THE D&AD PRES IDENT’S PICKS

Campaign UK - - NEWS -

Judges pored over 26,000 pieces of work dur­ing this week’s D&AD Fes­ti­val. D&AD pres­i­dent Bruce Duck­worth se­lects ten of his favourites from tonight’s show

1 SLOW TRAIN, SLOW LIFE

Dentsu Tokyo

East Ja­pan Rail­way Com­pany

It’s all in the art di­rec­tion. It’s the naiveté of draw­ing, slightly strange per­spec­tive and a sim­plic­ity of lay­out that make this se­ries stand out. Ev­ery­thing about it speaks to the plea­sure of trav­el­ling slowly.

2 REFUGEE NA­TION

Ogilvy & Mather New York

Amnesty In­ter­na­tional

It’s an ev­ery­thing-thought-about so­lu­tion. The flag is a great idea ex­e­cuted with rel­e­vant elegance. It takes a se­ri­ous po­lit­i­cal is­sue and, by adding bril­liant de­sign, con­nects emo­tion­ally with every­body.

3 EV­ERY­THING IN BLACK & WHITE

F/nazca Saatchi & Saatchi

Le­ica Gallery São Paulo

Stun­ning but un­usual lay­out. The art di­rec­tion and com­po­si­tion are in­cred­i­bly so­phis­ti­cated. It takes the tech­ni­cal­ity of cam­eras and turns it into a vis­ual style. The mix­ture of ty­pog­ra­phy and photography gives tex­ture and puts colour into black and white.

4 SIDEWAYS DIC­TIO­NARY

Google Cre­ative Lab

Jig­saw

Great copy. It takes the jar­gon of com­put­ing and re­lates it to ev­ery­day analo­gies in witty and well-writ­ten prose. It makes what could be a very bor­ing sub­ject en­gag­ing, in­ter­ac­tive and in­ter­est­ing.

5 JU­VEN­TUS FANS: BLACK AND WHITE DNA

In­ter­brand Mi­lan

Ju­ven­tus

This is a great idea blended with great craft to make an out­stand­ing type­face. The lin­ear let­ter­forms re­flect the fa­mous black-and-white-striped foot­ball shirts of

the Ju­ven­tus foot­ball team. What you end up with is some­thing un­mis­tak­able but not over­pow­er­ing.

6 AGATHA CHRISTIE STAMPS

Stu­dio Sutherl&

Royal Mail Stamps & Col­lectibles

You need a mag­ni­fy­ing glass to see the in­cred­i­ble de­tail that stamp-printing al­lows you to make the most of. These stamps con­tain minute ty­po­graphic clues hid­den in the il­lus­tra­tions. It’s an ana­logue, tra­di­tional medium that is in­ter­ac­tive.

7 GET BACK TOHOKU

Dentsu Tokyo

East Ja­pan Rail­way Com­pany

Is it photography? Is it il­lus­tra­tion? It’s photography cap­tured with mag­i­cal and sur­real art di­rec­tion. It’s just a train cross­ing a bridge, but the power of art di­rec­tion makes it in­trigu­ing. Twenty-six thou­sand pieces of work and this one just had to be looked at.

8 THE NEW YORK TIMES COV­ERS

The New York Times Mag­a­zine

It’s a sup­ple­ment for The New York Times – it’s big, it’s com­mer­cial and it’s fan­tas­ti­cally art di­rected, which will brighten up every­body’s Sun­day morn­ing. What I love about this is that the cov­ers are sim­ple but each has its own sin­gle-minded power.

9 BUSTER THE BOXER

Adam & EVE/DDB

John Lewis

What could be a reg­u­lar tear-jerker of a Christ­mas ad with a lit­tle bit of hu­mour sud­denly, mag­i­cally, be­comes some­thing com­pletely dif­fer­ent. The viewer is set up to be­lieve that it will be a reg­u­lar fam­ily tale but, the mo­ment the dog’s head ap­pears over the fence, it breaks through all the emo­tion and de­liv­ers a per­fect, witty punch.

10 MEET GRA­HAM

Cle­menger BBDO Mel­bourne

Trans­port Ac­ci­dent Com­mis­sion (Vic­to­ria)

Its vis­ually shock­ing and ugly but that’s the point. So of­ten we look at de­sign as be­ing some­thing beau­ti­ful, but this proves other­wise. It gets cut-through pre­cisely be­cause you are drawn to the fig­ure in the cam­paign. It’s a new way of get­ting at­ten­tion: mak­ing it an art­work in its own right.

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