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The Salone 2025 campaign is awarded a Pencil at the D&AD Awards
The “Thought for Humans.” project designed by Dentsu Creative Italy and created by New York artist and photographer Bill Durgin won the prestigious award in the Photography/Still Life category
For the 2025 edition, the Salone del Mobile.Milano presented “Thought for Humans.”, an advertising campaign that celebrated and explored the deepest essence of design: its relationship with human beings.
The project was honored at the D&AD Awards in the Photography/Still Life category. Every year, the D&AD Awards in London celebrate creativity, innovation and inspiration in an advertising campaign. It is the most prestigious and authoritative global award in advertising, founded in 1962 by a group of British designers and art directors with the aim of celebrating excellence in creative communication. The most deserving projects are awarded the Pencils, the iconic statuette of the D&AD Awards.
“Thought for Humans.” is a project of the Salone del Mobile.Milano devised by the agency Dentsu Creative Italy and created by the New York artist and photographer Bill Durgin. In the April edition of the Salone his evocative images were featured in an exhibition in the heart of Milan, and express the encounter between light, wood, metal, fabric and bioplastic with human skin, conveying a message of sustainability and connection.
In Durgin's words: “Carrying out this project has been exciting and inspiring. I worked in harmony with the Salone del Mobile team and with Dentsu Creative Italy in the scouting phase to identify the materials and forms that best represented the idea of the campaign, so exploring the intrinsic relationship between design and the human body. We wanted to reveal the beauty of the material and its ability to merge with the body.”
Exhibition view, Via Dante, Milano - Ph. Ruggiero Scardigno
Exhibition view, Via Dante, Milano - Ph. Ruggiero Scardigno
Exhibition view, Via Dante, Milano - Ph. Ruggiero Scardigno
Exhibition view, Via Dante, Milano - Ph. Ruggiero Scardigno
27 May 2025
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