Analysis was carried out based on the winning works of this year’s award, which had a record number of entries
With a record number of 13 thousand entries in the 2023 edition, D&AD presented its trend report to the market, which analyzes themes that dominated the award-winning works this year.
The document is actually a catalog of insights that were collected during the jury’s analysis, as well as the impact of cultural and social changes on society.
No total, foram seis tendncias apontadas no relatrio Joyful Surrealism, Open-Source Casting, Ownable Iconicity, Augmentation For All, Preserving the Past, and Pay It Forward.
There is also a look at how AI is developing its presence in awards, as well as predictions about how this technology will develop in the creative industry.
In Joyful Surrealism, for example, the works explored creativity, transporting the public to worlds with surreal concepts. This was demonstrated in the Black Pencil-winning work Pharrell Williams Cash In Cash Out, a music video that, according to D&AD, pushed the creative boundaries of video production with a realistic fantasy world.
Open-Source Casting is the trend towards reaching real people. The highlight, in this regard, was representation, which was evident in the work Unexpected Encounters, by BETC Paris for Lacoste: the piece, which had a casting that included babies up to octogenarians, made everyone find themselves in surprising moments.
See the D&AD 2023 Trends Report here
