By Paula Taylor, Regional Director D&AD
Product design, for many is becoming more focused on the user experience and less on the existing hardware. Technological development in Robotics, 3D printing, autonomous vehicles, wearables and digital design is scaling as never seen before. VR and 360-degree video is redefining storytelling for brands and audience alike.
It is an exhilarating time to harness our own creative capital, to take that leap into our collective future bringing together ideas, bravery, generosity, innovation and a realm of possibilities. At the same time, it is possible to work together to address some of the key challenges facing our planet and to find solutions that have a global impact.
These trends have all been reflected at D&AD this year. Of particular interest is how human-centered design and innovation has the ability not only to disrupt existing, established industries but to reimagine our future.
Technology startup what3words was the Most Awarded Design Agency at the D&AD Professional Awards this year. The organization won a Black Pencil in D&AD’s Creativity for Good Category which has produced Black Pencil winners over the last three years. D&AD’s Black Pencil is seen by many to be the benchmark for creativity and the outstanding work entered in this category over the last few years reflects the shift in global brands’ towards social sustainable practices. It also highlights how consumers, particularly Millennial’s increasingly connect with global brands that have a clear social purpose.
The opportunity for businesses, organisations and NGO’s to address key global issues is vast. Many in the communications industry share the view that it is possible to focus on both commercial success and social sustainability at the same time. To this end, we have launched this year D&AD Impact in partnership with Advertising Week and FastCompany.
“Impact will shine a light on the power of creativity to positively affect the way the world works – in business, in society, in culture and in the environment. At the heart of the project will sit D&AD’s iconic White Pencil, symbolizing creativity for good and valued by creative practitioners globally” say Tim Lindsay, D&AD CEO
The World Addressed/What3words
‘The World Addressed’ by what3words is a universal addressing system that identifies a 3m x 3m square anywhere on the planet, using a unique combination of just three words. It identifies a global issue that around 75% of the world, in over 135 countries have inconsistent or simply no addressing systems at all. In what3words view this equates to around 4 billion of the world’s population.
This platform is indicative of tech innovation addressing an intrinsic human need. Technically it’s a digital platform utilizing innovative algorithms for mapping the planet, but it was awarded at D&AD not only for its pioneering method of communicating precise locations and for its execution and design but also for its deep empathy for the people it is designed for.
A selection of other outstanding winners at D&AD this year, who successfully bring together innovation and design with an intrinsically human focus are following:
Assembly Of Youth/Google Creative Lab/Un General Assembly
Assembly of Youth by Google Creative Lab for Unicef won a Yellow Pencil in Digital Design for an installation at the UN Global Goals Summit in New York. Their challenge was to highlight the issues for over 1 million disadvantaged and vulnerable children from around the world, and give them a voice during the summit itself.
Unmade Studio
London Based Unmade Studio was awarded three pencils at D&AD, including a Yellow Pencil for Most Outstanding Creative Excellence in Digital Design.
Founded by Royal College of Art Graduates, the team at Unmade have created the first on demand knitwear factory with orders through a user friendly website and cloud platform.
Moving away from the industry practice for mass production and to a more sustainable supply chain, they produce knitwear on a made to order capacity utilizing 3D printing capabilities and influences from across art, fashion and design.
Funtastic Hand/Publicis Columbia For Cirec Foundation
Funtastic Hand, produced by Publicis Columbia for the Cirec Foundation won a Graphite Pencil in the Creativity for Good category. They asked children to donate a Lego brick toward a project with the bricks contributing to the build of a Funtastic Hand, culminating in a combination of “playful prosthesis” and toy. The Funtsatic Hand helped children living with disability to engage with their classmates through play.
