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Known throughout the industry, D&AD (short for Design and Art Direction) has been promoting and supporting excellence in design and advertising since 1962. It's most famous for its annual awards, which recognise outstanding work in various creative disciplines in the form of D&AD Pencils. And it's just announced that it's expanding this awards programme to reflect the changing landscape, with three significant new categories launching for 2025.

In a major shift that acknowledges the growing influence of digital creators, D&AD has introduced a dedicated Creator Content category. The new category will recognise how influencers and creators are driving brand success through strategic creativity.

And that's not all. Following unprecedented interest in its Branding category, which attracted over 900 entries in 2024, D&AD has also split this into two distinct awards: New Brand Identity and Brand Identity Refresh. This move aims to ensure more focused recognition for both new brand launches and brand evolution projects.

New wave of creativity

Karl Haddad, head of global creative lab at TikTok, describes it as a response to "a marketing shift we've all been waiting for."

He explains: "More than ever, creators are crafting unique storytelling for brands, connecting with audiences in fresh, engaging ways. I'm honoured to serve as the inaugural Jury President for the brand-new Creator Content category, which recognises this new wave of creativity."

"We're excited to announce our 2025 Awards with new changes that reflect the evolving creative landscape," adds Dara Lynch, chief executive officer at D&AD. "As we continue to embrace new technologies that drive forward the art and craft of creativity, we are committed to celebrating all forms of creativity."

This year's judges

The D&AD awards are known for their rigorous judging process, with over 300 global judges evaluating entries purely on merit, using anonymous voting and strict abstention rules to ensure fairness.

The 2025 Jury Presidents will include a global mix of leading creative experts from leading international brands and agencies, including TikTok, Saatchi & Saatchi, The New York Times Magazine, VML, Framestore, Common People Films, Ogilvy Health, Publicis Groupe Germany and more.

The changes come after a record-breaking year for D&AD. The 2024 awards drew more than 12,000 entries from 78 countries and handed out 651 pencils, including four of the coveted Black Pencils.

How to enter

Designers keen to submit their work for 2025 can take advantage of significant early-bird discounts. Entry fees are 30% off until 4 December 2024 and 20% off until 5 February 2025. The final deadline for entries is 12 March, and judging will take place at County Hall, London, from 18-21 May.

Disciplines for 2025 include advertising, branding, craft, design, engagement and experience, entertainment, health, and impact. Special awards for Companies of the Year and Presidents Awards will also be presented.

The D&AD Festival and Awards Ceremony will be held at London's Southbank Centre on 21-22 May 2025. You can enter the awards .

The full list of judges is as follows:

• Animation: Melody Sylvester, Global Managing Director & EP Commercials at Common Films.
• Art Direction: Saulo Rocha, Chief Â鶹AVOfficer at DAVID Madrid.
• Book Design: Johanna Neurath, Chair at Thames & Hudson Publishing Ltd.
• New Brand Identity: Johanna Roca at Â鶹AVVenture Partner at Accept & Proceed.
• Brand Identity Refresh: Frederico Gelli, Founder & Chief Executive Officer at Tátil Design.
• Casting: Selma Nicholls, Casting Director at Looks Like Me Casting.
• Cinematography: Sally Campbell, Co-Founder & Chief Executive Officer at Somesuch.
• Commerce: Ben Coulson, Chief Â鶹AVOfficer ANZ at Dentsu Creative.
• Creator Content: Karl Haddad, Head of Global Â鶹AVLab at TikTok.
• Digital Marketing: Marco Giannelli (Pernil), Chief Â鶹AVOfficer at AlmapBBDO.
• Digital Design: Akae Wang, Head of Â鶹AVat Banana Balloon.
• Direct: Stéphane Xiberras. President & Chief Â鶹AVOfficer at BETC, Head of Havas Global Â鶹AVCouncil.
• Direction: Justyna Obasi, Director at Lovesong/Anorak.
• Editing: Fouad Gaber, Film Editor at Cabin Edit.
• Entertainment: Debbi Vandeven, Global Chief Â鶹AVOfficer at VML.
• Experiential: Activation & Experience: Dennis May, Chief Â鶹AVOfficer at Publicis Groupe Germany.

• Film: Pelle Sjoenell, Worldwide Chief Â鶹AVOfficer at Droga5.
• Gaming & Virtual Worlds: Joey David Tiempo, Founder & Chief Executive Officer at Octopus&Whale.
• Graphic Design: Pum Lefebure, Chief Â鶹AVOfficer at Design Army.
• Health: Renata Maia, Chief Â鶹AVOfficer, NA at Ogilvy Health.
• Illustration: Helen Parker, Founder & Director/Co-Founder at Everyone Agency Ltd/Something for Everyone.
• Impact: Paco Conde, Co-Founder & Executive Â鶹AVDirector at Activista.
• Integrated: Keith Cartwright, Founder & Chief Â鶹AVOfficer at Cartwright.
• Luxury: Boyoung Lee, EVP | Brand Experience & Digital Innovation at Shinsegae.
• Magazine & Newspaper Design: Gail Bichler, Â鶹AVDirector at The New York Times Magazine.
• Media: Joaquin Cubria, Chief Â鶹AVOfficer & Global Partner at Gut.
• Music Videos: François Rousselet, Director at Division.
• Packaging Design: Neha Tulsian, Founder & Executive Â鶹AVDirector at NH1Design.
• Photography: Shima Green, Director & Photographer at Craft WW, McCann Worldgroup.
• PR: Gail Heimann, Chief Executive Officer at The Weber Shandwick Collective.
• Press & Outdoor: Kalpesh Patankar, Chief Â鶹AVOfficer at Leo Burnett.
• Product Design: Kinya Tagawa, Chief Executive Officer at Takram.
• Production Design: Charlotte Marmion, Managing Director & Executive Producer at Iconoclast.
• Radio & Audio: Neo Mashigo, Chief Â鶹AVOfficer at The Up&Up Group.
• Sound Design & Use of Music: Claudia Incio, Music Director at Agosto Music.
• Spatial Design: Thomas Hundt, Chief Executive Officer, Architect & Professor at Jangled Nerves.
• Type Design & Lettering: Vaishnavi Murthy, Â鶹AVType Director at Monotype.
• Typography: Samar Maakaroun, Partner & Â鶹AVDirector at Pentagram.
• Visual Effects: Mike McGee, Chief Â鶹AVOfficer at Framestore.
• Writing for Advertising: Avish Gordhan, Chief Â鶹AVOfficer at Saatchi & Saatchi.
• Writing for Design: Maia Swift, Writer, Namer & Thinker.

New Blood Awards

D&AD also recently announced the briefs for its 2025 New Blood Awards, which are aimed at students and new entrants to the design workforce and give them the opportunity to develop their skills and bolster their portfolios by working on client briefs.

This year's briefs span disciplines such as UX/UI, animation, advertising, typography, and PR, and have been set by brands including Depop, On, giffgaff, Xbox, Yahoo!, Google Cloud, Suntory Global Spirits, Hellmann's, HSBC and more.

New Blood Award entrants also get the chance to showcase their work and have it judged by leading industry figures, alongside the chance of winning a prestigious Pencil, a place in the D&AD New Blood Academy, and being featured in the D&AD Annual.