Asia scores 166 shortlists at D&AD awards: Japan, China and India top performing countries
D&AD has today announced the shortlist for this year’s D&AD Awards across all categories. Asia has scored 166 shortlist led by Japan (45 shortlists), China (44 shortlists) and India (37 shortlists) who also ranking in the top 10 countries overall. The winners will be revealed in two virtual ceremonies on 25 and 26 May.
Dentsu has performed extremely well in the shortlist stage, collecting 17 of Japan’s 45 shortlists. Wieden+Kennedy Tokyo has 3 and Hakuhodo has 2. With 1 shortlist each are AKQA Tokyo, Enjin Tokyo, Dentsu West Japan, I&S BBDO and Dentsu Craft Tokyo.
China has picked up 44 shortlists led by TBWA\Media Arts Lab Shanghai with 5. Tencent In-House and Ogilvy Shanghai each picked up 2 shortlists.
India scored 37 shortlists with Dentsu Webchutney India (9 Shortlists) and FCB India (8 Shortlists) leading the pack, followed by DDB Mudra Group and Ogilvy Mumbai with 6 shortlists.
Singapore’s 16 shortlists has come from Ogilvy Singapore who collaborated with Ogilvy Malaysia to create the ‘Flags of Generosity’ campaign which picked up 3 shortlists. Kinetic Singapore also scored 3 shortlists just ahead of Wunderman Thompson Singapore with 2. BBH Singapore, MullenLowe Singapore and TBWA\Singapore each collected 1.
Cheil Hong Kong leads Hong Kong, picking up 4 of the country’s 7 shortlists for their ‘Cost of Bullying campaign with Cheil PengTai.
Taiwan received 4 shortlists from Ken-Tsai Lee Design Lab, Inspire Activation, Bito and Tu-an Design Co. all scoring 1 each
Wunderman Thompson Bangkok led Thailand with 3 shortlists followed by Choojai And Friends with 2 and Ogilvy Group Thailand + GOODSTUPH Thailand with 1 shortlist each.
In Korea, Innocean Worldwide and Cheil Worldwide each scored 1 shortlist.
BBDO Guerrero has picked up the Philippines only shortlist for their ‘The Dissolving Bottle’ campaign.
Malaysia and Vietnam has 1 shortlist.
Since 1962, D&AD’s mission has been to stimulate and celebrate creative excellence with the belief that creativity is a key driver in commercial, economic, social and cultural success. Now in its 60th year, the Awards has grown to incorporate more than 40 categories judged by a cohort of nearly 400 of the world’s leading creative minds. The Awards recognise work that has made a significant impact and will inspire seasoned talent as well as the next generation.
1362 entries have been Shortlisted for the Awards and come off the back of a robust number of entries for the 2022 Awards which surpass pre-pandemic entry records and is a testament to the value of recognising exceptional creative work.
Additionally, this significant boost and breadth of entries from across the globe reiterate this year’s Awards manifesto, ‘Be Part of More’. Pencil winning work leaves an important and lasting legacy, informing the future of commercial creativity globally. Importantly, as an education charity, entries enable D&AD to deliver their ambitious learning programmes that bridge the gap between education and industry, and support underrepresented talent to develop their skills and their network.
Every year, the D&AD Awards categories evolve to best represent the creative and cultural landscape within which work is being produced. The revised programme addresses fundamental themes currently permeating the creative industries and ensures that the Awards remain the most relevant benchmark for creative excellence in design and advertising.
The 2022 Awards saw the introduction of Upstream Innovation subcategories, awarding those rethinking products and services to fit within a circular system; Responsible Ideas, to champion work mindful of people and planet; dedicated subcategories for AR, VR and MR work as well as Use of XR to recognise work that is reimagining how brands interact with consumers; and subcategories under Health & Wellbeing for those innovating in the field of health, wellness, fitness and nutrition.
The top ranking countries by number of Shortlisted Entries are:
United States: 400
United Kingdom: 273
France: 113
Germany: 85
Brazil: 62
Australia: 56
Japan: 45
China: 44
Canada: 44
India: 37
The top 5 ranking entrant companies by number of Shortlisted Entries are:
Ogilvy UK: 25
TBWA\Paris: 22
Area 23, An IPG Health Company: 20
BETC Paris: 19
adam&eveDDB: 18
The total number of Entries shortlisted in each category are:
Animation – 30 Entries
Art Direction – 31 Entries
Book Design – 37 Entries
Branding – 67 Entries
Casting – 45 Entries
Cinematography – 21 Entries
Creative Transformation – 11 Entries
Digital – 86 Entries
Digital Design – 27 Entries
Direct – 48 Entries
Direction – 45 Entries
E-Commerce – 21 Entries
Editing – 22 Entries
Entertainment – 62 Entries
Experiential – 53 Entries
Film – 77 Entries
Future Impact – 6 Entries
Gaming – 14 Entries
Graphic Design – 50 Entries
Illustration – 36 Entries
Impact – 49 Entries
Integrated – 17 Entries
Magazine & Newspaper Design – 26 Entries
Media – 51 Entries
Music Videos – 18 Entries
Packaging Design – 48 Entries
Photography – 17 Entries
PR – 60 Entries
Press & Outdoor – 55 Entries
Product Design – 34 Entries
Production Design – 20 Entries
Radio & Audio – 17 Entries
Side Hustle – 7 Entries
Sound Design & Use of Music – 31 Entries
Spatial Design – 21 Entries
Type Design – 9 Entries
Typography – 16 Entries
Visual Effects – 26 Entries
Writing for Advertising – 30 Entries
Writing for Design – 21 Entries
All 1362 shortlisted pieces are showcased on the D&AD website.
2022 submissions have seen a substantial increase in entries from nearly all regions. Middle East & India have seen the most significant change with an uplift of 71%, followed by Europe (35%), USA and Canada (15%), South East Asia (14%), UK & Ireland (12%), and Oceania (8%). In addition, there was a record number of total entries for this year’s Awards with an 18% overall increase.
Dara Lynch, Chief Operating Officer at D&AD, said: “Over the last 60 years, D&AD Awards have gone on to be recognised as the ultimate creative accolade with one of the most rigorous judging processes that holds creativity to the highest possible standard. This year we have seen record entry figures that reflect the exceptional resolve of our industry and the belief that great creative work can create better outcomes for all. As a non-profit education charity, Awards entries fund our learning programmes, enabling D&AD to work towards a fairer and more sustainable future. This year, we not only celebrate the best creative work created from the past year but also the contribution that every entrant makes towards skills development and supporting underrepresented talent reflected in our manifesto, ‘Be Part of More’. We now look forward to the Awards ceremony on the 25th and 26th of May, when we will be able to reveal work which has received a coveted D&AD Pencil.”
Donal Keenan, Awards Director at D&AD, said: “I can speak on behalf of the over 400 Judges involved in this year’s Awards judging process that the task of selecting entries for the shortlists was no easy feat. We were all positively surprised not only with the increased amount of creative work that has been submitted worldwide, but also with the calibre and quality of work coming through across categories. Some of the projects here on this list have really risen up to the current challenging landscape and showcased solutions that address pressing issues of our time. And, for that, I’d like to congratulate all the entrants shortlisted on the well-deserved recognition.”
As part of D&AD’s commitment to improving accessibility and diversity in the creative sector, particularly during the current economic climate, all entries were offered a 40% discount to enter their work by 12 January 2022.
Pencil winners will be announced in two separate virtual awards ceremonies on 25 and 26 May respectively. For further details visit: https://www.dandad.org/en/d-ad-awards-ceremony/
In order to demonstrate its increasing commitment to supporting positive change through creativity, D&AD is collaborating with HP Indigo to drive impact through creative education. A series of D&AD Impact Labs with HP Indigo in London, Barcelona and Atlanta will empower local agencies to create world-changing work – exploring themes of personalisation, co-creation and sustainability, whilst a 2023 New Blood brief will reach and teach the immediate next generation to co-create transformative designs, campaigns and initiatives that benefit our planet, our society and our business. Further details will be available soon.