C01. INTEGRATED CAMPAIGN LED BY PROMO & ACTIVATION
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
Stanley's King Henry
Stanley's King Henry
Retouching
James Day
Freelance
Photographer
The Brief
To create a memorable Christmas campaign that cut through the other noise of Christmas in a creative and engaging way.
Describe how the promotion developed from concept to implementation
Christmas is all about giving, sharing and caring. But not at Harvey Nichols the UK’s leading luxury fashion retailer. It’s all about me, me, me. To help our customers out, we invented a new line of products for the festive season. The Sorry I Spent It On Myself Gift Collection. A range of budget presents that we created so people could spend less on others. And more on themselves. The range was available at all Harvey Nichols stores across the UK, as well as online.
Describe the success of the promotion with both client and consumer including some quantifiable results
Almost 26,000 products sold out within three days and Harvey Nichols went on to have one of their best years to date.
Explain why the method of promotion was most relevant to the product or service
We created a bespoke collection of extraordinarily cheap and underwhelming gifts that could be bought in Harvey Nichols stores and online. These gifts included gravel, sink plugs, Christmas lunch in a tin, toothpicks etc. We named it the ‘Sorry, I Spent it On Myself Gift Collection’ and encouraged people to buy them as presents so that they could then spend more of their hard-earned money on themselves. A tongue-in-cheek film was leaked online and soon went viral - #spentitonmyself was trending as shoppers gleefully shared their stories of utter selfishness.