Creativity is dead: D&AD launches brand manifesto and challenges the industry to prove otherwise

D&AD, the global non-profit championing excellence in design and commercial creativity, announces a bold new brand manifesto and movement to reignite the act of making.

The new brand campaign and manifesto are deliberately, and brilliantly, provocative. 

It believes the industry is at risk of overthinking itself and says that 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.

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.

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.

Donal Keenan, D&AD chief operating officer, states, “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.”

Lisa Smith, D&AD president and Uncommon global chief design officer, states, “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.”

Nils Leonard, D&AD trustee and Uncommon co-founder, adds,“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.”

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.