McCann's 'Dumb ways to die' wins D&AD Black Pencil, five Yellows

In addition to its Black Pencil, the 'Dumb ways to die' campaign won Yellow in the categories of Art Direction, Earned Media Campaigns, Digital Advertising, TV & Cinema Advertising and Writing for Film Advertising. 

D&AD CEO Tim Lindsey called Australia's total of 50 awards "spectacular".

“It’s also particularly encouraging to see more Asian work coming to the fore," he added. "Japan continues to lead the charge, but we also saw a doubling in the number of entries from China this year, which is testament to the country’s thriving creative scene." 

In addition to McCann, the following Asia-Pacific agencies also won Yellow Pencils:

Agency	Campaign	Client	Category	Country
The Monkeys	Mixionary	Diageo	Art Direction for Poster Advertising	Australia
Revolver	Moreing	Kraft, Boost	Production Design for Film Advertising	Australia
Ogilvy & Mather Shanghai	#CokeHands	The Coca-Cola Company, Coca-Cola	Illustration for Advertising	China
Colenso BBDO	Donation Glasses	Mars NZ, Pedigree Adoption Drive	Direct Response/TV & Cinema Advertising	New Zealand
Draft	Call Girl	Prime Television	Radio Advertising over 30 seconds	New Zealand
6D-K	JA Minds	Minds Agricultural Cooperative	Branding Schemes/Medium Business	Japan
Party Inc.	Kanji City	Cafe Company, Cog	Moving Image (Graphic Design)	Japan
Work	Louis Vuitton – Yayoi Kusama Fine Book (2012)	Louis Vuitton Japan	Brand Expression in Print	Singapore

Three other agencies, all from the UK, won Black Pencils:

• 4creative’s 'Meet the Superhumans' for Channel 4 (TV & Cinema Communications)
• Heatherwick Studio’s 'Olympic Cauldron' for the London Organising Committee of the Olympic and Paralympic Games (Spatial Design/Installations)
• GOV.UK’s website for Her Majesty's Government (Writing for Websites & Digital Design)

For the first time, a White Pencil was awarded, to US-based Droga5 for 'Help! I want to Save a Life' for Help Remedies.

In all, the organisation gave out 618 awards, including 51 Yellow Pencils (coincidentally, in its 51st year). The UK ran away with the overall award total, with 202, including three Black Pencils and 17 Yellow Pencils, followed by the US with a total of 113 including the White Pencil and 13 Yellow Pencils.

The following table summarises all the D&AD awards for Asia-Pacific agencies.

Country	In-Book	Nomination	Yellow	Black	Total
Australia	31	11	7	1	50
China	5	1	1		7
Hong Kong	2	-	-	-	2
India	2	-	-	-	2
Indonesia	1	-	-	-	1
Japan	19	5	2	-	26
Korea	4	-	-	-	4
Malaysia	1	-	-	-	1
New Zealand	11	2	2	-	15
Philippines	2	-	-	-	2
Singapore	15	-	1	-	16
Thailand	5	-	-	-	5

More information is available at the D&AD website.