
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.
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