DRAWN TO D&AD
Brand
D&AD
Entrant Agency
JONES KNOWLES RITCHIE
Category
Design
Award
Bronze
Festival & Year
Cannes Lions (2026)
Case Study Details
D&AD - Drawn to D&AD (Case Study) | Campaign
Credits:
- Client: D&AD
- Creative Agency: Jones Knowles Ritchie
- Type Foundry: Studio Drama
Presentation Board
D&AD AWARDS 2025
uN CAMPAIGN LUE to, Meee S
WM
Drawn to Be, e— ores
ei &
create tae anaes oa
(Ss) yr, Qe)
CONTEXT For more than 60 years, D&AD has rewarded only
true excellence — not with a trophy, but a Pencil.
In recent years, the Pencil had faded from D&AD's ate Wn to Wn t e,
communications. With a busy awards landscape Cre eat, {e) Cre
threatening entry rates, D&AD needed to reassert | to create Drawn at
the Pencil as a symbol of creative distinction and to create D © crea
remind creatives why they enter. to create a Hy ie create
create S
fo create Drawn to create &E
create Drawn to create “52
to create Drawn to create
to create Drawn to create
~~ yy
fo)
85
Se
fe
rawn
Di
Dr
raw
awn
to
TE Wr
OG
2
6:
x)
Cl
Si
$
Q
a
&,
=
SS
LY
o*
@)
ro
2
2
OD
ON
o, i)
ne,
ite B
awn,e
S ox
3
U7
Bi
he)
SS
<
2.
ora
5
o
&
oO
Le
=
S ‘Ss
“J
oe
Gx0O
‘© ee
SOG
Bs
&
{-} G.
‘e
awn t
ate Drawn to cr
Drawn toc
tocreate
oy
iS
3,
8
oD
a
iS)
SE
9
Lo
oF.
SOs
Qo,
nee
At.
oq
‘Oo
Dr
wi
(0)
oo
t
awn ¢
to cre
‘awn to
Drawn to
Drawn
wn
iS)
3
Dist
SO
IDEA We put Pencil to paper, cementing its role as a global
symbol of the value of creativity. ‘Drawn to create’
became the core idea — a design system that riffed
on the phrase both verbally and visually, inviting the
Drawnt
Drawnt
te Dr
an oS Cree ‘e Drawn ey A
5 awn
create Dr
aw tecreate rawn to |
rawn to create
at
reate
ae
entire industry in, speaking to creatives directly,
recognising their work and celebrating the mindset
behind the making.
D&AD received a record number of awards entrants,
from a record number of countries — the highest in
their 60+ year history. The 2025 Festival achieved
an NPS score of +31, the highest ever for a D&AD
Festival, outperforming all pre-pandemic benchmarks.
The Pencil was re-established as a beacon for creative
excellence everywhere.
to create Drawn to create
create Drawn to create
to create Drawn to create
to create Drawn to create
to create Rrawn to create
o create Drawn to create
to create Drawn to create
to create Drawn to create
to create Drawn to create
to create Drawn to create §
to create Drawn to create 5
to create Drawn to create #
to create Drawn to create ©
to create Drawn to create
to create Drawn to create
to create Drawn to create
:o create Drawn to create
) create Drawn to create
to create Drawn i ee
create Drawn to
5 create Drawn to create
to create Drawn to create
re
awn to ©
eate Dr
to Greate Drawn
ane) ‘ate Draw
Create create
Drawn to create cre
‘awn toDrawn,to
o
a8
®
Drawn to create Drawn
(>)
Drawn to create Draw:
re)
o
®
rome|
a
Rio)
create scat
Drawn to create
Drawn to Drawn to
create
create createcreate create Drawn
Drawn to Drawn to
e Drawn
rawn
6
Drawn to create Drawn to
Drawn to create Drawn
y Drawn
‘awn to create
lwn to cre
rawn
Drawn to create
qwn to
rawn to create Drawn
© Dra
nto create
‘o create
ite
Draw
‘awn
Drawn to create Drawn to
wn to create Drawn to
Drawn to create Drawn
e crea
to create Dra’
reate
e cre
i
Drawn to Drawn to
wn to create Dr
i)
‘awn to create
B
create
cre:
creda
create create
Sie
Spr
te
te
reate
reate
reate
reate
reate
ite
te
te
ate
ee
>
Eo)
iS}
@
{o
Fe,
red
+e
xe!
e
Oi
su
.;
to create Drawn to
town to create Drawn a :
rawn to create Drawn
rawn to create Drawn to.
Drawn to create Drawn to
ADrawn to create Drawn to
brawn to create Drawn to |
epreWwh $9 ereate Brawn fo
0)
Drawn to
rawn to create
Drawn to create Drawn
Drawn to create Drawn
0000
e
Drawn to create Drawn
Drawn to create
Drawn to create Drawn
rawn to creat
rawn to create Drawn to |
sDrawn to create Drawn to
oPrawn to create Drawn to.
rawn to create Drawn to |
Drawn to create Drawn to «
Drawn to create Drawn to «
own to create Drawn to
rawn to create Drawn to
Drawn fo create Drawn to}
awn to create Draw
rawn to create aes
pon fe create Drawn to.
awn to create Drawn
Drawn to create Drewes
prawn to create Drawn to
5 =Prawn to create Drawn to
ODrawn to creat
Ore, D ‘ate Drawn to
yy FO now 12Wn to Ow, re
Drawn To create eat
wn to Drawn to create
Dr
wn to create Drawn to
rawn to
‘awn to
‘awn to create
Ls)
4 Dr
35 PMG
oo°O Dr
eS S'oDra
