CDP is launching its latest work for the Hamlet Miniatures brand,
adapting typical Hamlet moments to a cast of dwarfs.
The three executions, which break nationally on 18 June, feature the
dwarfs reaching for their Hamlet Miniatures once it becomes apparent
that their size is a hindrance in otherwise ordinary activities.
In one, the friends light up as they lament the fact that they are too
short to reach the girlie magazines on the top shelf. In another, they
turn to a pack of mini cigars when they do not reach the minimum height
for a fairground ride. The last features the men in a urinal crossing
their legs because they cannot reach the stalls. The strapline for all
three is: "Spread a little happiness."
CDP's joint executive creative director Andy Amadeo said: "We spoke with
many dwarfs, all of whom loved the idea. But they were all keen to
ensure that within the photography, people realised they also were
laughing at themselves."
The campaign is the first done on the Gallagher sub-brand and one of the
first created for the agency under the stewardship of Amadeo and his
partner, Mick Mahoney.
Mahoney said: "This is fantastically powerful and well-branded work that
will be talked about in the pubs. Hamlet is a great brand and we're
thrilled to see such exciting work being produced for it."
It was jointly written and art directed by Neame Ingram, Paul
Westmoreland, Jonathan Crawford and Constanza Rossi. The photographer
was Spiros Politis.