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Five Black Pencils awarded at D&AD
Advertising, Digital, Graphic Design
Posted by Eliza Williams, 4 June 2010, 10:12 Permalink Comments (10)
Australia and South Africa picked up their first Black Pencils at D&AD's gala award ceremony last night, held at London's Roundhouse...
It was a bumper year for Black Pencils, with five of the exclusive awards dished out at the event, which was hosted by comedian Jimmy Carr. Two of these went to Sapient Nitro in Brisbane for its Best Job in the World campaign for Tourism Queensland, which turned a classified ad into an elaborate and hugely successful PR campaign for the region. The Black Pencils were awarded to Sapient Nitro in the Integrated and Direct categories.
The Best Job In The World - Black Pencil in Direct / Integrated & Integrated / Integrated. Agency: SapientNitro. Client: Tourism Queensland
TBWAHuntLascaris in Johannesburg picked up one Black Pencil, and a clutch of Yellows, for its excellent campaign for The Zimbabwean newspaper, which saw redundant Zimbabwean banknotes used on posters and as flyers. Slightly surprisingly, the Black Pencil was awarded to the ad agency in the Graphic Design category, in recognition of the innovative use of money as leaflets.
Trillion Dollar Flyer - Black Pencil in Graphic Design / Leaflets. Agency: TBWAHuntLascaris Johannesburg. Client: The Zimbabwean Newspaper
The High Line in New York, a walkway built into a former elevated freight railroad by Diller, Scofidio + Renfro won a Black Pencil in Environmental Design, while the final Black went to D&AD perennial award winner, Apple, for its website Apple.com. This latter prize was the only Black Pencil that received a lacklustre response from the audience, prompting only a small ripple of applause.
High Line - Black Pencil in Environmental Design / Public Space & Community. Agency: Diller Scofidio + Renfro. Client: Friends of the High Line
Apple Website - Black Pencil in Websites / Websites. Agency: Apple. Client: Apple
Forty-two Yellow Pencils were also awarded (see full list below). Droga5 Australia won three of these, while the We Choose The Moon website, which recreated the historic Apollo 11 mission to the moon in real time for the John F Kennedy Presidential Library Museum, took two.
Director Spike Jonze was awarded the D&AD President's Award from outgoing President Paul Brazier, and was cheered as he picked up the special gold pencil.
Brazier pointed out that the global recession hadn't served to dampen the creative industry, and also acknowleged the unusual and non-traditional approaches of many of the winners. "Over the last few years at D&AD, ever more ingenious creative work has been rewarded," he said. "Maybe the rise of digital has had something to do with it. That showed us you didn't need to use traditional media to solve clients' problems. And when a simple stamp on a useless bank note can make a statement for freedom of speech, and a Barrier Reef tourist destination can become the biggest story on the news, it really feels like times are changing."
For information on all winners, visit dandad.org.
Yellow Pencil winners:
Book Design: Entire Books - Atlas of the New Dutch Water Defence Line / 010 Publishers / 010 Publishers, Netherlands
Branding: Brand Communications in 3D & Environments - Treehouse Restaurant / Colenso BBDO/AIM Proximity / Yellow, New Zealand Branding: Brand Communications in Moving Image - Soap / Ogilvy & Mather Taiwan / Wego Love Motel, Taiwan Digital Advertising: Digital Advertising Campaigns - We Choose the Moon / Domani Studios / The John F. Kennedy Presidential Library & Museum , United States Direct: Online - 4320LA/SYD / Droga5 / V Australia, Australia Environmental Design : Public Space & Community - Medieval and Renaissance Galleries / Victoria & Albert Museum / MUMA / Trustees of the Victoria & Albert Museum , UK Environmental Design : Temporary Exhibitions - You and Us (Integration of Displaced Persons in Baden-Württemberg) / jangled nerves / Haus der Geschichte Baden-Württemberg , Germany Graphic Design: Moving Image - There Are More Than 11 Trillion Things To Learn / Paul Postma & Christian Borstlap / Stichting Kinderpostzegels / TNT Post / The Foundation for Children's Welfare Stamps Netherlands Childrens' Stamps, The Netherlands Integrated: Integrated - Livestrong Integrated Campaign / Wieden + Kennedy Portland / Nike Foundation, United States Integrated : Integrated - Trillion Dollar Campaign / TBWAHuntLascaris Johannesburg / The Zimbabwean Newspaper , South Africa Magazine & Newspaper Design : Entire Magazines - Apartamento Magazine / Apartamento , Spain Magazine & Newspaper Design: Entire Magazines - Elle October 2009 issue (Lily Allen) / Elle UK / Hachette Filipacchi Publishing , UK Mobile Marketing: Mobile Marketing - The World's Biggest Signpost / Farfar / Nokia, Sweden Music Videos: Animation - Strawberry Swing by Coldplay / Black Dog Films/ EMI Records, United Kingdom Packaging Design: Packaging - The Earphones Note / Scholz & Friends Berlin / Panasonic Marketing Europe / Stereo Earphones RP-HJE 130 , Germany Photography : Book Design - Re Enactors / Jim Naughten / HotShoe Books , UK TV & Cinema Advertising: TV Commercials 41-60 seconds - Pure Waters / Publicis Mojo Sydney / Lion Nathan / James Boags Draught, Australia TV & Cinema Advertising: TV Commercials 61-120 seconds - Chance / DDB Paris / INPES / Anti Tobacco, France TV & Cinema Advertising: TV Commercials 61-120 seconds - Closet / BETC Euro RSCG / CANAL+ CANAL+, France TV & Cinema Advertising : TV Commercials 61-120 seconds - The Regulars / Droga5 Australia / Carlton United Breweries / Victoria Bitter, Australia TV & Cinema Communications : TV Promotions, Stings & Programme Junctions - Alan Carr Chatty Man Campaign / 4creative / Channel 4 / Alan Carr Chatty Man , UK TV & Cinema Crafts : Animation - Future Hopping / Nexus Productions & Goodby, Silverstein & Partners / Comcast, US TV & Cinema Crafts: Animation - The Beautiful Word Campaign / Ogilvy France / Mattel / Scrabble , France TV & Cinema Crafts: Direction - Breathe / Blink & RKCR/Y&R / COI / Fire Safety, United Kingdom TV & Cinema Crafts: Direction - Fantastic Journey / Final Cut & RKCR/Y&R / Virgin Media , United Kingdom TV & Cinema Crafts: Direction - Pure Waters / Revolver Films & Publicis Mojo Sydney / Lion Nathan / James Boags Draught , Australia TV & Cinema Crafts: Direction - Tips / MJZ / CareerBuilder.com , US TV & Cinema Crafts : Sound Design - Sarah's Story / Wave Studios / Barefilms / MNDA, United Kingdom TV & Cinema Crafts : Use of Music - Future Hopping / Goodby, Silverstein & Partners, Bright Pictures Bicoastal & Nexus Production London / Comcast, US Typography: Poster Advertising - Clocks / BETC Euro RSCG / The Aids Africa Solidarity Fund / Solidarité Sida, France Websites : - Sound Design & Use of Music / Sounds of Hamburg / Jung von Matt / Alster Philharmonic Orchestra of Hamburg , Germany Websites : Websites - We Choose the Moon / The Martin Agency / John F. Kennedy Presidential Library and Museum / The Moon Landing 40th Anniversary , United States Writing for Advertising: Poster Advertising - The last place you want to go campaign / M&C Saatchi / Dixons Stores Group / Dixons.co.uk, United Kingdom Writing for Advertising : TV & Cinema Advertising - The Regulars / Droga5 Australia / Carlton United Breweries / Victoria Bitter , Australia Writing for Design: Packaging / innocent packaging (Autumn 2009) / Innocent Drinks, UK
Music Videos: Music Videos - Two Weeks by Grizzly Bear / The Directors Bureau / Warp Records , United States
Outdoor Advertising: Poster Advertising Campaigns - Trillion Dollar Campaign / TBWAHuntLascaris Johannesburg / The Zimbabwean Newspaper / South Africa
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10 Comments
Some fantastic work. Using money as leaflets = genius!!!
2010-06-04 13:01:19
@Dave .. Using money as leaflets? Didn't you study history at school?
A certain German regime did the same thing before they got power.
2010-06-04 14:35:13
Don't get me wrong, the Apple site is by no means bad; but really? All I can imagine is that the judges really didn't look very far. Clearly websites were a disregarded category.
Firstly I'm surprised that what is essentially a shop (one that is actually a little bit hideous to navigate given how few products there are) won, when there are services like Tumblr that are not only doing things differently, but also very very well.
The site may look pretty, but that's only one of many factors when judging the design of interactive content.
Secondly, has anyone ever tried to find a download on the Apple site? Like a widget etc ... bloody impossible.
2010-06-04 14:41:48
@Jon - Surely that gives the campaign even more impact? Whether this was intentional for the designers to associate the two - i'm not sure, but a great idea on many levels, hence the black pencil.
2010-06-04 14:55:38
Once again the D&AD demonstrates their lack of credibility when it comes to the web.
Are we seriously saying that Apple.com is one of the two best websites in 2010? It's a perfectly acceptable site, but giving it a black pencil smacks of the usual 'the sun shines out of Apple's arse' approach from the D&AD judges.
A little more imagination and vision would be nice from the D&AD - maybe try looking beyond the macbook pro sitting in front of you.
2010-06-04 15:28:15
D&AD. Brilliant ideas, beautifully executed.
Creatives from all disciplines strive each year to produce the best work they can in hope for a nomination that could then lead to a pencil. And a black pencil? Simply the best of the best.
So, the Apple website. Is this really what we should be holding up as the ultimate example of web design in 2010? I think not. Yes it works, yes it looks okay and they do indeed have a 'simple tabbing system and large clear imagery'. So does the Argos website. This is not what a black pencil is about. What new ground has been broken? What proverbial boundary has been pushed? None.
2010-06-04 15:45:03
D&AD need to explain the Apple site decision. Give some reasoning for the Black pencil.
2010-06-07 13:11:13
@Jon
Sorry must have missed that lesson. I'd dismiss the connection with that particular German regime as I'm sure that wasn't the intention.
Also, where would these old notes end up if they redundant? This is a great way of recycling them.
2010-06-08 08:15:31
To me it seems the Apple brand and products are more deserving of an award than the website. No one ever doubts how good Apple is, but is their site ‘good enough’? They’ve clearly set new standards and it’s their thinking that seems to be deserving of praise.
If the Apple site were selling Dell products would they have still won an award?
http://www.matdolphin.com/blog/2010/06/08/best-of-the-bunch/
2010-06-08 12:37:06
What a lot of awards! I dont see one for illustration. Is that an omission or doesnt one exist?
2010-06-08 15:11:50
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