A new visual campaign entitled ‘Win One, Die Happy’ has been created by Dare on behalf of D&AD, in order to promote the 51st D&AD awards.
The tongue-in-cheek campaign suggests that a creative would die happy knowing they won a Pencil.
Copywriter Andrew Edelman said: “With the Mayans predicting the end of the world come the end of 2012, we started thinking about what was on our bucket list. Winning a D&AD Pencil came pretty high; the hardest and most prestigious award to win worldwide. Win one and we could die happy, even if that was in the grip of a tiger or facing the apocalyptic end of the world.
“So we convinced some of our past winners to let us cover them in killer bees, drown in bogs, and skydive in front of jet engines with smiles on their faces, and celebrate the 2013 awards with some jovial near death situations.”
The deadline for entries is 30 January.