Matthew Miller
May 23, 2014

Dentsu Tokyo and Australia's Finch win Black Pencils

LONDON - Dentsu Tokyo's 'Sound of Honda / Aryton Senna 1989' and Finch's 'The Most Powerful Arm' for Save our Sons of Australia have won Black Pencils in the D&AD awards announced overnight.

Dentsu Tokyo and Australia's Finch win Black Pencils

The juries gave out the highest number of Black Pencils ever, at seven. Dentsu also won Gold as the most awarded digital agency, thanks to its Black Pencil, two Yellow Pencils, one Nomination and four In-Book awards. 

Details on Asia-Pacific winners follow. The complete global list of winners is available here

Black Pencils

Dentsu's award is in the category of Sound Design & Use of Music for Digital Marketing. The agency and its partners recreated the sounds of a record-setting lap run in 1989 by the late Formula 1 legend Aryton Senna, using telemetry data from Senna's car and an elaborate speaker and lighting setup at the same track, Japan's Suzuka circuit. The telemetry system used in the 1989 car is reportedly "at the heart of" Honda's Internavi system.

“The sound it created for the people at the venue where they did it, it had to be the most incredible feeling," a jury member commented. "I actually don’t like Formula 1, that’s how much I liked it.”

 

Finch won in the Technological Innovation category for a robot that signed a petition asking the government to help fund research into Duchenne Muscular Dystrophy. At the command of Facebook users, the 'Most Powerful Arm" signed in the handwriting of a young man was no longer able to write due to the condition. The Red Agency, Havas Worldwide and Reactive also took part in the project, which drew 32,000 signatures.

”The robot, the way it was constructed, was completely distinct but just beautifully done," said a jury member. "The video almost draws you to tears,"

 

Yellow Pencils

Here are all the APAC Yellow Pencil winners. 

Title Entrant Client Nation Jury Category
Phubbing: A Word is Born McCann Erickson Melbourne Macquarie Dictionary Australia Writing for Design Writing for Brands
Road DDB Sydney Volkswagen Australia Radio Advertising Radio Advertising 0-30 seconds
Sound of Honda/ Ayrton Senna 1989 Dentsu Tokyo Honda Motor Co Japan Digital Marketing Innovative Use of Technology
Pierre Hermé Paris Nippon Design Center Pierre Hermé Paris Japan Packaging Design Packaging Design
Tamabi MR_DESIGN Tama Art University Japan Branding Branding Schemes/Large Business
Tokyo City Symphony SIX Mori Building Japan Art Direction Art Direction for Digital Marketing
The Beautiful Black List Dentsu Tokyo Yoshida Hideo Memorial Foundation Japan Crafts for Design Illustration for Design
Food Photos Save Lives Draftfcb New Zealand UNICEF New Zealand Mobile Marketing Integrated Mobile Campaigns
Trial by Timeline Colenso BBDO Amnesty International New Zealand Direct Direct Response/Digital
TXTBKS DDB DM9JaymeSyfu Smart Communications Philippines Mobile Marketing Innovative Use of Mobile Technology

 

Awards by country

Here is a list of awards by country, with APAC nations in bold.

  In Book Nominations Yellow Pencils White Pencils Black Pencils Total Awards
United Kingdom 137 34 9 1 1 182
United States 86 25 12 0 0 123
France 26 19 3 0 0 48
Japan 27 6 6 0 1 40
Australia 23 10 3 0 1 37
Brazil 26 8 2 0 0 36
Germany 21 6 1 0 0 28
India 22 3 0 0 0 25
Singapore 12 7 0 0 0 19
Netherlands 7 3 3 1 2 16
New Zealand 7 6 2 0 0 15
Thailand 12 3 0 0 0 15
Sweden 7 1 5 0 1 14
Canada 8 0 2 0 1 11
Spain 6 1 1 0 0 8
Denmark 5 2 0 0 0 7
South Africa 5 2 0 0 0 7
Switzerland 6 1 0 0 0 7
UAE 5 1 0 0 0 6
China 4 1 0 0 0 5
Philippines 2 1 1 0 0 4
Colombia 2 0 1 0 0 3
Austria 3 0 0 0 0 3
Chile 3 0 0 0 0 3
Italy 3 0 0 0 0 3
Russian Federation 0 1 1 0 0 2
Poland 1 1 0 0 0 2
Vietnam 2 0 0 0 0 2
Argentina 1 0 1 0 0 2
Guatemala 0 0 1 0 0 1
Lebanon 0 1 0 0 0 1
Qatar 0 1 0 0 0 1
Belgium 1 0 0 0 0 1
Finland 1 0 0 0 0 1
Greece 1 0 0 0 0 1
Hong Kong 1 0 0 0 0 1
Indonesia 1 0 0 0 0 1
Norway 1 0 0 0 0 1
Paraguay 1 0 0 0 0 1
Portugal 1 0 0 0 0 1
Romania 1 0 0 0 0 1
Saudi Arabia 1 0 0 0 0 1
Tunisia 1 0 0 0 0 1
Grand Total 480 144 54 2 7  

 

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