Leo Burnett Sydney wins a total of seven Pencils among Australia’s haul of 39 at D&AD
Judging 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.”
Whybin\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.
https://www.youtube.com/watch?v=Wv5b4jwABiw
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 GAYTMs |
Ambient | |
 ANZ GAYTMs |
Advertising & Marketing Communications – Brand | |
 ANZ GAYTMs |
Innovative Media | |
 Break the Barrier |
TV Commercials | |
 Clever Buoy |
Technological Innovation | |
| Clever Buoy |
Innovative Use of Technology | |
 Clever Buoy |
Ambient | |
 Clever Buoy |
Earned Media Campaigns | |
 Clever Buoy |
Innovative Product Design | |
 Every Day is Day One |
Cinematography for Film Advertising | |
 Foreign Objects |
Radio Advertising Campaigns | |
| Foreign 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 Research |
Branding Schemes/Large Organisation | |
 Kevin Murphy Hair Care |
Packaging Design | |
 Minute of Silence |
Direct Integrated Campaigns | |
| Minute 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 Campaign |
Illustration for Advertising | |
| Poachers Campaign |
Press Advertising Campaigns | |
 Radiant Return |
Direct Response/Digital | |
 Radiant Return |
Integrated Digital Campaigns | |
| Rhino |
Illustration for Advertising | |
 Rip Curl Search GPS |
Connected Products | |
| Rip Curl Search GPS |
Mobile Apps | |
 S-Drive |
Mobile Interaction & Experience | |
 Shark |
Illustration for Advertising | |
| Shark |
Press Advertising | |
 The Human Walking Program |
Ambient | |
 The Most Epic Safety Video Ever |
Tactical Branded Film Content & Entertainment | |
 The Poster That Scares Birds |
Poster Advertising Campaigns | |
 Tiger |
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 Detector |
Use of Social Media | |
| K9FM |
Radio Advertising Campaigns | |
 K9FM |
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 Pro |
Writing for Press & Poster Advertising | |
| Talk Rugby Like a Pro |
Writing for Design | |
| Talkies |
Radio Advertising over 30 seconds | |
| Talkies |
Writing for Radio Advertising | |
 Tinnyvision |
Branded Film Content & Entertainment – Online | |
 Twenty Six Characters |
Writing for Design | |
 We Compost Weekend |
Advertising & Marketing Communications – Brand | |
 Welcome to Airbnb |
Production Design for Film Advertising |
Miranda Ward worked for Mumbrella from 2013 to 2017, eventually becoming deputy editor. Miranda joined Mumbrella in September 2013 from Sky News.
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