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- guardian.co.uk, Friday May 16 2008 15.12 BST
The iPhone: helped Apple to one of its two black pencil awards. Photograph: AP
Apple has picked up two highly-coveted black pencils at the prestigious D&AD Awards, for the design of the iMac and the iPhone, adding to a tally that makes the US technology company the most successful in the 45-year history of the event.
The company, which has won a total of six black pencils since 1999, was one of five winners at the D&AD ceremony last night that saw a record six black pencils awarded.
Ad agency Fallon's Gorilla ad for Cadbury took a black pencil in the TV and cinema advertising category at the D&AD event, which celebrates excellence in design, advertising and creative communities.
The National Gallery Grand Tour, which saw meticulous reproductions of famous paintings turn London's West End into an outdoor gallery, picked up a black pencil for the Partners in Poster Advertising campaign.
US ad agency Goodby, Silverstein & Partners also took a black pencil for a website called gettheglass.com for the California Fluid Milk Processors Advisory Board, famed for its Got Milk? TV ads.
Japanese digital ad agency Projector Inc won a black pencil for online advertising for Uniqlock, a bizarre online digital experience for Japanese clothing company Uniqlo.
The top award of a black pencil is notoriously difficult to achieve - at six D&AD ceremonies none has been given out, the most recent being the 2003 awards. This makes winning one all the more coveted.
"One of the things that makes D&AD credible is they won't give an award if the work isn't good enough," said Jonathan Ive, the chief designer at Apple, speaking to MediaGuardian.co.uk.
"It is not about what is best that year, it is about an absolute standard."
A total of 64 yellow pencils across juries that judged 30 categories were this awarded by D&AD.
Previous winners of D&AD black pencils have included Honda's animated "Grrr" ad, by agency Wieden & Kennedy, and Channel 4's brand idents - both in 2005 - and the Berliner redesign of the Guardian in 2006.
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