Target Australia promoted its annual Big Toy Sale with an innovative media campaign, “Big Hands”. Outside a Target store actors dressed up as big toys (two wrestlers, a soldier, a bride and groom) and attached oversized hands to their costumes. Once the big toys started performing, it created the illusion that the hands were actually playing with them.
The Big Hands campaign was developed at The Campaign Palace, Melbourne, Australia, by creative directors Tony Leishman and Christine Isaac, copywriter Pat Lennox, art director Ben Green, production manager Fiona Gillies, account executive Rennie Freer.
The campaign won a bronze award for innovative media at the Clio Awards 2007 and has been shortlisted for awards at Cannes 2007.