Shame it requires a click (well, click and hold) to get the point - this usually means a user is taken away to a new site, so is this the right way to showcase the product benefit, especially as there is no call to action?

Perhaps it just needs a call to action? Also, how does it work after interaction, simply transport user away or is there something missing?

I want to like it, but something makes me wonder if it's not missing an element of sorts.

I had no idea of what I needed to do. I thought at first the mouse animating to the center of the banner was it. What was wrong with having the click and hold effect happen on roll over?

Classic example of a creative getting to close an idea and assuming the general n00b'ish public would get it.

I bet it had to be explained a few times to the client. And a banner that needs an explanation of how its works = FAIL.

I agree with Simon on this one... the expected interaction seems strange. Also, the way that it forces the effect to only the middle of the banner seems lazy. Lastly the effect itself feels kind of... lame?

Yeah weird that they used a click there. I was hovering thinking that all it did was take the cursor to the middle. Nice idea, but I think most of the people that actually interacted wouldn't click and get it.

i didnt even notice the click until i read the comment

Like the 'feely touchy' aspect which is seldom achieved in banners or most flat media. But could easily have taken this one more level by giving users freedom of movement and interaction across the entire banner. Trapping the mouse cursor like that is kinda meh.

Bit wanky ain't it? Isn't the purpose of our jobs to communicate?

i like it, but looks like a first attempt. no copy, cta resolve... and considering 'A to S' did the same thing better and without the locking to the centre a while back makes it a bit lackluster imo.

Sorry, but I don't like it. Too easy to miss the point. And, since a 160 x 600 often appears at the fold, it's likely the logo will be missed as well. Art direction run a muck.

People have already articulated why I think it's rubbish, so I'll confine myself to saying... it's rubbish.

This one is all in the execution. It's not a bad banner, and the interaction - once you figure it out - is somewhat gratifying. It's the hurdle of deciphering the interactivity teamed with zero instruction or CTA that kills it. In the wild I don't think I would have given it a second glance, or perhaps think it was broken.

Not intuitive, and a click means a click-through as a standard.

couldn't agree more with the above comments.

I want to like it but it's way too minimal for people to get it - even awards folk.

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