||D&AD Awards 2016
Dates: 1st Dec. 2016 - 14th Jan. 2017
Organized by the Yoshida Hideo Memorial Foundation and
Supported by Dentsu
Design always reaches for something new,
even if it’s only a millimeter away.
For instance, searching for a “new” beauty by using conventional techniques, or by commanding fast evolving technologies. Design in its various forms may be used to change the world. In other words, design keeps moving, suffering and struggling at times, to reach for the better. Almost like the shape-shifting octopus swimming under the sea mesmerizing people with its powerful, beautiful and mysterious motions. Visit the Advertising Museum Tokyo and see the design of today ever challenging the boundaries of what is possible.
About the D&AD Awards
The D&AD Awards are internationally recognized awards introduced in 1963 by a London-based non-profit organization D&AD (Design and Art Direction). They praise excellent creatives breaking through to the next generation of design and advertising industries. In 2012, a new award, the White Pencil Award, was added to laud excellent creatives that help make the world a better place. Today, after years of commendable activities, D&AD has become a prestigious organization that influences how design and advertising are to be.
Advertising Museum Tokyo has collaborated with D&AD every year since 2008 to introduce the winners of the D&AD Awards, making this the tenth year of this event.
The D&AD Awards were established in 1963 by the London-based non-profit organization D&AD; they are recognized the world over as a shining symbol of the very highest creative achievement, and considered the world’s toughest design and advertising awards.
This year, in keeping with the trend of focusing on the basis of design, many of the award-winning works boast “overwhelming fundamental skills.”
The “Black Pencil,” given to an innovative creative who has opened new paths in the field, is so selective that some years it is not awarded at all. This year, out of some 26,000 applicants, just 2 works were selected. One of these hails from Japan, the “mt expo 2015” for Kamoi Kakoshi by iyamadesign inc. In the 54-year history of the D&AD Awards, this is the third time a Japanese work has won the award. There are also 42 works which have been awarded pencils including the prestigious "Yellow Pencil," demonstrating Japan’s design ability to the world.
Enjoy the superb ideas and design of the works presented in this exhibition.
Toyoko Mori, President
Advertising Museum Tokyo
A Message from the President
It’s my pleasure to welcome you to the ninth annual exhibition of D&AD winning work at the Advertising Museum Tokyo. This year has been a year of firsts for D&AD. We had our first ever D&AD Festival and launched two new initiatives: D&AD Impact, an award for creative ideas that have transformed the world for the better, and New Blood Shift, a programme to enable more diverse talent to enter the industry, including young people who haven’t gone to university.
For me a D&AD Yellow Pencil has always been the ultimate award, the ultimate sign of creative success.
There is a purity about D&AD. There is the purity in judging - rewarding creative excellence, and nothing else. And there is the purity of not being about the money, of being a charity, and of giving back. D&AD invests the money it makes into education in its broadest sense. It helps students through university and gets them excited about the professional world - and it gets the professional world excited about them. And with New Blood Shift, it helps bring new kinds of people into the industry.
So D&AD has a real sense of purpose. And in that way it has always been more than an awards show. With the launch of D&AD Impact, it is now especially championing creative campaigns with real-world, measureable effect.
This year I’d like to strengthen the relationship between D&AD and the design community. To bring the design community back into D&AD. And to give design a louder voice. I’ve always had an enormous respect for the very best work from Japan. I’ve had the privilege to judge it and meet some of the designers behind it. It’s fantastic to see such well thought through, highly considered and crafted work. The combination of ideas and beauty has created some of the world's most influential work.
Japan as usual did amazingly well at the Professional Awards this year with 42 Pencils in total, including four celebrated Yellow Pencils and that venerable Black. One of only two awarded this year, a Black Pencil went to mt expo 2015 and their glorious floor to ceiling experiential display, awe-inspiring work.
Finally, I would like to offer our sincere thanks to Advertising Museum Tokyo for their unwavering support. This exhibition has become a much anticipated fixture in D&AD’s calendar, and our partnership means we can share this wonderful source of inspiration with our colleagues and friends in Japan.