Your opening story brought back memories. In the early 1970s, if I recall correctly, a group of evangelical churches, in concert with some mainstream denominations, began distributing black bumper stickers with yellow lettering, simply saying "I Found It!" Ads ran in various media with the same format. The plan was to make this a highly visible campaign for approximately a year, building up public suspense. Then with much fanfare, the churches would announce that "It" was Jesus, or the Messiah, or God.

Shortly thereafter, synagogues began passing out yellow bumper stickers with black letters, with the cheerful reply, "We Never Lost It!" A modern version of the medieval disputation, I suppose ...