Leo Burnett Sydney wins a total of seven Pencils among Australia’s haul of 39 at D&AD

D&AD New Pencil Line-up 2015Judging at the D&AD Awards in London has now wrapped up with Australian agencies picking up a total of 39 Pencils and New Zealand taking home 22.

Leo Burnett Sydney has won the most Pencils, picking up a total of six for a campaign for the World Wildlife Fund, and an extra pencil for its S-Drive work for Samsung. The Melbourne office was also recognised twice for the same campaign, winning Pencils for a radio campaign for Honda.

Whilst agencies know they have won pencils, they do not know which ranking it is – Wood, Graphite, Yellow, Black and White – until the awards ceremony in May. Australia’s haul placed it sixth in the world behind the UK (240), USE (145) and Brazil, Germany and Japan with 44 each.

D&AD CEO Tim Lindsay said in a statement: “It’s been a very special year for D&AD Judging. We’ve flung open the doors of our new home at the Truman Brewery in East London so members of the public can come and see how D&AD makes its decisions.

“A Pencil is the toughest creative award on Earth to win, and we’re proud of the rigour the judges apply to their decisions. After all, their names end up in The Book along with the winners.”

GayTMSWhybin\TBWA Melbourne has won five Pencils for its ANZ GayTMs campaign, also picking up a White Pencil for creativity for good/advertising & marketing communications – brand. White Pencils are awarded to work that demonstrate the power to affect real and positive change in the world through creative thinking.

“I’m pleased that the White Pencil has had a record number of entries this year. Creative people have the resources at their disposal to engender major changes to the way we behave – and applied to good causes there can be no better way to use our industry’s talents,” said Lindsay.

The campaign tied with M&C Saatchi’s Clever Buoy work for Optus which was recognised in categories including technological innovation, innovative use of technology, ambient, earned media campaigns and innovative product design.

DDB Melbourne picked up two Pencils for its Minute of Silence campaign for RSL Australia and a further two for its Radiant Return campaign for PZ Cussons.

JWT Sydney’s ‘I Touch Myself’ campaign for the Cancer Council has won Pencils in the Integrated & Innovative Media category and in the use of music for film advertising category.

Saatchi & Saatchi Sydney has been recognised for its Penny the Pirate campaign for OPSM, picking up two Pencils. VML Australia also nabbed two Pencils for its Rip Curl Search GPS work.

Clemenger BBDO Sydney won a Pencil for an outdoor/press campaign for Hungry Jack’s and also picked up a Pencil for its social media campaign Zombie Followers for Foxtel.

GPY&R Brisbane won a Pencil for its Mozzie Box work for SP Brewery. The GPY&R Melbourne office picked up a Pencil for its The Human Walking Program for The Lost Dogs Home.

On top of those Australian agency Eardrum picked up three awards for a campaign for Impact BBDO in Dubai in the Radio categories of craft and campaign for the Your Destiny campaign for Commercial insurance.

“With our new Pencils (Wood and Graphite in addition to Yellow, Black and White) we have simplified the Awards system this year. Entrants can find out if they’ve won a Pencil by logging on to the D&AD website, but they’ll have to wait until the Ceremony on the 21st May to find out which one,” said Lindsay.

The awards:

  • Wood Pencils: (formerly In Book): Our equivalent to a bronze award. The best in advertising and design from the year, worthy of a place in the D&AD Annual. Wood Pencil winners will be announced at an event in London on 21 May 2015.
  • Graphite Pencils: (formerly Nomination): Our equivalent to a silver award. Standout work, beautifully executed with an original and inspiring idea at its core. Graphite Pencil winners will be announced at an event in London on 21 May 2015.
  • Yellow Pencils: Awarded to the work that is judged to be the best in the world, selected from projects that receive a Nomination during judging. The Yellow Pencils are one of the most-recognised and coveted awards for creativity anywhere in the world. Yellow Pencil winners will be announced at an event in London on 21 May 2015.
  • White Pencils: will be awarded to work that demonstrates the power to affect real and positive change in the world through creative thinking. Launched in 2012 in association with Unilever.
  • Black Pencils: The ultimate creative accolade, reserved for work that is ground- breaking in its field. Only a handful of Black Pencils are awarded each year, if any. Pencil winners will be announced at an event in London on 21 May 2015.

Australian winners:

Title Category
ANZ GAYTMs Brand Experience & Environments
ANZ GAYTMs Use of Social Media
ANZ GAYTMsANZ GAYTMs Advertising & Marketing Communications – Brand
ANZ GAYTMs Innovative Media
Break the BarrierBreak the Barrier TV Commercials
Clever Buoy Technological Innovation
Clever Buoy Innovative Use of Technology
Clever BuoyClever Buoy Ambient
Clever Buoy Earned Media Campaigns
Clever Buoy Innovative Product Design
Every Day is Day One Cinematography for Film Advertising
RadiometriesForeign Objects Radio Advertising Campaigns
RadiometriesForeign Objects – Rhinella Marina (Cane Toad) Radio Advertising over 30 seconds
I Touch Myself Project Integrated
I Touch Myself Project Use of Music for Film Advertising
Integrated ResearchIntegrated Research Branding Schemes/Large Organisation
Kevin Murphy Hair Care Packaging Design
Minute of SilenceMinute of Silence Direct Integrated Campaigns
Minute of SilenceMinute of Silence Advertising & Marketing Communications – Not for Profit
Mistakes Sound Design for Film Advertising
Mozzie Box Innovative Packaging Design
Penny The Pirate Direct Integrated Campaigns
Penny The Pirate Direct Mail
Poachers CampaignPoachers Campaign Illustration for Advertising
Poachers CampaignPoachers Campaign Press Advertising Campaigns
Radiant Return Direct Response/Digital
Radiant Return Integrated Digital Campaigns
Poachers CampaignRhino Illustration for Advertising
Rip Curl Search GPSRip Curl Search GPS Connected Products
Rip Curl Search GPSRip Curl Search GPS Mobile Apps
S-Drive Mobile Interaction & Experience
SharkShark Illustration for Advertising
SharkShark Press Advertising
The Human Walking ProgramThe Human Walking Program Ambient
The Most Epic Safety Video Ever Tactical Branded Film Content & Entertainment
The Poster That Scares BirdsThe Poster That Scares Birds Poster Advertising Campaigns
TigerTiger Illustration for Advertising
Zombie Followers Use of Social Media

New Zealand winners:

Title Category
$HRED Direct Mail
Back To Nature Poster Advertising Campaigns
Breast Cream Direct Response/Ambient
Favourite Child DetectorFavourite Child Detector Use of Social Media
RadiometriesK9FM Radio Advertising Campaigns
K9FMK9FM Innovative Use of Radio
Make a Difference Direct Response/Press & Poster
Make a Difference Art Direction for Direct
Mistakes TV Commercials
Mistakes Cinema Commercials
Mistakes Writing for Film Advertising
Mistakes Advertising & Marketing Communications – Not for Profit
Murmuration TV Commercials
Murmuration Direction for Film Advertising
Talk Rugby Like a ProTalk Rugby Like a Pro Writing for Press & Poster Advertising
Talk Rugby Like a ProTalk Rugby Like a Pro Writing for Design
RadiometriesTalkies Radio Advertising over 30 seconds
RadiometriesTalkies Writing for Radio Advertising
TinnyvisionTinnyvision Branded Film Content & Entertainment – Online
Twenty Six CharactersTwenty Six Characters Writing for Design
We Compost Weekend Advertising & Marketing Communications – Brand
Welcome to Airbnb Production Design for Film Advertising

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