D&AD (Design & Art Direction) turns 50 next year.To mark its birthday, the D&AD Awards will now distribute a White Pencil, in addition to its two coveted Black and Yellow Pencils. The D&AD is an institution that exists to encourage, inspire, and celebrate creativity in the design and communications world, and winning at their annual awards ceremony is quite the achievement for anyone in our world.
The White Pencil will be bestowed upon those behind a creative idea that “changes the world for the better,” and 2012 will mark its debut. We’re very excited about this one because we covet ideas that inspire change, and can only imagine the competition that this award will stir up amongst all creative minds.
Essentially, each year D&AD will partner with a charitable organisation and challenge the creative world to develop a communications strategy for them. The accolade will then be awarded to the creators of the idea that D&AD members feel will inspire positive behavioural change in the world.
From our many dealings with charitable organisations, we have come to realise that truly inspiring campaigns require the most creative thinking if they plan to do more than just raise awareness — they have to get people talking and acting. Hence, we are very excited to see what amazing creativity will come of this award each year. The 2012 partner organisation will be Peace One Day (read the brief from D&AD here), who aim to promote the acknowledgment of World Peace Day on 21 September.
Let the games begin!