President's picks

The D&AD president, Mark Bonner, dissects the best and most innovative work from this year's awards. The type of Pencil (wood, graphite, yellow, black or white) won by each project is revealed at Thursday's ceremony.

  • Intermarché ‘inglorious fruits & vegetables’ by Marcel

    Intermarché ‘inglorious fruits & vegetables’ by Marcel

  • Apple ‘Apple Watch’ by Apple Industrial Design Group

    Apple ‘Apple Watch’ by Apple Industrial Design Group

  • General Motors ‘human traffic signs’ by Lowe China

    General Motors ‘human traffic signs’ by Lowe China

  • Honda ‘the other side’ by Wieden & Kennedy London

    Honda ‘the other side’ by Wieden & Kennedy London

  • NAOJ ‘Alma music box’ by Party Japan

    NAOJ ‘Alma music box’ by Party Japan

  • Nike ‘make every yard count’ by JWT India

    Nike ‘make every yard count’ by JWT India

  • Sports Biz ‘fencing visualised’ by Dentsu Tokyo

    Sports Biz ‘fencing visualised’ by Dentsu Tokyo

  • Center for Psychological Research ‘words can be weapons’ by Ogilvy & Mather Beijing

    Center for Psychological Research ‘words can be weapons’ by Ogilvy & Mather Beijing

  • Burger King ‘the proud Whopper’ by David Brazil

    Burger King ‘the proud Whopper’ by David Brazil

  • Penguin Audio ‘mic’ by Y&R China

    Penguin Audio ‘mic’ by Y&R China


Inglorious fruits & vegetables

Agency: Marcel
Brand: Intermarché

Jury: Integrated & Innovative Media
A really wonderful example of why business process, marketing and sales can be united by a really strong idea.

This may not have been as finessed, from an art direction perspective, as some other ads but the idea is so powerful that it forced people to change their behaviour overnight: the retailer ran out of quirky vegetables in 24 hours. The competition was forced to respond – a genuine game-changer.

Human traffic signs

Agency: Lowe China
Brand: Shanghai General Motors
Jury: Press Advertising

This project used the real victims of road accidents to hold traffic signs at the exact place they’d been critically injured. The power of the imagery is enhanced by the barren environment and loneliness of the victims. A public-information campaign to rival any other this year.

The other side

Agency: Wieden & Kennedy London
Brand: Honda
Jury: Branded Film Content & Entertainment

The letter "R" exists on everyone’s keyboard. Hijacking that as a brand asset is just brilliant thinking. This project combines the ingenuity of a great story with impeccable exe­cution. The art direction is just fantastic, fitting everything perfectly inside the frame and seamlessly integrating the interactivity – wonderfully resolving the idea and technology throughout.

The proud Whopper

Agency: David Brazil
Brand: Burger King
Jury: Packaging Design

I’m proud this project made it through. It’s the most humble and the most powerful of this year’s entries. It’s a small piece of packaging that sat among the £1,000 whisky bottles at judging with a quiet panache. Burger King gave customers the choice to buy a Whopper with or without a Pride wrapper made to celebrate the event in San Francisco. It caused massive debate – not bad for a bit of paper.

Apple Watch

Agency: Apple Industrial Design Group
Brand: Apple
Jury: Product Design

Big debate in the jury about this one. In many ways, a perfect piece of industrial design. It has that magic Apple alchemy of aesthetic and function, but there are still questions around the user experience. Almost perfect… but not quite.

Make every yard count

Agency: J Walter Thompson India
Brand: Nike
Jury: Digital Marketing

India is the biggest cricket market in the world and yet the user-generated content in this seems to come from every corner, nook and cranny of it. It gives a rich view of fandom in a short time. The ambition to get film from every part of India was very bold, and each element of the campaign is great: the app that explained how to get on camera, the digital marketing, the final execution.


Agency: Y&R China
Brand: Penguin Audio
Jury: Art Direction

Beautifully done press ads. The penguin in each perfect illustration is seen as the sound man, recording different classic audiobooks. They show the scene in an authentic, atmospheric style that propels you into the world of the book, the penguin neatly camouflaged inside each scene. Lovely stuff.

Words can be weapons

Agency: Ogilvy & Mather Beijing
Brand: Center for Psychological Research, Shenyang
Jury: Crafts for Design

One of my favourite pieces this year. A project that powerfully addresses the psychological abuse of young people by parents and peers. These are stainless-steel Chinese words that spell out the names the victims had been called and they metamorphose into the weapon that was used by them in a real domestic-violence situation. In one instance, the word "moron" transforms into a gun – the same gun that was used by the victim to kill someone. This caused quite a wave in China and woke people up to an unspoken problem.

Alma music box

Agency: Party Japan
Brand: National Astronomical Observatory of Japan
Jury: Digital Design

The client is the national space organisation in Japan. This is data visualisation at its best. They have created an interactive exhibition that portrays the sound a dying star emits when it explodes. There’s a lovely blend of analogue and digital as visitors can play perforated records on a Kubrick-esque turntable, and the sound triggers the visualisation of a star in its last moments. Beautiful.

Fencing visualised

Agency: Dentsu Tokyo
Brand: Sports Biz
Jury: Digital Design

This project visualises and explains the sport of fencing in a very engaging way. The battles are played out against a digital backdrop of the points being captured and explained live, with incredible detail. You can see the journeys of the athletes in real time – quite the spectacle in ingenious, motion-captured visuals.


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