51风流

M’sian Students’ Ad Campaign Shines at D&AD Awards 2025

Based in London, UK, the D&AD Awards is known for being one of the world’s most prestigious advertising awards. We are proud to share that our Malaysian advertising students have earned a place among this year’s honourees in the D&AD Awards 2025. Since 1962, the Design and Art Direction Awards gather the world’s best creative work from across the commercial design, advertising and craft disciplines to be judged by a cohort of over 300 of the world’s leading creative minds.

The Visual Communication Design students from The One Academy won the Graphite Pencil (Silver Award) in the New Blood student category for stand-out work that rises above the rest. With nearly 6,000 entrants from 65 countries and more than 3,000 submissions, securing this Pencil required not only hard work but an exceptional level of creativity and strategic thinking.

Covering a wide range of disciplines including UX/UI, animation, advertising, typography and experiential, the briefs were designed to provide new talent with the experience of working on client briefs. Students had to not only deliver stunning visuals but crafting ideas that communicate powerfully and resonate with audiences.

Entering the competition as a team project, students Amber Cheow Wei Sum, Natalia Voloshanovskaia, Tam Zhe Zheng, Yu Yihan and Yong Xiao Jing took home the Graphite Pencil for their standout and impactful campaign, ‘Heaven & Hellmann’s’.

“Our idea was based on a wordplay from the brand name, Hellmann’s. Since labelling something as

‘heavenly’ signifies high praise, we thought it would be fitting to use this theme as a way to highlight the brand’s extraordinary quality,” the team shared when speaking about their award-winning concept.

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The students developed a clever and memorable campaign that played with the iconic mayonnaise

brand’s name by using wordplay and a fresh creative angle to show how just one bottle of Hellmann’s can elevate an entire dining experience. It was a smart way to position the brand as the ultimate flavour enhancer that transforms ordinary meals into heavenly experiences.

More than attractive visual and copywriting, the campaign also introduced the “Singing Bottle”, a limited-edition Hellmann’s bottle that sings when squeezed. The highlight of this concept is its interactive feature, which allows consumers to choose the heavenly hymn they want their bottle to sing with the Hellmann’s app. Within the app, users can also explore delicious recipes featuring Hellmann’s mayonnaise.

It was a well-thought-out creative campaign that not only entertained, but effectively encouraged

consumers to download the app, engage with the brand, and keep using it.

When asked about the challenges of competing on a global stage, the team shared, “Reaching our final idea took many attempts, but each challenge in the ideation stage pushed us to explore more. Our lecturers helped us by guiding and offering professional advice throughout the process.”

The One Academy is committed to providing the best art education programmes and continues to nurture its students passionately through its “Masters Train Masters” coaching philosophy, which has been practised for over 35 years, by providing diploma and degree courses in Visual Communication Design, Digital Animation, Digital Media Design, Interior Architecture and Design, Illustration, Fine Arts, and Paris Fashion Design & Pattern Making. For more information, visit or call 03-7875 5510 or e-mail your enquiries to [email protected].