Too many cooks?

Someone sent me a pic of this huge Vodafone fridge this morning.

It's at Heathrow airport in London.

Not a bad idea, although not exactly exciting either.

What I want to know is why it took so many creative people to make it happen.

It's by BBH London and the credits list 2 Creatives, 7 Designers, a Creative Director and an Exec. Creative Director.

That's 11 creative people to produce a fridge with fridge magnets on it.

What on earth were all those people responsible for?

Click pic to enlarge.