While takings at the Ivy Club and Shoreditch House will have been down on previous weeks following the capital-wide riots, Rileys Sports Bar in Victoria was close to bursting point as more than 60 of advertising's finest tungsten tossers from 14 agencies took to the oche for the inaugural Campaign Arrows.
Teams from Publicis, Gravity Road and DLKW Lowe entered into the spirit of the occasion by arriving in tailored nylon darts shirts, while the latter also supplied the darts legend Bobby George.
The "Dazzler" explained the rules and drew the teams, which also included JWT, Abbott Mead Vickers BBDO, Dare and Creature.
After a few drinks to steady nerves and shaky darts hands, things quickly became competitive as the tournament got under way.
Following the knockout stages, George was keen to show off his bling (he pretty much wears his weight in gold) to an obviously impressed Neil Francis of SFW, who was so taken by the chunky jewellery that he has since started to describe himself as the "Liberace of Darts".
The one-time World Championship runner-up (George, not Francis) also provided solace to Jon Peppiatt and Nick Kidney from Bartle Bogle Hegarty, who were initially devastated at being knocked out in the qualifiers but soon restored agency pride by winning the plate tournament, sponsored by Copper & Co, after beating PHD.
In the tense championship final, DLKW Lowe saw off the challenge of Archibald Ingall Stretton to claim the trophy. An obviously emotional Charlie "The Sniffer" Snow said: "It was a tremendous feeling to see our 10,000 hours of practice come good. We are honoured to be the first winners, and are already looking forward to defending the trophy next year. Game on."