Six of the eight D&AD yellow pencils gained by UK companies had been for purpose-led work this 12 months as the primary of two awards nights recognised winners within the promoting, craft and collaborative classes.

Adam&eveDDB’s “Final picture” for CALM gained three yellow pencils, Havas’ “Me, my autism and I” for Formidable About Autism” took residence one, and AMV BBDO’s “Periodsomnia” for Essity gained one other.

Somesuch UK additionally bought a function tick for its position in Apple’s “The Best” advert, which appears to be like set to wash up on the awards this 12 months. The aim-free however excellent Coca-Cola spot, “Masterpiece,” gained a UK yellow pencil for pc generated visible results, due to the work of Electrical Theatre Collective.

The US gained 20 yellow pencils for a broader vary of campaigns together with Squarespace’s Tremendous Bowl spot starring a number of Keanu Reeves, “The singularity,” which appears to be like additional intelligent now that AI is dominating the agenda.

Apple’s “The Best, AB InBev’s McEnroe vs McEnroe, Progressive Insurance coverage’s “Dr. Rick” and Skittle’s “Apologise the rainbow” had been among the many winners that provided a very good mixture of humour, function and leisure.

Extra pencils are due at tonight’s ceremony: craft, facet hustle, design, tradition and influence might be awarded, alongside the Firms of the Yr and President’s Award.