First D&AD Impact Award Winners Demonstrate Social Good Through Advertising First D&AD Impact Award Winners Demonstrate Social Good
Marcel, R/GA and Grey Canada take home Pencils
By Katie Richards | September 27, 2016
Tonight marked the first D&AD Impact Awards, a global awards show held at New York's PlayStation Theater and hosted by Baratunde Thurston. D&AD presented its Pencil awards to projects that not only benefit society, but also contribute to brands' bottom line.
Two big winners took home both Black Pencils for "truly game-changing work" and White Pencils: French supermarket chain Intermarché for the "Inglorious Fruits and Vegetables" campaign by agency Marcel, and Moms Demand Action For Gun Sense in America for "Taking Aim At Corporate America" by Grey Canada.
"We're in a post-CSR environment in which businesses are now acutely aware that consumers are demanding ethical as well as financial value from their products and services," D&AD CEO Tim Lindsay said. "Tokenistic projects no longer hold any weight for customers. Global industry cannot afford to neglect the imperative that their bottom line must now be driven by purpose as well as profit. The winners are case studies for creating a better future."
Winners were divided into 12 categories including communication and interaction, community, diversity and equality, education, environmental sustainability, financial empowerment, humanitarian aid, health and wellness, industry evolution, government engagement, responsible production and consumption, and urban living.
Judges included celebrity chef Jamie Oliver, Droga5 creative chairman and founder David Droga and Getty Images CMO Susan Smith Ellis.