10 Photographers 10 Winners 10 Ideas

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Photographer Clay Weiner

What are the ideas and styles driving the winning work at this year’s D&AD awards? We look at award-winners built around photography and pick out the concepts and themes behind them

 

1. Play Dress Up 

 

Writer and director Clay Weiner won in the Photography for Design for his photo book Try Ons, a visual exploration of identity. “Growing up, I was always told to be somebody,” says Weiner. “In an attempt to find myself, I tried 85 personas. I’m still confused.” Great photos Clay, but trust us, the Alice band isn’t you.

 

 

 

Photographer Clay Weiner

Designer Hans Seeger

Category: Photography for Design

 

 

 

2. The Invisible Homeless

 

Publicis developed this press campaign in France to create awareness of homelessness. The images visualize what they call “Asphaltisation” whereby people on the streets lose all sense of self, time and place. And for the rest of us they gradually become invisible.

 

Photographer Marc Paeps

Advertising Agency Publicis Conseil

Category: Photography for Press & Poster Advertising

 

 

3. Squashed

 

Shelving and space crisis packaged as a shoe-stacking catastrophe.

 

Advertising Agency TBWA Istanbul

Category: Poster Advertising Campaigns

 

4. I Am A Fashion Picture

 

Is there any more satisfying advertising blend than great photography, a bright idea, and a cheeky knowingness that sends itself up. According to the D&AD blurb, this campaign for French Connection “highlights the brands design credentials and the quality of its clothes.” A great combination of words and pictures having fun with the conventions of fashion photography. Does it work for the client?  For a fashion brand it’s irreverent, smart and flatters its audience. We’ll buy that.

 

Photographer Tariel Meliava

Advertising Agency Fallon London

Category: Poster Advertising Campaigns

 

5. Sweat the Detail

 

The pitch is that Gatorade replaces the liquid you lose while getting all sweaty at the gym, on the bike, or wherever you choose to give your muscles a stretch. The photo captures each bead of sweat and then numbers it. Not so much no glory no pain, as you need to be able to quantify and count every last drop of pain. Exercise is fun.

 

 

Photographer Hugo Treu

Agency: Almap BBDO

Category: Press Advertising Campaigns

 

 

6. Regret

 

Post-it it notes from the dead explaining how they would still be alive if there was someone around who had known first aid. An ad promoting St John’s ambulance highlighting how simple first aid saves lives. Can’t be too many briefs where photographer Nadav Kander had to photo “the dead”. A mute, poignant chiaroscuro. With such delicately crafted images a nod is due to retouchers Antony Crossfield and Gary Meade.

 

Advertising Agency BBH London

Photographer Nadav Kander

Category: Press Advertising Campaigns

 

7. The Pointy Finger

 

Parts and accessories are as much a part of the car industry as manufacturing. One part messes up the whole shooting gallery according to Volkswagen. That’s the direct message. The underlying message of this image is, “Do you, yes you there, do you really want to be the odd one out!” No! Noooooo….. ! Of course another client would have used this image to sell the power of individual expression. Images, they say one thing then another, huh!

 

Advertising Agency AlmapBBDO

Category: Press Advertising

 

 

8. Below The Headlines

 

Oil spills are the headline grabbers of the pollution world but there are bit players who also seriously trash marine life. The random stuff, the detritus of everyday life. Each year the Surfrider Foundation get volunteers to clean up beaches and Ben Stockley’s photos show the real impact of our carelessness below the surface.

 

Advertising Agency Young & Rubicam Paris

Photographer Ben Stockley

Category: Photography for Press & Poster Advertising

 

 

9. Corporate Cool

 

The D&AD student awards were presented at the same time this year. The award and brief was provided by Bloomberg, “Capture the essence, energy and varied perspectives of humanity in a series of photographs that are sympathetic to Bloomberg’s new corporate identity.” Andrew Christie for the University of Ulster came First with a set of abstract images of city life intended to “compliment Bloomberg’s bold typographic style.”  Highly considered photography locking into the clients’ needs.

 

10. Shadowplay

 

Ben Tyler came joint second in the student awards and while Andrew Christie’s work captured a sophisticated corporate cool, Tyler went for something more fuzzy, vague, and warmer. Abstract but also human, playing with shape, shades and textures.

 

For Rights Managed images shot by award-winning advertising photographers, view the Image Source Rights Managed collection click here

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