Leo Burnett Chicago
won D&AD's inaugral White Pencil with its Recipeace
campaign, a social movement designed to bring people together over a shared meal (see film above).
This year, White Pencil launched with a brief from Peace One Day
to challenge entrants to grow awareness of and engagement with, Peace Day, establishing September 21 as a global, self-sustaining, annual day of peace. However, in the future, it will become an open category in D&AD, integrated with the professional awards and open to any brand or non-profit.
In addition to Recipecace, two other campaigns gained White Pencil nominations: Blood Relations
(Saatchi & Saatchi, Israel) and The Peace Flag
The award was announced at D&AD's White Pencil Symposium, where D&AD's CEO Tim Lindsay
explained that the White Pencil was designed to 'champion, stimulate and reward work that has a positive social outcome as well as a business one.'
Acclaimed speakers at the event included David Jones
, CEO of Havas and co-founder of One Young World, Jan Chipchase
, ECD of Global Insights at frog, Kim Slicklein
, president of OgilvyEarth Worldwide and Marc Mathieu
, SVP of Marketing at Unilever.
Jones put the case strongly: 'In a world of radical transparency... if you don't do good, you won't be able to do well.' He warned of lessons from companies such as BP
who had refused to adapt to a new world order of radical transparency and had been punished as a result, either by an individual over social media or by the courts. Unilever
supported and sponsored the White Pencil, and Mathieu
commented: 'I really believe in unlocking the magic of creativity, design, and art direction to not just do great work that advances the commercial agenda but also understands and embraces the opportunity that creativity has to have an impact on the world.'
He continued: 'If you think about your job as a marketeer, and the power that brands have, and you think about your ambition to actually make a mark, it's actually incredible to think about that ripple effect that you can create in the world by leveraging the power of business and marketing to create a positive change. And we need that.' www.dandad.org/dandad/white-pencil