Apple took two of the creative industry’s most prized awards for its iPhone and iMac, the top-tier Black Pencil awards from D&AD.
The win was announced at a ceremony held in London last night. What’s particularly special about these awards - known as the ‘Oscar’s’ of the creative industry - is that Black Pencil’s are only awarded when a product meets extremely stringent criteris. At six previous annual ceremonies, no Black Pencil’s have been granted at all, most recently in 2003.
"One of the things that makes D&AD credible is they won't give an award if the work isn't good enough," said Jonathan Ive, the chief designer at Apple, speaking to MediaGuardian.co.uk. "It is not about what is best that year, it is about an absolute standard".
Apple has won a total of six Black Pencils since 1999, making the company the most successful firm across the D&AD Award’s 45-year history. Apple has also won innumerable Yellow Pencils (also highy-prized, but more freely granted).
Apple was one of five winners last night, which saw the awards judges grant a record-breaking six Black Pencils.
Other winners included Fallon’s ‘Gorilla’ for Cadbury won in TV & Cinema Advertising, ‘The National Gallery Grand Tour’ by The Partners in Poster Advertising, ‘Get the Glass’ by Goodby, Silverstein & Partners, and Projector Inc, for ‘Uniqlock’ in Online Advertising. 64 Yellow Pencils were also awarded.
“Another record broken - the first time in our 45-year history when six Black pencils have been awarded,’ said D&AD President Simon Waterfall. “This goes to show the impact this diverse range of creative fields are having in pushing forward the wider industry, marketing, and popular culture.”