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Four D&AD Yellow Pencils for South Africa, 17 In-Book

20 Apr 2012

LONDON: Of the 66 Yellow Pencils awarded last night, Thursday, 19 April 2012, at the 50th annual D&AD Awards honouring the best of the world's design, advertising and communications work, four went to South Africa. In terms of In-Book, SA's total now stands at 17. Black Pencils will only be announced at D&AD's 50th birthday dinner in September.

The shortlists for Film Advertising Crafts and Integrated & Earned Media, on which SA had a further two In-Books, were not available yesterday afternoon when Bizcommunity.com published its second D&AD shortlist.

SA had four out of eight Yellow Pencil nominations which did not convert.

In-Book refers to work that will be included in the 50th D&AD Annual which will be published in September 2012. Nominations refers to work that will be included in the annual and was also considered by the jury for the award of a Yellow Pencil. Black Pencils are awarded to work that is not just considered the best in the world in its category, but for pieces of design or advertising that have fundamentally changed the rules of the category.

South Africa's Yellow Pencils and In-Book

Status	Agency	Client	Campaign (with links to ididthatad.com)	Category
Yellow Pencil	Ogilvy Johannesburg	Multichoice/M-Net, MK	MK is	Channel Branding & Identity
Yellow Pencil	Ogilvy Johannesburg	Multichoice/M-Net, MK	MK is	Multi Platform Branding & Promotions
Yellow Pencil	Grey Advertising	Nelson Mandela Foundation	Martin Luther King Jnr and Nelson Mandela	Sound Design & Use of Music for Radio Advertising
Yellow Pencil	Net#work BBDO, Johannesburg	Mercedes-Benz	Attention Assist Campaign	Writing for Radio Advertising
In-Book	DDB South Africa	McDonalds	McDonalds Kids Birthday Parties	Press Advertising
In-Book	FoxP2	Frank.Net	What Isn't Coming 2012 / Mall / Star Jumps	Radio Advertising Campaigns
In-Book	Grey Advertising	Nelson Mandela Foundation	Martin Luther King Jnr	Radio Advertising over 30 seconds
In-Book	Grey Advertising	Nelson Mandela Foundation/Grey South Africa	Nelson Mandela	Radio Advertising over 30 seconds
In-Book	JWT Cape Town	Kalahari.com	Textbook Beer Burger Shoe	Direct Mail
In-Book	Net#work BBDO, Johannesburg	Mercedes-Benz	Attention Assist Campaign	Radio Advertising Campaigns
In-Book	Ogilvy Cape Town	South African Breweries	Be the Coach	integrated & Earned media
In-Book	Ogilvy Johannesburg	Multichoice/M-Net	Nothing's put on	Photography for Advertising
In-Book	Orange Films	One Louder	Spoek Mathambo_Control	Cinematography for Music Videos
In-Book	TBWA\Hunt\Lascaris Johannesburg	Endangered Wildlife Trust (EWT)	The Last Ones Left	Press Advertising
In-Book	TBWA\Hunt\Lascaris, Johannesburg	Endangered Wildlife Trust (EWT)	The Last Ones Left	Art Direction for Press Advertising
In-Book	TBWA\Hunt\Lascaris Johannesburg	Endangered Wildlife Trust (EWT)	Riverine Rabbit	Poster Advertising/Free Format
In-Book	TBWA\Hunt\Lascaris Johannesburg	Endangered Wildlife Trust (EWT)	Northern White Rhino	Poster Advertising/Free Format
In-Book	The Jupiter Drawing Room	ABSA Bank, sponsorship of the Springboks	Team Of Millions	Inserts & Wraps for Press Advertising
In-Book	The Jupiter Drawing Room (Utopia)	BirdLife	SOS Festival Poster Campaign	Posters (Graphic Design)
In-Book	Velocity Films	First National Bank	Dog	Direction for Film Advertising
In-Book	Young & Rubicam (Y&R), Johannesburg	LG Appliances, LG 11 Kilo Washing Machines	Rugby Tunnel	Ambient

All the Yellow Pencil winners, In-Books and nominations:

According to D&AD CEO Tim Lindsay, "Across the board, D&AD has once again reflected the changing shape of our industry. The craft skills of making great pieces of graphic design, illustration, direct and TV and Cinema are as strong as ever.

"However, we've seen the tectonic shifts at play as juries in Typography, Writing for Design and Writing for Advertising commented that talent has moved out of these craft areas, attracted by emergent media in digital and mobile, where awards for these craft skills have had a strong year."

Lindsay also thanked the almost 200 judges who participated in judging the thousands of pieces of work this year, helping once again make D&AD "the awards 'for creatives, judged by creatives'".

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