D&AD Awards 2025: who won what?
For many, it's the biggest and most nerve-wracking night in the creative calendar. D&AD held its 63rd awards ceremony last nightat London's Southbank Centre and handed out a record-breaking 668 Pencils across all categories.
Most significantly, three coveted Black Pencils—the highest D&AD accolade—were awarded to groundbreaking work that exemplified the year's themes of commercial impact and narrative excellence.
With no quota system for Pencil awards, D&AD maintains its reputation for uncompromising standards. In some years, no Black Pencils are given out at all, making the awarding of three a significant achievement for these winners:
Designing Paris 2024 by W Conran Design won in Graphic Design for its innovative approach to sports marketing. The judges highlighted how the design created a unifying yet distinctive feel that successfully merged heritage elements with modern sporting aesthetics.
A$AP Rocky - Tailor Swif by Iconoclast LA won in Music Videos, exemplifying the year's emphasis on narrative storytelling. The winning work featured long-form storytelling where music was integral to the narrative structure rather than an afterthought, demonstrating how narrative arcs can transcend different mediums and artistic disciplines.
Spreadbeats by FCB New York won in Digital Marketing for what the agency described as "Innovation through nostalgic technologies." This work aligned with a trend of brands cleverly inserting themselves into events, sports, and games through inventive approaches.
Commercial and creative
This year's judging process marked a major evolution in D&AD's approach. Jurors emphasised the critical importance of commercial viability, seeking work that demonstrates tangible business impact and drives meaningful behavioural change rather than celebrating creativity for its own sake.
In other words, if there was ever a danger that agencies would make work primarily to win awards rather than serve the client, that's now history. In 2025, you have to do both.
"This year's awards celebrated the power of design not just as a form of art but as a catalyst for commercial success and behavioural change," noted Dara Lynch, CEO of D&AD. "The idea is that innovative ideas must possess both aesthetic appeal and tangible impact."
The Black Pencil winners perfectly embodied this philosophy. For instance, W Conran Design's 'Designing Paris 2024' was recognised for illustrating how design thinking can transform an entire city's attitude and behaviour. Judges from the Graphic Design category praised it as "a breakthrough for sports marketing and traditional sports marketing aesthetics," noting its playful yet scalable approach that successfully blended heritage with contemporary sport.
The return of craftsmanship
Alongside commercial effectiveness, jurors were looking for exceptional craft. From Radio and Audio to Film, their message was clear: in an increasingly automated creative landscape, looking good simply isn't enough.
"The resurgence of craftsmanship stands as a reminder that in an era of automation, true excellence lies in the thoughtful execution of ideas," Dara explained. "It's not enough just to look good; true creative excellence must also leave a lasting impression."
This was particularly evident in D&AD's new Creator Content category, where judges called for clearer definitions of craft excellence and higher standards in content creation. The winning entries all demonstrated work that creates meaningful impact and genuinely engages audiences.
Global Participation
The 2025 D&AD Awards achieved unprecedented global reach, with entries submitted from 86 countries worldwide—the highest number in the awards' history. This international participation resulted in over 30,000 pieces of work from 11,689 total entries.
"It's exciting to see so many brands and companies refreshing their identities," said D&AD trustee Lisa Smith, global executive creative director at Jones Knowles Ritchie. "Judging has been challenging. Too many entries follow the same established design codes and trends, making everything start to look and feel alike, regardless of category. The work that stood out was the kind that breaks away from the expected: inspiring, well-crafted, and truly fit for purpose."
The awards ceremony also recognised outstanding agency performance across various specialisations. FCB New York claimed the prestigious title of Advertising Agency of the Year, while Serviceplan Design was named Design Agency of the Year for the first time. DIVISION continued their remarkable winning streak, earning Production Company of the Year for the fifth consecutive year.
In the network categories, Serviceplan took home Independent Network of the Year, while FCB was also named Network of the Year. Apple received recognition as Client of the Year, acknowledging its commitment to creative excellence across its marketing initiatives.
Presidential recognition
The 2025 D&AD President's Award went to Koichiro Tanaka, founder of interdisciplinary creative boutique Projector. Chosen by D&AD President Kwame Taylor-Hayford, Tanaka was recognised for his pioneering work at the intersection of storytelling, interactivity, and craft, which helped define a formative era in digital creativity.
"I'm very honoured," Tanaka said. "To receive this award from D&AD, which has lived longer than I have, and to feel part of its long story is now something I live with. Being recognised with care and an open heart is a special thing to me."
Kwame, who is co-founder of Kin, explained his choice: "Koichiro Tanaka's pioneering work at the intersection of storytelling, interactivity, and craft helped define a formative era in digital creativity. His career journey, bold ideas, and meticulous attention to detail have been a constant source of personal inspiration."
Beyond the three Black Pencils, the ceremony awarded three White Pencils, 48 Yellow Pencils, 176 Graphite Pencils and 434 Wood Pencils. Additionally, four Future Impact Pencils were awarded, recognising work that demonstrates potential for significant positive change.
The diverse range of winning work spanned 44 categories, from traditional advertising and design to emerging areas like Gaming & Virtual Worlds and the newly introduced Creator Content category. Craft categories collectively garnered 198 Pencils, underscoring the year's emphasis on exceptional execution.
The complete list of Pencil-winning work and shortlisted entries are showcased on the D&AD website, while the official D&AD Rankings will be released alongside the digital D&AD Annual. These rankings provide definitive tables of the most successful companies, networks, countries and clients based on the awards results.
#dampampad #awards #who #won #what
D&AD Awards 2025: who won what?
For many, it's the biggest and most nerve-wracking night in the creative calendar. D&AD held its 63rd awards ceremony last nightat London's Southbank Centre and handed out a record-breaking 668 Pencils across all categories.
Most significantly, three coveted Black Pencils—the highest D&AD accolade—were awarded to groundbreaking work that exemplified the year's themes of commercial impact and narrative excellence.
With no quota system for Pencil awards, D&AD maintains its reputation for uncompromising standards. In some years, no Black Pencils are given out at all, making the awarding of three a significant achievement for these winners:
Designing Paris 2024 by W Conran Design won in Graphic Design for its innovative approach to sports marketing. The judges highlighted how the design created a unifying yet distinctive feel that successfully merged heritage elements with modern sporting aesthetics.
A$AP Rocky - Tailor Swif by Iconoclast LA won in Music Videos, exemplifying the year's emphasis on narrative storytelling. The winning work featured long-form storytelling where music was integral to the narrative structure rather than an afterthought, demonstrating how narrative arcs can transcend different mediums and artistic disciplines.
Spreadbeats by FCB New York won in Digital Marketing for what the agency described as "Innovation through nostalgic technologies." This work aligned with a trend of brands cleverly inserting themselves into events, sports, and games through inventive approaches.
Commercial and creative
This year's judging process marked a major evolution in D&AD's approach. Jurors emphasised the critical importance of commercial viability, seeking work that demonstrates tangible business impact and drives meaningful behavioural change rather than celebrating creativity for its own sake.
In other words, if there was ever a danger that agencies would make work primarily to win awards rather than serve the client, that's now history. In 2025, you have to do both.
"This year's awards celebrated the power of design not just as a form of art but as a catalyst for commercial success and behavioural change," noted Dara Lynch, CEO of D&AD. "The idea is that innovative ideas must possess both aesthetic appeal and tangible impact."
The Black Pencil winners perfectly embodied this philosophy. For instance, W Conran Design's 'Designing Paris 2024' was recognised for illustrating how design thinking can transform an entire city's attitude and behaviour. Judges from the Graphic Design category praised it as "a breakthrough for sports marketing and traditional sports marketing aesthetics," noting its playful yet scalable approach that successfully blended heritage with contemporary sport.
The return of craftsmanship
Alongside commercial effectiveness, jurors were looking for exceptional craft. From Radio and Audio to Film, their message was clear: in an increasingly automated creative landscape, looking good simply isn't enough.
"The resurgence of craftsmanship stands as a reminder that in an era of automation, true excellence lies in the thoughtful execution of ideas," Dara explained. "It's not enough just to look good; true creative excellence must also leave a lasting impression."
This was particularly evident in D&AD's new Creator Content category, where judges called for clearer definitions of craft excellence and higher standards in content creation. The winning entries all demonstrated work that creates meaningful impact and genuinely engages audiences.
Global Participation
The 2025 D&AD Awards achieved unprecedented global reach, with entries submitted from 86 countries worldwide—the highest number in the awards' history. This international participation resulted in over 30,000 pieces of work from 11,689 total entries.
"It's exciting to see so many brands and companies refreshing their identities," said D&AD trustee Lisa Smith, global executive creative director at Jones Knowles Ritchie. "Judging has been challenging. Too many entries follow the same established design codes and trends, making everything start to look and feel alike, regardless of category. The work that stood out was the kind that breaks away from the expected: inspiring, well-crafted, and truly fit for purpose."
The awards ceremony also recognised outstanding agency performance across various specialisations. FCB New York claimed the prestigious title of Advertising Agency of the Year, while Serviceplan Design was named Design Agency of the Year for the first time. DIVISION continued their remarkable winning streak, earning Production Company of the Year for the fifth consecutive year.
In the network categories, Serviceplan took home Independent Network of the Year, while FCB was also named Network of the Year. Apple received recognition as Client of the Year, acknowledging its commitment to creative excellence across its marketing initiatives.
Presidential recognition
The 2025 D&AD President's Award went to Koichiro Tanaka, founder of interdisciplinary creative boutique Projector. Chosen by D&AD President Kwame Taylor-Hayford, Tanaka was recognised for his pioneering work at the intersection of storytelling, interactivity, and craft, which helped define a formative era in digital creativity.
"I'm very honoured," Tanaka said. "To receive this award from D&AD, which has lived longer than I have, and to feel part of its long story is now something I live with. Being recognised with care and an open heart is a special thing to me."
Kwame, who is co-founder of Kin, explained his choice: "Koichiro Tanaka's pioneering work at the intersection of storytelling, interactivity, and craft helped define a formative era in digital creativity. His career journey, bold ideas, and meticulous attention to detail have been a constant source of personal inspiration."
Beyond the three Black Pencils, the ceremony awarded three White Pencils, 48 Yellow Pencils, 176 Graphite Pencils and 434 Wood Pencils. Additionally, four Future Impact Pencils were awarded, recognising work that demonstrates potential for significant positive change.
The diverse range of winning work spanned 44 categories, from traditional advertising and design to emerging areas like Gaming & Virtual Worlds and the newly introduced Creator Content category. Craft categories collectively garnered 198 Pencils, underscoring the year's emphasis on exceptional execution.
The complete list of Pencil-winning work and shortlisted entries are showcased on the D&AD website, while the official D&AD Rankings will be released alongside the digital D&AD Annual. These rankings provide definitive tables of the most successful companies, networks, countries and clients based on the awards results.
#dampampad #awards #who #won #what
·140 Views