在“D&AD获奖作品选作展”分享“四菜一汤”

Sharing "Four Dishes and One Soup" at the "D&AD Award-Winning Works Exhibition"

"Cream of the Crop: 2024–2025 D&AD Yellow Pencil Award Winning Works Selection Exhibition"will be held from September 5 to October 7, 2025 (12:00–20:00 daily), on the 3rd floor of Building 15, Tianmuli, Xihu District, Hangzhou.

The D&AD Awards (full name: Design and Art Direction Awards), founded in 1963 and headquartered in London, is one of the most influential international accolades in the design and advertising fields. Known for its rigorous selection process, it is often regarded as the “most difficult creative award to win”—less than 5% of entries receive a nomination each year.

The awards are judged by a global panel of hundreds of creative leaders, each of whom holds veto power. The award levels, from highest to lowest, are:

• Black Pencil (highest honor, often not awarded)
• Yellow Pencil
• Graphite Pencil
• Wood Pencil

These correspond to top-tier recognition and the equivalent of gold, silver, and bronze distinctions in the industry. Winning a D&AD award is considered a career peak for many professionals.

The competition covers a wide range of categories, including graphic and product design, illustration, photography, user experience, game promotion, and other digital fields. It also features special categories for emerging talents and side projects. Regarded as a barometer of global creative trends, a D&AD win significantly enhances the international reputation and professional standing of its recipients.

The theme “Four Dishes, One Soup” aims to create a relaxed and intimate sharing atmosphere—much like friends chatting over a meal. We won’t delve into complex theories or follow a rigid structure. Instead, we’ll casually exchange ideas and inspirations from the world of design, just like a set of small dishes, each with its own distinct flavor. To wrap up, we’ve prepared an “after-dinner drink”—a thought-provoking bonus to linger over. We hope the entire session feels free, easy, and leaves everyone with something meaningful to take away.

“百里挑一Cream of the Crop”2024-2025 D&AD黄铅笔奖获奖作品选作展，于2025.9.5-10.7 12:00-20:00期间，在杭州市西湖区天目里15号楼3楼开展。
   
D&AD AWARDS 全称为Design and Art Direction Awards，创立于1963年，总部位于英国伦敦，是设计与广告领域极具影响力的国际奖项，因评选严苛被业界称为“最难拿的创意奖项”，每年仅不足5%的作品能获提名。
   
奖项由全球数百位创意领袖组成评审团评选，评审拥有一票否决权。等级从高到低为黑铅笔（最高荣誉，常空缺）、黄铅笔、石墨铅笔、木铅笔，对应行业内的顶尖及金银铜级认可，获奖是许多从业者的职业巅峰。
   
参赛类别广泛，涵盖平面、产品等设计，插画、摄影等创作，以及用户体验、游戏推广等数字领域，还为行业新秀和副业项目设特别类别。它被视作全球创意行业的风向标，能显著提升获奖者的国际声誉与行业地位。

“四菜一汤”这个主题，就是想营造一种轻松、亲切的分享氛围。就像朋友一起吃饭聊天，我们不谈复杂理论，也不设固定框架，只是随意聊聊设计中的灵感与巧思——就像几道小菜，口味不同，却各有滋味。最后还为大家准备了一盏“餐后酒”，一点值得回味的思考彩蛋。希望整场分享自在、放松，也能让大家带走一些启发。