This year, four Black Pencils were awarded to entrants from three different continents, recognizing work that aimed to make a positive impact on society.
With over 12,300 entries, the highest since 2007, the D&AD Awards honored 652 Pencil winners. The winners were revealed at a ceremony held on May 22 at London’s Southbank, after judges reviewed more than 30,000 individual submissions.
The prestigious Black Pencil, awarded for the most exceptional work, was given to four entries from North America, Europe, and Asia. The first went to Dentsu Tokyo for “My Japan Railway,” a campaign aimed at restoring human connection with Japan’s railway system. The second went to Marcel France for “WoMen’s Football,” a VFX-driven campaign that went viral, highlighting gender bias in football.
Apple received the third Black Pencil for its groundbreaking “VisionOS” operating system, created for its Vision Pro mixed-reality headset. The final Black Pencil was awarded to McCann Poland for “WhereToSettle” for Mastercard, a data-driven platform helping Ukrainian refugees find housing and work opportunities across Poland.
D&AD Trustee Kwame Taylor-Hayford, co-founder of creative agency Kin, emphasized that the winning work demonstrates the industry’s resilience and bravery. “In a time of tremendous change, the creativity recognized here reflects how we’re expanding our scope far beyond traditional communication to create products, services, and initiatives that drive brand growth, societal change, and human connection.”
In addition to the impactful work, craftsmanship and humor were also celebrated with the 66 Yellow Pencils awarded. A notable highlight was Michael CeraVe for the Superbowl, created by Ogilvy PR.
VML New York was named Ad Agency of the Year, while Raw Materials, despite launching in 2023, earned Design Agency of the Year with standout projects for Meta AI and NBC Universal.
Division secured Production Company of the Year, AB InBev was named Client of the Year, and Ogilvy took home the Network of the Year award. Jessica Walsh was honored with this year’s President’s Award. All the Pencil-winning entries and shortlisted work can be explored on the D&AD website.
