Creativity is Dead: D&AD dares the industry to prove otherwise in new manifesto via Uncommon
D&AD, the global non-profit championing excellence in design and commercial creativity, has today launched a bold new brand manifesto and movement to reignite the act of making as it kicks off its 2026 Awards programme.
The new brand campaign and manifesto is a deliberate provocation to an industry at risk of overthinking itself: creativity isn’t being stolen by technology, it’s being left undone. We’re scrolling instead of doing. The threat isn’t a lack of ideas, but a lack of action. The brand manifesto marks the start of a new era for D&AD, one that places action and experimentation back at the heart of commercial creativity.
To bring this new era to life, D&AD has partnered with Uncommon to launch a global brand campaign, inspired by the manifesto, spanning its Awards, Learn and Talent programmes. Visually bold and unapologetically direct, the campaign poses one question: Is creativity dead or alive? and invites creatives everywhere to respond.
Launching globally, the movement keeps creative excellence at its core but asks the industry to prove it’s still alive, unveiling an unapologetically direct new brand campaign, a bold manifesto and a live billboard in Times Square.
The campaign kicks off with a reimagined look for the D&AD 2026 Awards programme and the announcement of the 2026 Jury Presidents, a line-up of visionary creative leaders who embody the manifesto’s spirit – including two from Australia: Tara McKenty, Chief Creative Officer Australia and New Zealand at AKQA, who will lead Digital Marketing, and Mandie van der Merwe, Chief Creative Officer at Saatchi & Saatchi Australia, who will preside over Radio & Audio.
The 2026 Jury Presidents include a global mix of creative experts from leading international brands and agencies, including Dentsu Tokyo, Airbnb, FCB Global, 72andSunny, Havas Health & You, Dutch Uncle and more.
Says Donal Keenan, D&AD Chief Operating Officer: “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.”
Says Lisa Smith, D&AD President and Uncommon Global Chief Design Officer: “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.”
Says Nils Leonard, D&AD Trustee and Uncommon Co-Founder: “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.”
New for the D&AD Awards 2026 are categories that reflect how creativity is evolving:
Brand Transformation: celebrates the power of strategic insight and measurable business or cultural influence, alongside executional craft, creating space for entries that excel in both thinking and making.
Cultural Influence: recognises commercial creativity that makes a cultural impression. Work that sparks conversations, shapes identity, sets trends, or embeds itself into culture.
Sports Entertainment: celebrates creativity within the world of sport; from campaigns and sponsorships to branded content and fan experiences – where storytelling connects teams, brands and audiences.
For over 60 years, D&AD has celebrated and championed excellence in design and commercial creativity. Now, as the industry faces a culture of hesitation and passive observation, D&AD is reigniting its founding spirit, creativity that acts and moves culture forward.
As part of the launch, D&AD has created an editorial hub exploring the question Is Creativity Dead or Alive? a series of articles, interviews and insights examining the state of creativity today. The platform brings together voices from across design and advertising to explore how creativity is evolving. Visit the editorial hub at dandad.org/alive.
Key D&AD Awards Dates 2026:
Open for Entry: 26 November 2025
Super Early Bird Deadlines (30% off) Payment: 14 January 2026
Early Bird Deadlines (20% off) Payment: 11 February 2026
Final Deadline Payment: 26 March 2026
D&AD Winners Announced: 19-20 May 2026
D&AD Festival: May 2026
D&AD Awards Ceremony: September 2026
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