This week, the D&AD jury were busy at work deciding who’s won an acclaimed Pencil ahead of the prestigious May awards show.

A total of 749 Pencils have been awarded to 30 countries across 17 categories, including branded film content and entertainment; film advertising; and film advertising crafts. The UK was announced as the top-ranking country, taking home a staggering 217 Pencils. While WCRS/Engine scooped up a total of 5 pencils for their not for profit advertising campaigns with Women’s Aid and NHS Blood and Transplant.

WCRS’ work for Women’s Aid has since gained global recognition for it’s innovative use of technology- raising the bar for digital out of home advertising campaigns globally. After winning a gold (and silver) at Cannes last year, the ‘Look At Me’ campaign has performed phenomenally again, taking home two pencils at D&AD in the interactive and outdoor media categories. The DOOH campaign has succeeded where many previous OOH campaigns have failed, breaking through the sensory clutter which saturates many consumers day-to-day lives.

In this day and age Adland faces new challenges, with most people in the real world hating what we do (with the exception of Christmas time of course). Ad blockers and smart TV’s have been created with the sole purpose of avoiding our industry’s messages and the average punter rarely recalls your two for one dream holiday extravaganza billboard.  Women’s Aid and WCRS have successfully overcome these new industry challenges, by engaging audiences in the narrative of their campaign, showing them how they can alter the story in real time by interacting with the content.

With the new threats that are facing our industry, WCRS have thrived finding new ways to connect with, surprise and inspire audiences. The agency has answered to an industry call for originality and innovation, showing people they have the power to stop domestic violence through technology- and highlighting the plummeting numbers of blood donations by changing much loved brand’s identities in the #MissingType campaign. WCRS’ rise to industry challenges have been recognised in the Interactive, Use of Media, Use of Digital Integration and Earned Media categories they’ve been awarded in at D&AD.

A 200-strong jury took part in judging week, sifting through more than 26,000 pieces of work which were on display at London’s Old Truman Brewery.

To see the full list of Pencil winners, click here.


Jake Bogira

About Jake Bogira

Marketing Executive and festival goer. Rarely caught out of a pair of Dr Martens. Former WPP apprentice, lover of film, photography, tequila and halloumi.

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