The D&AD winners were announced last night. Alas I was not there (next year though…) But the two pieces really stood out from the pencil winners. They both come from one of my favourite agencies out there – Droga 5. The first won the black pencil for writing, and thoroughly deserved it is too. Here’s The Great Schlep
The second pencil (which was awarded in the Integrated catagory) is the Million Project. This is a co-created project with the City Of New York and Verizon communications amd executed by Droga 5 to raise standards of public education schooling through an incentive based scheme around mobile phone usage. The more ‘million’ points a student earned over the week (based on achieving good grades in attendance, homework and participation) the more they would receive for their phone – including airtimes minutes, texts and music downloads.
I think this is an absolute peach of an idea. Beautifully executed and exactly the sort of collaboration between public and private sectors that should help people for the better. It is one of the best examples of ‘Nudge’ Economics I’ve seen since finishing the book of the same name. Both pieces of work are absolutely deserving of a Black Pencil because they aren’t navel gazing exercises – or a triumph of craft over an idea. I think the D&AD should be proud of awarding it’s highest honour to two pieces that aren’t traditional campaigns. I’ll bet Droga were pretty chuffed too…
To view the Million Project go to Droga5.com and navigate to the case studies page.