Y&R NZ’s winning streak has broken new ground, with the agency becoming the first Kiwi shop to be crowned the most awarded agency at D&AD as it landed the coveted black and gold pencil.
In what has become a familiar story, McWhopper was again the standout performer, picking up eight (six yellow, one graphite and one wood) of the 11 pencils Y&R NZ won across a range of categories.
This haul also saw Burger King named the most awarded client on the night.
Josh Moore, Y&R NZ chief executive and chief creative officer, and Tom Paine, Y&R creative director, were in attendance at the ceremony in London.
“To be named D&AD’s Most Awarded Agency is an outstanding achievement and huge recognition for the work accomplished by the talented Y&R NZ crew, our loyal partners and an enormous credit to the bravery, trust and faith shown by our clients over the past year,” Moore said.
He also gave a nod to the local team that puts in the long hours every day.
“Every single person at Y&R NZ gives their all, every day, taking on challenges that others might walk away from. Each one of these iconic Pencils is recognition of that fierce determination and ‘never say die’ attitude and further proof that our integrated offer is world class.”
In addition to the slew of pencils won for McWhopper, Y&R also picked up wood pencils for Jaguar’s Actual Reality and Brake Road Safety’s Living Memories campaigns.
This marks the second year in a row that New Zealand has celebrated major milestones at D&AD, with Colenso BBDO last year picking up the first Kiwi black pencil for the K9FM campaign.
The overall performance for New Zealand this year was also strong, with local agencies winning 11 yellow, five graphite and 14 woods in total (unfortunately, there were no black pencils in the mix this time).
DDB also had a fruitful night, and the agency’s chief creative officer Damon Stapleton (himself a former black pencil winner) commented on how much this awards show means to creatives.
“Winning a D&AD Yellow Pencil is always special in a creative’s career. It is the pinnacle. From an agency perspective getting eight D&AD Pencils across three different campaigns is really pleasing. All in all a great night for DDB New Zealand.”
Colenso BBDO also added to its ever-growing tally of accolades, picking up two yellow and two wood pencils for DB Export’s ‘Brewtroleum‘, a wood pencil for Pedigree’s ‘Found‘ app and a wood for the New Zealand Breast Cancer Foundation’s ‘A cream that gives you wrinkles’.
Saatchi & Saatchi won a yellow and a wood pencil for ASB’s ‘Clever Kash‘ campaign, while FCB picked a yellow and a graphite for its ‘Paradise Hill’ campaign for the Ministry of Social Development as well as a graphite for its ‘Read Better Stories’ campaign for the Paper Plus Group.
Special Group rounded out the Kiwi winners with its award for Smirnoff’s ‘Instagram your Fridge’ campaign.
New York Festivals
Y&R carried its success across the pond, also landing the Best in Show for McWhopper at the New York Festivals.
However, this time the agency had to share the honour with Watts of Tokyo for Shiseido’s Products ‘High School Girls?’.
Y&R creative director Tom Paine didn’t seem to mind sharing the limelight with the Japanese agency.
“Aside from boasting the sexiest trophy on the awards circuit, a win at New York Festivals is also amongst the industry’s most coveted,” he said. “So to land the big one and rub shoulders with the likes of Inglorious Fruits (2015 Best of Show) and Epic Split (2014 Best of Show) is an incredible feeling and the agency couldn’t be prouder.”
McWhopper also won a second prize award in the digital category.
Colenso also appeared among the winners in New York, picking up grand prize award for DB Export’s ‘Brewtroleum’ in the activation and engagement category (this campaign also won a first prize award in the avant-garde/innovation category).
Additionally, the agency at 100 College Hill also won first and second prize awards for Volkswagen’s ‘Reduce Speed Dial’ campaign and a second prize award in the mobile category for Pedigree’s ‘Found’ app.
Clemenger BBDO and JWT were also among the finalists, but did not convert.