NEW YORK Bartle Bogle Hegarty took home the most silver Pencils at the British Design & Art Direction awards in London on Wednesday. There were no golds given at the ceremony, though 53 silvers were awarded, the most ever presented during the 40-year history of the show, according to the organization.
"D&AD gold is only selected in extreme circumstances, when work is felt to break the mold or set a new standard in a category," said a D&AD representative, noting that no golds were awarded in 1995, 1992 and 1989 as well.
BBH in London won seven silver Pencils, including three for TV spots for Microsoft Xbox ("Champagne" and "Mosquito") and three for Audi U.K. TV spots ("Bull" and "Influence"). The seventh was for a print campaign for Barnado's, Britain's largest children's charity. BBH won the lone gold awarded last year, for a Levi's ad featuring hipsters contorting their bodies.
Saatchi & Saatchi's affecting TV spot for the National Society for the Prevention of Cruelty to Children, which mixes live action and animation and shows a cartoon boy being abused and then morphing into a real boy, earned four silver Pencils, the most awarded to any campaign. The London agency's print component won another silver Pencil.
TBWA in London won three silver Pencils: two for John Smith's Scottish Courage beer TV spots and one for a The Big Issue Foundation TV ad.
U.S. winners included TBWA\Chiat\Day in San Francisco, which won two Pencils for its campaign for Fox Sports Net showing people getting tougher after they watch hockey. DDB in Chicago also received two Pencils for its Bud Light radio spots (which also won the radio Grand Clio at the Clio Awards last week). Wieden + Kennedy in Portland, Ore., won a silver for its "Angry Chicken" TV spot for Nike. Publicis & Hal Riney in San Francisco earned a silver for its Sprint PCS campaign.
About 21,500 entries were reduced to 143 nominations this year, 17 more than in 2002.