D&AD recognised more work from outside the UK than ever in 2011 as international agencies and creatives increasingly sought a coveted Yellow or Black Pencil. As the quality of work increases year on year, D&AD is looking to increase entries from Africa and the Middle East further in 2012. The ambition is to make the 50th D&AD Annual the ultimate benchmark in international commercial creativity, setting the standard for future generations of designers and advertising creatives.
While in 2002 just 22% of D&AD entries came from Middle East and Africa, Asia, Australasia, Latin America - this figure rose to 34% of entries for 2011, demonstrating the extent to which businesses from these countries want to benchmark their work against the best in the world.*
The number of pieces of work awarded from the African nations and the Middle East are also on the rise - up from 13 in 2009 to 27 in 2011.
Tim Lindsay, CEO of D&AD said: "The quality of work from Africa and the Middle East has grown substantially over the past three years of D&AD Awards - admittedly with South African creatives leading the way. In part that is because of D&AD's heritage and reputation for awarding only the best talent, but it is also due to the fact that quality of the work entered has improved and we believe that this track record will only encourage more work this year."
In tough economic times for many in the design and advertising industries - when creatives may question the economics of awards entries - D&AD has ensured that this year's awards are the most cost-effective to date. The awards cost from just £85** to enter this year.
Unlike other shows, D&AD only awards work of the highest standard, meaning that the quantity of top awards given fluctuates year on year. The scrutiny and rigour imposed by the internationally acclaimed judges is said to be legendary, and ensures that only very best work receives the coveted Yellow and Black Pencils. Judges award work at four levels: In Book places the work in the D&AD Annual; Nomination shortlists work to be considered for Pencils; Yellow Pencils are awarded for outstanding work; Black Pencils are awarded to ground breaking work. All awarded work appears in the D&AD Annual, and In Book and Nomination winners can now claim Pencil Slices to mark their achievement.
Lindsay concludes: "We want to ensure that D&AD is a genuine reflection of commercially-driven creative talent, rather than awards reserved for simply those who can pay to enter them. We know that a Yellow Pencil for an agency or an individual is globally recognised as the height of creative achievement, which means that the Awards deliver recognition - and business - for all of those who win them."
The 2011 D&AD Awards received work from 64 different countries. The jury (now made up of 140 judges) awarded 53 Yellow Pencils and six Black Pencils, with the body of work encompassing the range of digital, advertising and design craft disciplines.
For information on how to enter this year's awards, go to www.dandad.org/50fwd.
Work entered must have been commercially released between 1 January 2011 and 31 December 2011 and been produced in genuine response to a client brief. Submissions should be made in their original language.
* "Awarded" here refers to work In Book, Nominated, Yellow Pencils and Black Pencils
**Exchange rate at time of posting: £1=R12.89
