D&AD has rolled out a provocation for the industry – to prove whether creativity is dead or very much alive, in the form of a film and a print campaign.

The campaign has been launched ahead of the rolling out of its 2026 awards programme.

The new brand campaign and manifesto is a 'provocation to an industry at risk of overthinking itself': creativity isn’t being stolen by technology, it’s being left undone. The film states how the industry is 'scrolling instead of doing' and highlights how the threat isn’t a lack of ideas, but a lack of action. The brand manifesto states how one needs to place action and experimentation back at the heart of commercial creativity. 

The campaign has been conceptualised by Uncommon. 

What we think about it: Bang on with the communication about the industry at this moment. 

Donal Keenan, chief operating officer, D&AD, said, “Our new brand manifesto captures a belief that runs through everything we do, across our Awards, Learn, and Talent programmes, because the future of commercial creativity depends on keeping the spirit of making alive. Creativity today is more decentralised than ever, coming from makers, creators, in-house teams and a new wave of independent studios. Our role is to ensure all these voices are equipped and inspired to keep pushing creative excellence forward. Yet in this abundance, creativity risks becoming diluted. Brands are finding it harder than ever to cut through and truly engage audiences, which is exactly why this provocation is needed.”

Lisa Smith, president, D&AD, and global chief design officer, Uncommon, said, “Creativity doesn’t die, it drifts. It gets buried under deadlines, data and fear of taking risks. This manifesto is a reminder to the industry that ideas are only as powerful as the people brave enough to make them real. As creative leaders, we have a responsibility to protect that spirit – to keep making, experimenting and proving that bold, human ideas still matter. D&AD exists to champion that pulse. To show that creativity isn’t just alive – it’s vital.”

Nils Leonard, trustee, D&AD, and co-founder, Uncommon, added, “We talk like proud reporters on a slow motion car crash. Thousand word essays on LinkedIn mournfully posted late at night about how our castles made of bean bags and free Haribo are falling down around us, about how fragile creativity is, except it isn’t. Yes, we are the passengers on the bus falling at a thousand frames from the bridge, the problem is we are also the drivers. Technology, In-housing and influencers didn’t kill creativity, we did. It dies every time we spend more time wanging on social and every time we start believing our jobs are content solutions. Shut up and make. The biggest threat to our jobs isn’t AI, it is apathy. If we believe creativity is dead, if we believe it is alive, we are right.”

For 2026, D&AD has also announced new categories:

Brand Transformation, Cultural Influence and Sports Entertainment.

Entries for the awards open on 26 November. The winners will be announced during the D&AD festival which will be held in May 2026.