One of D&AD’s top honours – the Black Pencil – went to Saatchi & Saatchi New York’s Super Bowl spot, “It’s a Tide ad.”
D&AD lists the entrant company as Saatchi & Saatchi New York, which makes you wonder what happened to Arthur Sadoun’s ban on awards show entries for Publicis Groupe agencies this year.
Two other Black Pencils were handed out. One went to McCann New York’s “Fearless Girl” — the same bronze sculpture that won big for investment advisors State Street Global at Cannes last year.
The other was for “The Palau Pledge” by Host/Havas in Australia, a campaign to protect the natural beauty of the Pacific Islands by getting tourists to sign a stamp in their passport that doubles as a pledge to respect the environment.
AMV BBDO was the most awarded UK agency, thanks to its “Trash Isles” work with LadBible and Plastic Oceans. This was another environment push, which sought official country status for an island of plastic waste in the Pacific Ocean that is the same size as France. David Attenborough, Al Gore and Judy Dench became honorary citizens.
D&AD’s top agency overall was AMV’s sister agency, BBDO New York, which won for a range of campaigns including P&G’s “The Talk” about racial prejudice.
Wieden + Kennedy’s brilliant “Nothing beats a Londoner” ad for Nike was a big winner too. It picked up six yellow pencils, as well as a sprinkling of the lesser varieties. Sadly we can’t show that ad any more because of Nike’s legal dispute with a sunglasses company.
Apple also did well, winning six Yellow Pencils. Four were for “Welcome Home,” which was entered by TBWA\Media Arts Lab, so we can assume that was the agency responsible (Apple can be secretive about agencies), and two for “Barbers” which was credited to Apple and entered by Apple.
The US topped the country rankings for the second year in a row, with 194 pencils. The UK was in second place with 165 pencils, well ahead of Japan, which amassed 49 pencils across 30 different campaigns.