LONDON, UK — The 2024 D&AD Awards Ceremony took place on May 22, at Southbank Centre, London, recognizing the works of advertising and design that stood out from the past year. As a global awards show, D&AD receives entries from all over the world, gathering a total of 12,387 entries this year, on its 62nd edition. The Asia Pacific region scored 295 spots on the shortlists, and then several Pencils were won for the region, including the incredibly rare Black Pencil.
In total, Asia Pacific won one Black Pencil, 15 Yellow Pencils, 25 Graphite Pencils, and 70+ Wood Pencils.
Here’s a look at the Pencil-winning works from each country:
Australia
The land down under won 23 Pencils this year, with 38 more in the shortlists.
Sponsor
- Yellow Pencil:
- Production Design – “The Square Meter” by HeimatTBWA\Germany for Hornbach
- PR – “Climate Doctor’s Certificate” by CHEP Network Sydney for School Strike 4 Climate
- PR – “The Plastic Forecast” by M&C Saatchi Australia for Minderoo Foundation
- Magazine & Newspaper Design – “The Daily Issue” by Innocean Worldwide Australia for White Ribbon
- Graphite Pencil:
- Sound Design & Use of Music – “Play It Safe” by The Monkeys for Sydney Opera House
- PR – “Climate Doctor’s Certificate” by CHEP Network Sydney for School Strike 4 Climate
- Gaming & Virtual Worlds – “The OutCats” by R/GA APAC for PONOS Corporation
- Wood Pencil:
- Writing for Design – “Blue Mountains” by For the People for Blue Mountains City Council
- Film – “Weather Anything” by The Monkeys Melbourne for Macpac
- Editing – “TAB” by FINCH for TAB
- Art Direction – “The Square Meter” by HeimatTBWA\ Germany for Hornbach
- Commerce – “Hammerbarn” by Dentsu Creative Australia for BBC Studios Australia & NZ
- Film – “The Square Meter” by HeimatTBWA\ Germany for Hornbach
- Impact – “Shift 20 Initiative” by Special Group Melbourne for Dylan Alcott Foundation
- Writing for Advertising – “Weather Anything” by The Monkeys Melbourne for Macpac
- Casting – “Strength to Give” by Collider Sydney for Australian Bone Marrow Donor Registry
- Entertainment – “This is Footy Country” by The Monkeys for Telstra
- Packaging Design – “Gallus Whisky” by Denomination for Barossa Distilling
- Digital & Social – “The Plastic Forecast” by M&C Saatchi Australia for Minderoo Foundation
- Animation – “ROLLiN’ – Smooth” by Mathematic for Rollin
- Commerce – “Hammerbarn” by Dentsu Creative Australia for BBC Studios Australia & NZ
- Direct – “Rip Curl Virtual Pro” by VML Sydney for Rip Curl
- Spatial Design – “The Square Meter” by HeimatTBWA\ Germany for Hornbach
China
On top of its 35 finalists, China also went home with 21 Pencils.
- Yellow Pencil:
- Branding – “Sorry Dog Cafe” by Pidan for Sorry Dog
- Branding – “Jiazhi Studio” by L3 Branding for Jiazhi Studio
- Graphic Design – “Glory Through the Ages: The Culture of” by LINLIN Design Studio for Chemical Industry Press
- Photography – “Vogue China” by Charlie Engman for Vogue China
- Graphite Pencil:
- Commerce – “Corona Extra Lime” by draftLine Shanghai for AB InBev
- Graphic Design – “Aspirational Kindergarten” by TEN Buttons for Aspirational Kindergarten
- Illustration – “Gummies” by Indego Design for Naughty Roll
- Wood Pencil:
- Experiential – “Unofficial Goals” by DAVID Bogota for AB InBev
- Packaging Design – “TeaMajor Original Leaf Tea Visual Identity and Packaging” by low key design for TeaMajor
- Branding – “Déficeler” by Pay2Play for Déficeler
- Typography – “In/Out” by Kaizheng Hao for The OCT Art & Design Gallery
- Packaging Design – “Cp Egg” by Shenzhen Tigerpan Design for Beijing CP Egg Industry
- Book Design – “Yanjing Chuanxin Record: Unpublished” by Phoenix Publishing House for Phoenix Publishing House
- Entertainment – “Shot on Iphone | Little Garlic” by TBWA\ Media Arts Lab Shanghai
- Illustration – “Dino Kiddo” by Untitled Macao for Dino Burger
- Graphic Design – “Visual Identity of Guanzhong Mangba” by After Path Design for Guanzhong Mangba
- Book Design – “Sunny Days” by T-Change Design Studio for Lingnan Art Publishing House
- Book Design – “Global Spread of Sun Tzu’s Art of War” by Chen Zhou
- PR – “Corona Extra Lime” by draftLine Shanghai for AB InBev
- Graphic Design – “Jiazhi Studio” by L3 Branding for Jiazhi Studio
- Photography – “Magnificent” by The Nine Shanghai for Yotkan Ancient City
India
In total, India nabbed 18 spots in the D&AD 2024 shortlists, with eight coming out as Pencil-winners.
- White Pencil:
- Sustained Impact – “See the Signs of Silent Separation” by BBDO India for Procter & Gamble India
- Yellow Pencil:
- Type Design & Lettering – “Nithya Ranjana” by Ek type for Murali K Prahalad
- Illustration – “#UnplasticIndia” by VML India for The Times of India
- Wood Pencil:
- Type Design & Lettering – “HONK” by Ek type for Google
- Experiential – “Vi Human Network Testing Network” by Ogilvy India for Vodafone Idea
- Illustration – “#UnplasticIndia” by VML India for The Times of India
- Graphic Design – “#UnplasticIndia” by VML India for The Times of India
- Impact – “Blood Fertilizer” by VML India for Unipads
Indonesia
Indonesia this year celebrated four Pencils, with three entries making it to the shortlists.
- Yellow Pencil:
- Spatial Design – “Yellow Canteen” by Innocean Indonesia for ICI Paints Indonesia
- Graphite Pencil:
- Impact – “Yellow Canteen” by Innocean Indonesia for ICI Paints Indonesia
- Spatial Design – “Yellow Canteen” by Innocean Indonesia for ICI Paints Indonesia
- Wood Pencil:
- Book Design – “Coastalvision: Heavily-Saturated Tropicaliá” by Jordan, jordan Édition for Jordan, jordan Édition
Japan
Japan is a big winner from the Asia Pacific region this year, nabbing the much-coveted and very rare Black Pencil from D&AD. A total of 27 Pencils were awarded to the country, with 36 more in the shortlists.
- Black Pencil:
- Art Direction – “My Japan Railway” by Dentsu Tokyo for JR Group
- White Pencil:
- Impact – “Shellmet” by TBWA\ Hakuhodo for Koushi Chemical Industry
- Yellow Pencil:
- Illustration – “My Japan Railway” by Dentsu Tokyo for JR Group
- Animation – “Scuffing Song” by Spoon. for Otsuka Pharmaceutical
- Graphite Pencil:
- Digital & Social – “Perfect Days Official Movie Site” by Mastermind for Wim Wenders
- Photography – “Reach for the Summit” by Dentsu Tokyo for The Hokkoku Shimbun
- Graphic Design – “Totetsu Training Institute” by Motive for Totetsu Kogyo
- Branding – “My Japan Railway” by Dentsu Tokyo for JR Group
- Magazine & Newspaper Design – “Neutral Colors” by Neutral Colors for Neutral Colors
- Graphic Design – “The Sacred Dirt” by Dentsu Tokyo for Asahi Television Broadcast
- Art Direction – “My Japan Railway” by Dentsu Tokyo for JR Group
- Gaming & Virtual Worlds – “The OutCats” by R/GA APAC | Japan for PONOS Corporation
- Creative Transformation – “Sound Care – Gamma Wave Sound” by Droga5 Tokyo for Shionogi
- Wood Pencil:
- Graphic Design – “Visualization of Prime Numbers” by Graflex Directions for Graflex Directions
- Graphic Design – “Cycle.me – Nutrient Timing Food” by Hakuhodo for dot.me
- Entertainment – “WcDonald’s” by Wieden+Kennedy New York for McDonald’s
- Illustration – “Departures to Countless Futures” by Dentsu Tokyo for Nikkei
- Magazine & Newspaper Design – “Journal of the Japan Society of Mechanical” by SKG for The Japan Society of Mechanical
- Typography – “Kanazawa ADC Annual” by Kanazawa Art Directors Club for Kanazawa Art Directors Club
- Digital Design – “My Japan Railway” by Dentsu Tokyo for JR Group
- Graphic Design – “Shupatto Official Site” by mount for Marna
- Branding – “Tokyo Dome City” by &Form for Tokyo Dome
- Illustration – “Driving Sun – Rally Japan 2023” by Dentsu Tokyo for Rally Japan 2023
- Music Videos – “Alaskan Tapes – Of Woods and Seas” by NAKAMA for Alaskan Tapes
- Packaging Design – “Oops Womb” by Riko Koide for Squiz
- Graphic Design – “My Japan Railway” by Dentsu Tokyo for JR Group
- Branding – “Fujiya” by 6D-K for Fujiya
Korea
Meanwhile, South Korea scored five places this year, three in the shortlists and two making it to the list of Wood Pencil winners.
- Wood Pencil:
- Digital & Social – “Try Galaxy Fold Experience” by Cheil Worldwide for Samsung Electronics
- Photography – “The Last Safety Feature” by Jung von Matt Hamburg for Hyundai Motor Group
Lebanon
On top of four shortlisted works, Lebanon also won two Pencils this year for Graphite and Wood.
- Graphite Pencil:
- Entertainment – “Frequencies of Peace” by FP7 McCann Dubai for Babyshop
- Wood Pencil:
- Radio & Audio – “Frequencies of Peace” by FP7 McCann Dubai for Babyshop
Malaysia
From 14 shortlisted entries, five works from Malaysia won a Pencil this year.
- Graphite Pencil:
- Illustration – “Humana Garden Zine” by Vanissa Foo for Humana Studio
- Wood Pencil:
- Direct – “A Million Logos” by Ogilvy Malaysia for Colgate-Palmolive
- Animation – “Motoguo Spring Summer 2023 Para-para Phantasia” by Space Dawg Studio for motoguo
- Graphic Design – “KL Art Book Fair 2023” by LIE Design & Art Direction for the KL Art Book Fair
- Digital & Social – “A Million Logos” by Ogilvy Malaysia for Colgate-Palmolive
New Zealand
New Zealand bagged 10 Pencils this year, with 15 shortlisted entries.
- Graphite Pencil:
- Direct – “The Greenprint” by DDB Aotearoa for Volkswagen New Zealand
- Wood Pencil:
- Graphic Design – “Manaakitanga Pencil” by Run Aotearoa for Run Aotearoa
- Writing for Advertising – “Weather Anything” by The Monkeys Melbourne for Macpac
- Direct – “The Greenprint” by DDB Aotearoa for Volkswagen New Zealand
- Creative Transformation – “The Greenprint” by DDB Aotearoa for Volkswagen New Zealand
- Radio & Audio – “Benee – Bagels” by The Monkeys Aotearoa for ASB Bank
- Digital & Social – “Try Galaxy Fold Experience” by Cheil Worldwide for Samsung Electronics
- Writing for Design – “Delivereasy Uber” by Colenso BBDO for Delivereasy
- Direct – “Correct the Internet” by DDB Aotearoa for Team Heroine
- Film – “Weather Anything” by The Monkeys Melbourne for Macpac
Pakistan
Pakistan celebrates two Pencils this year, with one shortlisted entry.
- Graphite Pencil:
- Impact – “Child Wedding Cards” by Impact BBDO for UN Women
- Wood Pencil:
- Branding – “Rise and Shine” by Cossette Montréal for Alliance for Afrodescendent Leadership
Philippines
On top of three shortlisted entries from the Philippines, it also received a Wood Pencil through a collaboration.
- Wood Pencil:
- Illustration – “Video Vinyl” by Ogilvy Singapore, Film Pabrika for The Coca-Cola Company
Singapore
In total, Singapore scored 31 nods from D&AD this year – 22 as finalists and nine entries as Pencil winners.
- Graphite Pencil:
- Typography – “Pink Chilli in a Bowl” by Practice Theory for Manuel and Isabelle Der Hagopian
- Branding – “Visual Identity” by adam&eveDDB for EmergentX
- Wood Pencil:
- Sound Design & Use of Music – “Coca-Cola Epic Night Out” by Hamlet Brussels for The Coca-Cola Company
- Graphic Design – “The Romantic Route 3 Art Festival Motion” by Bito for Hakka Affairs Council
- Branding – “School of Tomorrow” by Kinetic Singapore for DesignSingapore Council
- Illustration – “Video Vinyl” by Ogilvy Singapore for The Coca-Cola Company
- Graphic Design – “Pink Chilli in a Bowl” by Practice Theory for Manuel and Isabelle Der Hagopian
- Digital & Social – “A Million Logos” by Ogilvy Malaysia, WPP@CP for Colgate
- Direct – “A Million Logos” by Ogilvy Malaysia, WPP@CP for Colgate
Taiwan
Taiwan scored five Pencils with four shortlist spots.
- Graphite Pencil:
- Pharma – “The Life Bureau” by Ogilvy Taiwan for Taiwan Association of Obstetrics and Gynecology (TAOG)
- Wood Pencil:
- Product Design – “Paper Organs” by Leo Burnett Taiwan for Taiwan Organ Sharing Registry and Patient Autonomy Promotion Center
- Graphic Design – “@®©” by adj. everything for Cultural Affairs Department
- Graphic Design – “The Romantic Route 3 Art Festival Motion” by Bito for Hakka Affairs Council
- Pharma – “The Life Bureau” by Ogilvy Taiwan for Taiwan Association of Obstetrics and Gynecology (TAOG)
Thailand
On top of its nine shortlists this year, Thailand also went home with nine Pencils.
- Yellow Pencil:
- Film – “Sammakorn NOT Sanpakorn” by Choojai and Friends for Sammakorn
- Illustration – “#UnplasticIndia” by VML India, Illusion CGI Studio for The Times of India
- Graphite Pencil:
- Entertainment – “Sammakorn NOT Sanpakorn” by Choojai and Friends for Sammakorn
- Wood Pencil:
- Sound Design & Use of Music – “Coca-Cola Epic Night Out” by Hamlet Brussels for The Coca-Cola Company
- Film – “Not Very Sweet” by Ogilvy Thailand for Dutch Mill
- Illustration – “#UnplasticIndia” by VML India, Illusion CGI Studio for The Times of India
- Impact – “FWD Singing Bus” by GREYnJ United for FWD Life Insurance
- Casting – “The Boxer” by Soho Square Thailand for Colgate-Palmolive
- Graphic Design – “#UnplasticIndia” by VML India, Illusion CGI Studio for The Times of India
View the full winners showcase here.
adobo Magazine is an official media partner of D&AD 2024.
