominated & Yellow Pencil work) were:
  • The Graphic Design category, taking 100 gongs, including two Yellow Pencils
  • TV & Cinema Advertising with 46 pieces of creative work awarded, including three Yellow Pencils
  • Digital Advertising with 40 awards, including three Yellow Pencils

Conversely, juries in the Book Design, Magazine & Newspaper Design and Press Advertising categories did not award any pencils this year.

Says Tim Lindsay, CEO of D&AD: "Our fifty-first Awards was another outstanding year for global creativity, with thousands of pieces of work recognised by the juries. So, a big thank you to our almost 200 judges who have once again helped to make this the awards 'for creatives, judged by creatives'.
"The quality of entries this year has been astounding. The craft skills of making great pieces of graphic design, TV & cinema, direct, film and illustration are as strong as ever. However it's also great to see the written word being employed in such a diverse and multifaceted way. It demonstrates a big shift in understanding of what words can bring to design.
"The integrity and transparency of the judging process is legendary and is what sets D&AD apart from our awards so it's just incredible to see the pinnacle of creative excellence coming through and continuing to raise the bar each year."
Entries from around the world were given awards at this year's D&AD. Australia had a particularly strong year, achieving 50 awards overall, including a coveted Black Pencil and seven Yellow Pencils, whilst work from New Zealand scooped 15 awards overall including 2 Yellow Pencils.

The UK led a strong showing, scooping up 202 awards overall, including three Black Pencils and 12 Yellow Pencils. Work from the US also did well, with entries gaining 113 awards in total (of which 13 were Yellow Pencils).
In 2013, European nations performed well, with Sweden and France leading the way in the region with 16 Awards each, of which two were Yellow Pencils. German work picked up 13 awards overall, including two Yellow Pencils.
Meanwhile, work from Asia was also well recognised, with Japan leading the region with 26 awards, including two Yellow Pencils, followed by Singapore, who took 16 awards overall (with one Yellow Pencil). China scooped up 7 awards overall (of which one Yellow Pencil) whilst Thailand gained five In-Books.
Brazil topped the Latin American league table of awards, with 29 pieces of work recognised by the juries, including four Yellow Pencils, a record 37% increase in awards from 2012.

Says Lindsay: "The D&AD Awards have become a truly international awards, with more work entered than ever from around the world.
"This has undoubtedly been a spectacular year for Australian creative work. 57 campaigns were recognised by the juries, with McCann Erickson Melbourne's "Dumb Ways to Die" for Metro Trains sweeping the board across various categories.
"It's also particularly encouraging to see more Asian work coming to the fore. Japan continues to lead the charge but we also saw a doubling in the number of entries from China this year which is testament to the country's thriving creative scene.
"The bar has been set immeasurably high and we hope creative professionals from around the world will rise to the challenge next year to achieve the highest possible accolade in creative excellence; it's going to be very tough to beat."

View the winners by country: D&AD Results by Country.xls


Patsy said:

Wow - an all-time world record haul from D&AD! John, Pat and all involved at McCann and Metro Trains - huge congratulations - well deserved and great to see all those yellow and a black dot on the map for Melbourne. Great work.

Patsy said:

This must be an all-time world record for D&AD ?? John, Pat and all involved at McCann and Metro Trains - huge congratulations - well deserved and great to see all those yellow and a black dot on the map for Melbourne. Great work.

Roy said:

Well done McCanns. Job Well done!

Winners said:

Well deserved. All time record for yellows. Honda Grrr also won 6. Two blacks and 4 yellows so may just pip it.

well done said:

best part about this campaign?

it came from dudes on the 'wrong' side of 40.

age is no barrier to creativity...and understanding 'digital'.

Razor said:

Fantastic news. Well done to all involved. You deserve it.

40+ said said:

And let's just reflect that there was no tweeting, sharing, uploading, creating, crowd sourcing, experiential, convoluted mechanic. It's a song and a video. A game. The print is "matching luggage". And it's brilliant.

Dan said:

Massive congratulations, guys.

derek said:

Well done guys, time to cross the channel and do it all over again.

derek said:

great result, time to cross the channel and do it again

matt said:

Well done Julian Frost, 'Dumb ways to die' animator. You are a genius. And a great animator.

will Think for Salary said:

Carn, Cannes!

JR said:

My eight year old daughter and her friend were playing it Sunday afternoon on the iPad and loved it. They sung it that many times that it got stuck in my head.

b said:

Brilliant result. Surely it's now time to stop entering it into every tin-pot, piss-ant award show around the globe. You've just clocked the D&ADs for heaven's sake. This campaign has nothing more to prove.

Pleased said:

Epic idea. Wonderful result.

Roy said:

But did they have "enough commercial experience"? Shit, yeah. Go the over 40s!

Simon Burrett said:

I don't get it.

Bart said:

Well done Pat! It's been a few years. Great to see your name in lights.

russty said:

Epic work Monkeys + MAUD

Tristan said:

Nice one guys, great effort!

Who's Counting said:

Think it's 7 pencils in all, 5 Gold, 1 Black and then another pencil was awarded for Most Awarded Agency sort of a Best in Show...


Nice one guys

fantastic work said:

Who's kids don't know this?

Leezy said:

Congratulations to all involved - 'Truth well told' finally has it's day again.


j said:


11:18am said:

Too funny.

Tone Zone said:

Pat, it's getting boring congratulating you. Well done again mate and for next week as well.

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