While D&AD Awards shortlists were being finalized, industry gathered at the iconic Tate Modern on London’s South Bank for a series of Jury Insight Sessions. Themes, trends and favorite work (no Pencil spoilers) was shared by members of the Animation, Branding, Direction, Music Video, Entertainment, Creator Content Juries and others.
Here are a few of their favourites, several of which went on to win Pencils last night. View the full results here.
“People are looking for real” – Josiah Hyacinth, Content Creator
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 New Brand Identity for Alice Mourou of Oddities Studio. 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 on the Entertainment Jury the potential for creativity to create 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 approach to storytelling, which led to the team gaining the sponsorship it desperately needed, and a Graphite Pencil for the creative team.
Finding the right partner and giving relationships time was highlighted by TikTok’s Nova Dando. LEGO Botanicals Evergreen Stoop had a minimal brief but the outcome was a yearlong campaign collaborating 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 looks to be no exception. Jury favourites included Mateus de Paula Santos’ Animation Jury pick of Die Ballons! for Supercell’s Clash Royale. It was entirely shot on camera, used 10,000 balloons and speaks 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 from 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.
LA-director .child highlighted Rosalía’s music video, Berghain, describing it as, “infectious, immersive, surreal, and poetic with a dark Disney-feel”. They describe it as crossing genres and audiences. The jury awarded Berghain three Yellow Pencils
There is more to come, as Black Pencils will be announced at a ceremony in September.
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.
