Tribal/DDB Group awarded prestigious Black Pencil at D&AD

Tribal/DDB Group Aotearoa had a stellar result at the D&AD awards in London this week, taking home New Zealand’s second ever Black Pencil for Samsung iTest. 

One of only five awarded globally at this year’s ceremony, the Black Pencil is a highly coveted awarded and is recognised as the ultimate creative accolade.

The D&AD Awards are the most prestigious benchmark for creative excellence in design and advertising.

Haydn Kerr, Executive Creative Director at Tribal Aotearoa says iTest has already achieved the extraordinary by getting Apple users to experience Samsung Galaxy on their iPhones, but this latest achievement is hard to put into words.

“We are in awe of what iTest has achieved. When you look though the black pencil winners of the past, you’re looking at the greatest work ever made. It’s been said that if you win a D&AD Black Pencil, you can die happy – that’s definitely how we feel here at Tribal. We’re incredibly proud of the work we produce with Samsung NZ and also grateful to them for giving us the freedom to turn these ideas into a reality.

“Samsung iTest demonstrates the power of a good idea, and how combining creativity and technology to tap into the human experience can really achieve the impossible. We’ve watched in awe as this campaign gained global momentum – iTest is now at 12 million downloads and Tribal is now a technology partner with Samsung Global – rebuilding the site for over half a dozen markets with a plan for more.”

Simon Smith, Head of Corp Marketing Samsung New Zealand says: “When we briefed Tribal to help us launch a new smartphone in New Zealand, we never expected they would deliver a campaign so innovative that it would gain global recognition. This campaign has really put both Samsung New Zealand and Tribal on the map and shows how great creative has the ability to cut through even the most hard-wired consumer behaviour. Tribal Aotearoa has become integral to our success in New Zealand – their ability to deliver unforgettable digital experiences has completely changed the way people are able to experience Samsung.”

Samsung iTest was also awarded a Yellow Pencil for Online Experiences, a Graphite Pencil for Media / Direct and a Wood Pencil for Digital/Mobile. 

The other Black Pencil went to Leo Burnett Chicago for Change the Ref ‘The Lost Class’.

For the full list of New Zealand results from the 2022 D&AD Awards, click here.

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