New Zealand agencies land 30 Pencils at D&AD, colours yet to be announced—UPDATED

The international awards circle keeps churning out Kiwi winners, with D&AD announcing 30 Pencil wins for New Zealand agencies this year.


DA&B has announced further Pencil winners overnight, taking New Zealand’s tally from nine to 30.

DDB is now on the winners list, taking home eight Pencils for ‘Unforgotten Soldiers‘, ‘Fargo Woollens‘ and ‘Reverse April Fools‘.

Unforgotten Soldiers’ campaign, for Sky, named in the Brand Experience and Environments, Direct Response/Ambient, Ambient and Experiential Design categories and ‘Reverse April Fools’ for BMW New Zealand a winner in the Direct Response/Press Poster category.

‘Fargo Woollens’, also for Sky, has been found to be deserving of a Pencil in the Direct Mail, Direct Acquisition and Retention and Art Direction for Direct.

Special Group has also made the list, with its ‘Instagram your Fridge‘ campaign, for Smirnoff, named in the Direct Marketing/Use of Social Media category.

Y&R already had four Pencil wins for the McWhopper campaign, and that number doubled over night as the campaign was added to the Direct Integrated Campaigns, Use of Integrated Media, Integrated Digital campaigns and Earned Media – Large Business categories.

Its ‘Actual Reality‘ campaign, for Jaguar, is also a winner in the Brand Experience and Environments category.

FCB’s Paradise Hill, for It’s Not OK, was already a winner in the Creative us of Media Category and is now also named in the Use of Publications Category. The agency’s ‘Read Better Stories’ campaign, for Paper Plus Group, also makes the list in the Writing for Advertising category.

Colenso BBDO previously had two wins to celebrate and now has six. The ‘Brewtroleum‘ campaign is now in three more categories including Outdoor Advertising/Ambient, Direct Product and Service and Use of Integrated Media Campaign.

Its ‘Pedigree Found‘ campaign, for Pedigree, was also added over night in the Use of Mobile category.

Saatchi & Saatchi also added another pencil to its winnings, with the ‘Clever Kash‘ campaign named in the Direct Product and Service category.

Original Story: 21 April

Y&R Auckland is continuing to dominate the awards scene, with five pencils including four for ‘McWhopper’ and one for ‘Living Memories’.

The ‘McWhopper’ campaign, for Burger King, is a winner in the Integrated – Large Business, Best Integrated Campaign, Press Advertising, Earned Media – Large Business and Creative use of Media categories.

‘Living Memories’, for Break Road Safety New Zealand, will take home a pencil in the Social Responsibility category.

The Pencils come after Y&R Auckland took top sot at the ANDY Awards in New York last week with its GRANDY award win.

Also taking home pencils will be FCB’s ‘Paradise Hill’, for It’s Not OK, named in the Creative use of Media category and Saatchi & Saatchi New Zealand’s ‘Clever Kash’, for ASB Bank, in the Innovative use of Mobile Technology.

They are joined by Spark PHD (which worked with Colenso BBDO) winning a pencil for ‘Brewtroleum – A real reason to drink more DB Export’, for DB Breweries, in the Integrated – Medium Business category and Colenso BBDO’s ‘A cream that gives you wrinkles’, for New Zealand Breast Cancer Foundation, in the Press Advertising category.

For now, the winners do not know which pencils they have won, with the specifics set to be announced on 19 May. 

Every year, there are five pencil colours up for grabs.

A Wood Pencil is equivalent to a bronze award, a Graphite Pencil is equivalent to a silver and a Yellow Pencil is given to the most outstanding work that achieves true creative excellence.

A White Pencil is awarded to a Yellow Pencil-worthy work that demonstrates the power to affect real and positive change in the world through creative thinking while a Black Award is reserved for ground-breaking work in its field.

Between 1999 and 2014, New Zealand agencies have won one Black, 13 Yellow, 29 Graphite and 102 Wood pencils.

Last year, New Zealand won its first Black Pencil, with Colenso BBDO taking out the accolade for its K9FM radio advertising campaign for Pedigree (with McWhopper’s performance on the international circuit thus far, we could see another black pencil added this year). 

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