Title	SHOPLIFTERS
Brand	HARVEY NICHOLS
Product/Service	LOYALTY APP
Category	A10. Animation
Entrant Company	ADAM&EVEDDB London, UNITED KINGDOM
Advertising Agency	ADAM&EVEDDB London, UNITED KINGDOM
Media Agency	ZENITHOPTIMEDIA London, UNITED KINGDOM
Production Company	BLINK PRODUCTIONS London, UNITED KINGDOM

Name	Company	Position
Ben Priest	Adam/Eveddb	Chief Creative Officer
Ben Tollett	Adam/Eveddb	Executive Creative Director
Richard Brim	Adam/Eveddb	Executive Creative Director
Ben Stilitz	Adam/Eveddb	Creative
Colin Booth	Adam/Eveddb	Creative
Paul Billingsley	Adam/Eveddb	Business Director
Brittany Lippett	Adam/Eveddb	Account Director
Katie Gough	Adam/Eveddb	Account Manager
Louise Richardson	Adam/Eveddb	Agency Producer
Michelle Gilson	Adam/Eveddb	Planning Director
Layzell Bros	Blink	Director
Maiwenn Le Borgne/Bart Yates	Blink	Producer
Annie Perri	Work Post	Editor
Post Production	The Mill/Blink/Cain/Abel	Post Production
Audio Post Production	Wave	Audio Post Production

The Campaign

The online film uses real CCTV footage of shoplifters at Harvey Nichols Knightsbridge store getting caught in the act. It is meant to show that if you want freebies from Harvey Nichols, you’re better off getting them the legal way. The faces of the featured shoplifters have been disguised with animated heads to protect their identity. The endline reads: Love freebies? Get them legally.

Creative Execution

The animators began by creating designs for the different characters in the film. We wanted clean, colourful and expressive designs that would suit the actions of each shoplifter. The animator then tracked the footage and animated each head, responding to their positioning and action. In terms of our character’s expressions, the animator referenced the original footage as a starting point, but then added and exaggerated things to bump up the humour and make the emotion more obvious to read in the fast-paced, grainy action.