D&AD is a global creative non-profit, and its awards are recognised around the world as the ultimate creative accolade for design, creativity and advertising. In 2026 it handed out 573 Pencils (as its awards are called), but only three of them were Black, the highest accolade of all. Uncommon Creative Studio London, Isle of Any and Publicis Conseil took them home, working for The Ordinary, Coinbase and AXA. Here’s a quick look at each.
The Periodic Fable for The Ordinary
Uncommon Creative Studio London
Uncommon’s work for The Ordinary shows skincare routines as choreographed, repetitive behaviour, reframing beauty trends as learned conformity. There’s no gloss, no luxury cues and no product hero shots, just stark environments, restrained direction and a clinical tone. I love the style, which feels very on brand for The Ordinary and nothing like the rest of the beauty category. One juror praised its willingness to ‘take risks and do something so different’.
Your Way Out for Coinbase
Isle of Any
Isle of Any’s commercial for Coinbase starts in a flat, lifeless game world, then slowly carries an NPC-style main character into reality. It’s so clever, and it acts more like an early 2000s gaming brand than a fintech company making education-based claims. The craft stands out too, from Oscar Hudson’s direction to a Sammy Davis Jr. soundtrack that lifts the ending. One juror was glad to see it handcrafted in camera, when AI would have been the easy route.
Three Words for AXA
Publicis Conseil
Working with Publicis Conseil, AXA retroactively amended 2.5 million French home insurance contracts to add three words, “and domestic violence”. That means survivors can claim emergency relocation just as they would after a fire or flood. Although it isn’t design-led, it shook up what we expect from a ‘boring’ insurance company. Net new home insurance contracts more than doubled year-on-year, and AXA moved from second to first in brand consideration.
More 2026 D&AD winners
Apple Marcom
Brand-Side Agency of the Year
Unilever
Creative Clientof the Year
Dentsu
Design Agency of the Year
Mallandrich
and SMLXL
Jointly won Small Independent Design Agency of the Year
MJZ Los Angeles
Production Company of the Year
Apple
Brand of the Year
Uncommon Creative Studio London
Advertising Agency of the Year
Isle of Any
Independent Agency of the Year
Isle of Any
Small Independent Agency of the Year
Serviceplan
Independent Network of the year
Ogilvy
Network of the Year