SA's first D&AD Black Pencil goes to... Trillion Dollar

A time to remember… The Trillion Dollar campaign wins South Africa’s first-ever D&AD Black Pencil. (Image courtesy: SA Promo Magazine.)

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Truly groundbreaking

The Black Pencil is awarded annually to truly groundbreaking work in advertising and design - the kind of work that redefines a medium. A Yellow Pencil is for a piece of work or campaign that sets new benchmarks of creative excellence.

South Africa was not the only country to take home its first Black Pencil, in Graphic Design, for the campaign that turned money into a medium to promote exiled newspaper The Zimbabwean. Australia's Sapient Nitro (Brisbane) took home two, in Direct and Integrated, for 'The Best Job in the World', the campaign that began with a classified ad and ended with an Oprah Winfrey interview

'The High Line', almost 2.5km of Inner City Park built on a section of a former elevated freight railroad in New York City, was created by Diller Scofidio + Renfro and awarded a Black Pencil in Environmental Design. Apple continued its winning streak at D&AD with a Black Pencil in Websites for Apple.com.

Five Black Pencils, 42 Yellow

Apart from five Black Pencils, 42 Yellow Pencils were also handed out. TBWA\Hunt\Lascaris was also awarded three Yellow Pencils in Graphic Design, Outdoor and Integrated for different elements of the agency's work for The Zimbabwean. Droga5 Australia won three Yellow Pencils also, two for 'Regulars' for Victoria Bitter in TV & Cinema Advertising and also Writing for Advertising. The agency's third Pencil was awarded in Direct for '4320LA/SYD' for V Australia.

'We Choose the Moon' the recreation of the historic Apollo 11 mission to the Moon in real time for the John F. Kennedy Presidential Library & Museum won two Yellow Pencils, in Websites and Digital Advertising. Apartmento, the 'everyday interiors magazine' scooped one of two Yellow Pencils in Magazine & Newspaper Design; the second went to Elle UK's Lily Allen Special Issue

All of the winning work can be viewed at http://awards.dandad.org/2010.

Said D&AD president Paul Brazier, "And there we have it. Proof, if it were needed, that creativity shines in the face of global recession, and even political oppression.

"Over the last few years at D&AD, ever more ingenious creative work has been rewarded. Maybe the rise of digital has had something to do with it. That showed us you didn't need to use traditional media to solve clients' problems.

"And when a simple stamp on a useless bank note can make a statement for freedom of speech and a Barrier Reef tourist destination can become the biggest story on the news, it really feels like times are changing."

D&AD is a British not-for-profit organisation that represents the international design, advertising and creative communities. Its inaugural awards ceremony was held in 1963. For more, go to http://awards.dandad.org/2010, read the D&AD blog, join the D&AD Facebook group, follow @dandad on Twitter, view D&AD on YouTube and D&AD photos on Flickr.

For more:

• Bizcommunity Gallery: SA receives first D&AD Black Pencil award
  
• Bizcommunity Search: Trillion Dollar
  
• Google News Search: "Trillion Dollar D&AD"
  
• Twitter Search: dandad OR D&AD OR "Trillion Dollar campaign"
  
• Fin24.com: Trillion Dollar winner