Harvey Nichols "Shoplifters,", which used security footage featuring real-life thieves, has won the Film Grand Prix at the 2016 Cannes Lions International Festival of Creativity.
The retailer's effort for its rewards app, created by Adam & Eve/DDB in London, uses CCTV footage of people stealing from Harvey Nichols locations -- but superimposes cartoon-villain heads over their faces, resulting in something far more funny than sinister. The ad ends with the tag line, "Love Freebies? Get them legally."
Blink Productions is credited with production for the work, which was ranked at number six in Creativity's Best of the Year in 2015.
Read more about the Film Grand Prix at AdAge.com.
Harvey Nichols just did what we think must be a first for a retailer -- it put footage of real life shoplifters into an ad campaign.
Not only that, but agency Adam & Eve/DDB (which has won multiple awards including four Grand Prix at Cannes for its previous Harvey Nichols work such as Sorry I Spent it on Myself), took the real life CCTV films of people stealing from the British department store and made them entertaining.
It achieved this by disguising the criminals' faces with animated heads that give them the expressions of classic cartoon thieves. The Layzell Brothers at Blink created the animations, which both add a layer of humor to the footage and make sure the shoplifters aren't identifiable.
The ad, which promotes the retailer's new Rewards App, ends with the line "Love Freebies? Get them legally." It will be accompanied by print executions that show stylish shoplifters being caught red-handed, while in-store activity will aim to remind anyone tempted to steal that there's a better way to get a freebie.