Black pencils went to The World Addressed – a clever digital system to help people locate postal addresses – and a colourful promotional installation for Japanese tape retailer mt devised by iyamadesign inc.
Created by start-up what3words, The World Addressed uses a grid of 57 trillion 3x3m squares to plot locations around the world. Each square has a unique three-word address – ‘table chair lamp’ or ‘until salads global’, for example – which people or businesses can give out in place of a street address or hard-t0-remember GPS co-ordinates. what3words says the system is now being used by, NGOs, governments and businesses in 170 countries:
iyamadesign inc.’s work for mt was created to promote the retailer’s Washi tape, a craft tape available in various colours and patterns. The Tokyo design studio covered the walls and floor of a large building in Taipei with spotted tape and suspended over 80,000 rolls from the ceiling to create a hanging artwork. Visitors were also given rolls of tape to create arts and crafts projects in the space. The project is one of a series of installations created by iyamadesign inc. for mt – the brand has launched similarly fun pop-up shops and exhibitions in Hong Kong, Japan and Singapore as well as New York and Paris in the past few years.
This year’s white pencils went to Seymourpowell for the Fairphone 2, a follow-up to ethical smartphone the Fairphone (the modular design means parts can be repaired and replaced reducing electronics waste – it also comes with a five-inch LCD screen and 32GB of storage):
Clever Buoy, a smart buoy created by M&C Saatchi Australia for mobile network Optus, which uses mobile technology to detect sharks and send alerts to life guards:
And Security Moms, a campaign by Ogilvy Brasil for Sport Clube do Recife to reduce football-related violence in Brazil. The agency invited mothers of Sport Recife fans who had been involved in football violence to steward a match against Nautico, with the aim of keeping their sons (and the rest of the crowd under control). Their presence was highlighted in messages displayed on screens before and during the game and mothers were given security training before the event – unusually, there were no arrests at the match:
Y&R New Zealand was the most awarded ad agency this year – it received eight pencils for McWhopper, a digital campaign for Burger King to promote World Peace Day. A film addressed to McDonald’s from Burger King suggested that the two chains set aside their rivalry for the day to create the McWhopper, a fast food love child of the Big Mac and the BK Whopper. An accompanying website featured proposed designs for a pop-up McWhopper shop in Atlanta, halfway between Burger King and McDonald’s headquarters, as well as packaging and uniforms combining the two companies’ branding. Unsurprisingly, McDonald’s declined the offer but the campaign gained more than 8 billion impressions and allegedly raised awareness of World Peace Day by 40%.
Division was the most awarded production company for its work on the promo for Skrillex track Doompy Poomp. Directed by Fleur & Manu, the video plays a short scene on a continuous loop but a minor detail is changed each time, encouraging viewers to play ‘spot the difference’ while watching:
61 yellow pencils were awarded this year, up from 44 last year – yellow pencils in the Graphic Design category went to Studio Sutherl& for its Boxes in Boxes campaign for Fedrigoni, a cumulative set of boxes bearing the children’s rhyme, There Was An Old Lady:
Berlin ad agency Scholz & Friends for a set of removable stickers created for European fundraising campaign Donate for Africa (stickers were applied to Euro banknotes to highlight the difference that even small donations can make in the continent, and directed people to a website where they could make a donation):
And Michael Brookes for The Petard Pinch, a lovely animated short for Bletchley Park Trust. The film is part of a permanent exhibition at Bletchley and highlights the work of three men who rescued important Nazi documents and codebooks from the HMS Petard, helping Bletchley’s analysts crack the enigma code:
4creative also won a yellow pencil in Graphic Design for its bold Channel 4 rebrand, as did Leo Burnett Toronto for its stationery for Canadian printer Somerset, created using a range of different stocks and printing techniques.
Other yellow pencils went to MTV for its GIF and meme-inspired identity (awarded in Branding), Avaunt and Rubbish Famzine (Magazine & Newspaper Design) and Unmade, the London clothing company formerly known as Knyttan, which uses digital technology to print luxury knitwear on demand (awarded in Digital Design). Google Creative Lab’s powerful Assembly of Youth project for Unicef also received a yellow pencil in Digital Design.
84. Paris received the only yellow pencil given out in Craft for Advertising for its clever interactive site promoting the tenth anniversary of record label Because, which offered a fun journey through the label’s music and album covers. Williams Murray Hamm received one of two yellow pencils awarded in Packaging Design for its Coco de Mer packaging, which featured peepholes and ‘grand dames of seduction’ from centuries past:
This year’s President’s Award went to Steve Henry, co-founder of Decoded and creative partner of ad agency HHCL, and the creative mind behind the You’ve Been Tangoed campaign for Tango and Ronseal’s “does what it says on the tin” ads.
The Next Photographer Award, which honours new talent in the industry, was given to Hong Kong-Chinese photographer Tam Hoi Ying, who created a series of images challenging the hypocrisy of laws protecting freedom of speech in China:
While the Next Director Award went to Daisy Jacobs, whose stop motion animation The Bigger Picture, created using life-sized characters and full sets, has won several awards at international film festivals.
You can see the full list of winners from each category over at dandad.org.