Organic produce and gun control might seem unlikely companions, but campaigns supporting them won top honors at the inaugural D&AD Global Impact Awards on Tuesday night.
The new show, held in New York as part of Advertising Week, aims "to identify and celebrate great, transformative, creative ideas that have had real impact and, ultimately, contributed towards a better, fairer and more sustainable future for all."
The two big Black Pencil award winners -- French supermarket chain Intermarche's "Inglorious Fruits and Vegetables" from Marcel and Moms Demand Action for Gun Sense in America from Grey Canada -- were serenaded by Sting, who performed at the ceremony. Both campaigns have been big winners on this year's awards circuit.
"We're in a post-CSR environment in which businesses are now acutely aware that consumers are demanding ethical, as well as financial, value from their products and services," said D&AD CEO Tim Lindsay. "Tokenistic projects no longer hold any weight for customers: Global industry cannot afford to neglect the imperative that their bottom line must now be driven by purpose as well as profit."
Jamie Oliver and Richard Curtis led juries that included David Droga, creative chairman, Droga5; Anthony Casalena, CEO, Squarespace; Alex Dimiziani, Airbnb marketing head for Europe, Middle East and Asia; Andrea Bastiani Archibald, chief girl expert, Girl Scouts of America; and One Young World Founder Kate Robertson.
In addition to the two Black Pencils, there were 20 White Pencil winners and 87 Pencils in total.
The White Pencil winners and their categories are listed below:
"Love Has No Labels" for the Ad Council; R/GA (diversity and equality)
"Edible Six Pack Rings" for Saltwater Brewery; We Believers (environmental sustainability)
"This is Wholesome" for Honeymaid; Droga5 (diversity and equality)
"Manboobs4boobs" for MACMA; David, Buenos Aires (health and wellness)
"Lifesaver Backpack" for Casa Luker; J. Walter Thompson, Colombia (humanitarian aid)
"Fair food program branding campaign" for Coalition of Immokalee Workers; Pinkwater & Putnam (responsible production and consumption)
"#Optoutside" for REI; Venables, Bell & Partners (community)
"Purity Test" for Valvis Holding; Cohn & Jansen JWT (communication and interaction)
"Touchable ink" for Thai Samsung Electronics; J. Walter Thompson, Bangkok (industry revolution)
"Redefining #LikeAGirl" for Procter & Gamble; Leo Burnett Toronto/Chicago/London (diversity and equality)
"Brewtroleum" for DB Breweries, DB Export, Colenso BBDO (environmental sustainability)
"Ryman Eco" for Ryman; Grey London (responsible production and consumption)
"Flow Hive" for Beeinventive; Beeinventive (urban living)
"The Organic Effect" for Coop; Forsman & Bodenfors (responsible production and consumption)
"Depaul Box Co." for Depaul U.K.; Publicis London (responsible production and consumption)
"The Story of an Unborn Child -- Chamki" for Hindustan Lever; PHD India (humanitarian aid)
"Care Counts" for Whirpool; DigitasLBi North America (education)
"Dads #ShareTheLoad" for P&G India; BBDO India (diversity and equality)