‘The Most Powerful Arm’ lands first D&AD Black Pencil in new innovation category; Yellow Pencils awarded to McCann Melbourne and DDB Sydney

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The Most Powerful Arm Image-web.jpg‘The Most Powerful Arm’, a collaborative creative campaign by Finch, in collaboration with Havas Worldwide Sydney, Reactive Sydney and The Red Agency on behalf of charity Save Our Sons, has taken home the first Black Pencil to be awarded for innovation at the D&AD Awards 2014, presented tonight in London. The campaign also won a Yellow Pencil on the way to Black.

McCann, Melbourne won a Yellow Pencil for the Macquarie Dictionary ‘Phubbing: A word is born’ campaign in Writing for Design, while DDB Sydney won a Yellow Pencil for Volkswagen ‘Road’ in Radio.   

phubbing.jpgThe remarkable Save Our Sons campaign was created as a challenge to the Australian government, which had no policy on research into DMD – a debilitating disease occurring in young males that deteriorates muscles throughout the body, resulting in death by the age of 25.

To raise the public’s awareness of the little-known disease and ask the government to help fund vital clinical trials, Finch, in collaboration with, Havas Worldwide, Reactive Sydney and The Red Agency, invented the world’s first petition-signing robot.

At the heart of the campaign was 19-year-old Jacob Lancaster, a young DMD sufferer who can no longer write. Using the last words he was able to pen, the robot was programmed to write with Jacob’s exact handwriting.

Constructed out of laser-cut bamboo and 3D printed joints, ‘The Most Powerful Arm’ was then connected to Facebook, where users could have their name signed on the petition in the hand-writing of Jacob – all viewable via a live-stream and shareable via their Facebook feeds to encourage others to participate.

Despite no media budget, it became the most successful Australian health-related petition ever. With 32,000 signatures and 6.7 million Facebook impressions, it drove awareness on a national scale and became the first Facebook petition to be officially tabled by the Australian senate.

Says Tim Lindsay, chief executive of D&AD: ‘We’ve had an amazing response to our new innovation categories this year and the quality of work has been exceptional.

‘The Most Powerful Arm’ is a brilliant example of how creativity can meet technology and innovation to create a profoundly positive social impact. It is a truly worthy winner of the Black Pencil.”

Says Rob Galluzzo, founder and EP of Finch: “The Most Powerful Arm was a very brave collaboration between Finch, Havas, Reactive and Red and we are delighted it has been recognised at D&AD. The campaign has had great results for Save Our Sons and the Duchenne Foundation and has really shown the power technology and innovation can have in the industry now.”

Innovation was a new category at this year’s awards across the Integrated & Earned Media, Digital Marketing and Digital Design juries. The award is designed to celebrate those who are pushing the boundaries of technology across these disciplines, while the Black Pencil is D&AD’s highest creative accolade. Awarded to work that is not just considered the best in the world in its category, but for pieces of design or advertising that have fundamentally changed the rules of its category.

There were 52 Yellow Pencils and two White Pencils awarded to campaigns from 17 different countries at the 2014 D&AD Awards. 144 campaigns achieved Nominations whilst a further 480 were awarded In Book status, resulting in a total of 680 awarded entries across 43 different countries.

The juries at the 52nd D&AD Professional Awards returned the highest number of Black Pencil
s ever awarded as socially progressive, ethical and innovative advertising and design took centre-stage.

Highlighting the crop of Black Pencils were the two honours handed out by the White Pencil jury for the first time. ‘Gravity Light’, the life-changing invention of Martin Riddiford and Jim Reeves was recognised in the Design category, while the powerful and provocative ‘Sweetie’ campaign, praised by the UN for its role in helping children’s charity Terre Des Hommes identify over 1,000 online sexual predators, was awarded in the Advertising and Marketing Communications category.

A record seven Black Pencils were awarded this year. Highlighting the crop of Black Pencils were the two honours handed out by the White Pencil jury for the first time. ‘Gravity Light’, the life-changing invention of Martin Riddiford and Jim Reeves was recognised in the Design category, while the powerful and provocative ‘Sweetie’ campaign, praised by the UN for its role in helping children’s charity Terre Des Hommes identify over 1,000 online sexual predators, was awarded in the Advertising and Marketing Communications category.

The seven Black Pencils were awarded to creative work from six different nations, with the Netherlands taking home two:

There were 52 Yellow Pencils and two White Pencils awarded to campaigns from 17 different countries at the 2014 D&AD Awards. 144 campaigns achieved Nominations whilst a further 480 were awarded In Book status, resulting in 680 awards in total across 43 different countries.

VOLVO-EPIC-SPLIT.jpgThree different campaigns tied for the most awarded campaign. ‘Sweetie’ by LEMZ, ‘Sound of Honda / Ayrton Senna 1989’ by Dentsu Tokyo and ‘The Epic Split’ by Forsman & Bodenfors each picked up two Yellow Pencils in addition to their respective Black Pencils.

Other campaigns taking home two Yellow Pencil awards included ‘Real Beauty Sketches’ by Ogilvy & Mather Brazil for Dove, ‘Magic of Flying’ by OgilvyOne Worldwide for British Airways and in the returning Music Video category ‘Gesaffelstein – Pursuit’ by Division.

Also on the night, Ogilvy & Mather Paris was crowned Most Awarded Advertising Agency, following a string of Nominations and In Book awards for its work with IBM.

Apple was recognized as the Most Awarded Design Agency, earning a Yellow Pencil for its Mac Pro, Unilever for Most Awarded Client and Bacon Copenhagen rounded off the Awards by winning Most Awarded Production Company.

Tim Lindsay, Chief Executive of D&AD, commented: ‘When we launched the White Pencil in partnership with Unilever in 2012, it raised a few eyebrows. To introduce the first new pencil in D&AD’s fifty-plus year history was a bold move; how would the industry respond to it? Would the calibre of work be the innovative, groundbreaking variety we were looking for? Not just charity, NGO or public service campaigns, but work that truly demonstrated you can ‘do well by doing good’; where the commercial and CSR agendas properly intersected.

“So to see not one, but two, Black Pencils awarded to White Pencil category entrants is a significant indicator of the direction the business is moving in. Across the board we’ve seen a real desire from our juries to recognise and reward ideas that are original, beautifully executed and that make a positive difference to people’s lives.

DAD_Awards2014Chart.jpg“All in all, it’s been an outstanding year. The diversity of this year’s crop of Yellow Pencils is astonishing. So congratulations to this year’s winners and roll on next year.”

Results by Country

The United Kingdom again topped the tables with 182 awards in total, including 9 Yellow Pencils, one White Pencil and one Black Pencil. Its closest competitor was the United States, which bagged an impressive 12 Yellow Pencils amongst its 123 awards.

France capped an outstanding year for Europe with 48 awards (3 Yellow Pencils) – a 200% increase on its 2013 tally of 16. Sweden’s five Yellow Pencils (13 total) and the Netherlands’ tally of two Black Pencils, one White Pencil and three Yellow Pencils proved the continent’s creative output to be in fine shape.

Across the world, Australia followed up its strong 2013 showing with 37 awards, including three Yellow Pencils and one Black Pencil, while Japan led Asia with 40 awards (including six Yellow Pencils and one Black Pencil). India garnered 25 awards (including 3 Nominations). Singapore’s tally was 19 (with 7 Nominations), Thailand had 15 (3 Nominations), China scored 5 awards (with 1 Nomination), and The Philippines had 4 awards (including 1 Yellow Pencil and 1 Nomination.

Brazil once again improved on its tally from the previous year, topping Latin America with 37 awards with two Yellow Pencils; but the country making the biggest new impression was India. Following two awards in 2013, India entrants took home a remarkable 25 awards in 2014.

ALEXANDRA-TAYLOR.jpgPresident’s Award

Alexandra Taylor was announced as the recipient of the President’s Award, selected by current D&AD president Laura Jordan-Bambach to become the first woman in advertising to receive the prestigious award. Widely acknowledged as one of the UK’s most respected and acclaimed art directors, Alexandra has over 200 entries in the D&AD Annual throughout her career.

With award-winning credits for Silk Cut, Castlemaine XXXX, Parkinson’s UK and the acclaimed ‘Be the Best’ campaign for the British Army, she was also the first woman to
be nominated on to the D&AD executive board in 1998, serving two terms.