D&AD
Arts and Culture
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For 61 years, the D&AD Awards have championed creative excellence globally. However, as the creative industry evolves, institutions like D&AD face increased scrutiny, both in terms of perceptions of elitism and the need to prove their value to teams, businesses, and clients. With this in mind, the brief for the 2023 awards campaign was to demonstrate that the D&AD Awards are for everyone. With categories and initiatives designed to open up D&AD, the campaign needed to reaffirm its position at the forefront of creativity and demonstrate its commitment to continually redefining what excellence means.
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What making it is made of
‘What making it is made of’ celebrates everything that goes into making D&AD worthy work. On the one hand it tells the story of diverse ‘makers’, representing everyone from games designers to motion designers to writers. Various iterations of the iconic D&AD pencil were created to capture the idiosyncrycies of different crafts, so that people could see themselves reflected in the campaign. At the same time, the campaign reinforces the enduring value of D&AD as the ultimate symbol of ‘making it’. D&AD’s commitment to evolving alongside the world and creativity means it will remain the ultimate symbol of success.
Make change
In the lead-up to the D&AD awards ceremony, the D&AD festival is held with the purpose of celebrating creative excellence that influences us today. The 2023 theme 'Make Change' inspired festival goers to push the industry forward for a better tomorrow. The various iterations of the pencils were plastered bold and large throughout the festival, inclusive of all types of creatives and change-makers.
Awards ceremony
Finely crafted but with maximum impact, the ceremony title sequence acted as a ‘hype’ video, championing the theme of ‘Make. Change.’ to open the show and get the audience primed. A robust system was developed that was flexible enough to accommodate all types of information. This enabled the intent of the title sequence to extend throughout the entire ceremony, so the interstitial, category animations and thank you videos all felt part of the same campaign without feeling repetitive.