Advertisers know best how to play with the human psyche. Hill Holiday’s exquisite campaign successfully wins the mind game by bringing the “faces behind the hands” to life. However, the text on the hands depicting the dreams, though excellent, no doubt, has been stretched a bit. Brevity is the soul of wit and pithy punches would have done much better. Anyway, Creative Directors Doug Gould and Dave Smith have done a commendable job.
Doug Gould, “In These Hands” Creative Director, said:
We decided to use children’s hands in this campaign because hands are a powerful symbol of the choices we make: they can high-five or they can slap. Also, two clasping hands comprise Boys & Girls Clubs of Boston’s logo, sending a powerful message that we are strong when we are together, and together we make good choices.
This is the first time Boys and Girls Club of Boston has launched a powerful online and print advertising campaign in 115 years. “In These Hands” would not only help the core concept reach out more but also connect with the world and make the difference. What lies at the core of the campaign, and which had made the real trick, is the element of honesty. The hands are of the real members of the Club.
Check out the Club’s profile on Facebook.
Via: The Inspiration Room
