Traditionally direct mail has been overlooked in favour of above-the-line media, but in 2001 the sector grew by 5.9 per cent, and the entries reflected this trend.
The number of entries was 192 - more than triple the number last year - making it the most popular of all the 28 briefs available for entry.
The brief, supplied by BBC Licensing and sponsored by Royal Mail, was to "create a direct mail pack targeted at the student population to generate sales from students who are currently unlicensed". The winner was James Winter from Kingston University.
D&AD's chief executive, David Kester, said: "We put a lot of effort in this year, with the Royal Mail, into running in-college workshops and setting some strong project briefs for students. It is rewarding to see that this has borne fruit with so many entries and such inspiring award winners."
D&AD's 2002 student of the year was Alex Hulse from Ravensbourne College of Art and Communication, who won the award for his entry for the new "Streaming - Web Media category.