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Creative

adam&eveDDB Uses Real-life Shoplifters for Cheeky Harvey Nichols Ad

DDB EMEA, 2 years, 3 months ago

Layzell Brothers at Blink use CCTV footage of caught crooks to promote new rewards app

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.

Creative Agency

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

Media Agency:  Zenith Optimedia

Planner:  Tim Payne and Becky Dorfman

Music and Sound

Audio Post Production: Wave

Song: Wiley ‘Wot Do U Call It’

Offline

Editor: Anne Perri @ Work Post

Post Production / VFX

Post Production House: Blink

Production Company

Director: Layzell Bros

Production Company: Blinkink

Category: Retail and restaurants , Retail stores

Genre: Comedy