Always' #LikeaGirl was the most prolific winner at this year's prestigious D&AD awards in London Thursday night, an indicator that the campaign for the Procter & Gamble brand could also scoop up multiple prizes at the Cannes Lions International Festival of Creativity next month.
#LikeAGirl, created by Leo Burnett Toronto, London and Chicago, and Holler, was the campaign awarded the most pencils overall, winning a Black Pencil (D&AD's highest honor) as well as two Yellow Pencils, three Graphite Pencils and two Wood Pencils. P&G was also recognized as most-awarded client, thanks to the Always work. The ad, which started out as a viral video and became a Super Bowl spot, also swept the board at the Webby awards earlier this month.
Four other Black Pencils were awarded at the ceremony in London's Battersea Park, including to 4Creative's Film4 Idents and Marcel's Inglorious Fruits and Vegetables for French supermarket Intermarche. Marcel's work, which was designed to "rehabilitate" imperfect or misshapen fresh produce and discourage wastage, won the top prize at the Andy awards in April.
Black Pencils also went to a visual identity and branding project for G.F. Smith, by branding agency Made Thought, and to a radio ad campaign by Colenso BBDO, K9FM, from New Zealand.(K9FM, a radio station for pets, was already a Cannes winner last year).
Greenpeace's controversial anti-Lego ad, Everything is Not Awesome, by Don't Panic London, which led to Lego ending its relationship with Shell, was among four winners of White Pencils, D&AD's special category for advertising for social good.
The U.K. topped the pencil table with 229 in total, including seven Yellow Pencils and two Black Pencils. The U.S. ranked second, with one Black Pencil and seven Yellows. U.S. Yellow Pencil winners included Apple, in the product design category, for Apple Watch.
Internationally, Japan won 47 pencils including five Yellows, while both Brazil and Germany won 44 pencils.China was the country that upped its game most, winning 21 Pencils -- a big leap from just five awards in 2014. Chinese winners included a Yellow Pencil for "Human Traffic Sign," a campaign for Shanghai General Motors from Lowe China that also won a White Pencil for social good. The project won a Gold Lion at Cannes last year, so won't be competing there this year.
D&AD's Next Director Award, created in partnership with YouTube and Mofilm to reward the best new directorial talent, went to Vania Heymann for his music video "Mayokero." Heymann was named in this year's Creativity 50.