Camden Advertising | SPEC

— Overview
While browsing Camden Advertising’s portfolio, I stumbled on their Helping Hands case study.
Something about it caught my attention.
Maybe it was the name—it reminded me of Neil Diamond’s Sweet Caroline (I know he sings “hands, touchin’ hands” instead).
Or maybe it was the faceless creatives—videos and print ad banners of hands moving around and holding each other.
Either way, I was hooked.

— The Challenge
As I dug deeper, I noticed one of Camden’s biggest challenges: a tight budget.
Yet, despite this hurdle, their research led to a beautiful three-ad series that was not only widely relatable but also emotionally powerful.
They tapped into a universal truth—the human instinct to help. And with that, they created something that resonated.

— The Process
Inspired by their results, I wanted to take their insight a level deeper.
At the core of Helping Hands was people's desire to help others.
But what drives that?
Healthcare professionals thrive because they care enough to take action for their patients' well-being. They show warmth and compassion in times of need.
That same warmth extends beyond hospitals—to friends comforting each other, to families supporting one another.
With that in mind, I created a spec ad as an extension of Camden’s campaign.
First, the image: Two hands gently cupping another, reinforcing the idea of care and support.
Second, the headline: Designed to seamlessly fit into the existing campaign while standing strong on its own.

— The Outcome
This spec piece reaffirms the audience’s desire to help others, tapping deeper into their emotions and sense of identity, while compelling them to act.
This spec piece also reinforces what Camden set out to do—create ads which are visually arresting and emotionally meaningful.
By painting a mental image of someone offering comfort (especially relevant during the COVID-19 pandemic), this ad speaks directly to the audience’s emotions, making them see themselves in the moment.
It urges them to act, not just because they should, but because deep down, they want to.
And it's who they are.

— Final Thoughts
That’s the power of a great campaign/ad. It doesn’t just get seen...
It gets felt.
Remember, "people will always remember how you make them feel."