D&AD Awards 2020: our picks
The D&AD Awards 2020 couldn’t have come at a better time. Held annually to celebrate the very best creative work, it serves as a warm and comforting dose of inspiration to brighten up the dull Autumn days.
With hundreds of coveted Pencils handed out across a range of categories, here are five winners that caught our eye.
Photo by B&T
Uber Eats Shark Bait
Picture this: we’re back in the heady days of 2019, and Uber Eats has just started delivering McDonalds in New Zealand. So, what better way to promote this than design and build an actual Filet-o-Fish car to drive in front of Auckland Aquarium’s shark bus…? We can’t think of a single one.
Devised by Special Group New Zealand, the car was 30:1 the size of a real-life Filet-o-Fish. To up the ante even further, they put it on the road unannounced, where it started its six-day journey as bait-for-the-bus and head-turner-for-the-public.
According to the D&AD website, the stunt ‘generated over 3.7 million social impressions in just nine days, over 100,000 likes and made the front page of Reddit, generating 60,000 upvotes, and driving a 123% increase in Filet-o-Fish sales.’ Impressive!
Photo by OneClub
The Frontier Within
Have you ever thought about how your insides might look? Probably not. (Unless you’re a doctor or a serial killer.) Well, this next award-winner seeks to remind you that real wellness begins not at the surface, but within. Namaste.
Health innovator Thorne won a Pencil for their interactive, immersive installation The Frontier Within, where visitors could construct a digital portrait using their brain, heart and respiratory data. Maybe it’s because the idea of strapping yourself into some biometric sensors seems utterly thrilling in a world where we currently can’t get within two metres of each other, but we think this is an exciting concept. Combining futuristic tech with engrossing visuals is a smart move; who doesn’t love an experience that puts themselves at the centre?
Photo by The Drum
Hope is Power
Serving as the Guardian’s first brand campaign for seven years, this multi-award-winning project was inspired by editor-in-chief Katharine Viner’s essay ‘A mission for journalism in a time of crisis’.
Coupling attention-grabbing posters with an evocative video, the campaign aims to deepen its affinity with readers while inspiring hope that change is possible. And using a butterfly as a symbol of resilience was no accident, with the Painted Lady species chosen thanks to its growing numbers across the UK. Punchy and thought-provoking, it’s exactly what you’d expect from ‘the world’s leading liberal voice’.
Photo by Campaigns of the World
The Gun Violence History Book
A poignant winner in the book design category, FCB Chicago’s ‘book that stopped a bullet’ offers an uncomfortable lesson on the painful 200-year history of gun violence in the USA.
Created to help garner support for universal background checks, the book contains articles, facts and data on gun violence, peppered with emotive imagery and bold strikes of scarlet. Add a slow-motion video of a bullet penetrating the hardback book, and you have a provocative campaign that’s certainly worthy of a Pencil.
Photo by Campaign Brief Asia
A Sweet Escape
Despite Chupa Chups reminding us of childhood trips to the dentist (which in hindsight, was a confusing message; rewarding kids with a tooth-rotting sugary treat), this strikingly simple poster stirs up instant nostalgia.
Beautifully executed by Illusion CGI Studio, the high-quality graphics are matched with a clear message: children deserve a sweet escape from the pressures of everyday life. We love it when a single image tells a story so well. Plus, it appeals to both kids and parents, which is no mean feat.
Which is your favourite winner? Let us know!