The 62nd D&AD Awards Ceremony took place on Wednesday 22nd of May 2024 in London, where Black Pencils–the highest accolade in the creative industry–were awarded amongst a total of 652 Pencils.
Japan was the top performing country in Asia winning 1 Black Pencil, 1 White Pencil, 2 Yellow Pencils, 9 Graphite Pencils and 14 Wood Pencils. Dentsu Tokyo’s ‘My Japan Railway’ for JR Group was awarded the Black Pencil. The campaign also won 1 Yellow, 2 Graphite and 2 Wood.
TBWA\Hakuhodo’s ‘Shellmet’ has won the White Pencil and both Droga5 Tokyo + R/GA APAC / Japan are among the Graphite winners.
China has been awarded 4 Yellow Pencils, 3 Graphite Pencils and 14 Wood Pencils.
India scored 2 Yellow Pencils and 5 Wood Pencils. VML India led the way with 1 Yellow and 3 Wood.
Choojai And Friends’ ‘Sammakorn NOT Sanpakorn’ film for Sammakorn has won a Yellow and Graphite Pencil. Ogilvy, GREYnJ United and Soho Square in Thailand have each won Wood Pencils.
Ogilvy Taiwan has won a Graphite Pencil and Leo Burnett Taiwan was awarded a Wood. Two more Wood Pencils and 1 Future Impact Pencil were awarded in Taiwan.
Innocean Indonesia’s ‘Yellow Canteen’ has score 1 Yellow and 2 Graphite Pencils. Indonesia was also awarded a Wood.
Malaysia has scored 4 Wood and 1 Graphite Pencil. Ogilvy Malaysia picked up 2 Woods.
Singapore has taken home 2 Graphite and 5 Wood Pencils.
Impact BBDO has picked up Pakistans only Pencil (Graphite). In Korea, Cheil Worldwide has picked up a Wood Pencil.
In a year of fierce debates about the value of ‘purpose’ in advertising and design, the results of this year’s D&AD Awards suggest that best-in-class work can still come from good causes.
The full list of D&AD Award winners was announced at the Southbank Centre, London last night, with two of four recipients of D&AD’s Black Pencils, the highest accolade in the creative industry, are rooted in ideas aiming to have a positive impact on society. Both entries used data and technology in novel ways, with WhereToSettle by McCann Poland, helping Ukrainian refugees find work and housing, while WoMen’s Football by Marcel set out to challenge bias in sport.
The same can be said for winners of D&AD’s coveted Yellow Pencils too, for example Transparency Card by AKQA São Paulo for Congresso em Foco, which tried to help Brazilians identify potential corruption in public spending.
Commenting on this year’s winners, D&AD Trustee Kwame Taylor-Hayford said: “The awarded work for me reflects our industry’s resilience and bravery. In the face of so much change, the creativity awarded at the show demonstrates beautifully how we are expanding our remit far beyond communication, creating products, services, initiatives that drive brand growth, societal change and human connection.”
But that wasn’t the only theme from this year’s D&AD award winners. Humour won big too, with many of the judges celebrating the return of playfulness and fun to the advertising and design industries, which came through in Yellow Pencil winners Michael Cerave by Ogilvy PR and Sammakorn by Choojai And Friends, Thailand.
VML New York continued its recent winning streak and was named D&AD’s ‘Advertising Agency of the Year’ while AB InBev won ‘Client of the Year’ for the second year running.
Ogilvy and Serviceplan won Network Agency of the Year and Independent Network Agency of the year, respectively, while Raw Materials received ‘Design Agency of the Year’ after only launching in 2023.
This year saw a near-record level of entries to the D&AD Awards, with the highest number of submissions since 2007. There were entries from 78 countries, and 30,000 individual pieces of work making up 12,387 total entries.
“D&AD is all about championing the universal language of creativity and elevating industry talent, irrespective of geography,” said Jo Jackson, CEO of D&AD. “The fact that this year’s Black Pencil winners are spread across three continents, from Asia, to Europe and North America, shows that our Awards really do embody global excellence in creative craft. It’s an honour to celebrate truly international work.”
Black Pencil Winners
Four Black Pencils, reserved only for truly groundbreaking work, were awarded to entrants from three different continents: North America, Europe and Asia.
• Dentsu Tokyo claimed one Black Pencil in the Art Direction category for My Japan Railway, a campaign built around the idea to restore a sense of human connection with railways in Japan.
• Marcel (France) won a Black Pencil in the Digital & Social category for WoMen’s Football, a VFX led campaign highlighting gender bias in football, that went truly viral and became an educational tool.
• Apple won a Black Pencil in the Digital Design category for VisionOS, the design of its groundbreaking operating system.
• McCann Poland won a Black Pencil in the Experiential category for WhereToSettle for Mastercard, a smart-data platform aggregating multiple data points to help Ukrainian refugees map out opportunities for shelter and work across Poland.
The D&AD’s President’s Award
Chosen by this year’s D&AD president Jack Renwick, the 2024 D&AD President’s Award goes to Jessica Walsh CEO, founder, creative director at &Walsh.
Says Walsh: “I’m deeply honoured to receive the D&AD President’s Award. It’s humbling to join such a prestigious group of past award recipients—many who have inspired my path and continue to inspire me today. I’m grateful for this opportunity to reflect on the work that has brought me to where I am. The greatest joy for me is creating work that touches people, that is relatable, gives back, and that starts a dialogue. Design has the unique ability to shape perspectives and drive change, and I’m passionate about continuing to push boundaries and inspire others in our field. Thank you to D&AD for this prestigious honour and for supporting the transformative power of design.”
Says Renwick: “Jessica Walsh epitomises what a modern female creative leader can be. Her award winning work forms new conversations and pushes design and branding into new exciting places. With Jess as a role model, I hope to see more Bold, Unapologetic, Formidable women coming into the industry.”
2024 Overall Results
The total number of Pencils awarded for the D&AD Awards 2024 by level:
Black: 4 Pencils awarded
White: 4 Pencils awarded
Yellow: 66 Pencils awarded
Graphite: 180 Pencils awarded
Wood: 391 Pencils awarded
Future Impact: 7 Pencils
Companies of the Year
Advertising Agency of the Year: VML New York
Design Agency of the Year: Raw Materials
Production Company of the Year: DIVISION
Client of the Year: AB InBev
Independent Network of the Year: Serviceplan
Network of the Year: Ogilvy
Recipient the President’s Award: Jessica Walsh
All the Pencil-winning work and shortlisted entries are showcased on the D&AD website.
