Leo Burnett and Droga5 were among the top North American winners at Thursday's 2015 D&AD Awards ceremony in London—with Burnett winning both a Black Pencil and a White Pencil for its Always "Like a Girl" campaign, and Droga taking home a White Pencil for Honey Maid "This Is Wholesome."
The Black Pencil is the ad awards show's ultimate creative accolade, given to work that is ground-breaking in its field. Only a few are given out each year. The White Pencil, also a rare prize, is awarded to work that demonstrates the power to affect real and positive change in the world through creative thinking.
Five Black Pencils were given out Thursday:
• The "#LikeAGirl" campaign for P&G's Always by Leo Burnett Toronto, London, Chicago, and Holler (Canada, U.S., U.K.)
• 4creative's "Film4 Idents" for Channel 4 in the U.K.
• Made Thought's branding identity scheme for G.F. Smith in the U.K.
• Marcel Worldwide's "Inglorious Fruits & Vegetables" for Intermarché in France
• Colenso BBDO's "K9FM" radio campaign for Mars in New Zealand
Five White Pencils were awarded:
• The "#LikeAGirl" campaign for P&G's Always by Leo Burnett Toronto, London, Chicago, and Holler (Canada, U.S., U.K.)
• Don't Panic's "LEGO: Everything is NOT awesome" campaign for Greenpeace
• Droga5's "This Is Wholesome" campaign for Honey Maid
• Constanze Spross's "Nazis Against Nazis—Germany's Most Involuntary Charity Walk" campaign for ZDK Gesellschaft Demokratische Kultur
• Lowe China's "Human Traffic Sign" campaign for Shanghai General Motors
R/GA was the most awarded agency, with two Yellow Pencils (equivalent of a gold award) for Hammerhead Navigation and a number of Graphite and Wood Pencils (aka, silver and bronze) for Beats By Dre, Google, Hammerhead and Equinox, among other clients.
By country, the U.K. topped the list with 229 Pencils, including seven Yellow Pencils and two Black Pencils. The U.S. was second place, including one Black Pencil and seven Yellows.
Lea Brisell of Droga5 with the White Pencil for "This Is Wholesome"