D&AD, one step forward, two steps back.

I went along to the D&AD annual launch recently and amidst the bustling twenty somethings was a large, wall-mounted diagram plotting the carbon footprint and the environmental credentials of the new annual. It was hailed as “most sustainably produced title to date. Its carbon footprint is 82% less than the 2010 edition.”

Very good I thought, as I had been an outspoken critic of last year’s annual.

Driving back home I thought well, at last D&AD seem to be not just listening to its critics, but more importantly, doing something about it. But then this happened…

Door buzzer…

‘Hello’.

‘Oh hi, Postman here. Is that Mike Dempsey?’

‘Yes’.

 ‘I have a package for you, but it doesn’t have your flat number on it’.

 ‘Number 1, first floor, come up.’

 I sign for an oversized A4, white jiffy bag…

Open it. A black box…

 Inside the box this…

A 'Slice'

I read the contents of the accompanying letter. It informs me that this is a D&AD pencil ‘slice’ and I have received it for being ‘in book’.  Then my brain starts to calculate how many projects are included in the book. A hell of a lot.

Let’s say the approximate number of creative companies mentioned in the book, and therefore qualifying for a ‘slice’, is 1000.  If you were to put these beautiful hand made little boxes end to end, they would rise 93 feet above St Paul’s Cathedral.

Suddenly all that ‘the most sustainable ever’ philosophy evaporated. And just as that D&AD flappy flag project of a few years ago got up my nose, so too has this ‘slices’ extravaganza.

I am all for celebrating achievements. But an award for being in the book, at such a wasteful price? Am I alone on this?

Next I’ll be getting an award for being listed in Yellow Pages.

D&AD are being completely inconsistent in their newfound environmental policy. They should forget all this wasteful nonsense and get their basic communications sorted. A human being at the other end of the phone when you call, and accurate information on the website would be a great start.

 

 

 

Comments

[Richard]

Well said Mike.

If you have a moment, I wonder if you have any thoughts or comments on this: http://www.nidesignalliance.com/articles/practice/in-support-of-the-middle/

[Richard Holt]

Hi Mike,

I really want to go with you on this one, I really do...

But as someone who has yet to make my name in the design industry, I place great value on the slice I won (and paid a fair amount for) so have no problem with it being delivered to me. I'm proud of it, as it's still very difficult for most people to get work in the book. Hell, I like how it's in a nice box, it should be - it matters.

What I do mind is those who have won a lot of awards already devaluing others' achievements by likening this to appearing in the Yellow Pages, that's unfair and I suspect you know it.

I agree with you that D&AD need to get themselves together on this more, and I'm with you on the phone and website particularly (which still amaze me every time), but wouldn't the easiest way to avoid the slice trauma - if you saw no value in it - have simply been to not order one at all?

[mike]

Hi Richard – Forgive me I was not devaluing your, or anyone else’s, achievement in getting into the D&AD Annual. (I just couldn’t resist the Yellow Pages connection). I remember when I was first include in the book I was as pleased as punch.

I am very fond of D&AD but it is not above criticism. I should not spout environmental credentials on the one hand and throw them out with the other.

With a little imagination (isn’t that what D&AD is supposed to be about?) your little ‘Slice’ could have been delivered to you at half the price and importantly half the waste. And you would still been chuffed to bits.

I hope you receive many more. But a big one would be even better. Keep at it. Mike

[Brian Minards]

I'm doing my bit for the environment. I've never been in the book (unless it's been in association with a student's work, in which case it's all their fault) and no trees have been harmed by not sending me a yellow pencil or slice thereof. And I can't see that changing in the foreseeable future.

[Derek]

Agree totally with you Mike - I couldn't believe it when I found out. You have to be very courageous in order 'to walk the talk' and D&AD are obviously quite not there yet.
Shame, as they are in a perfect position to do so by setting an example.
Re: the Annual, while I support their effort, could say a few things about that too, but I won't.

[Richard Holt]

Thanks for the kinds words Mike.

What I'm most interested to see from the D&AD on the sustainability angle, is how they can defeat the sustainability=less=dull trajectory.

Next year's Annual will have it's work cut out to be even more environmentally friendly, but charismatic too...

[andy Bainbridge]

May I suggest D&AD and the recipients consider recycling them by simply passing them on next year to those featured in the book in 2012?

Most trophies have winners names etched on them to commemorate the occasion, maybe that could also be considered?

Also there could be a random element to the apportioning? Who knows you might be lucky enough to end up with Mike Dempsey's and Mike if you should be 'in book' again, you can simply keep the one you have and get it engraved again?

This could go on ad infinitum until you either run out of space or talent/luck?

Just a thought really.