D&AD has launched a new brand manifesto and movement as it kicks off its 2026 Awards program, and it’s not pulling punches. “Creativity is Dead” is the provocation at the heart of D&AD’s new campaign, a call-out to an industry drowning in overthinking and under-making. The message is simple: creativity isn’t being stolen by technology, it’s being abandoned. Ideas aren’t the problem — inertia is.
The manifesto marks a new era for D&AD, one that pushes the industry back toward action, experimentation and the messy, vital work of actually making things.
To bring this shift to life, D&AD partnered with Uncommon to launch a global campaign spanning Awards, Learn, and Talent. Visually direct and defiantly provocative, it asks one question: Is creativity dead or alive? — and invites creatives everywhere to respond.
The launch coincides with a refreshed look for the D&AD 2026 Awards and the reveal of this year’s Jury Presidents: a global group of visionary leaders from Dentsu Tokyo, Airbnb, FCB Global, 72andSunny, Havas Health & You, Dutch Uncle, and more. Take a look below:
D&AD Chief Operating Officer Donal Keenan says, “Our new manifesto captures a belief that drives everything we do. Creativity today is more decentralized than ever — from makers and creators to in-house teams and emerging studios. But in all this abundance, the work risks becoming diluted. Brands are struggling to cut through, and that’s exactly why this provocation is necessary.”
Lisa Smith, D&AD President and Uncommon’s Global Chief Design Officer, adds: “Creativity doesn’t die, it drifts — buried under deadlines, data, and fear. Ideas only matter when someone is brave enough to make them real. This manifesto reminds the industry that bold, human ideas still count. D&AD exists to keep that pulse alive.”
Uncommon Co-Founder and D&AD Trustee Nils Leonard puts it even more directly: “Technology didn’t kill creativity — we did. It dies every time we spend more time talking online than making. The biggest threat to our industry isn’t AI; it’s apathy. If we believe creativity is dead, or alive, we’re right.”
New 2026 Award Categories Reflect a Shifting Landscape:
• Brand Transformation: Honoring work that marries strategic insight with transformative execution.
• Cultural Influence: Celebrating ideas that leave a mark on culture — shaping identity, conversation or trends.
• Sports Entertainment: Recognizing world-building and storytelling in sport across campaigns, content, and fan experiences.
For more than 60 years, D&AD has been a champion and catalyst for creative excellence. Now, as the industry battles hesitation and passive spectatorship, D&AD is urging creatives everywhere to stop scrolling and start making.
As part of the movement, D&AD has launched a new editorial hub, Is Creativity Dead or Alive?, featuring articles, interviews and perspectives on the state of creativity today. Explore it at dandad.org/alive.
Key 2026 D&AD Awards Dates:
● Open for Entry: 26 November 2025
● Super Early Bird Deadline: 14 January 2026
● Early Bird Deadline: 11 February 2026
● Final Deadline: 26 March 2026
● Winners Announced: 19–20 May 2026
● D&AD Festival: May 2026
● D&AD Awards Ceremony: September 2026
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