Leo Burnett Chicago has been named as the inaugural recipients of D&AD’s White Pencil award for their Recipeace campaign.
It is the first new award in D&AD’s history and recognises Leo Burnett’s work for the Recipeace social movement, establishing 21 September as the UN’s global, self-sustaining, annual day of peace.
Judging chair Lord David Puttnam said: “I was waiting for one word and it didn’t crop up.
“I’m reminded of a quote by TE Lawrence from his Book, The Seven Pillars of Wisdom. In 1926, reflecting on the broken dreams and broken promises of World War One, Lawrence said: ‘The moral freshness of the world-to-be intoxicated us.’
“I sympathise. I grew up in the 60s. I know every line of Bob Dylan’s songs. And we genuinely believed there was a revolution on its way. Then the old men came and took away the victory we thought we’d won.
“We are now, I believe, at a tipping point. The missing word is ‘trust’. The people in this room – marketers - are in the trust business. We have a huge mountain to climb to build trust – in banking, in politics, in media.
“There is a need for goodness, a need for authenticity and a need for trust, because its almost always absent. Its got to be real this time. This is a tipping point, and the D&AD white pencil is a very important part of redressing the balance.”