New Zealand seventh on D&AD list, just four campaigns in line for Pencils

D&AD is renowned as one of the world’s toughest awards shows (hence the brouhaha when Clemenger BBDO took a yellow pencil for Ghost Chips the same night it was denied at Axis). And while New Zealand has further cemented its reputation as a creativity hub and been ranked seventh in the world after the first round of judging, just four campaigns are in line to pick up yellow pencils: Silo Theatre Identity by Alt Group (Branding Schemes/Small Business), ‘Donation Glasses’ by Colenso BBDO for Mars NZ, Pedigree Adoption Drive (Direct Response/TV & Cinema Advertising); ‘Call Girl’ by DraftFCB for Prime Television (Radio Advertising over 30 seconds) and ‘Metamorphosis’ by String Theory for Good Books (Writing for Film Advertising).

In addition to the nominations, which refer to work that will be included in the D&AD Annual, which will be published in September 2013, but is also being considered by the jury for a yellow or black Pencil), there were 11 in-book nominations, with five for Colenso BBDO for V Motion Project, DB Export’s The Wine That Sold Beer’ and Pedigree Donation Glasses, four for DraftFCB’s Driving Dogs and two for DDB for Hutchwilco’s Secret Fishing Spots app and YWCA’s Demand Equal Pay (In book is one step down from a monination and, as the name implies, it will be included in the annual). 

In total there were 614 D&AD In-Book and Nomination awards given to work this year. Australian work scored 31 In-Book awards and 18 Nominations. And McCann Erickson Melbourne’s work for Metro Trains (Dumb Ways to Die) has the most of any campaign, with 14 In-Book and Nomination plaudits.

“New Zealand’s creatives have enjoyed a strong year,” says D&AD chief executive Tim Lindsay. “With four pieces of work up for Yellow Pencil honours and juries recognising a further eleven pieces of work, New Zealand has come a very creditable seventh in the overall nation tables. In a strong year at D&AD—and a tough group of jurors—there has been a very strong show from nations outside the traditionally strong UK and US shops. New Zealand is amongst a crop of countries that have made a real impact on the awards this year.”

Here’s Colenso’s Nick Worthington talking about the judging process. 


The List: 

Draft, MINI New Zealand, Driving Dogs, In Book
Colenso BBDO, Frucor Beverages, V Energy Drink, The V Motion Project, In Book
Draftfcb, MINI New Zealand, Driving Dogs, In Book
Colenso BBDO, Mars NZ, PEDIGREE Adoption Drive, Donation Glasses, In Book
DDB NZ, YWCA, Demand Equal Pay, In Book
Draftfcb, MINI New Zealand, Driving Dogs, In Book
Draftfcb, MINI New Zealand, Driving Dogs, In Book
DDB NZ, Hutchwilco, Secret Fishing Spots, In Book
Colenso BBDO, DB Breweries, Export Dry, The Wine That Sold Beer, In Book
Colenso BBD), DB Breweries, Export Dry, The Wine List, In Book
Colenso BBDO, DB Breweries, Export Dry, The Wine List, In Book
Alt Group, Silo Theatre, Silo Theatre Identity, Nomination
Colenso BBDO, Mars NZ, Pedigree Adoption Drive, Donation Glasses, Nomination
Draftfcb, Prime Television, Call Girl, Nomination
String Theory, Good Books, Metamorphosis, Nomination

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