# Deadly Trophy Ads The D&AD Awards Campaign Shows If People Win One They Can Die Happy By Meghan Young | Published 2013-02-25 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/dad-awards-campaign References: [ibelieveinadv](http://www.ibelieveinadv.com/2013/02/dad-awards-david-droga-fernanda-romano-dorte-spengler/) & [dandad.org](http://www.dandad.org/) The D&AD Awards campaign might be a bit extreme, but it does illustrate a common phrase that is more than likely to be uttered a few times leading up to the ceremony. It reads, "Win one, die happy." Taking this quite literally, the D&AD Awards campaign shows winners in [deadly situations](https://www.trendhunter.com/trends/death-wishes-jacket), but they have a big smile on their face. This, of course, is due solely to the fact that each one of them won an award. Representing global creative, design and advertising communities as well as celebrating brilliance in [commercial creativity](https://www.trendhunter.com/trends/legitimate-you), the D&AD Awards campaign focuses on some of the main talents in the ad world: [David Droga](https://www.trendhunter.com/trends/droga5s-wake-up), Fernanda Romano and Dörte Spengler. It is essentially promoting the ceremony as well as the deadline extension for submissions. ## Trend Insights (Trend Hunter) - Score: 3.3/10 - Popularity: 37% | Activity: 55% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe, Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Print](https://www.trendhunter.com/print) ## Key Themes ### What Makes This Trend Stand Out - **Extreme Advertising:** Disruptive innovation opportunity: Creating attention-grabbing campaigns that push the boundaries and challenge traditional advertising norms. - **Emotional Impact:** Disruptive innovation opportunity: Designing emotionally engaging campaigns that leave a lasting impression on the audience. - **Cultivating Excitement:** Disruptive innovation opportunity: Harnessing anticipation and excitement around events or awards to boost engagement and participation. ### Sectors Adopting This - **Advertising:** Disruptive innovation opportunity: Developing innovative strategies and techniques to stand out in a competitive industry. - **Design:** Disruptive innovation opportunity: Utilizing unconventional approaches to create visually captivating and thought-provoking designs. - **Creativity:** Disruptive innovation opportunity: Encouraging unconventional thinking and pushing the boundaries of artistic expression in various industries. ## Related on Trend Hunter - [Mental Health-Supporting Campaigns](https://www.trendhunter.com/trends/the-last-photo.md) - [Drug-Themed April Fool's Gags](https://www.trendhunter.com/trends/innocean-berlin.md) - [Ice Cream Popsicle Campaigns](https://www.trendhunter.com/trends/devoured-campaign.md) - [Candid Celebration Campaigns](https://www.trendhunter.com/trends/theres-an-edible-for-that.md) - [Product-Focused Design Awards](https://www.trendhunter.com/trends/sidex.md) - [Celebratory 3D Illusion Billboards](https://www.trendhunter.com/trends/adidas-dubai.md) - [Humorous Mens Fragrance Campaigns](https://www.trendhunter.com/trends/axe-campaign.md) - [Ad Inspiration Archives](https://www.trendhunter.com/trends/nobody-reads-ads.md) - [Unexpectedly-Amusing Treats](https://www.trendhunter.com/trends/liquid-death-misfortune-cookies.md)