One of the coolest marketing campaigns hit the world in a big way when ‘The Big Hands’ by Nikon stunt was recently executed in several European cities.
The camera kingpin kept the world in suspense when they erected massive sculptures of hands emerging from what looked like broken ground in a position of mystery.
Each set of hands was posed as if they were to be holding something and no signage was added to appease the question of passersby.
The Twitter world took a gamble at what the empty molds might be wordlessly waiting for in Warsaw, Milan, Stockholm, Berlin, Paris and even Covent Garden until, overnight, the hands were filled with massive replicas of the Nikon J1.
Causing the cities to stir with branding buzz and turning a revolutionary reveal into an interactive marketing win, Nikon did a great job—I’ve got to “hand it” to them.