Insights from The D&AD Annual Trend Report 2026

The D&AD Awards celebrate the very best creative work across advertising and design. For work to win at D&AD, jurors needed to see flawless execution supporting the big, bold idea.

This report delves into the emerging trends that defined D&AD Pencil-winning work in 2026. We rigorously analysed this year’s awarded work and pored over feedback from the jury rooms, where more than 300 world-leading designers, advertising experts and creatives came together to judge the very best in global creativity. We revisited interviews and Jury Insight sessions from D&AD Festival to uncover the ideas, approaches and shifts that emerged across the 46 categories awarded this year.

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