D&AD: Masterclassics

D&AD, an educational organisation that promotes excellence in design and advertising, reached senior creative leaders in the UK by sending a torn-out page of their work to highlight where their hard work begins and ends up.

Campaign details

Brand: D&ADAdvertiser: D&ADAgency: MRM LondonCountry: UK

Campaign Overview

A twist on classic awards programmes

Unlike many awards shows D&AD is not for profit. That made the promotional budget tiny. So, the annual campaign needed to call on its secret weapon: expert masterclasses.

Strategy

D&AD revels in calling itself the toughest creative awards programme to win. Everything that wins a coveted D&AD pencil has to be flawless.

Yet creative perfection is no mean feat. It starts with a whole agency, from the person who took the brief, to the writer of the...

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