We’ve delved into our D&AD Archive to bring you a definitive A to Z of the most terrifying, gruesome and hair-raising campaigns ever to grace the D&AD Awards. Discover truly spooktacular work. If you dare...
A is for Aware Monsters
Aware Monsters - Living Room
Award: In Book / Press Advertising / Magazine Press Advertising Colour / 2007
Agency: Saatchi & Saatchi
AWARE, Association of Women for Action in Research, used this disturbing campaign to help women consider the serious impact of domestic violence on children. Portraying violent men as distortions of humanity, abuse of their female partners is described through the perspective of their children.
B is for Baby – Demon Baby
Award: Nomination / TV & Cinema Advertising Crafts / Direction / 2002
Agency: BMP DDB
The Volkswagen Lupo was perceived by its young target audience as a car that lacked substance. That was, until BMP DDB made this terrifying ad.
C is for Chips – Ghost Chips
Award: Yellow Pencil / Integrated & Earned Media / Earned Media Campaign / 2012
Agency: Clemenger BBDO
Client: New Zealand Transport Agency (NZTA)
Drink driving is a big problem in New Zealand, particularly with young Maori guys. When they’re out partying, the last thing they want to do is kill the vibe by telling a mate not to drive home drunk. Clemenger BBDO used dark comedy to break through and laced the content with catchphrases. A couple of lines in the film quickly became part of the Kiwi vernacular, giving our audience the tools they needed to speak up.
D is for Death Magnetic Special Edition Coffin
Death Magnetic Special Edition Coffin
Award: In Book / Packaging Design / Physical Shape / 2009
Agency: Turner Duckworth, London & San Francisco
When asked to create a special edition box set to celebrate the release of Metallica’s ninth studio album 'Death Magnetic', Turner Duckworth drew inspiration directly from the album name, creating a sleek, smooth, unadulterated coffin. The disconcerting package contains a limited edition CD, flag, T-shirt and plectrums, all designed by Turner Duckworth. A dark yet irresistible piece of memorabilia.
E is for Empty Souls – Manic Street Preachers Empty Souls
Manic Street Preachers Empty Souls
Award: In Book / Graphic Design / Compact Discs, DVDs & Record Sleeves / 2005
Agency: Farrow Design
Client: Sony BMG Records
Having worked closely alongside designer Mark Farrow, visuals have been as much a part of the Manic Street Preachers’ identity as their music. These gory designs formed the cover art for the three formats of the single ‘Empty Souls’.