When a whole bunch of D&AD Pencils belonging to top creatives went missing earlier this month, Twitter almost exploded with moaning and wailing.
Four days later, it was revealed the whole "heist" had been a stunt by D&AD itself, devised by agency Lucky Generals to publicize the awards' call for entries. Insiders in each agency were asked to swipe the pencils, and if possible to secretly record the reactions if they could.
As seen in this video, the likes of Grey's Nils Leonard, BBH's Rosie Arnold and Africa's Sergio Gordilho were taken in by the stunt -- and their ensuing heartbreak was great publicity for how much a D&AD pencil means to the creative community. It seems they also eventually saw the funny side too.