New D&AD brand manifesto and movement ask industry: Is creativity dead?

D&AD, the global non-profit that promotes creative excellence in design and advertising, turned to Uncommon Creative Studio as it moves into a new era. Launched ahead of its 2026 Awards programme, D&AD’s new brand manifesto and movement aim to spark the creative industry into action.

As technology has rapidly evolved in recent years, D&AD came to the conclusion that the creative industry is scrolling rather than doing. To counter this and reignite the act of making, it has released a bold and unapologetic global brand campaign for its Awards, Learn and Talent programmes.

Asking whether creativity is dead or very much alive, the campaign by Uncommon invites creatives everywhere to respond. The agency’s new global chief design officer – and D&AD president – Lisa Smith, says, “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.”

Donal Keenan, D&AD chief operating officer, believes that as creativity is becoming more decentralised than ever, it is his organisation’s responsibility to ensure all creative voices are equipped and inspired to keep pushing creative excellence forward.

He adds, “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.”