M&C Saatchi Sydney wins White Pencil for Optus ‘Clever Buoy’ at 54th D&AD Awards in London; Joy, Sydney scores Australia’s only Yellow Pencil; Y&R NZ crowned Agency of the Year
At the 54th D&AD Professional Awards Ceremony tonight in London, two Black Pencils were awarded as well as three White Pencils, which recognises outstanding creativity for social good – one of which was awarded to M&C Saatchi Sydney for Optus ‘Clever Buoy‘ – the campaign which sent a smart ocean buoy that detects sharks and sent instant alerts to lifeguards via the Optus Network.
Joy, Sydney scored Australia’s only Yellow Pencil for Domestic Violence NSW ‘Cards Against Domestic Violence’ in the Writing for Design category.
GPY&R Melbourne/Brisbane won a Graphite Pencil for Melanoma Patients Australia ‘Melanoma Likes Me’ in the Creativity For Good category and Revolver/Will O’Rourke won a Graphite Pencil for Vodafone ‘Piggy Sue’ in the Casting for Film Advertising category.
Y&R New Zealand was crowned the Most Awarded Advertising Agency of 2016, winning 6 Yellow Pencils, one Graphite Pencil and one Wood Pencil for its Burger King ‘McWhopper’ campaign.
Y&R New Zealand CEO and CCO Josh Moore [far left, with Y&R NZ creative director Tom Paine and BK global team at the D&AD ceremony] told CB: “To win anything at D&AD is amazing, but to have three campaigns recognised that combine to win Agency of the year is truly outstanding. It recognises the very hard work from everyone at Y&RNZ. When we began this agency we said Let’s Not Die Wondering, we committed to that and here we are.”
As well as being the most awarded design agency at the Ceremony, UK technology startup what3words claimed a Black Pencil for its pioneering method of communicating precise locations around the world ‘The World Addressed‘. iyamadesign also won a Black Pencil for its spatial design of the mt expo 2015 in Japan, on behalf of masking tape brand Kamoi Kakoshi.
Says Christian Davies, FITCH ECD Americas, foreman for Spatial and Experiential Design about the judging process: “We talked a lot about work that we viewed as game changing. We talked about the responsibility of sending a message to the design community to say this [a Black Pencil winner] will change the way we look at design. We also talked about the iconic work that had won in the past, and how you remember the impact it had.
“mt expo 2015 was beautiful in its simplicity. I thought it was a piece of work that inspired wonder in the people that experienced it.
“There was a common theme that was to discuss the backlash against ‘digital for digital’s sake’. So I voted for something that was beautifully simple.”
The other two White Pencils were given to Ogilvy Brasil for Sport Clube do Recife ‘Security Moms‘ and seymourpowell for Fairphone ‘Fairphone 2‘.
The ‘Creativity for Good (White Pencil)’ category launched as a standalone awards show in April this year in partnership with Advertising Week parent company Stillwell Partners, under the new name, D&AD Impact.
In total, 747 Pencils were awarded during D&AD Judging 2016. The number of Pencils awarded by level are as follows:
Black Pencil – 2
White Pencil – 3
Yellow Pencil – 61
Graphite Pencil – 149
Wood Pencil – 532
Says Tim Lindsay (left), CEO, D&AD: “We’ve seen a record number of entries and some truly wonderful work, including stand-out pieces of creative thinking in our new Media and PR categories. Equally pleasing is that putting purpose alongside profit and seeking to ‘do well by doing good’ is driving increasing numbers of incredibly high quality work for some very big brands. We love it when the commercial agenda and the sustainability agenda begin to intersect.'”
Most awarded
Y&R New Zealand was crowned the Most Awarded Advertising Agency of 2016, winning 6 Yellow Pencils, one Graphite Pencil and one Wood Pencil for its Burger King ‘McWhopper’ campaign.
Technology startup what3words was the Most Awarded Design Agency, whilst DIVISION was recognised as Most Awarded Production Company and Burger King Corporation was the Most Awarded Client.
Most Awarded Advertising Agency:
1. Y&R New Zealand
2. = Droga5 and AMVBBDO
4. Grey London
Most Awarded Design Agency:
what3words
seymourpowell
= johnson banks and The Partners
Most Awarded Production Company:
DIVISION
The Mill
4Creative
Most Awarded Client:
Burger King
Sky
Volvo
Results by country
The United Kingdom topped the rankings again with a total of 217 Pencils, including 14 Yellow Pencils, 1 White Pencil and 1 Black Pencil. The US followed in second place, with 143 Pencils overall, of which 12 were Yellow, with France in third place, winning 6 Yellow Pencils and 48 Pencils in total.
Japan led the way in Asia, with 1 Black Pencil and 4 Yellow Pencils amongst their haul of 42 Pencils overall, whilst Brazil topped the table for Latin America, with a total of 30 Pencils, including 1 White Pencil.
New Zealand, which came in joint fifth position with Brazil (with 30 Pencils), claimed the third highest number of Yellow Pencils by country, with 11.
President’s Award
This year the President’s Award has gone to Steve Henry, co-founder of Decoded and one of the founders and creative partner of the world-renowned advertising agency HHCL. Working as part of the team that netted HHCL Campaign’s “Agency of the Decade”, Henry’s work is iconic. He is perhaps most renowned for his “You’ve Been Tango’d” commercials, alongside other well-known catchphrases such as Ronseal’s “does what it says on the tin”. His influence continues to be felt in the industry today.
Says Andy Sandoz, president, D&AD: “Steve Henry’s work and approach has inspired, shaken and awoken a generation of today’s creative directors. Populist TV, diversity, tech start-up, purpose and education – it’s all here. As engaged today as ever, he’s the person I most enjoy trying to reimagine the industry with over a cup of tea.”
Next Photographer and Next Director Awards
Winners for two awards, separate to the Professional Awards, were also announced at the Ceremony.
The Next Ph
otographer Award, in partnership with Getty Images, sets out to find the best new photographers and promote them back to the creative industry. This year’s winner is Hong Kong-Chinese photographer Tam Hoi Ying.
Says James Day, foreman: “The overall standard of submissions for the Next Photographer award was very high but the Jury was unanimous in its decision to award the work of Tam Hoi Ying. We were all extremely impressed with the level of thought and execution which Tam brought to the subject matter and we all wish them the best of luck in what I’m sure will be a very successful career.”
The Next Director Award, which aims to unearth the best new directorial talent, was given to British animation director Daisy Jacobs.
Says director Dougal Wilson, one the Next Director judges: “A beautifully innovative animation technique that expressed the film’s story in a deeply emotional and affecting way.”
VIEW THE FULL LIST OF PENCIL WINNERS – D&AD Pencil Winners 2016.xlsx
20 Comments
Clever Buoy was done 2 years ago, whats the deal?
Amazing effort Josh, Jono and team – epic signs for June.
Did clever buoy actually happen or was it just a concept?
I love em
– will be given every year to Clever Buoy, just because.
Y&R and GPY&R are on fire right now. 16 pencils at D&AD, AOY, COY, 6 yellow, gotta be a record.
nice one josie and scott – well deserved!
Awards are so last century.
If you look at what had been awarded at D&AD this year compared to everywhere else, you realise how irrelevant, up-its-own-arse and out of touch it has become.
Re the domestic violence Valentines cards
http://www.campaignbrief.com/nz/2012/02/womens-refuge-valentines-day-c.html
Those Cards are an absolute joke. Old idea, small work with yet smaller impact.
Yeah, Clever Buoy won at D&AD last year. Must be one of those categories you can enter the year after.
http://www.dandad.org/awards/professional/2015/outdoor-advertising/24696/clever-buoy/
wow, D&AD has a calligraphy category?
D&AD has killed its value by giving out ‘wooden pencils’. It’s supposed to be the most exclusive, difficult to win award show in the world. They awarded over 500 wooden pencils this year. Exclusive no more.
Did joy credit the typographers who pretty much ‘designed’ these cards?
Maybe one day you will win a Pencil.
But probably not.
Most other award shows would have said “nice idea, but hardly ground-breaking” – if any more proof was need of how out-of-touch D&AD has become, check out the story about a 22-year old idea that just won a wooden pencil. http://www.campaignlive.co.uk/article/story-d-ad-pencil-winning-campaign-22-years-making/1395742
1. What I claim as my invention is the concept and design of integrating fish detection technology and microprocessor technology into a buoy system that detects sharks and provides audible, visible, and telecommunication warnings to swimmers, surfers, and divers.
From a patent filed in 2002
http://www.google.com/patents/US20030151514
Innovative. Really?
@Sharky McShark.
The key difference between this existing patent and the M&C work is buried in the detail: “Significant testing of the “fish detector” and microprocessor is anticipated to allow programming the unit to detect potential shark objects while ignoring other objects.” M&C and Optus created this to attract Lions not detect sharks and “no significant testing” was done – other than at Epica, Eurobest and The Andys. So completely different.
A Great White shark can travel at 40kph. So, if you were 40m away from a Great White you would have 3.6 secs to make your escape, providing the played dead for a couple of minutes. But, that 3.6 secs could be much reduced if you headed toward the shark on the sound of any alarm, because Clever Bouy is not so clever as to be able to yell out “Its behind you!”when sounding any alarm.The only thing clever about Clever Bouy are the people who created it. Rumour has it they’ve been poached to sell ice to eskimos.