On the second night, the agency won 2 more pencils with “Hidden Spots”, for Heinz, and reached 8 awards; Africa came in second with 6 pencils
Brazil ended its participation in D&AD in fifth place among countries, in a ranking led by the United States. The country accumulated 27 pencils, among wood, graphite and yellow, in a result led by GUT São Paulo, which occupied the first position among the local ones and won 8 pencils, and by Africa, which ended its participation with six.
The agency, which had already received more awards among Brazilians on the first night, won two more with “Hidden Spots” in “gaming”, both wood pencils With that, it distanced itself from Africa, which won only one graphite pencil on the second night with “Heinz on Marz”, for Heinz, in “Entertainment” and ended with six honors.
GUT’s main campaign was “Hidden Spots”, developed for the Heinz brand, which won 4 pencils, three wood and one graphite in the “Gaming”, “Experimental” and “Digital” categories. The action shows “hidden spots” in the Call of Duty game where players can take a break to eat without fear of being attacked.
Another strategy of the agency well evaluated by the judges was “New iconic kisses”, for Mercado Livre, launched in the LGBTQIA+ Pride Month and which proposed the celebration of kisses between the most diverse couples. He received two wood pencils in “Direction” and “Film” and a graphite pencil in “Cinematography”. “Black business beats”, also for Mercado Livre, completes the list with a wood pencil in “Ecommerce”.
In Africa, the highlight was the case “Jatobá Refugee”, created for the Articulation of Indigenous Peoples of Brazil (APIB). With him, he won a graphite in “PR” and two wood in “Sound design and use of music” and “experimental”. “Cabelo Cremoso”, created for Brahma beer, received the other two recognitions, a graphite in “Media” and a wood in “Experimental”; and “Heinz on Marz”, for sauce maker, won a graphite pencil in “Entertainment”.
AlmapBBDO and AKQA shared the subsequent position, 3 pencils each, being two wood and one graphite pencils. Tátil Design appears soon after, with 2. The list continues with SunsetDDB, Wieden+Kennedy, Zombie Studio – working with Área 23 -, Agência We and FCB Brasil, all with a pencil.
The most representative award received by Brazilian companies was the Yellow Pencil, positioned one step above graphite. The winners were Agência We, with “2breakthesilence”, for Associação Fala Mulher and RedeTV!, in “Sound design and use of music”; and Tátil Design, with “Rio Carnaval”, created for Liesa (Liga Independente das Escolas de Samba do Rio de Janeiro), in “Tipografia”.
globally
Leo Burnett Chicago ended the year as agency of the year, with 15 awards, including two black pencils, which are the most coveted within the festival model.
The achievement was with “The Lost Class”, developed for the NGO Change the Ref, in which he created a graduation ceremony for the 3,044 students who would have graduated last year if they had not been murdered by a firearm.
The action also won another 10 pencils, in “PR”, “Filme”, “Integrado” and “Impacto”. New York’s Droga5 and UK’s Ogilvy took the second and third positions, respectively. This year’s edition distributed a total of 702 pencils.