A box of paper clips. A sink plug. A bag of gravel. Those were among the creative assets that won the Grand Prix in the promo and activation category at the Cannes Lions International Festival of Creativity. The winning work: The "Sorry, I Spent It On Myself" Collection for U.K. retailer Harvey Nichols, created by Adam & Eve/DDB.
What it is: The luxury retailer launched a holiday promotion that cheekily promoted selfishness by selling a gift collection of inexpensive items including rubber bands, cheap pens, canned food and the aforementioned paper clips, sink plugs and bags of gravel. The idea: Spend little money on other people's gifts and you'll have more to spend on yourself.
Why it won: A combination of smart strategy and strong execution made it the victor, according to the jury. It also worked. "Brick-and-mortar sales are on a decline year over year," said juror Will Clarke, executive creative director at The Integer Group. "And for Harvey Nichols to come in and have one of the best holiday campaigns really spoke to the connection with the shopper and customer and the level of creativity. There are a million ways to solve a problem these days and they solved it with retail promotion."