The U.K. continues to prove that it has the best that Christmas marketing to offer. Following blockbuster campaigns from John Lewis, M&S and more, retailer Harvey Nichols hits one more out of the park, this time to promote their brilliant cheap gifts collection -- a series of products like gravel in a tin, or a couple of rubber bands, branded with "Sorry, I Spent it On Myself," the company's sly way of telling you not to go spending your hard-earned moolah on friends or family, but save it for a much more deserving recipient. The collection was previewed in a film by adam&eve DDB, which now debuts a spot that features the gift-giving itself. As people receive their very cheap gifts, they're confronted by the givers, who flash, subtly, what they ended up getting for themselves. Featuring terrifically restrained performances, the effort was directed by Outsider's James Rouse.
The campaign ultimately became the favorite at the Cannes Lions International Festival of Creativity, earning Grand Prix in Promo & Activation, Press, Integrated and Film. Read the story behind the Promo & Activation win, Press Grand Prix details, Film and Integrated awards on adage.com.
For more of the goings on at Cannes, tune into Creativity's "The Best of Cannes."