GLOBAL – UNITED KINGDOM, SEPTEMBER 21, 2012 – D&AD has awarded Apple with an All Time Pencil for being the best design studio at the charity’s 50tH Birthday Celebration, held September 18 (Tuesday) in London. The award attributes Apple’s success as a business to its constant design innovation, led by founder Steve Jobs and design head Sir Jonathan Ive.
The complete list of D&AD awards winners include:
• The Top All Time D&AD Pencil Winners
– Advertising Agency: Collett Dickenson Pearce & Partners (CDP)
– Design Studio: Apple Inc.
– Production Company: Gorgeous Enterprises
– Art Director: Neil Godfrey
– Designer: David Hillman
– Directors: Frank Budgen and Tony Kaye
– Copywriter: Tony Brignull
– Brand: Apple Inc.
• President’s Award: Dan Wieden
• 50th Birthday Honourary President’s Award: Derel Birdsall
• 2012 Black Pencil: FARC Guerrillas for ‘Rivers of Light’
On Wieden’s win, D&AD president Rosie Arnold said, “His work and that of his now numerous agencies lead the way across all disciplines. I’ve lost count of how many times I’ve seen a piece of work that has surprised and delighted me, and made me run up and down the corridors at work showing it to other creatives, only to discover it came from Wieden+ Kennedy. So when I asked myself if I should give Dan my President’s Award, I told myself, ‘Just Do It’.”
What impressed the judges about FARC’s ‘Rivers of Light’, the sole Black Pencil winner for 2012, was the “poignancy of the idea and the simple dignity of the execution […] soundly based on direct response technique”. Direct jury foreman Terry hunt explained, “Rivers of Light used personalization, targeting, the most appropriate direct medium and a clear call to action to achieve its aims while creating an event of transcendant significance.”
The event marked D&AD’s 50th year of celebrating commercial creativity.
