A record seven Black and two White Pencils were awarded at the D&AD Award ceremony in London last night, with innovative and ethical advertising and design selected as setting the standard in the past year. The video below gives an insight from the judges into the Black Pencil judging process.
LEMZ, Amsterdam's work for Terre des Hommes, tied with Dentsu Tokyo's Sound of Senna/Ayrton Senna 1989 and Forsman and Bodenfors' Epic Split for most awarded on the night, with each piece picking up a notoriously hard to win Black Pencil and two Yellows.
LEMZ build an interactive video application for Sweetie, designed to pose as a ten-year-old girl in the Philippines. The android was built with hundreds of unique movements and phrases and was used like a puppet by a team based in Amsterdam to speak to paedophiles in internet chat rooms. Sweetie won in the White Pencil category - D&AD's award introduced in 2012 to celebrate ideas with a social purpose.
Volvo Trucks' Epic Split won in Digital Marketing - Online Branded Films. It took just 38 days to amass over 100 million views -- helping it claim the accolade of the most viral ad ever.
And Dentsu Tokyo's Sound of Honda recreated Aryton Senna's record for the world fastest lap, recorded at the 1989 F1 Japanese Grand Prix Qualifying. Honda looked at the data for Senna’s accelerator use, gear position, engine rotation, speed and distance and then recreated the historic lap at the Suzuka Circuit, the track where Senna set his record 24 years ago.The brand plugged in the data from that race, and recreated Senna's lap through lights and speakers echoing the sound of the engine, quite literally recreating the sound of Honda. It won in the Digital Marketing category for Sound Design and Use of Music for Digital Marketing.
A coveted Black Pencil also went to GravityLight, an Indiegogo-funded project that generates light using gravity. The light is pulled to the top of a chain and provides light for the 30 minutes it takes to descend. GravityLight won a Design White Pencil. It costs less than $10 to buy and has no associated running costs.
NS/ProRail won a Black Pencil in for its work in the Netherlands to improve safety and comfort on train platforms. Edenspiekermann devised a digital display board for stations showing where people can board trains, improving the waiting and boarding process.
Finch created The Most Powerful Arm for Save Our Sons to raise public awareness of muscular dystrophy in Australia.The Black Pencil-winning campaign in Digital Design - Technological Innovation allowed users to sign a petition via Facebook using a robotic arm. The robot signed the petition in the handwriting of Jacob Lancaster, a young DMD sufferer who can no longer write. Users saw a live stream of their name being signed and a photo of their signature was posted to their Facebook wall.
The Calgary Society for Persons with Disabilities won a Black Pencil with its 2012 Annual Report, designed by WAX Partnership, in the Writing for Design category. The provocative memo helped raise awareness and funds by highlighting some of the difficulties that handicapped people face. The report was intentionally hard to read, held together with a single staple, and used honest language and photography to provide an insight into a day in the life of one of the clients that the not for profit organisation supports.
D&AD President Laura Jodan-Bambach presented the President's Award to British art director Alexandra Taylor, most awarded client went to Unilever, most awarded agency went to Ogilvy Paris, top digital agency was claimed by Dentsu Tokyo, and production company went to Bacon. Paul Suiter and Paul Brazier also led a moving tribute to David Abbott, reading the copy from his Chivas Regal print work.
Tim Lindsay, D&AD's chief executive, commented on the quality of the winners: '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.'