Advertising› Design› Miscellany› Photography
The idea, the execution
Hands and hands. There are a few of them about recently. Specifically, many hands grouped to form a larger, recognisable form.
For starters, the Learning Skills Council ads created by Leo Burnett Ltd use hands formed in the shape of something else. It’s a great idea, and communicates to all. Like an advanced version of shadow pupptets, hands form and reform to make the faces of different characters complete with expressions.
But I can’t help feeling that the production values could have gone that one step further. Throw in a premium brand like Honda, and the quality shoots up. Could this be the difference between brands with high quality threshold and the rest? It’s not just the idea that works with photographer Oliver Rheindorf’s execution for agency Scholz & Friends, but the sheer quality.
Obviously a little is lost in the translation between TV/print, but Leo Burnett’s hands (1) are washed out, whereas the beauty of the human hand is expressed in subtle hues in Rheindorf’s interpretation (2). Even if the idea is simply brilliant, or worth a million dollars, execution can let you down at the final hurdle.
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