"During our search for a junior creative team, we've been impressed by some of the work we've seen, but we've been slightly less impressed by the reappearance of ideas that have already been awarded in years gone by," explain Lunar BBDO CDs Ben Kay and Daryl Corps. "It led us to the conclusion that young creatives today don't seem to know even the recent history of their industry. When we started in advertising, Peter Souter [now deputy chairman at AMV BBDO] advised us to read old D&AD annuals until our eyes bled. He also mentioned a game that the founders of Simons Palmer used to play, where they tested each other on award-winning headlines, creatives and even D&AD page numbers. And when we worked under Dave Dye [now of Dye Holloway Murray], he told us that he used to know all the credits in the annuals by heart. Well, if it was good enough for them, it's good enough for us and it ought to be good enough for today's aspiring creatives."
So the Lunar BBDO Creative Department Application Form has had a limited run in U.K. trade mags and ad school publications. "Although its successful completion is not a condition of working here, we think it provides a useful guide as to the kind of interest in advertising creativity that we'd like to see in prospective employees," they say. "Our current placement team of Mandy Smith and Sarah Ginn were the first to fill the crossword in correctly, so we’ve taken them on in the short term with a view to seeing how they work out." We can't wait for D&AD sudoku.