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Indian agencies win nine Pencils at D&AD 2018

On the final day of judging, McCann Worldgroup, Ogilvy, Cheil Worldwide and Hindustan Petroleum bag six more Pencils for India

India won a total of nine Pencils as the 56th D&AD Judging Week came to a close. On the final day, McCann Worldgroup, Ogilvy, Cheil Worldwide and Hindustan Petroleum bagged six more Pencils for India.

Indian agencies won three Pencils on day-1 of judging.

McCann Worldgroup won two more Pencils for its campaign Immunity Charm for the Ministry of Public Health Afghanistan in Media - Use of Direct and Direct categories. The campaign won a total of four Pencils.

McCann’s Sweet Change campaign for Paytm won a Pencil in Media - Use of Retail category.

Ogilvy & Mather won a Pencil for MP Tourism’s Toy film in Film Advertising Craft while The Good Vibes Project by Cheil Worldwide India won a Pencil in the Digital Design category.

Roads That Honk conceptualised by Leo Burnett India for Hindustan Petroleum won a Pencil in the Product Design category.

Overall, 527 Pencils were awarded on the final day, bringing the total for this year to 721 Pencils, decided by juries made up of over 250 of the world’s top creatives.

The colour of Pencils will be announced at the Award Ceremony at the Truman Brewery, London, on Thursday, April 26.

Top ranking countries by number of Pencils won are:

  1. United States - 194 Pencils
  2. United Kingdom - 165 Pencils
  3. Japan - 49 Pencils
  4. Germany - 46 Pencils
  5. France - 37 Pencils

Agencies that have received the most Pencils are:

  1. BBDO New York - 26 Pencils
  2. Dentsu - 18 Pencils
  3. DAVID Miami, AMVBBDO - 15 Pencils
  4. McCann New York -  13 Pencils

The full list of pencil winners by category:

Categories:

Film Advertising Crafts (85); Branded Content and Entertainment (46); Branding (42); Media (41); Direct (37); Graphic Design (37); Digital Marketing (34); Film Advertising (32); PR (30); Crafts for Advertising (30); Crafts for Design (28); Experiential (22); Press Advertising (22); Book design (22); Integrated (21); Art Direction (21);  Spatial Design (20); Product Design (19); Magazine and Newspaper design (18); Digital Design (17); Creativity for Good (16); Packaging Design (16); Music videos (16); Writing for Advertising (14); Outdoor Advertising (14); Radio and Audio (9); Writing for Design (7); Collaborative (5)

Country ranking by number of Pencils won:

Ranking (by number of Pencils)

Country

Number of Pencils

1

United States

194

2

United Kingdom

165

3

Japan

49

4

Germany

46

5

France

37

6

Australia

31

7

Brazil

25

8

New Zealand

21

9

Singapore

15

10

Sweden

14

11

Canada

11

12

Netherlands

10

13

China

9

13

India

9

15

United Arab Emirates

8

16

Norway

6

16

South Africa

6

18

Poland

5

18

Switzerland

5

18

Thailand

5

21

Argentina

4

21

Denmark

4

21

Hong Kong

4

21

Italy

4

21

Lithuania

4

21

Russian Federation

4

21

Spain

4

28

Egypt

3

28

Ireland

3

30

Belgium

2

30

Hungary

2

30

Korea, Republic of

2

30

Malaysia

2

30

Taiwan

2

35

Belarus

1

35

Colombia

1

35

Greece

1

35

Indonesia

1

35

Mexico

1

35

Portugal

1

Tim Lindsay

Tim Lindsay, CEO, D&AD, said, “The last few days of judging have been incredibly inspiring, and we’re excited to open our doors today for this year’s Festival. All Pencil winning work is on show throughout the Truman Brewery, and will give visitors insight into what creative excellence means today.”

“It’s great to see the range of work that creative minds all over the globe are producing. Long gone are the days when design and advertising operated in silos. The work being produced today touches many industries, and is testament to the value of creativity to business,” said Lindsay.

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