All-conquering Old Spice limbers up for Cannes with D&AD awards haul

You can’t win the Cannes Lions Film Grand Prix two years’ running with the same campaign can you?

If you can Wieden+Kennedy Portland’s Old Spice campaign (‘the man your man could smell like’) will give it a good shot as it won nine awards at London’s Designers & Art Directors Awards last night, including two coveted black pencils (the top ones used to be yellow).

Other black pencils went to for its Arcade Fire promo ‘the wilderness downtown’ for Google Creative Labs, Samuel Wilkinson Design for its Plumen 001 lightbulb in consumer product design along with Apple’s iPad and JWT New York for its ‘Burma’ campaign for Human Rights Watch.

Cannes kicks off on Sunday for a week and, as an awards fest, it has gained immeasurably in stature as D&AD’s pencils, once far more coveted by UK creatives than Cannes lions, have reduced.

D&AD has always been torn between the priorities of advertising types and designers and, as designers have received more attention in recent years, its status among adfolk has reduced.

Having the event the week before Cannes hardly seems sensible as the results are bound to be overshadowed.

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