A Creative Gathering with Real-World Impact

Each year, the D&AD Awards brings together some of the world’s most creative minds. It is one of the biggest and most respected events in design and advertising. In 2025, it took place at the Southbank Centre in London on May 22.

Before the awards ceremony, there was a two-day festival. People from all over the world came to attend talks, workshops, and exhibitions. More than 80 speakers shared their ideas and experiences. Some came from well-known companies like KFC, OpenAI, The New York Times, and Skyscanner. They spoke about important topics such as the future of creativity, how artificial intelligence is changing work, and how to stay true to storytelling in a fast-changing world.

The event also gave people a chance to see the shortlisted work, learn from judges, and connect with others in the industry. There were many different activities going on at once. Some people joined in group discussions. Others walked through the displays of design work. It was a place where everyone could find something useful and interesting.

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Sydney Scott Sam's role at the awards

Sydney Scott Sam, the CEO of Workspace Global, played an important role this year. He was invited to be a judge for the Impact category. This part of the awards focuses on work that is designed to make a difference in people’s lives. The goal is to recognize creative projects that have social, environmental, or economic impact.

Sydney brought with him a deep understanding of African markets and how creativity is used to solve real-world problems there. He also shared his experience in using design and technology to help small businesses grow. Judging this kind of work was a natural fit for him. He looked closely at how the work was made, how people responded to it, and whether it had long-term benefits.

He also took part in a session where jury members spoke about their judging process. This allowed attendees to learn how decisions are made and what the judges look for. Sydney used this time to explain how creativity can be both powerful and practical. He spoke about the work African creatives are doing and how much potential there is in the region.

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Meeting the people behind the judging table

Sydney was not alone. He worked with other judges who brought different kinds of experience to the table. They came from different backgrounds and countries. Each one had a different way of thinking, which made the conversations richer.

He worked with Paco Conde, who is the co-founder and creative director of Activista. Paco is known for making campaigns that deal with social justice and human rights. His work asks big questions and often pushes people to see things in a new way.

Another member of the jury was Gian Carlo Lanfranco, who runs a creative agency called L&C. He focuses on global brand campaigns. His work brings together strong visuals with simple, clear messaging.

Joanna Catalano from Uber was also on the jury. She looks at how organizations build their culture and support creative people from within. Her input helped the group think about how these ideas can be turned into lasting systems.

Roshi Givechi, a design strategist and filmmaker, added a very human point of view. She often focuses on how people experience design in daily life. She encouraged the team to look beyond the numbers and ask how the work really affects individuals and communities.

Working with this group gave Sydney new perspectives. They didn’t always agree, but they listened to each other and took time to understand where each person was coming from. Everyone wanted to get it right. They wanted to reward work that actually helps people, not just work that looks nice or sounds clever.

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What makes impact real?

The Impact category had very clear rules. Entries had to show real, proven results. It was not enough to have a good idea or strong visuals. The work needed to prove that it had made a difference. That could be in the form of behavior change, community support, better access to services, or even changes to policy.

There were also smaller subcategories under Impact. One was called Local Solution. This category focused on work that helped a specific town or village. Sydney found this part especially meaningful. Many African projects start small and local. They might not have big budgets, but they solve problems in smart and effective ways.

Judging these entries reminded Sydney of the kind of work that often goes unnoticed but can be life-changing for the people it helps. He spoke up for those ideas, making sure they got the attention they deserved.

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Why Workspace Global was meant to be here

Sydney’s role at D&AD fits closely with the mission of Workspace Global. His company is all about giving African creatives access to bigger markets and better tools. They use AI to make design more affordable and more scalable. They also train and support young talent across the continent.

Being at D&AD allowed Sydney to talk to people who are shaping the future of creativity. He saw where the industry is heading and shared ideas with others who care about the same things. He also met leaders who are trying to make their work more inclusive and more useful to the real world.

For Workspace Global, this was more than a trip. It was a chance to show that African creativity belongs on the global stage. It was a chance to listen, share, and grow.

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The D&AD Awards 2025 showed how creative work can solve real problems. It showed how people from very different places can come together around shared values. It also showed that Africa has something unique and valuable to offer the world.

For Sydney, judging the Impact category was a personal and professional milestone. He helped select work that is already changing lives. He brought a new voice into the room, one that spoke clearly about what matters and why.

This experience reminded him of why he started Workspace Global in the first place. To make design more useful. To support talent that often gets overlooked. And to help people build things that last.