UK radio wins Yellow Pencil at D&AD

UK Radio won its first Yellow Pencil in 11 years last night at the D&AD Awards. ‘Self-Conscious’ by Ogilvy & Mather is a campaign for the Dove Self-Esteem fund. It makes the listener aware of ordinary actions and behaviours which normally go unnoticed, demonstrating how easily young girls can be influenced by exposure to messages from the beauty and fashion industries. Dove’s radio advertising has been awarded at Cannes in recent years but this is the first time it has picked up a Yellow Pencil at D&AD. The last UK campaign to win one was Honda ‘Grrr’ by W+K in 2005. Since 2013, D&AD have partnered with Radiocentre to raise the profile and creative standards of radio advertising in the UK.

Clare Bowen, Head of Creative Development at Radiocentre said: “Audio is a fantastic platform for imaginative, well-crafted creative ideas and it’s fantastic to see this realised. Well done to Ogilvy and Unilever for using radio to its full potential.” Radio advertising has found form with D&AD in recent years. They awarded their first radio Black Pencil last year to Colenso BBDO for Mars Pedigree ‘K9FM’.