LONDON, UK – This year’s D&AD Impact Jury was guided by a resounding call to arms: reward creativity that doesn’t just reflect the world we live in, but reshapes it for the better.
Ruchi Sharma, Founder and Chief Creative Officer of HumanSense, was part of the 2025 D&AD Awards Impact Jury with a vision steeped in empathy and transformation. Ruchi, whose career spans over two decades across New York, Bangkok, India, and Southeast Asia, is known for her pioneering work in campaigns for the UNHRC, transgender rights in Sri Lanka, and advocacy for the differently abled. Her role in this year’s judging panel brought a deeply personal and purpose-driven lens to the process.
She told adobo Magazine in an exclusive interview, “The work we rewarded had to be more than just good ideas — it had to be bold, brave, and driven by genuine intent. In these turbulent times, we wanted to shine a light on brands and creators who put people before profit,” said Ruchi.
Below are the works that Ruchi and the rest of the jury have awarded, and her honest thoughts on the chosen campaigns:
White Pencil Winners
Renault – “Cars to Work”
We awarded “Cars to Work” by Renault, in partnership with the French Public Employment Service, for exemplifying business with a heart. This initiative addressed a fundamental, often overlooked barrier to employment: transportation.
In a world where sluggish economies and AI-driven efficiencies are displacing workers, Renault recognised the human reality — some people decline job offers because they can’t get to work. Their response wasn’t just compassionate; it was impactful — a corporate–government partnership that tangibly improved lives. This is the kind of brand behavior we want to celebrate — putting people before profit, and earning loyalty from first-time car buyers as a result.
Apple – AirPods Pro 2
We honored Apple for a deceptively simple yet profoundly impactful innovation. With a technological tweak, AirPods were transformed into hearing aids, reducing stigma and increasing accessibility. The product features a validated hearing test that enhances auditory clarity and helps prevent further hearing damage. This is meaningful innovation at scale, turning a mainstream product into a tool for inclusivity.
Graphite Pencil: Big Ideas, Small Brands
In the broader selection, the jury focused on small brands with big ideas — projects that delivered high impact through elegant, creative simplicity.
“Move to -15”
This initiative showed how a 3°C change in freezer temperature — from -18°C to -15°C — can help mitigate climate change. The move could save 17.7 million tons of carbon emissions, equivalent to removing 3.8 million cars from the road. The idea galvanized 60% of the global shipping industry to act, proving how even competitors can become collaborators with the focus that Earth is our only home.
“Fit My Feet”
This beautifully designed, affordable footwear initiative helps children with clubfoot. It’s close to my heart as it originates from India and Asia, regions I’m passionate about seeing more widely recognised for their creativity.
“Fit My Feet” is a stellar example of human-centred design that marries empathy, accessibility, and commercial viability — a small brand making a big impact.
On a Personal Note
As a mother, two entries resonated deeply with me. These campaigns are born from parental concern and driven by purpose — to create the change we parents wish to see in the world, making it a safer and happier place for our children.
Graphite Pencil – “The Final Exam”
A harrowing but necessary piece, this video game simulates a school shooting scenario, where the only way to “win” is to pass essential gun control legislation. It was disturbing to experience, but precisely the kind of jolt needed to stir policy change.
Wood Pencil – “36 Months”
This powerful advocacy campaign resulted in parents successfully petitioning the Australian government to raise the age of social media access from 13 to 16 years. It’s a blueprint for action, empowering parents globally to demand policy reform that protects children’s mental health in their most vulnerable years. And keeping social media companies accountable and responsible.
Wood Pencil – “Pink Chip”
As a professional woman, I found “Pink Chip” both empowering and essential. It’s a financial index tracking the performance of publicly listed, women-led companies in the U.S. clearly showing they outperform in profitability and market performance.
This initiative is a powerful gender equaliser in a world obsessed with profit, proving that inclusivity and success are not mutually exclusive.
Understanding the Criteria: Judging with Purpose
The D&AD Impact Awards celebrate creativity with real-world consequences — projects that prove how bold ideas can shift society. The Future Impact category, meanwhile, highlights prototypes and emerging ideas with transformative potential, offering grants to help bring them to life.
The D&AD Impact Awards 2025 jury celebrated work that is empathetic, inclusive, and unafraid to confront uncomfortable truths. The message was clear: creativity must have a conscience — and courage.
According to Ruchi, both categories were judged with these key principles:
- Potential Impact: The difference it can make — socially, environmentally, or systemically.
- Scalability & Sustainability: Can this idea endure and grow?
- Local vs. Global: While some solutions are locally tailored, they were still assessed for wider relevance.
Entries touched on issues ranging from legislative reform to climate action — showing how creativity is increasingly a tool for systemic change. “We saw a lot of problem-solving work — rooted in insight, executed across varied media. But we’re hoping to see more AI-led creativity in the future,” Ruchi noted.
Widening the Lens: Representation and Responsibility
Ruchi noted that geographic diversity — both in entries and juries — remains an ongoing challenge. “We need more stories from underrepresented markets and more diverse judges to interpret them with cultural nuance.”
The jury also weighed brand purpose carefully: “We had to distinguish between genuine cause-driven work and performance activism. It’s not just about saying the right thing — it’s about doing the hard thing.”
The Future: Young Creatives and Inclusive Leadership
For Ruchi, the next frontier is talent development. “D&AD’s commitment to diversity and inclusion in jury selection is only the beginning. We need to nurture young creatives to think not just about Cannes glory, but societal good.”
As we look ahead, the message from the 2025 Impact Jury is clear: creativity can’t sit on the sidelines — it must lead the charge for change.
adobo Magazine is an official media partner of the 2025 D&AD Festival and the 2025 D&AD Awards.
