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...