D&AD Awards: "#LikeaGirl" Campaign Wins Most Awards
The 53rd D&AD Awards ceremony took place in London on May 21. P&G's "#LikeaGirl" campaign won the top prize, the Black Pencil, along with two Yellow Pencils (Gold), three Graphite Pencils (Silver), and two Wood Pencils (Bronze), making it the most awarded entry. Production was handled by Leo Burnett (Toronto, London, Chicago) and Holler.
P&G's Always feminine hygiene brand campaign "#LikeaGirl" challenged society's definition of "girly." Adults and children physically demonstrated their respective interpretations of "girly." The contrast highlights how women themselves lose confidence around puberty, constrained by societal norms. It advocates for women to reclaim their pride through girls who express "being true to themselves and giving it their all." Released online, it quickly generated significant buzz and was widely shared. It also won the most awards at the previously announced Webby Awards, taking home 11 categories.
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Other notable entries include: British paper wholesaler G.F.Smith's corporate campaign "G.F.Smith" (by Made Thought), British broadcaster Channel 4's promotional video "Film 4 Idents" (by 4creative), and Mars' "dog-only radio station" "K9FM" (by Colenso BBDO) all won Black Pencils.
From the Dentsu Group, JR East Japan's "GET BACK, TOHOKU." (Let's go, Tohoku.) won both Graphite and Wood Pencils, while Lars Muller Publishers' "Poemotion 2" won a Graphite Pencil. "GET BACK, TOHOKU." also won the Best in Design award and a Gold Pencil in the Design category at the One Show announced on May 8. Additionally, Sports Biz's "Fencing Visualized," Honda Motor Co., Ltd.'s "Honda. Beautiful Engines.", Mainichi Newspapers/Mitsui Fudosan Residential "Donation Bottle", Tokio Marine & Nichido "JUNIOR SWIMMING CHAMPIONSHIPS", Hideo Yoshida Memorial Foundation "Iron Mind", and Shachihata "Imagination changes the world" each received a Wooden Pencil. The D&AD Awards were established in 1962 by the UK-based non-profit organization "D&AD" (British Design & Art Direction). Renowned for its rigorous judging, it is considered one of the world's most difficult advertising awards to win, holding authority comparable to the Cannes Lions.
Source: Ad Age
P&G's Always #LikeaGirl, R/GA Win Big at U.K.'s D&AD Awards
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