Read our new manifesto
22 - 26 March

Festival for a rapidly changing world

Topics include: Direct to consumer / E-commerce / Data & privacy / Martech

Missing a D&AD Pencil? Better give Lucky Generals a call as agency revealed to be pranksters behind global stunt

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.

Join us, it's free.

Become a member to get access to:

  • Exclusive Content
  • Daily and specialised newsletters
  • Research and analysis