• D&AD Awards 2018
    Deadline 14 February
  • Open for Entries
  • Deadline 14 February
Enter now
  • Loading…


Award: Wood Pencil

Wood Pencil / Digital Advertising / Online Games / 2010

The brief was simple: create a digital campaign for the release of the motion picture Sherlock Holmes that would redefine film marketing. In partnership with Hide & Seek, AKQA London developed ‘221B’, a world-first, two-player online game facilitated by Facebook Connect. Players teamed up as Holmes and Watson and together chased suspects, interviewed artificially intelligent witnesses, explored crime scenes and made deductions to solve eight weekly episodic mysteries, culminating in the first scene of the movie. This rich audio-visual experience blends innovative technologies in five online firsts.

Want more access to D&AD?

Join D&AD as a Free Member and you’ll be able to view winning work, enter the Awards, download New Blood briefs and get access to even more articles and videos.

Join for free I’m already a member

Are you credited on this winning entry?

There's a Pencil with your name on it. Drop us your details for further information about how you can order your Pencil. If you've previously won In Book or a Nomination and would like to celebrate your achievement with a Wood or Graphite Pencil, please let us know.

Please don't check this box.

We have placed cookies on your computer to help make this website better.
You can change your cookie settings at any time. Otherwise, we'll assume you're OK to continue.

Don't show this message again