Past winners of the prestigious D&AD Pencils freaked the hell out this week when they suddenly discovered their precious ornaments of self-worth had gone missing.
Some 75 Pencils from nearly 30 agencies—from Rio to Melbourne, from San Francisco to Cape Town—suffered disappeared on Monday. Among the victims: Jeff Goodby of Goodby Silverstein & Partners and Paul Brazier of AMV BBDO.
Many of them voiced their confusion and grief on Twitter.
Well, relax. It was all just a coordinated heist by London agency Lucky Generals. The Pencils were returned on Thursday, with a note explaining that the stunt was meant to dramatize the precious nature of the awards.
"This experiment was based on the simple truth that, sometimes, we only realize the true value of things when they've been taken from us," said Lucky Generals creative founder Danny Brooke-Taylor.
Added Tim Lindsay, CEO of D&AD: "We loved the chutzpah of the Lucky Generals idea. It was a cheeky and good-humored way of reminding people that, when it comes to awards, nothing matters more than a D&AD Pencil. Thanks to everyone who took part, wittingly or unwittingly."