As the D&AD Awards shortlists were being finalized, industry practitioners gathered at the iconic Tate Modern on London’s South Bank for a series of Jury Insight Sessions. And during these sessions, members of the Animation, Branding, Direction, Music Video, Entertainment, and Creator Content Juries shared observed themes and trends, and their favored work. No Pencil spoilers, of course.
Here are a few of their favorites, several of which went on to win Pencils. View the full results here.
“People are looking for real” – Josiah Hyacinth, Content Creator
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The importance of culture and context was a common thread across all of the sessions. It’s never been more important to understand your community and where and how best to connect with them.
The Vaseline Verified campaign was championed by Meta’s Raphaella Martins of the Creator Content jury. She described it as a great example of brand listening and one that “could not exist without the creators’ participation.” Vaseline Verified picked up 5 Yellow Pencils and four Graphite Pencils to add to its impressive list of trophies.
Aussie sun protection brand Evil Ray stood out in the New Brand Identity for the work of Oddities Studio’s Alice Mourou. The brand wants people to reclaim the outdoors from the sun, which is “stabbing us in the back with its hateful ray beams.” The strong concept, graphics and distinctive brand language (“official enemy of the sun”) really push boundaries for sun protection – not usually a distinctive category. Evil Ray was awarded a Yellow and Graphite Pencil.
For adidas’ Nadège Castro, who serves on the Entertainment Jury, the potential of creativity to deliver meaningful change is demonstrated through Gavião Kyikatejê Fooball Club, a campaign to secure funding for the first Indigenous football team in Brazil. Castro appreciated the campaign’s approach to storytelling, which led to the team gaining the sponsorship it desperately needed and a Graphite Pencil for the creative team.
TikTok’s Nova Dando highlighted the value of finding the right partner and of giving relationships time. LEGO Botanicals Evergreen Stoop received a limited brief, but the outcome was a year-long campaign and collaboration with @stoopandthecity. This campaign was awarded a Wood Pencil.
“Doing it the hard way” – Mateus de Paula Santos, Lobo
D&AD has a long reputation for celebrating craft, and this year is no exception. Jury favorites included Mateus de Paula Santos’ Animation Jury pick of Die Ballons! for Supercell’s Clash Royale. It was shot entirely on camera, used 10,000 balloons, and spoke directly to the gaming audience. Die Ballons! won a Yellow Pencil.
Shot on an iPhone Pro 17, Apple’s lighthearted holiday film “A Critter Carol” was selected by 72andSunny’s Justine Armour, who served on the Entertainment Jury. Its use of handmade forest animal puppets demonstrated how, really, anyone (or any creature) can use the product. “A Critter Carol” won a Yellow Pencil, two Graphite, and two Wood Pencils.
During the sessions, LA-director .child highlighted Rosalía’s music video, “Berghain,” describing it as “infectious, immersive, surreal, and poetic with a dark Disney-feel”—crossing genres and audiences. The jury awarded Berghain three Yellow Pencils.
There is more to come, as Black Pencils will be announced in September.
This article has been edited for style and clarity by the adobo editorial team. All efforts have been made to preserve the writer’s original intent.
About the Writer
Maeve O’Sullivan is the founder of PR & marketing consultancy MOScomms. She has spent 20 years working with brands and agencies across the creative industries, including D&AD and WPP.
