London - Saatchi & Saatchi London have gone with a viral approach for D&AD's 2008 call for entries. This year's campaign is themed, "But is it a Pencil?", inspired by debates that happen every day in agencies and studios as creatives evaluate the merits of a new idea.
Three short films, designed to encourage entries to the D&AD Awards 2008, feature interviews with Yellow Pencil winners who reveal how they came up with that elusive great idea; how by repeatedly asking the question, "But is it a Pencil?" they produced work that colleagues, clients and juries wished they'd come up with. The campaign also includes print ads and DM activity.
The first film is an amusing Q&A with Dave Droga, CEO of Droga5 and a former Creative Director of Saatchi & Saatchi London, which can be seen below, at www.dandad.org/droga and on YouTube.
The films were created by Brian Connolly, Paul Domenet and Andy Gulliman at Saatchi & Saatchi and animated by several D&AD Student Award 2007 winners. The animation on this first film was done by Jonny Sanders, a graduate of Ravensbourne College of Design and Communication who went "in-book" at the D&AD Student Awards 2007 in Graphic Design.
Saatchi & Saatchi has worked with D&AD since 2006. This is the first time an agency has been retained by them for more than one annual cycle.
Check out the Awards site at www.dandad.org/awards08 for more information, and for the next film in the series.