By JOHN – The SCA Intake of 2017/18

 

What’s your favourite winner from D&AD18?

 

The John intake discuss their favourite Pencil winners from D&AD 2018.

 

Meg: Trash Isle, KFC apology and nothing beats a LDNR and Tide. Oh god and Apple HomePod – I love so many!

 

Poppy: So, so many! Apple – Welcome home, Absolut – Nothing to hide, Breast Cancer Foundation – Coming of age, Marmite – The gene project, Essity – bloodnormal. And more!

 

Jon?: Fearless girl. It’s a (what) ad?

 

Melina: FCK and Fearless girl. Brilliantly simple and simply brilliant.

 

Joe: Tide, Tide, Tide. so meta.

 

Gary: Bloodnormal from BBDO

 

Ben: Pedigree child replacement was an insight brilliantly executed. I find it baffling that work we recognise then surprises us when released. Parents getting a pet when their kids leave isn’t an uncommon thought – it’s getting to that skewed world thought first, that they did.

 

Also Dyslexic sperm bank is a grabbing headline as well.

 

Helena: LDNR, Tide, Ikea pee

 

Martin: To the last tree standing – Digital Marketing. Very clever use of a piece of game which taps into a huge culture. I myself played Minecraft for a bit and would instantly love to walk through this forest.

 

Darius: Fearless Girl obvs.

 

Adeline: Nothing beats a LDNR. Still mouthing every word when watching it. Can’t get over it. Don’t think I ever will.

(and Tide, of course)

 

Henry: Lost nights – FCB New Zealand for Health Promo agency. Best thing I’ve seen all year. Beautiful.

 

Becky: Marmite, The Gene Project. Fit so well with brand and took it in a slightly different direction.

 

Sara: Apple – Welcome Home and Tide!

Petra: It’s impossible not to say Fearless girl, so simple and powerful. Tide and Trash isle are also great pieces of work that I would love to have in my portfolio.

 

J: Cowboys of compton (Guinness)  

   Humble (Kendrick Lamar)

 

Nick: LDNR. For the final scene and Alex Iwobi’s gag. His only good delivery this year (amirite @Marc).

 

Jem: The Talk. Because it’s something everyone needs to see. And someone finally did a great Ad about race.

 

Steve: Tentacled Brain Sacs. It won for copy for Hellmann’s but beautiful aesthetic too.

 

Helena: Immunity charm, Ikea pee and Marmite Gene Project.

 

Susie: Nothing beats a LDNR. Bloodnormal.