D&AD is a charitable organisation that encourages, promotes and celebrates the world’s best work in design and advertising. Their annual awards set the industry standard for brilliance in ideas and, this year, RY won two awards.
Competing against thousands of entries, we won with an identity for TEDx and an integrated campaign for RY Cheese Club. D&AD’s all about the idea and these pieces of work both have a clear, simple idea at their heart.
Working in partnership with TEDx Houses of Parliament, our brief was to create an identity that celebrated the event as a festival of speakers. We started with the idea that this event was the ‘voice of London’ then built an identity around it – using sound wave graphics to depict the famous London skyline.
RY Cheese Club centres around unusual, posh produce from fromageries around the world. It’s all about quality. And so was our idea. We doodled the cheesiest jokes we could think of on hundreds of cheap cheese singles. Then we added a line – ‘Want better quality cheese?’ – followed by event details. In the run-up to the event, we put this cheap cheesy campaign everywhere from desks to walls to screens. Cheese Club sales skyrocketed by 450%.
Because they celebrate creativity, D&AD give pencils not trophies. We’ll find out what kind of pencil we’ve won at the awards on 21 May. Watch this space.