GLOBAL- JUNE 17, 2011 – Wieden+Kennedy Portland received no less than nine Pencils for ‘The Man Your Man Could Smell Like’ campaign for Old Spice at last night’s 2011 D&AD Awards in London. Their clutch of awards included not one, but two of the creative industry’s most coveted Black Pencils, along with three Yellow Pencils, two Nominations and two additional pieces of work that will appear in the 2011 D&AD Annual, published by Taschen in October. The campaign was so richly rewarded because juries considered it to be an impressive case study on brand reinvention, changing the face of Old Spice with a dramatic impact on the client’s business.
The judges awarded a broad variety of disciplines, with Black Pencils also going to: @radical.media for their ‘The Wilderness Downtown’ Arcade Fire promo for Google Creative Labs in the Web Films Category; Samuel Wilkinson Design for ‘Plumen 001’ lightbulb for Hulger in the Consumer Product Design Category; JWT New York for its ‘Burma’ campaign for Human Rights Watch in the Installations Category and Apple Industries for the iPad in Consumer Product Design. Wieden+Kennedy Portland’s two Black Pencils were awarded in the TV Commercial Campaign Category and the TV Commercials 21-40 Seconds Category.
In the Professional Awards, 53 Yellow Pencils were awarded across 25 juries. Traditional TV and Cinema advertising made a big comeback in the awards this year, with an 18% increase in awarded work from 2010. Four Yellow Pencils and Two Black Pencils were awarded, with an addtional 35 entries making it in to the 2011 D&AD Annual.
Wieden & Kennedy Amsterdam picked up a Yellow Pencil in the TV Commercials over 120 Seconds category for Nike’s ‘Write the Future Campaign’. Graphic Design also saw a large increase in awarded work, with a 39% jump from 2010. Judges’ favourites included Yellow Pencil winning British agency The Chase for the ‘Almost Extinct’ calendar for the BBC. The UK’s GBH received three Yellow Pencils for its integrated brand work for Puma’s ‘Unity Initiative’, ‘Puma Phone’ and ‘Puma Clever Little Bag’.
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"Girl with a Pearl Earring", "Mona Lisa"
Asian Yellow Pencil winners include Ogilvy & Mather Singapore’s series of art-inspired print ads (above) for Faber Castell, which won in the Illustration category, and two entries from Japan, both in the Mobile Marketing: Hakuhodo’s mobile training application ‘Salute Trainer’ for the Japanese Maritime Self-Defense Forces and Dentsu Tokyo’s ‘iButterfly’ app.
2011 saw a dramatic increase in awarded work from the international creative communities, with an additional eight countries rewarded by judges. There were big increases from India, Hong Kong and Malaysia. Singapore also saw a dramatic increase in awarded entries, with almost three times as many as last year. Brazil shot from 14th to 5th in most awarded nations table after the UK, US, Germany and France, jumping from four awarded submissions in 2010 to 29 this year. Sao Paulo based AlmapBBDO triumphed with two Yellow Pencils for their ‘Music, See What It’s Made Of’ Campaign for Billboard, along with four Pencil Nominations and nine In Book.
For the first time, in 2011, the D&AD Student Awards have been combined with the Professional Awards Night. D&AD CEO Tim O’Kennedy and President Sanky will use the platform of the Awards Night to criticize the government’s harsh cuts to education for creative students, and call on industry to take up the slack in support for young talent.
The winners of the 2011 Student of the Year award are Christian Asmar, Manu Manceda and Virginia Feito of Miami Ad School, Madrid.