Your Shot: Why adam&eveDDB & Harvey Nichols Have Had Enough of Rubbish Christmas Presents
Christmas is a time of joy, of gifts, of family, of over-indulgence. It can also be a time of truly pants, unwanted tosh that hits eBay come Boxing Day. And it’s that insight that is the driving force behind Harvey Nichols’ Christmas campaign ‘Could I Be Any Clearer?’ Following ‘Sorry I Spent It On Myself’, which cleaned up at this year’s Cannes Lions, was always going to be a tall order, but we think adam&eveDDB are hitting the right notes again. It’s just as selfish as last year - in a good way - and is based around a set of customisable Christmas cards that help ensure you get exactly what you want come the 25th. It’s playful and a bit mean all at the same time - but aren’t all the best jokes like that? LBB’s Addison Capper chatted with adam&eveDDB creatives Alex Lucas and Jon Farley to find out more.
LBB> What were the insights that drove it?
AL&JF> It was based on the fact that we all get a few bad presents for Christmas, but are too polite to say what we actually want. We are British after all.
LBB> Last year’s Harvey Nichols spot was a bit of a sleeper hit at Cannes. How did that affect the way you approached this year’s? Were you feeling any extra pressure?
AL&JF> Last year's campaign was a huge hit. We have definitely felt the pressure, but you can't pay too much attention to that. We just tried to keep it simple and find a good insight about Christmas.
LBB> A lot of brands tend to take the sentimental and emotional approach with Christmas campaigns. Are you consciously trying to stay one step ahead with Harvey Nichols?
AL&JF> The campaigns for Harvey Nichols have always been about the lengths people are prepared go to for their fashion fix. It's a brand that can laugh at itself, which gives it a great point of difference at Christmas.
LBB> Why is it the right approach for the brand?
AL&JF> It's what they're all about. Making a statement.
LBB> Why was Eric Lynne the perfect director for the project?
AL&JF> Eric has done some terrifically funny work. He has a wonderful eye for detail and great comedic timing. We loved working with him.
LBB> Aside from the online film, what have you got planned for the whole multimedia campaign?
AL&JF> We're focusing on the Christmas cards. People will be able to create their own cheeky cards telling loved ones exactly what they want on the Harvey Nichols site. They'll then be able to share the cards via social media as well as buying them in Harvey Nichols.
LBB> What were the trickiest components and how did you get them just right?
AL&JF> When you set out to do something new there are always challenges. Making sure the Christmas cards were right was our first priority. The second was to create a seamless way for people to create their own customised cards and share them online.
Category: Retail and restaurants , Retail stores
Genre: Digital , Strategy/Insight