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 www.dandad.org.

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)

Reword
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

Tags

Related Articles

Just Published

6 hours ago

Forrester CMO pushes for tighter integration of ...

Marketers need to tighten up oversight over all the touchpoints in the buying journey, which has increased from 17 to 27 on average during the pandemic, according to Shirley Macbeth.

7 hours ago

Baby Shark doo doo doo doo doo. LG Styler doo doo ...

Smooth out doo doo doo doo doo. Bad smell doo doo doo doo doo. Shake it out doo doo doo doo doo. LG Styler! [Something is very wrong with Ad Nut.]

9 hours ago

IAS explains ad verification in manga style

A young automobile-company exec learns how to mitigate brand risk and ad fraud in a free download from the ad-verification company.

9 hours ago

L'Oreal opens omnichannel concept store in Shanghai

Designed with AKQA, the store has a livestreaming set, face-scanning technology and personalised shopping via WeChat integration, as well as a chance to ride a bike through the streets of Paris.