D&AD Awards Special Section

D&AD Awards announces its full shortlist

The D&AD Awards has announced its full shortlist with 25 shortlisted pieces for SA, putting us at 12th for country ranking based on finalists. Overall 1,642 entries from 58 countries from across the globe have made the shortlist.

Entrants can visit the website to see if they are in with a chance of winning a coveted D&AD Pencil, but they will have to wait until the Awards Ceremony at the Truman Brewery, London, on 23 May to find out.

In a change from last year, whereby the number of Pencils awarded were announced over judging, this year D&AD has decided to announce the shortlist. This is in order to acknowledge the volume of high calibre submissions that, even if they do not win a Pencil, were in close consideration. In the belief that all the good work should be seen, the shortlist can be found for everyone to discover on the D&AD website.

Top ranking countries by number of shortlisted entries are:

  1. United States - 481 Entries
  2. United Kingdom - 333 Entries
  3. France - 82 Entries
  4. Brazil - 81 Entries
  5. Germany - 78 Entries

Agencies who have the most shortlisted entries are:

  1. adam&eveDDB - 35 Entries
  2. McCann New York - 35 Entries
  3. Droga5 - 33 Entries
  4. BBDO New York - 31 Entries
  5. Dentsu Inc. - 28 Entries

The full number of shortlisted entries in each of the 34 categories:


Digital Marketing (49); Digital Design (53); Graphic Design (61); Branded Content & Ent.(36); Film Advertising (37); Direct (106); Branding (78); Radio & Audio (34); Spatial Design (16); Product Design (28); Music Videos (44 + 3 Next Music Directors); Writing For Advertising (39 + 1 Next Copywriter); Media (102); Integrated (30); Photography (27 + 1 Next Photographer); Art Direction (20 + 2 Next Art Directors); Cinematography (31 + 1 Next Cinematographer); Sound Design & Use Of Music (41 + 2 Next Sound Designers); Packaging Design (60); Book Design (66); Press & Outdoor (104); PR (82); Creativity For Good (55); Experiential (45); Direction (41 + 3 Next Directors); Typography (34); Visual Effects (18 + 1 Next VFX Artist); Production Design (11 + 1 Next Production Designer); Magazine & Newspaper Design (36); Editing (17 + 2 Next Editor); Writing For Design (16 + 1 Next Copywriter); Illustration (34 + 2 Next Illustrator); Casting (30); Animation (31 + 1 Next Animator); Next Creative (6); Next Designer (4).

Please see below for a list of top twenty country rankings.

New for this year, emerging professionals have also been shortlisted for the newly introduced ‘Next’ awards - a special subcategory designed to recognise the work of creatives, designers and crafts practitioners who have worked for no more than three years in the creative industries.

All 1,642 shortlisted pieces will be listed in the 57th D&AD Annual published later this year.

Decided by specialist juries made up of over 250 of the world’s top creatives, the shortlist was announced live over judging in three stages. Today’s announcement of an additional 1,067 entries across the final 20 categories, marks the final additions to this year’s shortlist.

D&AD President Harriet Devoy commented:

Each year, the D&AD Awards demonstrate the enduring importance of creativity, and in 2019 we are delighted once again to have received a high calibre of entries from across the world. This bold, brave and inspiring work, spanning across all creative disciplines, has been a joy to recognise and reward. We’ve announced the Shortlist, and look forward to sharing and showcasing the full spectrum of work over the next few days at the D&AD Festival, and announcing the winners at our Awards Ceremony on Thursday 23 May.
The D&AD Pencil is regarded as one of the creative industry’s highest accolades with juries only selecting work they believe is truly exceptional. This, plus the fact that there are no quotas for awards at D&AD, means the number of awarded entries fluctuates year to year. In some years, no Black Pencils - reserved for work that is groundbreaking within its field - are awarded; the record currently stands at just seven.

Winning work will also be displayed at exhibitions globally over the following year and featured in the D&AD Annual and online archive – the definitive guide for creatives all around the world.

Shortlisted entrants will find out whether they have won a pencil at the D&AD Awards Ceremony, taking place on the final day of the D&AD Festival (23 May).

D&AD CEO Tim Lindsay commented:

After a busy and inspiring few days of judging, we’re excited to open our doors for this year’s Festival. As well as a schedule of inspirational talks and sessions delivered by some of the industry’s leading creative practitioners, all work in consideration for a Pencil will be on show throughout the Truman Brewery for attendees to discover and learn from. D&AD Festival offers genuine insight into what creative excellence means today, the breadth and diversity of which is a real testament to the industry, and to the future of creativity.
The D&AD Festival returns to the Truman Brewery 21 - 23 May 2019 and tickets are still available via the D&AD website. The D&AD Festival exhibits the world’s best in advertising and design as well as hosting interactive workshops with Adobe, an exhibition of extraordinary solutions by Microsoft Surface, and a series of informal talks on the new for 2019 Social Stage in partnership with Whalar.

To keep up with all the latest from D&AD, follow the Liveblog and look out for the official #DANDAD19 hashtag on social media.

Top 20 country ranking by number of shortlisted entries (58 countries shortlisted in total):

Ranking (by number of Shortlisted Entries)CountryNumber of Shortlisted Entries
1United States481
2United Kindom333
10=New Zealand28
12South Africa25
14United Arab Emirates21

South African finalists

Jury NameCategoryEntrant CompanyEntry Advertising AgencyEntry Production CompanyEntry Design AgencyPrimary Client
Digital MarketingOnline Video & Viral FilmsOgilvy South AfricaOgilvy South Africa PhilipsPhilips
Digital MarketingDigital Tools & UtilitiesM&C Saatci AbelM&C Saatchi Abel and Platypus Nando's South AfricaNando's
Digital MarketingUse of Trends & Tactical MarketingHelloFCB+HelloFCB+ NetfloristNetflorist
Digital MarketingUse of Trends & Tactical MarketingTBWA\Hunt\LascarisTBWA\Hunt\Lascaris and Darling Films Joburg BalletJoburg Ballet
DirectDirect MailJoe PublicJoe Public GreatstockGreatStock Image Library
DirectDirect Response/Film AdvertisingOgilvy South AfricaOgilvy South Africa Philips 
DirectDirect Response/AmbientOgilvy South AfricaOgilvy South Africa Philips and The Nelson Mandela FoundationPhilips
IntegratedEarned Media/Large Business (over 500 employees)Net#work BBDONet#work BBDO and 7Films Mercedes-BenzS-Class
PRLow BudgetTBWA\Hunt\LascarisTBWA\Hunt\Lascaris and Darling Films Joburg BalletJoburg Ballet
PRLow BudgetJoe Public UnitedJoe Public United The Apartheid MuseumThe Apartheid Museum
PRIn-Market CampaignM&C Saatchi AbelM&C Saatchi Abel and Platypus Nando's South AfricaNando's
PRUse of Events and StuntsOgilvy South AfricaOgilvy South Africa and Video Cartel Ab-InBev AfricaCarling Black Label
Radio & AudioRadio Advertising CampaignsTBWA\Hunt\LascarisTBWA\Hunt\Lascaris and Produce Sound Flight Centre Youth and AdventureStudent Flights
Radio & AudioInnovative Use of Radio & AudioOgilvy South AfricaOgilvy South Africa and Video Cartel Ab-InBev AfricaCarling Black Label
BrandingNew Branding SchemesFCB JoburgFCB Joburg (Pty) LtdFCB Joburg (Pty) LtdSouth Africa TourismSouth African Tourism
BrandingBrand RefreshUtopiaUtopiaUtopiaExplorers ClubExplorers Club
Graphic DesignIntegrated GraphicsNorth VCANorth VCANorth VCATEDxTEDx
Art DirectionArt Direction for Film AdvertisingJoe PublicJoe Public and Romance Films Chicken LickenChicken Licken
CastingCasting for Film AdvertisingRomance FilmsJoe Public and Romance Films Chantel Sombonos Van TonderChicken Licken
DirectionTV CommercialsRomance FilmsJoe Public and Romance Films Chicken LickenChicken Licken
Sound Design and Use of MusicExisting MusicRomance FilmsJoe Public and Romance Films Chantel Sombonos Van TonderChicken Licken
TypographyType DesignGrid WorldwideMiles NewlynGrid WorldwideMTNMTN
Branded Content & EntertainmentNon-Fiction Film 5-30 minsNet#work BBDONet#work BBDO and 7Films Mercedes-BenzS-Class
Branded Content & EntertainmentTacticalTBWA\Hunt\LascarisTBWA\Hunt\Lascaris and Darling Films Joburg BalletJoburg Ballet
Creativity for GoodAdvertising /Not for ProfitTBWA\Hunt\LascarisTBWA\Hunt\Lascaris and Darling Films Joburg BalletJoburg Ballet

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