Dads #sharetheload and the glory at D&AD

BBDO India and its client P&G India got five pencils, including the Yellow Pencil for their Dads #ShareTheLoad campaign for brand Ariel Matic in the Integrated & Collaborative Earned Media/Large Business section.

This is only the second time that India has bagged a Yellow Pencil at the prestigious D&AD awards. McCann Worldgroup had won India its first ever Yellow Pencil in 2015 for its ad campaign for Perfetti Van Melle’s Big Babol.

Apart from the solitary Yellow, Indian agencies took home three Graphite pencils one for Dads #ShareTheLoad  and the other for J Walter Thompson for its work on the Indian Red Cross Society Blood Donation campaign and Ogilvy & Mather for the Savlon Healthy Hands Chalk Sticks.

Among the remaining nine pencils, Ogilvy took home three Wood Pencils and Taproot Dentsu won two Wood Pencils, while Ek Type, Leo Burnett, McCann Worldgroup and Wieden + Kennedy bagged a single Wood Pencil each.

However, Indian agencies have still not crossed the yellow line at D&AD. The White and Black Pencil (the most prestigious award at D&AD) remain elusive to Indian agencies in all these years that the country has participated at the awards.