News / 09 Jun 2026
Graduates win D&AD Graphite Pencil
BA (Hons) Marketing Communications
BA (Hons) Creative Advertising (now BA (Hons) Marketing Communications) graduates Fê Sasson and Kiara Hambali have won a D&AD Graphite Pencil for their work on the PampersZzz campaign.
The D&AD Awards celebrate innovative and forward-thinking commercially-released campaigns and the teams behind them. Fê and Kiara, who both work as Creatives at creative marketing agency PG One London, previously saw success at the D&AD New Blood Awards in 2021, which showcase the work of advertising, design and marketing students and recent graduates.
The outdoor print campaign, developed for baby care brand Pampers, features close-up photographs of babies sleeping peacefully, alongside a modified Pampers logo with extra “z’s”. Described by Fê and Kiara as the “if you know you know” campaign, they attribute the success of the campaign to its simplicity, tapping into a feeling of calm and reassurance with the use of well-observed details familiar to parents of young children.
“First and foremost, it’s a validation of thinking outside the box. This idea was something different, and winning with an idea like this lets people know that “different is good!”. When creatives are allowed to do something fun, rather than follow a formula, this is what can happen. We want to keep pushing for ideas that feel different.”
Fê Sasson and Kiara Hambali, BA (Hons) Creative Advertising graduates
The award win is the latest in a series of awards recognition for the campaign, which was also shortlisted for the CampaignBig Awards and the Outdoor Media Awards. It also comes alongside the launch of the second phase of PampersZzz campaign, which features photography from the general public.