D&AD releases heist movie

D&AD has released a film about its stunt to remind people of the value of its awards - by stealing creatives' pencils.

Lucky Generals arranged for industry insiders to steal their colleagues D&AD Pencils as part of a campaign promoting the awards
Lucky Generals arranged for industry insiders to steal their colleagues D&AD Pencils as part of a campaign promoting the awards

The stunt was masterminded by Lucky Generals as part of the a campaign to promote D&AD's annual awards show. The film, which went live on social media today (28 January), contains hidden-camera footage and sound recordings of people stealing their colleagues' pencils, as well as the reactions of the victims. 

Tim Lindsay, D&AD’s chief executive, said: "The heist was a spectacular piece of planning and was excellently executed but despite the excitement of seeing the reactions on social media, it was never really about taking the pencils. What we set out to do from the start, was to capture the reactions of people as their pencils were returned, reminding them of a very personal achievement, and I think that this film illustrates this perfectly."

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