Creativity took center stage last night at London’s Southbank Centre as the 63rd Annual D&AD Awards crowned its 2025 Pencil winners. Among a record-breaking 30,000+ submissions from 86 countries, only three Black Pencils—the industry’s highest honor—were awarded. This year’s recipients: A$AP Rocky, Spotify, and the Paris Olympics.
While the night was a celebration of bold ideas and immaculate craft, jurors made one thing clear: in today’s landscape, aesthetics must meet impact. The work that stood out didn’t just look great—it shifted culture, changed behavior, and created tangible business results.
The Power of Purpose-Driven Design
W Conran Design’s “Designing Paris 2024” campaign claimed a Black Pencil in Graphic Design for its visionary work transforming not just a visual identity, but the spirit of a city. Judges praised its “playful and scalable” execution and ability to unify both heritage and sports culture in a way that redefined Olympic branding.
In the Music Video category, A$AP Rocky’s “Tailor Swif,” produced by Iconoclast LA, earned a Black Pencil for its long-form, story-driven format—highlighting a growing trend where music is no longer an afterthought but a key narrative engine.
And in Digital Marketing, FCB New York’s “Spreadbeats” nabbed the third Black Pencil. Their tech-meets-nostalgia campaign embraced lo-fi innovation, further establishing FCB as a dominant force this year.
Craft Is King Again
A recurring theme at the 2025 ceremony was the resurgence of craftsmanship. In an era where AI tools can churn out visuals at lightning speed, D&AD jurors emphasized that true creative excellence still requires a human touch. From Radio to Film, winning entries were lauded not just for concept, but for impeccable execution.
This commitment was also reflected in D&AD’s new Creator Content category, which seeks to raise the bar on creator-led media and elevate what defines “craft” in the digital age.
Standouts and Stats
Out of 11,689 entries this season, 668 total Pencils were awarded, including:
- 3 Black Pencils
- 3 White Pencils
- 48 Yellow Pencils
- 176 Graphite Pencils
- 434 Wood Pencils
- 4 Future Impact Pencils
The Advertising Agency of the Year went to FCB New York, while Serviceplan Design was named Design Agency of the Year. DIVISION took home Production Company of the Year—their fifth consecutive win.
Meanwhile, Apple was crowned Client of the Year, and Koichiro Tanaka, founder of Projector, received the prestigious D&AD President’s Award, selected by 2025 D&AD president Kwame Taylor-Hayford for Tanaka’s genre-defining work in digital storytelling.
A Call for Bravery
“It’s exciting to see so many brands and companies refreshing their identities,” said D&AD Trustee Lisa Smith. “But too many entries still rely on familiar design codes. The work that won dared to break the mold—fit for purpose, yes, but also unexpected and unforgettable.”
D&AD CEO Dara Lynch echoed the sentiment: “True excellence lies in thoughtful execution. In this year’s winners, we saw not just great ideas, but ideas that stick—creativity that lives beyond the boardroom.”
For the full list of Pencil winners and shortlisted work, visit www.dandad.org.
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