Winners & Shortlists

SORRY I SPENT IT ON MYSELF

Silver Eurobest

Case Film

Presentation Board

TitleSORRY I SPENT IT ON MYSELF
BrandHARVEY NICHOLS
Product/ServiceHARVEY NICHOLS
Category B01. FAST MOVING CONSUMER GOODS
Entrant Company ADAM&EVEDDB London, UNITED KINGDOM
Advertising Agency ADAM&EVEDDB London, UNITED KINGDOM
Media Agency ROCKET London, UNITED KINGDOM
Credits
Name Company Position
Ben Priest ADAMANDEVEDDB Executive Creative Director
Ben Tollett ADAMANDEVEDDB Executive Creative Director
Emer Stamp ADAMANDEVEDDB Executive Creative Director
Richard Brim ADAMANDEVEDDB Creative
Daniel Fisher ADAMANDEVEDDB Creative
Paul Billingsley ADAMANDEVEDDB Business Director
Jessica Lovell ADAMANDEVEDDB Planner
Kannayo Okolie ADAMANDEVEDDB Account Manager
Kirsty Harris ADAMANDEVEDDB Creative Producer
Daniel Moorey ADAMANDEVEDDB Head Of Print
Alex Fairman Stanley's King Henry Designer/Typographer
James Day Freelance Photographer
Stanley's King Henry Stanley's King Henry Retouching

Results and Effectiveness

Almost 26,000 products sold out within three days and Harvey Nichols went on to have one of their best years to date.

Creative Execution

The campaign launched with a promotional range film which introduced the products to the public. This was backed up by an in store and local press and poster campaign. On the day the products were launched in store and online, a film was played online and in cinemas to announce their arrival

Insights, Strategy and the Idea

Harvey Nichols is the UK’s leading fashion luxury retailer. We needed to cut through the advertising noise of Christmas on a very limited budget. Harvey Nichols target audience are a fashionable bunch, they obsess about the latest looks, what's on trend and having that 'it' bag. Christmas is normally about giving and sharing but we decided to make it all about me, me, me. So we decided to make a range of products that allowed customers to spend less on others and more on themselves.