Matthew Miller
Apr 28, 2017

D&AD 2017: Clemenger BBDO Melbourne wins top honour

This ugly fellow is a thing of beauty for Clemenger BBDO Melbourne, as the agency grabbed 16 Pencils—including a black one—on its way to global 'most-awarded' status at D&AD.

D&AD 2017: Clemenger BBDO Melbourne wins top honour

Following its dominance in the APAC Effies last week, BBDO got more good news overnight, as Clemenger BBDO Melbourne was named the most-awarded agency in the world at the 2017 D&AD awards in London. The agency picked up 16 Pencils overall, including 10 for its 'Meet Graham' campaign—and one of those was one of only five Black Pencils awarded worldwide.

Serviceplan Korea received credit, alongside its German parent, for one of the other four Black Pencils.

In addition to the five Black Pencils, the organisation awarded 62 Yellow Pencils, 180 Graphite Pencils and 485 Wood Pencils. The US took top country honours for the first time, with 182 Pencils, followed by the UK with 164 and Australia with 54. Nike, Channel 4 and Apple were the top advertisers, in that order.

Below, we list details for all the Black Pencil winners and the APAC-based Yellow Pencil winners. For the rest of the results, please see

Part of Clemenger BBDO Melbourne's haul on display.

Black Pencil winners:

‘We’re the Superhumans’ 
Agency: 4Creative
Client: Channel 4/Paralympics
Country: United Kingdom
Category: Film Advertising

‘We’re the Superhumans’
Agency: Blink
Client: Channel 4/Paralympics
Country: United Kingdom 
Category: Film Advertising Craft

‘Meet Graham’
Agency: Clemenger BBDO Melbourne
Client: Transport Accident Commission Victoria (PR)
Country: Australia
Category: PR

‘The Swedish Number’
Agency: INGO Stockholm
Client: The Swedish Tourist Association
Country: Sweden
Category: Direct

‘DOT. The first Braille Smartwatch’
Agency: Serviceplan/Serviceplan Korea
Client: Dot Incorporation
Country: Germany 
Category: Digital Design

APAC Yellow Pencil winners:

Meet Graham (5 Yellow Pencils)
Agency: Clemenger BBDO Melbourne
Client: Transport Accident Commission (Victoria)
Country: Australia
Categories: Creativity for Good - Advertising & Marketing Communications /Not for Profit; Outdoor Advertising - Ambient; Direct - Direct Integrated Campaigns; PR - Integrated Campaign; Integrated & Collaborative - Earned Media/Large Business (over 500 employees)

The Boys
Agency: Clemenger BBDO Melbourne
Client: Pacific Brands Underwear Group Australia/Bonds
Country: Australia
Category: Integrated & Collaborative - Integrated/Large Business (over 500 employees)

Agency: Leo Burnett Melbourne
Client: Headspace
Country: Australia
Category: Creativity for Good - Service Innovations

LandCruiser Emergency Network
Agency: Saatchi & Saatchi Sydney
Client: Toyota Motor Corporation Australia
Country: Australia
Category: Creativity for Good - Service Innovations

Dads #ShareTheLoad (Integrated Case)
Agency: BBDO India
Client: P&G India
Country: India
Category: Integrated & Collaborative - Earned Media/Large Business (over 500 employees)

Life is Electric
Category: Graphic Design - Integrated Graphics
Agency: Dentsu
Client: Panasonic
Country: Japan

Honda. Great Journey. -Travel sticker scrapbook
Agency: Dentsu
Client: Honda Motor
Country: Japan
Category: Book Design - Specialist & Limited Edition Books

The Unusual Football Field Project (2 Yellow Pencils)
Agency: CJ Worx
Client: AP (Thailand)
Country: Thailand
Categories: Branding - Brand Experience & Environments; Category: Media - Use of Outdoor


Related Articles

Just Published

22 hours ago

Purpose, laughs, and boppable tunes: Spikes jury ...

SPIKES ASIA X CAMPAIGN: Presidents and members of several Spikes Asia juries share the top trends they spotted in the jury Zoom rooms, with video examples.

22 hours ago

Crash Course: How to tell engaging short-form stories

To round off a week of creativity-themed content during Spikes Asia X Campaign festival, this Crash Course provides useful tips on how to build story arcs and create thumb-stopping campaigns for short-form.

22 hours ago

Lessons from Tesla, Apple and yoga (yes, yoga) in ...

SPIKES ASIA X CAMPAIGN: Creatives need to drive relevance for sustainable options, instead of virtue-signalling about sustainability, argues Gulshan Singh of FCB Interface.

22 hours ago

Spikes Asia Awards 2021: Campaign's contenders 3

As the juries make their final selections ahead of the March 1 winners announcement, Campaign Asia-Pacific's editorial team has once again scoured through the 2021 shortlist to pick out the work we expect to win.