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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 achieved the most wins, receiving the top prize, the Black Pencil, along with two Yellow Pencils (Gold), three Graphite Pencils (Silver), and two Wood Pencils (Bronze).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 ideas of "girly."The contrast revealed how women themselves lose confidence around puberty, constrained by societal norms. It advocated reclaiming pride through girls expressing "being yourself and giving it your all." Released online, it instantly sparked a huge response and was widely shared. It also won the most awards across 11 categories at the previously announced Webby Awards.
Click the image to view the video within the relevant article in Ad Age magazine.
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's "dog-only radio station" "K9FM" (by Colenso BBDO) all won Black Pencils.
From the Dentsu Group, JR East Japan's "GET BACK, TOHOKU." (Get Back, Tohoku.) won both Graphite and Wood Pencils, while Lars Muller Publishers' "Poemotion 2" won a Graphite Pencil. "GET BACK, TOHOKU." also won Best in Design and a Gold Award 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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