Since 1962, The D&AD organization has been a global leader in awards for design in advertising, and gives out awards that are symbols of creative achievement. The pencil-shaped awards are the Oscars of the advertising community. Taxi Canada was brought in to help promote the event and created a number of outputs to do just that. Part of a campaign was a 300-pound crocheted pencil shaped installation that was draped over a water tower at 395 Broadway in New York City. Drawing attention for the three days that it stood, the work reminds us that great messaging rarely occurs on a billboard.