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A D&AD pencil is the most prestigious accolade in the global creative community. But sometimes we don’t realise the value of things until they’ve been taken from us. So to remind the world how precious the awards are, we set out to steal them from agencies all over the globe.

From San Francisco to Cape Town, Rio to Melbourne we recruited insiders who could pinch them from their pedestals. Then we watched. Confusion. Panic. Anger. We saw it all, as we nicked hundreds of trophies in a highly coordinated heist.

Only after 4 days of public confusion did we reveal what was going on and why. We can only apologise for the sleepless nights we may have caused to others, in the process.


After the heist, we found a new secret weapon to creative industry just how important the D&AD Pencil is. Your mum. No-one’s prouder of you than her. And imagine how proud she’d be if you won a Pencil.

We travelled 4 continents to pull this off, and to show just how brilliant mums are.