A whopping five Black Pencils were awarded at the annual D&AD ceremony in
London last night, with special guest director Spike Jonze on hand to receive the
President's award for 2010.
Australia and South African agencies took home their nation's first Black Pencils, with
TWBA\Hunt Lascaris (Johannesburg) continuing its winning streak taking home a Black
Pencil in Graphic Design for their campaign the Trillion Dollar Flyer which turned money into
posters and flyers to promote the plight of exiled newspaper The Zimbabwean.
While Australian agency SapientNitro was awarded a Black Pencil in the integrated and
Direct for it's the Best Job in the World campaign for its client Queensland Tourism. The
campaign started off with a classified ad and drummed up such an overwhelming response
it caught the eye of the Oprah Winfrey show.
For SapientNitro's Creative Directors Ralph Barnett and Cristian Staal, the Black Pencils
made the 20 hour journey from Australia to London for the ceremony worthwhile.
"The budget on this was not big so we couldn't approach an international campaign in the
usual way with the budget we had, so we really had to push to come up with something
innovative," explains Staal.
Other winners included Diller Scofidio + Renfro who was awarded the Black Pencil for
environmental design for their High Line campaign which saw almost 2.5km of Inner City
Park built on a section of a former elevated freight railroad in New York City. While Apple
took out the Black Pencil in websites for apple.com
Legendary creative and director Spike Jonze was presented with the 2010 President's
Award. Jonze has won eight yellow pencils over the past 15 years for work including promos
for artists such as Weezer, Daft Punk and Chemical Brothers and commercials including
Levi's Doctors.
A total of 42 Yellow Pencils were also awarded to work that set new standards in creative
excellence, if you'd like to see the full winners' list then you can check out the D&AD's
website.
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