D&AD creates new campaign to promote its awards

Titled ‘Win One, Die Happy’, the spot is an irreverent poke at the creative industry’s love of the Pencil

D&AD creates new campaign to promote its awards

A new viral spot and visual campaign are being launched to promote the 51st D&AD Awards. Top creatives Bruce Duckworth, Martin Lambie-Nairn, Peter Souter and Laura Jordan-Bambach appear in the apocalyptic ad by Dare. Titled ‘Win One, Die Happy’, the spot is an irreverent poke at the creative industry’s love of the Pencil, and features the creatives, content to be hurtling towards an early demise, happy in the knowledge that they’ve won at D&AD.

Commenting on the campaign initiative, copywriter Andrew Edelman said, “With the Mayans predicting the end of the world at the end of 2012, we started thinking about what was on our bucket list. Winning a D&AD Pencil came pretty high; the hardest and most prestigious award to win worldwide. Win one and we could die happy, even if that was in the grip of a tiger or facing the apocalyptic end of the world. So we convinced some of our past winners to let us cover them in killer bees, drown in bogs, and skydive in front of jet engines with smiles on their faces, and celebrate the 2013 awards with some jovial near death situations.”

The visual campaign features top creatives in various states of mortal jeopardy. Tony Davidson, Agnello Dias, Stefan Seigmeister and other international luminaries feature in the campaign. 

Creatives and agencies hopeful of winning a coveted Yellow or Black Pencil this year are reminded that they only have three weeks left to enter the annual D&AD Awards.  Entries close on January 30, 2013.

Over the last 50 years, D&AD has celebrated outstanding design and advertising that has influenced generations of creative talent. Judges for the 2013 awards have been announced and this year’s entries will be scrutinised by such industry greats as the UK’s Ab Rogers, France’s Fred Raillard, Brazil’s Alexandre Gama, Dubai’s Shahir Zag, New Zealand’s Nick Worthington, Japan’s Morihiro Harano and digital design legend Joshua Davis from the US, among others.

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