The ambition for the 2023 campaign was two-fold: first, to demonstrate how D&AD Awards serves the whole creative community and raise awareness of emerging creative disciplines in addition to the more well-known and traditional categories. Second, to highlight the value of winning a D&AD Award, helping creative practitioners and companies recognise how entering their work gives back to their teams and benefits their businesses and clients.
Our integrated digital campaign turned D&AD Awards inside out, showing the true inner workings of what goes into winning a pencil and therefore ‘making it’ in the industry. ‘What making it is made of’ is our strapline - an insider's wink to creatives everywhere who can see some of themselves in the campaign: their different disciplines, their processes, their tools, their emotions. It was important that the campaign touched on authentic truths experienced by creatives of all kinds from around the world. To achieve this we tapped into the M&C Saatchi Group global network and our contacts across the industry to get rich insights into the everyday creative reality of our colleagues and peers. We wanted our campaign to speak the language of creative makers and decision-makers, while upholding the global creative excellence D&AD is famous for.