Have you been hunting high and low for a missing D&AD Pencil? Well, look no further than plucky London-agency Lucky Generals.*
It turns out the agency was behind the disappearance of hundreds of D&AD Pencils from trophy cabinets of agencies all over the world on Monday.
Why? To highlight the value of the awards, of course.
In a heist that could rival the Italian Job, Lucky Generals co-ordinated with a select few insiders to remove the prized trophies from nearly 30 agencies, including Goodby Silverstein & Partners, AMV BBDO and production company Gorgeous, where an impressive 75 pencils were taken.
Danny Brooke-Taylor, creative founder of Lucky Generals explained: "This experiment was based on the simple truth that, sometimes, we only realise the true value of things when they’ve been taken from us."
Meanwhile, Tim Lindsay, chief executive of D&AD applauded the “chutzpah” of Lucky Generals and thanked everyone who took part, wittingly or unwittingly.
*Lucky Generals, we’re promised, has since returned all of the Pencils.