D&AD adds wood, graphite Pencils

Pencils: wood will replace the ‘in book’ accolade, and graphite a ‘nomination’, from the 2015 awards
Pencils: wood will replace the ‘in book’ accolade, and graphite a ‘nomination’, from the 2015 awards

Global association for creative advertising and design overhauls Pencils awards system

D&AD is to introduce wood and graphite Pencils as part of an overhaul of its awards.

Wood, the equivalent of a bronze award, will replace the "in book" accolade, which recognises the best advertising and design as collated in the D&AD Annual.

Graphite, the equivalent of a silver award, will replace a "nomination". It will recognise work chosen for the Annual and shortlisted for a yellow Pencil.

Both will come into effect from the 2015 awards and will be used in all of the ceremonies, including the New Blood Awards and the Next series, which were launched earlier this year.

The design agency Turner Duckworth designed the new Pencils. They will join the existing Pencils – yellow, white (given to work that effects positive change) and black, the highest accolade. There is also a "most awarded" Pencil.

Tim Lindsay, the chief executive of D&AD, said the changes were designed to make the hierarchy of the awards clearer.

He said: "The D&AD Pencil is a universal icon that resonates across our industry as the pinnacle of creative achievement. D&AD is renowned for being the toughest, most rigorous show around, yet ‘in book’ and ‘nomination’, as awards, are often undervalued or simply misunderstood. So we set out to rectify this, but without handing out more awards and without compromising our existing Pencils.

"Admittedly, finding a satisfactory solution hasn’t been easy. But our new wood and graphite Pencils strike the perfect balance of being instantly recognisable and achieving that degree of clarity, but with a D&AD twist."

Watch Tim Lindsay discuss data and creativity in an interview with Campaign US

This article was first published on campaignlive.co.uk

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