Back in 2015, I wrote a Manifesto for Judging at D&AD. The idea was to re-clarify every morning in an opening speech to the gathered jurors just how to do this right, without prejudice and to help them stay focussed on what they were there to do: to find the best creative work in the world. I think it holds up well.

Here it is:

Every D&AD jury is special. Judging at D&AD is an achievement in itself. You deserve to be here. Standing next to you may be a legend, but here you are equals in Excellence. Enjoy the experience. You’re here to share your passion, and for it to light up the room. You were hand-picked and we have huge faith in you. You have the power to choose the best work in the world. Don’t let that power corrupt.

Why you? Your work speaks for itself, and we believe you have the rare ability to see the great in work you wouldn’t, couldn’t do yourself. That’s why.

Forget your allegiances, enjoy the freedom that comes with being an ambassador for creativity, not for your agency or network. Bask in your differences. Use your different perspectives to overlap and let nothing fall through the gaps. If you know the work well, look again, as others may not. If you know the author, think twice. If they are your competitor, think about your responsibility. The best creative work in the world is here. It’s your job to find it, whoever did it. D&AD demands you to be impartial.

At D&AD, we believe finding excellence is simple, but never easy. Since 1962, we have searched for just three outstanding qualities. Good things never change. They are, and always will be: 

Idea. Execution. Relevance. 

Nothing. Else. Matters.

From 2015, D&AD will classify the work you select in five levels of Excellence, awarding all a variant of the world famous D&AD Pencil in either Wood, Graphite, Yellow, White and the rarest of all, Black.

Look long, look hard. Greatness is seldom obvious. Build knowledge in the work that impresses you. Take your time. Enlighten your fellow jurors with your diligence. Assume they know nothing about the work you love, and make sure they never stop learning.

Projects awarded a D&AD Wood Pencil earn their rightful place in our Annual collection of the world’s best work. For Wood, we recognise the pursuit of excellence, not perfection. Remember, the more we award, the more we will inspire. As individuals, you’ll vote digitally, looking at the work first hand. D&AD will count your votes. If it’s your work, you must abstain. A project that receives more than half of your respective jury’s total votes is selected. We’ll present you with your choices, and let the discussion begin. It’s your duty to interrogate them as a group, until you are sure you have missed nothing. Average is not good enough. Carry only the potential for greatness forward.

You have begun. Now, we ask you to go again. From Wood, find Graphite. Take care, for this is work worthy of a nomination for a D&AD Yellow Pencil. From Graphite, find Yellow or White. If you feel Yellow is there, make it your mission to share it. If you find several, be sure. If you find none, be certain.

From Graphite, the White Pencil Jury must find work that does good by being great. To win White, this Excellence must have the potential to change the world. If it’s there, celebrate it. Let’s show the world what great creativity can do. If there is more than one White Pencil, bring it on…. the world needs all the help it can get.

Congratulations. You’re done… unless you are a Jury Foreman. You’ll feel exhausted, like you hunted until there was nothing left to hunt. You’ll be proud of your jury. But still, there is more to do. Your final role is to re-acquaint with all the Yellows at Black Judging. You’ll meet several Graphite projects there too, just to throw you off the scent, but rest assured, this is a place where only D&AD knows what won Yellow… or White. From this elevated selection, you will look one final time, as part of a cross-disciplinary super-jury in each of Design and Advertising to find the rarest of all, the D&AD Black Pencil. Work so perfect, that it changes everything. Miss this at your peril… you may never get another chance.

Discussion is vital, and the arguments can be passionate. D&AD Judging can be a contact sport. Fight for the work you believe in. This is what you came for. The entrant is your conscience, your foreman is your friend and ego is your enemy. You have one vote each, no-one has more sway than you do, not even your Foreman. Be your own judge. D&AD is here to help you. Make sure your voice is heard. Make sure your knowledge is felt. Make sure your presence counts.

Don’t leave here with any regrets. Win someone ’round, or be won ’round. Don’t be left in the middle of nowhere, even if it takes all night. Forget the past, what could’ve won, what should’ve won. We’re not asking you to weigh up 50 years of great and compare like with historical like. You’ve enough to do already. Your job is to find the best work of 2015. No more, no less. Keep it simple. Make sure THIS year it’s done right. This year it’s YOUR responsibility.

Good luck. I know you’ll be great. I’d love the biggest D&AD Annual ever, but ONLY if it’s the best work in the world. D&AD want you to focus on nothing but collecting excellence. We’ll do the rest. Together, we’ll inspire even greater work in the future. Welcome to D&AD Judging week 2015.

Let’s get started.