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  • Wednesday, Sep. 28, 2016
Inaugural D&AD Impact Award Winners Unveiled
Intermarché's "Inglorious Fruits & Vegetables" from agency Marcel Paris won a D&AD Impact Black Pencil
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The winners of the first ever D&AD Impact Awards were announced this evening (9/27) at the PlayStation Theater in NYC before a crowd of business leaders, campaigners, philanthropists and awarded advertising and design practitioners from around the world. The competition honors creative projects that have benefited society as well as a business’ bottom line. 

The D&AD Impact Black Pencil, widely regarded as the gold standard for excellence in creativity and business, was awarded to just two projects. The Black Pencils went to French Supermarket chain Intermarché and their agency Marcel for Inglorious Fruits and Vegetables, a campaign that encouraged the purchase of imperfect, more natural produce; and campaigning group Moms Demand Action For Gun Sense in America, whose powerful Taking Aim At Corporate America campaign by Grey Canada made a powerful case to a deeply divided nation. 

Twenty brands and companies were awarded a D&AD Impact White Pencil.

In total, 87 D&AD Impact Pencils were awarded, with the traditional Graphite and Wood Pencils celebrating work that the judges considered best in class across the 12 categories.

D&AD Impact’s mission is 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 objective of the award is to demonstrate the value of purpose to profitability, and elevate projects and businesses that have made a genuine contribution to society and the planet. 

Global brands like Unilever, Microsoft, Mastercard, Burger King and Honeymaid have proved that the power of a world-changing campaign is real and measurable. It wasn’t just the big brands that have been rewarded with a D&AD Impact Pencil however, with charities and local campaigns like the Aland Index by the Bank of Aland also celebrated. They are all united by the goal of using creativity for good.

D&AD Impact is the result of a partnership between D&AD and Advertising Week. The juries awarded D&AD Impact Pencils based on three criteria: an original and innovative idea at its core; clear and measurable impact in its chosen category; and relevance to the business’s commercial needs. 

The awards ceremony was hosted by cultural critic, futurist comedian and How To Be Black author Baratunde Thurston. Sting lent his support to the project by performing to the jubilant crowd of winners.

Here’s a rundown of D&AD Impact Black Pencil and White Pencil winners:

Black Pencils

Industry Evolution 
Intermarche’s “Inglorious Fruits and Vegetables”

Moms Demand Action for Gun Sense in America’s “Taking Aim At Corporate America”
Grey Canada

White Pencils

Diversity & Equality
Ad Council’s “Love Has No Labels”

Environmental Sustainability
Saltwater Brewery’s “Edible Six Pack Rings”
We Believers

Diversity & Equality
Honeymaid’s “This is Wholesome”

Health & Wellness
DAVID Buenos Aires

Humanitarian Aid
Casa Luker’s “Lifesaver Backpack”
J. Walter Thompson Colombia

Responsible Production & Consumption
Coalition of Immokalee Workers’ “Fair Food Program Branding Campaign”
Pinkwater & Putman

REI’s “OptOutside”
Venables Bell & Partners

Communication & Interaction
Valvis Holding’s “Purity Test”
Cohn and Jansen JWT

Industry Evolution
Thai Samsung Electronics’ “Touchable Ink”
J. Walter Thompson Bangkok

Diversity & Equality
P&G’s “Redefining #LikeAGirl”
Leo Burnett Toronto, Chicago, London/Holler

Government Engagement
Make Love Not Scars’ “Beauty Tips By Reshma”
Ogilvy & Mather, Mumbai

Environmental Sustainability
DB Breweries, DB Export’s “Brewtroleum”
Colenso BBDO

Responsible Production & Consumption
Ryman’s “Ryman Eco”
Grey London

Urban Living
BeeInventive Pty Ltd.’s “Flow Hive”

Responsible Production & Consumption
Coop’s “The Organic Effect”
Forsman & Bodenfors

Financial Empowerment
Depaul UK’s “Depaul Box Co.”
Publicis London

Humanitarian Aid
Hindustan Unilever Limited’s “The Story of an Unborn Child--Chamki”
PHD India

Urban Living
Hovding’s “Give A Beep”
Edelman Deportivo

Whirlpool’s “Care Counts”
DigitasLBI North America

Diversity & Equality
P&G India’s “Dads #ShareTheLoad”
BBDO India