D&AD Judging Week 2016: Thoughts on creativity for good

28.04.2016 D&AD Judging Week : Brandstanding : D&AD Festival 2016

London – LS:N Global spoke to a selection of D&AD judges from the White Pencil Creativity for Good category to understand how creatives can produce work that also has a social impact.

  • The White Pencil category was launched five years ago and is designed to encourage ethical business behaviour
  • We asked the judges about the possible tensions between corporate strategy and compassionate messaging, and whether the White Pencil is still needed as a separate category

Since the White Pencil category was launched in 2011, more and more brands are making corporate social responsibility a part of their marketing message, something LS:N Global tracked with our Brandstanding microtrend.

But as the D&AD panel judged the work, they had to ask important questions such as how do you judge a piece that increases a company’s profit margin but also relays an important social message? Judges Richard Bullock, former executive creative director for 180Amsterdam, Nat Hunter, strategic director at Machines Room, Jim Reeves, technical director at The GravityLight Foundation, and Paco Conde, group creative director at BBH London, spoke to LS:N Global about the importance of the intent behind the message and where social impact marketing is headed in the future.

The Big Picture

Brandstanding has developed over the years, as brands become bolder and choose to champion causes that are not universally supported. For more, read our Backlash Brands macrotrend.

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