The Practimac Free Tools Furniture ad campaign revolves around images of hands painted as tools. By turning the hands themselves into 'tools,' the print ads show that it is the hands that are necessary to assemble the pieces of furniture and nothing more. They themselves are the only tools people will need.
Conceived and executed by Pérez y Villa an ad agency based in Medellín, Colombia, the Practimac Free Tools Furniture ad campaign was art directed and illustrated by Juan David Ospina with creative direction by Mauricio Cantillo and copy by Samuel Jaramillo. A simple idea, the images nevertheless send a strong message.
As though inspired by Anni Relli's hand paintings for Ecclesiastical Insurance, the Practimac Free Tools Furniture ad campaign are fun and informative.