The D&AD Impact Black Pencil, widely regarded as the gold standard for excellence in creativity and business, was awarded to just two projects. The Black Pencils went to French Supermarket chain Intermarché and their agency Marcel for Inglorius Fruits and Vegetables, a campaign that encouraged the purchase of imperfect, more natural produce and campaigning group Moms Demand Action For Gun Sense in America, whose powerful Taking Aim At Corporate America campaign by Grey Canada made a powerful case to a deeply divided nation.
In total, 87 D&AD Impact Pencils were awarded, with the traditional Graphite and Wood Pencils celebrating work that the judges considered best in class across the twelve categories.
D&AD Impact’s mission is to identify and celebrate great, transformative, creative ideas that have had real impact and, ultimately, contributed towards a better, fairer and more sustainable future for all. The objective of the award is to demonstrate the value of purpose to profitability, and elevate projects and businesses that have made a genuine contribution to society and the planet.
D&AD Impact is the result of a partnership between D&AD and Advertising Week. Some of the world’s most prominent business people volunteered to judge the awards. Jamie Oliver and Richard Curtis led juries that included David Droga, founder and creative chairman, Droga5; Anthony Casalena, CEO, Squarespace; Alex Dimiziani, Airbnb head of marketing EMEA; Andrea Bastiani Archibald, chief girl expert, Girl Scouts of America; Kate Robertson, founder, One Young World and numerous others to lend their support to the awards.
| Award | Entrant Company Name | Client Company Name | Partner / Contributing Companies | Entry Title | Category | Sub-Category | Country |
| White Pencil | R/GA | Ad Council | Love Has No Labels | Diversity & Equality | Business Initiative | United States | |
| Wood Pencil | Anomaly | Tmall | Tmall Chinese Academy | Industry Evolution | Marketing Campaign | China | |
| Graphite Pencil | Technology Will Save Us | Technology Will Save Us | The Mover Kit | Education | Product | United Kingdom | |
| White Pencil | We Believers | Saltwater Brewery | Edible Six Pack Rings | Environmental Sustainability | Business Initiative | United States | |
| Graphite Pencil | Droga5 | Prudential | Race For Retirement | Financial Empowerment | Marketing Campaign | United States | |
| White Pencil | Droga5 | Honeymaid | This is Wholesome | Diversity & Equality | Marketing Campaign | United States | |
| Graphite Pencil | GPY&R Melbourne and Brisbane | Melanoma Patients Australia | Melanoma Likes Me | Health & Wellness | Community / Public Project | Australia | |
| Black Pencil | Marcel | Intermarché | Inglorious Fruits and Vegetables | Industry Evolution | Marketing Campaign | France | |
| Graphite Pencil | Marcel | Intermarché | Sugar Detox | Industry Evolution | Product | France | |
| Graphite Pencil | Saatchi & Saatchi Sydney | Toyota Motor Corporation Australia | Flinders University | LandCruiser Emergency Network | Communication & Interaction | Community / Public Project | Australia |
| Wood Pencil | Leo Burnett Chicago | Chicago Ideas | Music Vs Gun Violence | Communication & Interaction | Community / Public Project | United States | |
| Graphite Pencil | TBWA\\India | LoveDoctor.in, Chayn India | Snap Counsellors | Communication & Interaction | Community / Public Project | India | |
| White Pencil | DAVID Buenos Aires | MACMA movimiento ayuda cáncer de mama | MANBOOBS4BOOBS | Health & Wellness | Other | Argentina | |
| Wood Pencil | seymourpowell | Fairphone | Fairphone 2 | Responsible Production & Consumption | Product | United Kingdom | |
| Wood Pencil | AMVBBDO | GUINNESS | NEVER ALONE | Diversity & Equality | Marketing Campaign | United Kingdom | |
| Wood Pencil | FCB Inferno | Sport England | This Girl Can | Health & Wellness | Marketing Campaign | United Kingdom | |
| Graphite Pencil | J. Walter Thompson Colombia | Casa Luker | Lifesaver Backpack | Education | Community / Public Project | Colombia | |
| White Pencil | J. Walter Thompson Colombia | Casa Luker | Lifesaver Backpack | Humanitarian Aid | Community / Public Project | Colombia | |
| Wood Pencil | DENTSU INC. | Tokyo Metropolitan Government | TOKYO BOUSAI | Urban Living | Community / Public Project | Japan | |
| Wood Pencil | BBDO New York | AT&T | It Can Wait | Communication & Interaction | Community / Public Project | United States | |
| White Pencil | Pinkwater & Putman | Coalition of Immokalee Workers | Fair Food Program Branding Campaign | Responsible Production & Consumption | Marketing Campaign | United States | |
| Graphite Pencil | Cheil HK | Save The Children | 'Missing Child' Lock Screens | Communication & Interaction | Community / Public Project | Hong Kong | |
| White Pencil | Venables Bell & Partners | REI | #OptOutside | Community | Entire Business | United States | |
| Wood Pencil | Intersection | The City of New York | LinkNYC | Urban Living | Product | United States | |
| White Pencil | Cohn and Jansen JWT | Valvis Holding | Purity Test | Communication & Interaction | Marketing Campaign | Romania | |
| Graphite Pencil | OLPC, Inc. | Zamora Teran Foundation | One Laptop Per Child Educational Program | Education | Community / Public Project | United States | |
| Graphite Pencil | Saatchi & Saatchi Sydney | Toyota Motor Corporation Australia | Flinders University | LandCruiser Emergency Network | Community | Business Initiative | Australia |
| Graphite Pencil | Saatchi & Saatchi Sydney | Toyota Motor Corporation Australia | Flinders University | LandCruiser Emergency Network | Humanitarian Aid | Community / Public Project | Australia |
| Graphite Pencil | J.Walter Thompson Bangkok | Thai Samsung Electronics | Thai Association of The Blind | Touchable Ink | Education | Business Initiative | Thailand |
| Graphite Pencil | J.Walter Thompson Bangkok | Thai Samsung Electronics | Thai Association of The Blind | Touchable Ink | Health & Wellness | Business Initiative | Thailand |
| White Pencil | J.Walter Thompson Bangkok | Thai Samsung Electronics | Thai Association of The Blind | Touchable Ink | Industry Evolution | Business Initiative | Thailand |
| Graphite Pencil | Leo Burnett Sydney | Samsung Australia | brainBAND | Health & Wellness | Product | Australia | |
| White Pencil | Leo Burnett Toronto, Chicago, London/Holler | Procter & Gamble | Redefining #LikeAGirl | Diversity & Equality | Marketing Campaign | Canada | |
| Wood Pencil | what3words | what3words | The World Addressed | Industry Evolution | Entire Business | United Kingdom | |
| Wood Pencil | Leo Burnett Melbourne | SPC Ardmona | #MyFamilyCan | Responsible Production & Consumption | Marketing Campaign | Australia | |
| Wood Pencil | Leo Burnett Melbourne | Headspace | Reword | Communication & Interaction | Business Initiative | Australia | |
| White Pencil | Ogilvy & Mather, Mumbai | Make Love Not Scars | Beauty Tips by Reshma | Government Engagement | Community / Public Project | India | |
| Wood Pencil | gyro New York | Bennison | Bennison Baby Care Wear | Humanitarian Aid | Business Initiative | United States | |
| Wood Pencil | Leo Burnett Sydney | WWF Australia | Just | Environmental Sustainability | Marketing Campaign | Australia | |
| White Pencil | Colenso BBDO | DB Breweries, DB Export | Brewtroleum | Environmental Sustainability | Business Initiative | New Zealand | |
| Wood Pencil | A Good Feeling | Taxi Fabric | Community | Community / Public Project | India | ||
| Wood Pencil | OMD Taiwan | Google Taiwan | Google -The Voice | Communication & Interaction | Marketing Campaign | Taiwan | |
| Graphite Pencil | DENTSU INC. | TOYOTA | OPEN ROAD PROJECT | Urban Living | Business Initiative | Japan | |
| Graphite Pencil | FRED & FARID | Prodiss | #Maplaceestdanslasalle | Community | Community / Public Project | France | |
| White Pencil | GREY London | Ryman | Monotype | Ryman Eco | Responsible Production & Consumption | Product | United Kingdom |
| Wood Pencil | A Good Feeling | Taxi Fabric | Industry Evolution | Community / Public Project | India | ||
| Graphite Pencil | J Walter Thompson | Indian Red Cross Society | Blood Banking | Urban Living | Community / Public Project | India | |
| Wood Pencil | MasterCard | MasterCard | Mercy Corps, UN Women | Nigeria eID | Financial Empowerment | Business Initiative | United States |
| Wood Pencil | TMW Unlimited | Lynx, Unilever / CALM | Bigger Issues | Communication & Interaction | Marketing Campaign | United Kingdom | |
| Wood Pencil | Edelman | Girl Rising | The #62MillionGirls Yearbook | Education | Marketing Campaign | United States | |
| Wood Pencil | Saatchi & Saatchi Canada | The Canadian Centre for Gender and Sexual Diversity | The Gay Sweater | Education | Community / Public Project | Canada | |
| Wood Pencil | DAVID | BURGER KING | PROUD WHOPPER | Community | Marketing Campaign | United States | |
| Graphite Pencil | DAVID | BURGER KING | PROUD WHOPPER | Industry Evolution | Business Initiative | United States | |
| Black Pencil | GREY Canada | Moms Demand Action for Gun Sense in America (MDA) | Taking Aim at Corporate America | Community | Marketing Campaign | Canada | |
| Wood Pencil | GREY Canada | Moms Demand Action for Gun Sense in America (MDA) | Taking Aim at Corporate America | Government Engagement | Marketing Campaign | Canada | |
| Wood Pencil | Leo Burnett Melbourne | Headspace | Reword | Education | Business Initiative | Australia | |
| Wood Pencil | Ogilvy & Mather Philippines | Philippine Airlines | Philippines Foundation | The Learning Boats of Leyte | Community | Community / Public Project | Philippines |
| Wood Pencil | Leo Burnett Beirut | Kafa | Legally Bride | Diversity & Equality | Community / Public Project | Lebanon | |
| White Pencil | BeeInventive | BeeInventive Pty Ltd | Flow™ Hive | Urban Living | Product | Australia | |
| White Pencil | Forsman & Bodenfors | Coop | The Organic Effect | Responsible Production & Consumption | Marketing Campaign | Sweden | |
| Wood Pencil | Kolle Rebbe | Bischöfliches Hilfswerk MISEREOR e.V. | The Social Swipe | Humanitarian Aid | Community / Public Project | Germany | |
| Graphite Pencil | Forsman & Bodenfors | IF Insurance | Slow Down GPS | Responsible Production & Consumption | Marketing Campaign | Sweden | |
| Graphite Pencil | Cheil HK | Life Nutrition | Reversible Barcode | Environmental Sustainability | Marketing Campaign | Hong Kong | |
| Wood Pencil | INGO Stockholm | Swedish Tourist Association | Swedish Number | Government Engagement | Community / Public Project | Sweden | |
| Graphite Pencil | Leo Burnett México | Procter & Gamble | Intimate Words | Community | Community / Public Project | Mexico | |
| Wood Pencil | Publicis London | Depaul UK | Depaul Box Co | Urban Living | Marketing Campaign | United Kingdom | |
| White Pencil | Publicis London | Depaul UK | Depaul Box Co | Financial Empowerment | Marketing Campaign | United Kingdom | |
| Wood Pencil | Interbrand | ONE HUNDRED | Protect. Equalize. End. Improve. ONE HUNDRED | Industry Evolution | Entire Business | United States | |
| Graphite Pencil | CogniToys | Elemental Path | The CogniToys Dino | Education | Product | United States | |
| White Pencil | PHD India | Hindustan Unilever Limited | The Story of an Unborn Child - Chamki | Humanitarian Aid | Community / Public Project | India | |
| White Pencil | Edelman Deportivo | Hövding | Give a Beep | Urban Living | Marketing Campaign | Sweden | |
| White Pencil | DigitasLBi North America | Whirlpool | Care Counts | Education | Community / Public Project | United States | |
| Graphite Pencil | Publicis London | The Pillion Trust | Fuck The Poor | Financial Empowerment | Marketing Campaign | United Kingdom | |
| White Pencil | BBDO India | P&G India | Dads #ShareTheLoad | Diversity & Equality | Marketing Campaign | India | |
| Wood Pencil | BBDO India | P&G India | Touch The Pickle | Community | Marketing Campaign | India | |
| Wood Pencil | McCann New York | Microsoft | #MakeWhatsNext | Industry Evolution | Other | United States | |
| Wood Pencil | McCann New York | Microsoft | #MakeWhatsNext | Community | Other | United States | |
| Wood Pencil | Memac Ogilvy - Dubai | UN Women | The Autocomplete Truth | Diversity & Equality | Marketing Campaign | United Arab Emirates | |
| Graphite Pencil | RBK Communication | Bank of Aland | Aland Index | Communication & Interaction | Business Initiative | Sweden | |
| Wood Pencil | DDB Group Germany | Pink Ribbon Germany | Check it before it´s removed | Health & Wellness | Community / Public Project | Germany | |
| Graphite Pencil | McCann New York | Lockheed Martin | The Field Trip to Mars | Industry Evolution | Other | United States | |
| Wood Pencil | Weber Shandwick | Mattel | Barbie Evolve the Doll | Diversity & Equality | Marketing Campaign | United States | |
| Wood Pencil | RBK Communication | Bank of Aland | Aland Index | Financial Empowerment | Product | Sweden | |
| Wood Pencil | RBK Communication | Bank of Aland | Aland Index | Industry Evolution | Business Initiative | Sweden | |
| Wood Pencil | RBK Communication | Bank of Aland | Aland Index | Responsible Production & Consumption | Business Initiative | Sweden | |
| Graphite Pencil | Precious Plastic | Precious Plastic | Environmental Sustainability | Community / Public Project | Netherlands | ||
| Wood Pencil | IBM Corporate Citizenship | World Community Grid | Crowdsourcing for Clean Water | Industry Evolution | Community / Public Project | United States |
