adam&eveDDB Uses Real-life Shoplifters for Cheeky Harvey Nichols Ad
Harvey Nichols is unveiling a campaign to promote its new loyalty app which rewards customers with complimentary services and exclusive perks with every point spent instore or online.
The ‘Shoplifters’ campaign launches with an online film, which uses CCTV footage from its stores of real shoplifters getting caught in the act. The faces of the shoplifters have been disguised with animated characters produced by the Layzell Brothers at Blink, and the film finishes with a reminder that there’s now a better way to get a freebie – with the new rewards app from Harvey Nichols.
Shadi Halliwell, Group Creative & Marketing Director of Harvey Nichols, said: “We wanted to create a campaign which plays on the universal truth that everybody loves a freebie. By downloading ‘Rewards by Harvey Nichols’, our customers are sure to be spoilt, the legal way, with fabulously stylish treats.”
Ben Tollett, ECD at adam&eveDDB, said: "This campaign is designed to send a clear warning to the nation's shoplifters. The only free thing they'll get when they steal from Harvey Nichols is a day trip to the local police station."
All elements of the campaign carry the endline, ‘Love Freebies? Get them legally. The new Rewards App from Harvey Nichols’: The campaign was written by Ben Stilitz and Colin Booth of adam&eveDDB, and is supported with print executions showing stylish shoplifters being caught red-handed (photographer, Marcelo Krasilcic) and instore activity reminding potential shoplifters that there’s now a legal way to get a freebie.
Account Director: Britt Lippett
Account Manager: Katie Gough
Art Director: Colin Booth
Business Director : Paul Billingsley
Chief Creative Officer: Ben Priest
Copywriter: Ben Stilitz
Designer: (Head) Paul Knowles
Executive Creative Director: Ben Tollett, Richard Brim
Planner: Michelle Gilson
Media Agency: Zenith Optimedia
Planner: Tim Payne and Becky Dorfman
Music and Sound
Audio Post Production: Wave
Song: Wiley ‘Wot Do U Call It’
Editor: Anne Perri @ Work Post
Post Production / VFX
Post Production House: Blink
Director: Layzell Bros
Production Company: Blinkink
Category: Retail and restaurants , Retail stores