Just as U.K. luxury department store Harvey Nichols has won two Grand Prix at Cannes for its "Sorry, I Spent It On Myself" Christmas campaign, the retailer is beginning a new summer sale campaign.
The Christmas campaign jokingly helped those who had blown their gift budgets on themselves by packaging cheap items like rubber bands as presents. The new effort illustrates the perils of being late to the sale and losing out on the chance to find the right style in the right size. It shows people wearing ill-fitting designer items, accompanied by the line, "The Harvey Nichols Sale. Best get there early." Both campaigns were created by Adam & Eve/DDB.
The new imagery is of typical fashion advertising, but the clothes -- a dress by Roland Mouret, a bikini by Versace, shoes by Gianvito Rossi, a shirt by Valentino -- are obviously the wrong size for the models. "We've all been there, desperately trying to convince yourself that something fits you, even when it clearly doesn't," said Ben Tollett, executive creative director of Adam & Eve/DDB.
The "Sorry, I Spent It On Myself" campaign was a little more elaborate, creating a genuine collection of items for sale, which were very different from the designer goods usually found in a Harvey Nichols store. There was a plastic doorstop, gravel and a tinned Christmas lunch -- all on sale for under $3.
A voiceover in the TV advertising said, "The Harvey Nichols 'sorry I spent it on myself' gift collection -- a little something for them, a bigger something for you."
The campaign, which ran across TV, print and online, also won Gold Lions in the new product launch/re-launch or multi-product promotion category, and the retail, e-commerce and restaurants category of the promotions & activations Lions.