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What's worthy of a D&AD White Pencil?

D&AD Impact White Pencil

D&AD Impact is a new award by D&AD and Advertising Week, to celebrate the power of creativity to stimulate positive change.

The jury for D&AD Impact comprises some of the biggest names in business – from Airbnb and Buzzfeed, to Sonos and Squarespace. Together they have experience across a wide range of industries, covering everything from sustainable production and humanitarian aid through to urban living and financial empowerment. 

We asked the judges about the kind of original and innovative work they're hoping to see from entrants, when awarding the D&AD Impact White Pencils:

"I want to see work that is real, long-lasting, consistent, and has impact."
Leon Rost, BIG Architects – Judge, Urban Living

"I'm looking for work that leads us to question our own attitudes and perceptions, work that enables us to uncover our own unconscious biases – and let's be honest we all have them – through arresting and startling creative.”
Alex Dimiziani, Airbnb – Judge, Community

"I want to see work that identifies a problem that impacts a large population group, identifies creative solutions to solve or mitigate that problem, and goes about implementing it."
Andrea Alvares, Natura – Judge, Health & Wellness

"I'm really looking forward to amazing thinking that liberates creativity, behaviours and actions. The examples I want to see are ones which don't just talk the talk, but walk the walk."
Paul Woolmington, Canvas – Judge, Communication & Interaction

"I'd like to see work that goes beyond a product or brand, and challenges people's perceptions of the world, of culture, and the role we play within it."
Bevan Bloemendaal, Timberland – Judge, Responsible Production & Consumption

"I want to see work that stands up for someone or something, and connects people with brands through action and values, and seeks to change the world."
Andrew Keller, Facebook – Judge, Community

"I'm looking for a narrative around sustainability that engages and relates to many different consumer segments."
Catarina Midby, H&M – Judge, Urban Living

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