Image source: D&AD
Not-for-profit organisation D&AD, known for promoting global standards of excellence in design and advertising, has unveiled a new brand manifesto that directly challenges the industry with a provocative question: Is creativity alive or dead? The initiative encourages professionals across the creative field to reflect on the current state of their craft, and was developed by Uncommon Creative Studio.
The manifesto acts as a deliberate jolt to an industry that, according to D&AD, risks getting trapped in overanalysis and hesitation. In an accompanying film, the organisation argues that creativity hasn’t been taken away by artificial intelligence, smartphones or social media, rather, it is being stalled by inaction. With this message, D&AD aims to re-energise the creative community and remind it of the importance of making, not merely debating.
As part of the rollout, D&AD has also unveiled a refreshed visual identity for the 2026 Awards, effectively turning the manifesto itself into the brief guiding the entire programme. The organisation additionally announced the 2026 jury presidents, a diverse group of senior creatives representing global brands and agencies. Their role will be to lead judging with the manifesto’s emphasis on experimentation, clarity and action at the forefront. According to D&AD, these jury chairs were selected because they already embody a strong, maker-driven creative mindset.
“Creativity doesn’t die, it drifts. It gets buried under deadlines, data and fear of taking risks,” said Lisa Smith, D&AD president and Uncommon’s global chief design officer. “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.”
In parallel, D&AD is launching a new editorial platform dedicated to exploring the broader question at the centre of its campaign. The hub gathers perspectives from designers, creatives and advertisers who are examining how the nature of creativity has shifted amid nonstop digital feeds and an attention-scarce environment.
“Creativity today is more decentralized 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,” said Donal Keenan, D&AD’s chief operating officer. “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.”
