Creativity

Campbell's: In Your Hand

"The sheer simplicity of using the human hand seemed like the most natural way to tell the story" of Campbell's Soup at Hand line of soups in a cup, explain BBDO/Toronto creatives Mark Mason and Patrick Scissons. That simplicity required ac

Published on Oct 27, 2006

Editor's Pick

"The sheer simplicity of using the human hand seemed like the most natural way to tell the story" of Campbell's Soup at Hand line of soups in a cup, explain BBDO/Toronto creatives Mark Mason and Patrick Scissons. That simplicity required actual analog hand shadows, but "finding this niche talent was no easy task," they say. The agency conducted an extensive search for hand-shadow artists across North America, and the top finger puppeteers were brought to Toronto for a two-day film/photo shoot with photographer/director Mark Zibert (MarkZibert.com), who shot TV spots, too. "It was important for us to stay true to the concept of what a real hand could create, instead of relying on digital effects or extensive retouching," says Zibert. "The imperfections in the shadow shapes are what give the campaign its charm and make it feel more genuine." So if that tomato has a slightly knuckly cauliflower feel to it, and the mushroom (see the PDF) could also be a mule, it's all the more high-fivable.

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About

Credits

Date
Oct 27, 2006
Chief Creative Officer:
Jack Neary
Creative Director:
Ian MacKellar
ACD/Copywriter:
Patrick Scissons
ACD/Art Director:
Mark Mason
Photographer:
Mark Zibert
Client:
Campbell's
Agency:
BBDO Canada

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