The mantra of this year's D&AD Awards - one of the world's leading advertising industry awards schemes - appears to be 'out with the old, in with the new'.
Traditional forms of visual creation were under-represented in the two Black Pencil top prizes and 61 Yellow second prizes - for example, there were no Black or Yellow Pencils given for illustration. But projects that you probably wouldn't call advertising - fully formed platforms and products - picked up many of the gongs.
One of the Black Pencil winners, what3words, sums this up. This is a brilliant location communication system, based around dividing the whole surface of the Earth up into 57 trillion squares - each three metres by three metres. Each square is assigned a unique code of three words - for example menu.spike.steer for part of the Digital Arts office - that's much easier to remember than numeric or alphanumeric codes like Latitude and Longitude references or even postcodes.
For more on it, watch the video below featuring co-founders Chris and Jack.
what3words can be used by businesses for commercial deliveries or NGOs to drop aid exactly where it's needed - and can be shared across organisations, systems and apps. It was in the Creativity For Good category, which normally would result in being given a special White Pencil award - but the judges clearly though it deserved a top prize ahead of purely commercial campaigns.
The other Black Pencil was for a more traditional experiential campaign for the Kamoi Kakoshi brand of Washi tape - long, thin decorated sticky tape that can also be used to customise your belongings. iyamadesign created an exhibition (video below) where visitors could be creative and play with over 80,000 tapes that were hanging from the ceiling - a visually overwhelming array colour and texture.
Notable Yellow Pencil winners (for the Digital Arts perspective) included:
Boxes in Boxes by Studio Sutherland for Fedrigoni Papers recreated the nursery rhyme There Was An Old Lady in type around in through a series of boxes that fitted inside the next, to showcase the paper brands Boss box material.
Channel 4's rebrand by in-house creative agency 4Creative deconstructs and plays with the 3D logo created by Lambie Nairn. The rebrand features idents directed by Jonathan Glazer and typefaces by Neville Brody.
Donate for Africa by Scholz & Friends for the DFC (Deutsche Fundraising Company) created stickers that, when placed on Euro notes, explained just what it could do if donated to Africa.
The Petard Pinch is a wonderful animated film by Michael Brookes for The Bletchly Park Trust about a barely known story of heroism during World War II.
The second issue of Avaunt magazine is beautfully art directed.
Rubbish Famzine - The Incomplete Herbarium and Other Garden City Exploits is the fourth issue of a magazine created by a Singaporean family of four about their lives (the father working for creative agency Kinetic). For more on the project, see Magculture's piece on the magazine.
The music video for the Chemical Brothers' Wide Open was another worthy winner, featuring artfully acheived VFX by The Mill to dancer Sonoya Mizuno as her body slowly transforms into a mesh.
D&AD Next Director 2016 winner
This year's winner of the Next Director award for up-and-coming film talent is Daisy Jacobs for her film The Bigger Picture, which she describes as a 'life-size animated short' and was nominated for Best Animated Short Oscar in 2015.
Watch the trailer below.