Droga5 Wins Two Coveted Black Pencils From U.K. Ad Show

U.S. Shops and Marketers Are Big Winners at London's D&AD

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LONDON (AdAge.com) -- The U.S. was the biggest winner at the U.K.'s most prestigious advertising awards ceremony, D&AD, in London.

Often seen as a good predictor of success at Cannes, D&AD awarded two rare Black Pencils to Droga5, New York. They were for a cellphone-based educational motivation program, "Million," in the integrated section, and for "The Great Schlep," a film in which comedian Sarah Silverman implores elderly Jews to vote for Barack Obama to in the writing in viral section.

The Great Schlep from The Great Schlep on Vimeo.

The black pencils are the U.K.'s highest honor, only given out for truly groundbreaking creative work. Some years none are given out at all but this year four were awarded -- the other two went to a redesign of British coinage and a kinetic sculpture for BMW Germany.

D&AD President Garrick Hamm said, "The breadth of creative work that's been awarded this year is exceptional. We're in the midst of a challenging time, and this work shows what the industry is capable of. The four Black Pencil winners demonstrate the power and all-encompassing nature of creativity -- in education, politics and even in the change in our pockets."

U.S. Yellow Pencil winners include Burger King for its "Whopper sacrifice" online campaign, by Crispin Porter & Bogusky; Mars for its "Pinata" Skittles spots, by TBWA/Chiat/Day; Coca-Cola for the "It's Mine" spot, by MJZ; Frito-Lay for its Doritos and Tostitos microsites, by Hotel 626 and NOLAF; and Comcast for the "Rabbit" spot, by Goodby Silverstein & Partners.

The biggest U.K. winner in the advertising categories was a print campaign, "Wallace & Gromit in Alexander McQueen," for department store Harvey Nichols by DDB London that won two Yellow Pencils.

Entries for D&AD were down about 20% this year, although the number of individual entrants was roughly the same. Fewer entrants in the advertising categories, coupled with an increase in entrants in the new-media categories, has resulted in a wider spread of awards across all disciplines this year.

All the winners can be viewed here.

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