D&AD today announced it is expanding its brief with a new edition of its longstanding international creative awards show focused on the real-world accomplishments of creative work.
The new awards for global impact are the product of a partnership with Stillwell Partners, producer of the global Advertising Week programs. They will debut at Advertising Week New York XIII in fall 2016; the formal call for entries will launch at Advertising Week Europe in April 2016.
The awards, which celebrate disruption, will be open to any agency, studio, media owner, tech company, publisher, startup or brand, London-based D&AD said.
Judges will include business leaders, entrepreneurs, commentators and journalists, as well as creatives. Winners will be awarded D&AD Pencils and be included in the D&AD Annual and archive.
"There is a feeling building in the creative, design and broader advertising and media community that the original purpose of awards shows is in danger of being obscured," said D&AD CEO Tim Lindsay in a statement. "At the same time, brilliant, creative ideas are popping up everywhere; the creative industries no longer have sole ownership of creativity.
"Lastly, we believe that in a world that must address issues of unsustainable consumption and growth (or die), the power of creativity and the ability to change behaviors has never been so important."