Colenso BBDO won its Black Pencil in the "Radio Advertising Campaigns" category for 'K9FM' on behalf of Mars' Pedigree brand—work which also won awards at Cannes and Spikes Asia last year and at this year's One Show. The other Black Pencil winners were:
- ‘#LikeAGirl’ by Leo Burnett Toronto, London, Chicago, and Holler (Creativity for Good - White Pencil) - Canada, UK, US
- ‘Film4 Idents’ by 4creative (Channel Branding & Identity) - UK
- ‘G . F Smith’ by Made Thought (Branding Schemes/Medium Organisation) - UK
- ‘Inglorious Fruits & Vegetables’ by Marcel Worldwide (Direct Integrated Campaigns) - France
Lowe Shanghai's White Pencil came in the "Advertising & Marketing Communications - Brand" category for 'Human Traffic Sign' on behalf of General Motors China. The other winners of the White Pencil, which specifically rewards work with a societal benefit, were:
- ‘LEGO: Everything is NOT awesome’ by Don’t Panic London (Advertising & Marketing Communications - Not for Profit) - UK
- ‘This Is Wholesome’ by Droga5 (Advertising & Marketing Communications - Brand) - US
- ‘Nazis Against Nazis - Germany's Most Involuntary Charity Walk’ by Constanze Spross (Advertising & Marketing Communications - Not for Profit) - Germany
The UK led the country tables with 229 Pencils, including seven Yellow and two Black. The US came second with one Black and seven Yellows. Japan led in Asia with 47 pencils, including five Yellows. Australia also performed well with 39 Pencils, just beating its 2014 figure of 37. China won 21 Pencils, up 300 percent from just five awards in 2014.
For the record, tables of all the APAC-based winners of Yellow, Graphite (formerly 'Nomination') and Wood (formerly 'In Book') Pencils follow.
Category | Title | Agency | Client | Country |
Innovative Use of Radio | K9FM | Colenso BBDO | Mars | New Zealand |
Press Advertising Campaigns | Human Traffic Sign | Lowe China | Shanghai General Motors | China |
Mobile Adverts | Movie Emoji | Ogilvy & Mather Singapore | SingTel | Singapore |
Mobile Apps | Rip Curl Search GPS | VML Australia | Rip Curl | Australia |
Photography for Design | Exobiotanica | SIX | Makoto Azuma: Botanist / Flower Artist | Japan |
Typography for Design | Issey Miyake ?Message? | TYMOTE | Issey Miyake | Japan |
Catalogues & Brochures | niko and? Essential Dictionary | Plug-in Graphic | Point | Japan |
Branding Schemes/Small Organisation | Super Normal Tofu | N/A | Imoo Tofu Store | Japan |
Brand Expression in Moving Image | Tire Kimono | McCann - Erickson (Tokyo) | Toyo Tires & Rubber | Japan |
Direct Response/Press & Poster | Make a Difference | Ogilvy New Zealand | Royal Forest & Bird Protection Society of New Zealand. | New Zealand |
TV Commercials | Mistakes | Clemenger BBDO New Zealand | NZ Transport Agency | New Zealand |
Art Direction for Poster Advertising | Fruits | McCann Erickson India | Perfetti Van Melle | India |
Writing for Film Advertising | Mistakes | Clemenger BBDO New Zealand | NZ Transport Agency | New Zealand |
Sustainable Packaging Design | Turning Packaging into Education | YRed Fuse Communications Hong Kong / Young & Rubicam Malaysia / Young & Rubicam Myanmar | Colgate-Palmolive | Hong Kong |
Category | Title | Agency | Client | Country |
Illustration for Advertising | Shark | Leo Burnett Sydney | WWF | Australia |
Illustration for Advertising | Poachers Campaign | Leo Burnett Sydney | WWF | Australia |
Ambient | Clever Buoy | M&C Saatchi Sydney | Optus | Australia |
Ambient | ANZ GAYTMs | Whybin\TBWA | Emma Bullen | Australia |
Integrated Digital Campaigns | Radiant Return | DDB Group Melbourne | PZ Cussons | Australia |
Use of Social Media | ANZ GAYTMs | Whybin\TBWA | Emma Bullen | Australia |
Use of Social Media | Zombie Followers | Clemenger BBDO Sydney | Foxtel | Australia |
Innovative Use of Technology | Clever Buoy | M&C Saatchi Sydney | Optus | Australia |
Branding Schemes/Large Organisation | Integrated Research | Interbrand | Integrated Research | Australia |
Direct Integrated Campaigns | Penny The Pirate | Saatchi & Saatchi (Sydney) | Luxottica | Australia |
Direct Integrated Campaigns | Minute of Silence | DDB Group Melbourne | RSL Australia | Australia |
Direct Response/Digital | Radiant Return | DDB Group Melbourne | PZ Cussons | Australia |
TV Commercials | Break the Barrier | The Brand Agency | St John Ambulance WA | Australia |
Packaging Design | Kevin Murphy Hair Care | Container Australia | Kevin Murphy | Australia |
Innovative Packaging Design | Mozzie Box | George Patterson (GPY&R) Young and Rubicam Brisbane | SP Brewery | Australia |
Typography for Design | Words Can Be Weapons | Ogilvy & Mather Beijing | Center for Psychological Research, Shenyang | China |
Photography for Advertising | Human Traffic Sign | Lowe China | Shanghai General Motors | China |
Art Direction for Press Advertising | MIC | Y&R China | Penguin Group (China) | China |
Illustration for Design | Turning Packaging into Education | Red Fuse Communications Hong Kong / Young & Rubicam Malaysia / Young & Rubicam Myanmar | Colgate-Palmolive | Hong Kong |
Illustration for Advertising | Turning Packaging into Education | Red Fuse Communications Hong Kong / Young & Rubicam Malaysia / Young & Rubicam Myanmar | Colgate-Palmolive | Hong Kong |
Art Direction for Poster Advertising | Turning Packaging into Education | Red Fuse Communications Hong Kong / Young & Rubicam Malaysia / Young & Rubicam Myanmar | Colgate-Palmolive | Hong Kong |
Illustration for Design | Fruits | McCann Erickson India | Perfetti Van Melle | India |
Editing for Film Advertising | Nike Make Every Yard Count | JWT India | Nike India | India |
Use of Music for Film Advertising | Nike Make Every Yard Count | JWT India | Nike India | India |
TV Commercials | Nike Make Every Yard Count | JWT India | Nike India | India |
Advertising & Marketing Communications - Brand | Sleeping Drunks Billboards | Ogilvy & Mather Japan GK | Yaocho Bars | Japan |
Photography for Design | Cityscape | Hakuhodo Tokyo | INFAS Publications | Japan |
Photography for Advertising | Anna, Mary, Peter, Roger, Steve, Stuart | Ogilvy & Mather Japan GK | ADOT.com | Japan |
Posters (Graphic Design) | Cityscape | Hakuhodo Tokyo | INFAS PUBLICATIONS | Japan |
Posters (Graphic Design) | TCC AWARDS 2014 | Hakuhodo | Tokyo Copywriters Club | Japan |
Posters (Graphic Design) | Graphic Trial | village(R) | Toppan Printing | Japan |
Logos | Super Normal Tofu | N/A | Imoo Tofu Store | Japan |
Posters (Graphic Design) | Landscape of BRAUN | N/A | systems | Japan |
Posters (Graphic Design) | Get Back, Tohoku. | Dentsu Tokyo | EAST JAPAN RAILWAY COMPANY | Japan |
Brand Expression in Print | Tire Kimono | McCann - Erickson (Tokyo) | Toyo Tires & Rubber | Japan |
Mobile Apps | Look At Me | Cheil Worldwide | Samsung Electronics | Korea, Republic of |
Radio Advertising over 30 seconds | Talkies | Colenso BBDO | Mars | New Zealand |
Writing for Design | Twenty Six Characters | Alt Group | Alt Group | New Zealand |
Advertising & Marketing Communications - Not for Profit | Mistakes | Clemenger BBDO New Zealand | NZ Transport Agency | New Zealand |
Poster Advertising Campaigns | Back To Nature | N/A | Fonterra | New Zealand |
Direct Response/Ambient | Breast Cream | Colenso BBDO | New Zealand Breast Cancer Foundation | New Zealand |
Art Direction for Direct | Make a Difference | Ogilvy New Zealand | Royal Forest & Bird Protection Society of New Zealand. | New Zealand |
Production Design for Film Advertising | Welcome to Airbnb | N/A | Airbnb | New Zealand |
Cinema Commercials | Mistakes | Clemenger BBDO New Zealand | NZ Transport Agency | New Zealand |
Advertising & Marketing Communications - Brand | The World's First Mosquito Repellent Newspaper | Leo Burnett Solutions | Ceylon Newspapers (Pvt) | Sri Lanka |
Exhibition Design | Return of the Ashes | Ogilvy & Mather Bangkok | HHK Intertrade Co. | Thailand |
Direct Integrated Campaigns | Return of the Ashes | Ogilvy & Mather Bangkok | HHK Intertrade Co. | Thailand |
Category | Title | Agency | Client | Country |
Radio Advertising over 30 seconds | Blogger | Ogilvy & Mather Group HK | Birdland (HK) | Hong Kong |
Radio Advertising over 30 seconds | Foreign Objects - Rhinella Marina (Cane Toad) | Leo Burnett Melbourne | Honda Australia | Australia |
Radio Advertising Campaigns | Made for You | Ogilvy & Mather Group HK | Birdland (HK) | Hong Kong |
Radio Advertising Campaigns | Foreign Objects | Leo Burnett Melbourne | Honda Australia | Australia |
Writing for Design | Talk Rugby Like a Pro | Whybin\TBWA\DAN | New Zealand Media and Entertainment | New Zealand |
Press Advertising | Shark | Leo Burnett Sydney | WWF | Australia |
Press Advertising Campaigns | MIC | Y&R China | Penguin Group (China) | China |
Press Advertising Campaigns | Cans of Positivity | Young & Rubicam Kuala Lumpur / Malaysia | Campbell Soup Southeast Asia Sdn Bhd | Malaysia |
Press Advertising Campaigns | Poachers Campaign | Leo Burnett Sydney | WWF | Australia |
Mobile Interaction & Experience | S-Drive | Leo Burnett Sydney | Samsung | Australia |
Design - Not for Profit | Do you Have What it Takes to be a Survivor? | McCANN - Erickson Malaysia | Pink Ribbon Wellness (L) Foundation | Malaysia |
Design - Not for Profit | Petroleum Hurt | Publicis Shanghai | Green Peace | China |
Advertising & Marketing Communications - Brand | ANZ GAYTMs | Whybin\TBWA | Emma Bullen | Australia |
Advertising & Marketing Communications - Brand | Call Her Name | HAKUHODO | POLA | Japan |
Advertising & Marketing Communications - Brand | We Compost Weekend | DDB New Zealand | We Compost | New Zealand |
Design - Brands | Look At Me | Cheil Worldwide | Samsung Electronics | Korea, Republic of |
Service Innovations | Turning Packaging into Education | Red Fuse Communications Hong Kong / Young & Rubicam Malaysia / Young & Rubicam Myanmar | Colgate-Palmolive | Hong Kong |
Service Innovations | Gift Box | Leo Burnett Hong Kong | Crown Relocations | Hong Kong |
Advertising & Marketing Communications - Not for Profit | Minute of Silence | DDB Group Melbourne | RSL Australia | Australia |
Advertising & Marketing Communications - Not for Profit | Lights | Ogilvy & Mather Japan GK | ADOT.com | Japan |
Design - Not for Profit | Light After School | Publicis Shanghai | Haier | China |
Design - Not for Profit | China Foundation Donation Box | Ogilvy & Mather Beijing | China Foundation for Poverty Alleviation | China |
Design - Not for Profit | Pocket Fire Extinguisher | DDB DM9JaymeSyfu | City of Las Pinas | Philippines |
Innovative Media | ANZ GAYTMs | Whybin\TBWA | Emma Bullen | Australia |
Integrated | BookBook | Bartle Bogle Hegarty | IKANO PTE (IKEA Singapore) | Singapore |
Integrated | I Touch Myself Project | JWT Sydney | Cancer Council NSW | Australia |
Earned Media Campaigns | Clever Buoy | M&C Saatchi Sydney | Optus | Australia |
Illustration for Design | WERK No.21: Martine Bedin | WORK | WORK | Singapore |
Illustration for Design | Petroleum Hurt | Publicis Shanghai | Green Peace | China |
Illustration for Design | Judas | Cheil Hong Kong | Stabilo (E-Teklon) | Hong Kong |
Illustration for Design | MIC | Y&R China | Penguin Group (China) | China |
Illustration for Design | Sufi Rock | Ogilvy & Mather India | Pernod Ricard India | India |
Photography for Design | Rubbish Famzine. For Ever And A Day | Kinetic Singapore | Holycrap.sg | Singapore |
Photography for Design | Unsigned | Shirokuro | TaitoCity | Japan |
Photography for Design | Get Back, Tohoku. | Dentsu Tokyo | East Japan Railway Company | Japan |
Typography for Design | Tamabi | MR_Design | Tama Art University | Japan |
Illustration for Advertising | Fruits | McCann Erickson India | Perfetti Van Melle | India |
Illustration for Advertising | MIC | Y&R China | Penguin Group (China) | China |
Illustration for Advertising | Tiger | Leo Burnett Sydney | WWF | Australia |
Illustration for Advertising | Rhino | Leo Burnett Sydney | WWF | Australia |
CD, DVD & Record Sleeves | Better late than never | Dohop Workshop | Kidney | China |
Catalogues & Brochures | Honda. Beautiful Engines. | Mori | Honda Motor | Japan |
Posters (Graphic Design) | Donation Bottle | Dentsu Tokyo | The Mainichi Newspapers/Mitsui Fudosan Residential | Japan |
Posters (Graphic Design) | Junior Swimming Championships | Dentsu Tokyo | Tokio Marine Nichido | Japan |
Ambient | The Human Walking Program | George Patterson (GPY&R) Young and Rubicam Melbourne | The Lost Dogs Home | Australia |
Posters (Graphic Design) | Laforet Grand Bazar 2015 Winter | SIX | Laforet HARAJUKU | Japan |
Digital & Mobile | Words Can Be Weapons - Digitial Integrated | Ogilvy Beijing | Center for Psychological Research, Shenyang | China |
Integrated Graphics | Return of the Ashes | Ogilvy & Mather Bangkok | HHK Intertrade Co. | Thailand |
Logos | Japanese KIMONO brand - Yuki Sawaya | 6D | Okujun | Japan |
Poster Advertising/Free Format | Turning Packaging into Education- Cavities Attack At Night / Good Food vs Bad Food | Red Fuse Communications Hong Kong / Young & Rubicam Malaysia / Young & Rubicam Myanmar | Colgate-Palmolive | Hong Kong |
Logos | Amami Home - Architectural Design Office | Grand Deluxe | Amami Home | Japan |
Posters (Graphic Design) | Drumstick | BBDO / Proximity Malaysia | KFC | Malaysia |
Posters (Graphic Design) | So Good | BBDO / Proximity Malaysia | KFC | Malaysia |
Posters (Graphic Design) | Iron Mind | Dentsu Tokyo | Yoshida Hideo Memorial Foundation?Advertising Museum Tokyo | Japan |
Posters (Graphic Design) | TAMABI | N/A | Tama Art University | Japan |
Posters (Graphic Design) | Tangerine | McCann Erickson India | Perfetti Van Melle | India |
Posters (Graphic Design) | Fruits | McCann Erickson India | Perfetti Van Melle | India |
Poster Advertising Campaigns | The Poster That Scares Birds | Clemenger BBDO Sydney | Hungry Jack's | Australia |
Poster Advertising Campaigns | Only The People Who Need Glasses Can See!? | I&S BBDO | Miyamoto Glasses Shop | Japan |
Poster Advertising Campaigns | MIC | Y&R China | Penguin Group (China) | China |
Poster Advertising Campaigns | Just Add Water | Ogilvy & Mather Group HK | A.W Faber-Castell (HK) | Hong Kong |
Digital & Mobile | Peter Gilmore App for iPad | Pollen | Peter Gilmore - Executive Chef, Quay Restaurant, Sydney Australia | Australia |
Poster Advertising Campaigns | So Good | BBDO / Proximity Malaysia | KFC | Malaysia |
Poster Advertising Campaigns | FRUITS | McCann Erickson India | Perfetti Van Melle | India |
Poster Advertising Campaigns | Layers | Lowe Bangkok | Unilever | Thailand |
Posters (Graphic Design) | Gravy Campaign | TBWA\Santiago Mangada Puno | Wholesome Foods | Philippines |
Direct Mail (Graphic Design) | DREAM2ADVANCE | BBDO India (Gurgoan) | Visa India | India |
Posters (Graphic Design) | Bi-Xenon Headlamps | Mudra Communications Mumbai | Volkswagen Group Sales India Pvt. Ltd. | India |
Integrated Graphics | Boutique! | KIGI | SPIRAL | Japan |
Catalogues & Brochures | Journal Standard Luxe | Plug-in Graphic | Baycrews | Japan |
Digital Installations | Alma Music Box | PARTY | National Astronomical Observatory of Japan | Japan |
Connected Products | Rip Curl Search GPS | VML Australia | Rip Curl | Australia |
UX, Interface & Navigation for Websites & Digital Design | Look At Me | Cheil Worldwide | Samsung Electronics | Korea, Republic of |
Technological Innovation | Clever Buoy | M&C Saatchi Sydney | Optus | Australia |
Digital Design | Fencing Visualized | Dentsu Inc. Tokyo | Sports Biz Co. | Japan |
Integrated Digital Campaigns | Nike Make Every Yard Count | JWT India | Nike India | India |
Use of Social Media | Favourite Child Detector | FCB New Zealand | Prime TV | New Zealand |
Innovative Use of Technology | 3D on the Rocks | Hakuhodo \Japan | Suntory Holdings | Japan |
Brand Experience & Environments | Fencing Visualized | Dentsu Inc. Tokyo | Sports Biz | Japan |
Brand Experience & Environments | ANZ GAYTMs | Whybin\TBWA | Emma Bullen | Australia |
Branding Schemes/Medium Organisation | ZUCCa dayz | village(R) | ZUCCa | Japan |
Brand Experience & Environments | Water Billboard | TBWA\Santiago Mangada Puno | Peerless Lion Corporation | Philippines |
Direct Response/Digital | WWF Digital Earth Hour - Smog Hijack | Bartle Bogle Hegarty (BBH) China | WWF China | China |
Direct Response/Ambient | Air-Oil | Ogilvy & Mather Singapore | Philips | Singapore |
Direct Response/Press & Poster | Anna, Mary, Peter, Roger, Steve, Stuart | Ogilvy & Mather Japan GK | ADOT.COM | Japan |
Direct Mail | Vote on Garbage, Vote with Garbage | N/A | Greeners Action | Hong Kong |
Direct Mail | $HRED | N/A | BNZ | New Zealand |
Direct Mail | Penny The Pirate | Saatchi & Saatchi (Sydney) | Luxottica | Australia |
Art Direction for Direct | 8 Lives | Young & Rubicam Kuala Lumpur / Malaysia | National Transplant Resource Centre | Malaysia |
Use of Music for Film Advertising | I Touch Myself Project | JWT Sydney | Cancer Council NSW | Australia |
Direction for Film Advertising | Murmuration | N/A | SKY | New Zealand |
Sound Design for Film Advertising | Mistakes | Finch Company | New Zealand Government | Australia |
Cinematography for Film Advertising | Every Day is Day One | 72andSunny Amsterdam | Samsung Electronics | Australia |
Casting for Film Advertising | Mute. Unmute. Pause | Handloom Picture Company | Handloom Picture Company | India |
Sound Design for Film Advertising | Nike Make Every Yard Count | JWT India | Nike India | India |
TV Commercials | Murmuration | DDB New Zealand | SKY Television | New Zealand |
TV Commercials | Call Her Name | HAKUHODO Kettle | Pola | Japan |
Cinema Commercials | Eyes on the Road | OgilvyOne Beijing | Volkswagen | China |
TV Commercials | Human Traffic Sign | Lowe China | Shanghai General Motors | China |
Art Direction for Press Advertising | Human Traffic Sign | Lowe China | Shanghai General Motors | China |
Art Direction for Poster Advertising | Magritte / Van Gogh / Wood | Geometry Global Hong Kong | Lego / Hamleys | China |
Art Direction for Press Advertising | A/B/P | Ogilvy & Mather Bangkok | Accident Prevention Network | Thailand |
Art Direction for Poster Advertising | Sufi Rock - Horns | Ogilvy & Mather India | Pernod Ricard India | India |
Branded Film Content & Entertainment - Online | Tinnyvision | Clemenger BBDO New Zealand | NZ Transport Agency | New Zealand |
Branded Film Content & Entertainment - Online | Packed Couple | Ogilvy & Mather Japan GK | See Road International Corporation | Japan |
Branded Film Content & Entertainment - Online | Buffering | Ogilvy & Mather Mumbai | Mondelez India Foods | India |
Branded Film Content & Entertainment - Online | Nike Make Every Yard Count | JWT India | Nike India | India |
Tactical Branded Film Content & Entertainment | The Most Epic Safety Video Ever | Curious FIlm | Air New Zealand | Australia |
Entire Books | "Putting Finger" Masahiko Sato + Tatsuya Saito | Euphrates | Bijutsu Shuppan-ha | Japan |
Entire Books | A Gift from Hong Wei | N/A | Phoenix Fine Arts Publishing | China |
Entire Books | TAMABI BOOK | N/A | Tama Art University | Japan |
Entire Books | Pots | Plug-in Graphic | ARTS & SCIENCE | Japan |
Writing for Radio Advertising | Talkies | N/A | Mars | New Zealand |
Writing for Press & Poster Advertising | Talk Rugby Like a Pro | Whybin\TBWA\DAN | New Zealand Media and Entertainment | New Zealand |
Writing for Press & Poster Advertising | Positive and Negative Stories | Grey Group Mumbai | Procter & Gamble | India |
Packaging Design | Imagination changes the world | Dentsu Chubu | Shachihata | Japan |
Packaging Design | Tea Time Stories | Hakuhodo Tokyo | em-company | Japan |
Packaging Design | Gauze of Menpu Masda | N/A | MARUJU | Japan |
Structural Packaging Design | Moon Bottle | N/A | Sayuko Oka | Japan |
Innovative Packaging Design | Turning Packaging into Education | Red Fuse Communications Hong Kong / Young & Rubicam Malaysia / Young & Rubicam Myanmar | Colgate-Palmolive | Hong Kong |
Packaging Design | Yawairo Uiro | N/A | Asahiseika | Japan |