"it" Strikes Again

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On the heels of BBDO's "it" consumer campaign-which features various iterations of the monumental "it" logo made by modelmakers, and the tag, "You can get it on eBay"-comes an imaginative photog-driven trade version of the campaign with a slight but crucial twist in the tagline. The poster and print work, shot by Craig Cutler, targets small businesses with what might be called surgical product specificity. So how much of these remarkable setups are digital? "Some post was done, but not much," says AD Chuck Tso. "We didn't want heavy retouching to taint the flavor. All the components were live; we spent lots of time carving the letter spaces out, which only made them more fun to shoot."

Client: eBay Agency: BBDO, N.Y. CCOs: David Lubars, Bill Bruce ECD: Greg Hahn CW: Chris Maiorino AD: Chuck Tso Photographer: Craig Cutler Art Producer: Betsy Jablow

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