D&AD Awards Winners 2011

Wieden + Kennedy’s Old Spice campaign was the big winner at this year’s D&AD Awards, picking up two Black Pencils out of the six awarded. There were Black Pencils too for the Plumen lightbulb, JWT New York, Arcade Fire’s Wilderness Downtown and the iPad. And Neville Brody was given the President’s Award

Wieden + Kennedy’s Old Spice campaign was the big winner at this year’s D&AD Awards, picking up two Black Pencils out of the six awarded. There were Black Pencils too for the Plumen lightbulb, JWT New York, Arcade Fire’s Wilderness Downtown and the iPad. And Neville Brody was given the President’s Award

W+K’s The Man Your Man Could Smell Like campaign picked up five awards in all, its Black Pencils coming in the TV Commercial Campaign Category and the TV Commercials 21-40 Seconds Category (though wasn’t the YouTube response element the most interesting bit? That only got Yellow). The wins pretty much complete a clean sweep for the campaign which has also won the top awards at Cannes, One Show, the NY Art Directors Club and many more over the past year.


Hulger and Sam Wilkinson also won Black for the Plumen 001 lightbulb in the Consumer Product Design Category (the Plumen also won the Brit Insurance Designs of the Year Award, which we posted about here).



And Arcade Fire’s The Wilderness Downtown promo (entered by @radical.media) followed up its Best in Book in the CR Annual and countless other wins with a Black Pencil in the Web Films Category. (Its director, Chris Milk, is profiled in the July issue of CR, out on June 22. Arcade Fire was also our Client of the Year.)


JWT New York also won Black for its ‘Burma’ campaign for Human Rights Watch in the Installations Category



And, finally, the now-traditional prize for Apple, this time for the iPad (shown above, just in case you’d forgotten what it looked like), in Consumer Product Design.

A total of 53 Yellow Pencils were also awarded. In design, GBH had a good year with three Yellows for its Puma work, one in Brand Experience & Environments for The PUMA Unity Initiative, part of its Play for Life campaign, a UN-backed scheme encouraging biodiversity. As part of the scheme a special Africa Unity football kit was created whose colours apparently “represent the sun, sky and earth. PUMA mixed soil from several African countries to create the pigment used to develop the earth elements of the kit,” we are told.


one in Digital Brand Expression for The solar powered PUMA Phone


and the third in Packaging Design for PUMA Clever Little Bag, an alternative to traditional shoe packaging developed with Fuseproject.


Elsewhere in graphic design the Yellows were, again, pretty thin on the ground despite a 39% increase over last year in work either nominated, in-book or awarded a pencil.

The Chase won in for its Almost Extinct calendar for the BBC in Calendars.


It also picked up a Yellow Pencil in Writing for Design for A Picture Speaks a Thousand Words, a campaign (with copy by Nick Asbury) for photographer Paul Thompson which we blogged about here.



Cartlidge Levene took Yellow in Wayfinding & Environmental Graphics for its Bristol Museum & Art Gallery work.



There was a Yellow for Germany’s Jäger & Jäger in Catalogues & Brochures for furniture brochure Moormann in Simple Terms



In Typefaces, Spain’s Mucho won for Art Out, a publication for the Fundación Arte y Mecenazgo (the Art and Patronage Foundation in Barcelona)



while Animatorio and Lobo of Brazil won in Channel Branding & Identity with Toy Soldier for Cartoon Network Latin America



Cartoon Network in the UK also won a Yellow Pencil for Cartoon Network Duplicators



W+K’s Write the Future for Nike picked up awards for TV Commercials over 120 seconds, Integrated, Direction for Film Advertising and Editing in Film Advertising



And TBWAChiatDay Los Angeles’s Gatorade REPLAY, a five-part online documentary in which sports teams renew old rivalries, won in Integrated and Direction for Film Advertising


Plus HEIMAT, Berlin won in Sound Design for Film Advertising for its Faces ad for Hornbach


Other highlights include Troika’s V&A Palindrome sign, which won in Installations (we wrote about it here)



CHI & Partners’ Sunday Times Rich List campaign, for Poster Advertising Campaigns



Droga5’s Decode Jay-Z with Bing (which we featured here) which won in Ambient



In Spatial Design, Carmody Groarke won for Studio East Dining, a temporary restaurant on the roof of Westfield Stratford City



BBH London’s St John Ambulance Life Lost won in Press Advertising Campaigns



As did AlmapBBDO’s Billboard Music. See What It’s Made Of campaign



Also from Brazil, DDB’s Neighbours / America ad for Fedex won too


And there was a Yellow Pencil in Illustration for Press & Poster Advertising for Ogilvy Singapore for its Faber Castell campaign


AMV BBDO was a winner for its Walkers Sandwich campaign which took over the eponymous Kent town, inviting various celebrities in the process



Mobile winners included Hakuhodo’s Salute Trainer for the Japan Maritime Self-Defense Forces which uses the phone’s motion detector to make sure recruits are saluting in the approved manner


And Dentsu for its charming iButterfly app

In magazines, Wallpaper* won for its DIY cover project (which we covered here)



New York won in Entire Magazines for its Spring / Fall Fashion Issue


and Bloomberg Businessweek won in Entire Magazines for its 2010 Year in Review



Other ad winners included Great Guns for its Local Radio BBC spot for RKCR/Y&R



TBWAParis for its Amnesty Death to the Death Penalty spot



RKCR/Y&R and Marc Craste for its Winter Olympics BBC trail



and TBWALondon for Skittles Updater


Plus CP+B won fo Dominos Turnaround

In Direct Integrated Campaign, Saatchi & Saatchi Sydney won for the Country Australia Border Security – Nothing Soft Gets In for Toyota



Code and Theory’s Vogue redesign won in Graphic Design for Websites



and Y&R New York’s Invisible Pop Up Store app for Airwalk won in Digital Design


Plus R/GA New York won in Digital Solutions & Use of Social Media for its Pay With A Tweet scheme whereby people on Twitter received a free book donwlaod in exachange for Tweeting about it


while in Integrated Digital Campaigns BBH won for Google Chrome Fast



and Mother New York won in Brand Experience & Environments for its Target Kaleidoscopic Fashion Spectacular at New York’s Standard hotel



which pretty much just leaves music video, in which the Yellow Pencil winners were

Harry & Co for Zef Side by Die Antwoord



Colonel Blimp for Love Lost by The Temper Trap, directed by Dougal Wilson



and Prayin’ by Plan B, entered by Partizan, directed by Daniel Wolfe

More (you really need more?) here


The other major news of the night was that Neville Brody was given this year’s President’s Award, the top honour that D&AD bestows each year to someone who has made an outstanding contribution to creativity. Here is Brody receiving his award from D&AD President Simon ‘Sanky’ Sankarraya and chief exec Tim O’Kennedy. He looks pleased.


Related Content

Check out this year’s D&AD student winnere here


CR in Print

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The June issue of CR features a major retrospective on BBH and a profile piece on the agency’s founder, Sir John Hegarty. Plus, we have a beautiful photographic project from Jenny van Sommers, a discussion on how illustrators can maintain a long-term career, all the usual discussion and debate in Crit plus our Graduate Guide packed with advice for this year’s college leavers.

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  • http://konsthopp.wordpress.com/ Konsthopp

    Love the See What It’s Made Of campaign and the Fed-Ex ad. And we never get tired of dear Pam…see her at the Vivianne Westwood Campaign!!



  • http://www.swisscheeseandbullets.com Daniel

    Congratulations to all winners! Especially Apple – it’s good to see they’re finally getting some recognition from D&AD.

  • http://yo-hello.com James Nelson

    So theres a Calendar category, but not Visual Identity (Brand Experience / Expression is surely something different?).

    Does that mean no-one in the past year has created an award-worthy identity? Or visual identities aren’t relevant to the D&AD any more? Or did no-one enter?

    Seems like stuff what is moving is really popular though — especially if its a pop video.

  • http://www.swisscheeseandbullets.com Daniel

    @James Next year someone should enter a pop video featuring somebody flicking through a Christina Hendricks calendar on an iPad. Guaranteed win.

  • http://yo-hello.com James Nelson

    @Daniel — good shout

  • stu@stulala.com

    HUUUGE fan of the Fedex advert

  • http://createfreethinking.blogspot.com/ ad fan

    Loving the Fed-ex ad. Also have a soft spot for the Old Spice ad, makes me laugh every time.

  • http://thehomeofawesome.com Michael

    How the fuck did Pilot Magazine not scoop something?

    A bit underwhelming this year.

    I suppose it’s because I’ve seen it all on the web already so there were no suspires.

  • http://www.andyallen.co.uk Andy Allen

    Great round-up! The Burma campaign was the first thing in months to make me sick with jealousy. Fantastic idea.

  • http://www.acumen-dubai.com Paul Kotze

    Big ups to Die Antwoord…

  • http://www.sublimeo.com Graphiste

    Good choices at the D and AD Awards 2011 : Creative designs and brilliant marketing projects.

    My favorite goes to the alternative packaging design for PUMA : Clever Little Bag by Fuseproject.

  • Paul Sampson

    I thought the bag was by Fuseproject? ?

    Like it a lot though.

  • http://griyamobilkita.blogspot.com sewa mobil

    Very nice, thanks.

  • http://fessolsnaps.wordpress.com Fessols&Naps

    it’s true, it was Fuseproject the one who conducted the Puma project, I think, we posted about it. You could see it here:

    D&AD is one of the best awards in the world, no argue.

    Thanks, CR, for remember us the winners, I forgot about the dates.

  • http://www.bluepigcreative.co.uk bluepigcreative

    Did I miss the white pencil award!? Who won that?

  • Stephen Kirk

    Awesome work… Thanks D&AD + CR – respect to all winners and those who nearly made it too
    One of the best book titles ever…

  • http://www.harrimansteel.co.uk Julian Harriman-Dickinson

    Well done Nev!

  • Ed


    The white pencil award is being given next year, with submissions running between now and March (I think).

  • http://www.chrishannah.co.uk/chad Chad’s Eye View

    The Old Spice Campaign thoroughly deserves its success over the awards season.

    I thought the way they used Twitter during the campaign was particularly good (and engaging).

  • Claire

    Gosh, it’s the longest list of winners I’ve ever seen. basically everybody has won an award or something. Maybe I’ve won too and I wasn’t told?

  • http://fessolsnaps.wordpress.com Fessols&Naps

    we loved the art direction prize, this about nazis and 2010 british election. we’ve done a compilation of d&ad too. You could check it if you want:

  • http://www.libertymarketing.co.uk kris

    An amazing campaign with well deserved success, cuts right through most of the dribble on TV these days!

  • http://rumahdijual.com/ Rumah Dijual

    Lots of refreshing design there. And the iPad seems to win every kind of award these days 😉

  • http://www.propertykita.com/register.html jual rumah

    Congratulations to all winners! amazing design at there, ehmm inspiring,..

  • http://www.movedigital.co.uk Jim Jones

    Yeah old spice is pretty incredible.

    PLAN B is going to take over the world this year. Incredible talent.

  • jadimahasiswa.com

    Good choices at the D and AD Awards 2011 : Creative designs and brilliant marketing projects.

    My favorite goes to the alternative packaging design for PUMA : Clever Little Bag by Fuseproject.