RKCR/Y&R and M&C Saatchi only UK winners at D&AD awards

It was a disappointing night for UK ad agencies at the annual D&AD awards tonight with no black pencils awarded to any UK shop, although three yellow pencils were received.

D&AD awards: M&C Saatchi and RKCR/Y&R are UK winners
D&AD awards: M&C Saatchi and RKCR/Y&R are UK winners

Rainey Kelly Campbell Roalfe/Y&R won two yellow pencils in the direction category for their work for the Central Office of Information on fire safety and the 'Fantastic Journey' work for Virgin Media.

M&C Saatchi won a yellow pencil in the poster advertising category for its 'The last place you want to go' campaign for Dixons Stores Group.

It is the second year in a row UK creative agencies have failed to win any black pencils and last year only Bartle Bogle Hegarty, DDB and Mother won yellow Pencils.

Channel 4's creative team 4creative won a yellow pencil in the TV promotions, stings and programme junctions category for its Alan Carr Chatty Man campaign to promote Carr's Channel 4 show.

Hachette Filipacchi's Elle magazine won a yellow pencil in the entire magazine category for its October 2009 issue on singer Lily Allen.

The big winner of the night was 'The Best Job in the World' by Sapient Nitro (Brisbane). The campaign began with a classified ad and ended with an Oprah Winfrey interview and won Black Pencils in integrated and direct.

Paul Brazier, D&AD president, said the awards were proof that "creativity shines in the face of global recession" and that the rise of digital has "showed us you didn't need to use traditional media to solve clients' problems".

The other ad agency to win a black pencil was TBWA\Hunt Lascaris which was recognised in the graphic design category for the 'Trillion Dollar Flyer' – the campaign that turned money into a medium to promote exiled newspaper The Zimbabwean.

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