Last night saw this year's D&AD Awards handed out to the great and good of the advertising industries – and there was a definite emphasis on the good. Of the seven top prize Black Pencils, three were awarded to projects focussed on the public good – though commercial advertising for the likes of Honda and Volvo was also acknowledged.

52 Yellow Pencils were also awarded in categories from product design to animation and typography.

Two of the projects that picked up Black Pencils were entered for White Pencils, a relatively new award for digital and phyiscal projects that have a direct effect helping the world – rather than marketing-led approaches such as raising awareness or funds or putting pressure on governments or organisations.

Sweetie

The best known of these is Sweetie (above and right), which was created by Dutch ad agency Lemz for children's charity Terre des Hommes. Sweetie is a very realstic full CG character of a 10-year-old Filipina girl, who would appear as if on a webcam in online chatrooms and could be contacted by men from around the world.

As this BBC report details, over 1,000 men offered her money to perform acts, including 110 from the UK. The charity passed on the details of the men to police in their respective countries, and Lemz says that there has since been arrests made in the UK, US, Canada, Australia, Belgium, Ireland and South Africa.

Use the slideshow controls above and right to see more of the winning work in detail