DDB London for Harvey Nichols (2001/2011) – The World Most Creative Sales Campaign

Department Store Sale 2001 – NECK/SHIN/STOMACH


Advertising Agency: BMP DDB, London
Creatives: Adam Tucker, Justin Tindall
Shortlist

Summer Sale 2003 – BIKINI/SHIRT/TROUSERS


Advertising Agency: DDB London
Creative Director: Mark Reddy
Copywriter: Adam Tucker
Art Director: Justin Tindall
Silver Lion for the campaign

Winter Sale 2003 – DEER/WOLF/POLAR BEAR


“We wanted to depict how fashion lovers’ behaviour becomes more aggressive and territorial when the sale is on – they turn into animals when there are bargains to fight over,” Lovisa Almgren, the art director on the campaign, said. “Because it is the winter sale, we chose animals associated with the season – wolves, deer and polar bears.”

Advertising Agency: DDB London
Creative Director: Mark Reddy
Copywriter: Ben Wade
Art Director: Lovisa Almgren

Winter Sale 2005 – SILVER DRESS/BLUE JACKET/GOLD BAG




The ads, created by DDB London, are set in a boxing ring, highlighting the fact the sale begins on Boxing Day in Edinburgh. In one, an Alexander McQueen jacket is under the spotlight in the ring, while another ad shows a dress by Zac Posen. The ads were created by Grant Parker and Jo Wenley. Julia Bowe, marketing director at Harvey Nichols, said: “The campaign promotes the sale in a typical ‘punchy’, Harvey Nichols way, combining glamorous fashion with a Harvey Nichols twist, using iconic imagery and a sense of humour.”

Advertising Agency: DDB London
Creative Director: Adam Tucker, Justin Tindall
Copywriter: Johanna Wenley, Grant Parker
Art Director: Johanna Wenley, Grant Parker
Bronze Lion for the campaign

Department Store Sale 2006 – BASEBALL CATFIGHT/KARATE CATFIGHT/SAMURAI CATFIGHT


Advertising Agency: DDB London
Executive Creative Director: Jeremy Craigen
Creative Director: Adam Tucker
Copywriter: Jonathan John
Art Director: David Mackersey
Gold Lion for the campaign

Department Store Sale 2007 – BOXING HELMET/NORSE HELMET/FOOTBALL HELMET


Advertising Agency: DDB London
Executive Creative Director: Jeremy Craigen
Creative Director: Adam Tucker
Copywriter: Ben Tollet, Emer Stamp
Art Director: Ben Tollet, Emer Stamp
Silver Lion for the campaign

Winter Sale 2007 – SILVER SLEEPING BAG/RED SLEEPING BAG/YELLOW SLEEPING BAG


The Brief: to inform the fashion press that Harvey Nichols’ much anticipated winter sale was about to start. In line with Harvey Nichols tongue in cheek tone of voice we sent some uniquely designed sleeping bags to a short-list of London’s top Fashion Editors (e.g. Sunday Times Style, Grazia, Vogue.com) to hint that they should be prepared for the start of the most fashionable winter sale. Harvey Nichols received phone calls from the Fashion Editors informing them that they really liked the sleeping bags.

Advertising Agency: DDB London
Executive Creative Director: Jeremy Craigen
Creative Director: Jeremy Craigen
Copywriter: Thierry Albert
Art Director: Damien Bellon
Bronze Lion for the campaign

Winter Sale 2008 – CROUCHING/LYING/KNEELING


Advertising Agency: DDB London
Executive Creative Director: Jeremy Craigen
Copywriter: Mike Crowe
Art Director: Rob Messeter
Shortlist

Summer Sale 2008 – VOLTURE JACKETS/VOLTURE DRESS/VOLTURE SHOES


It takes a wry look at the predatory nature of sale shopping featuring live vultures diving in to capture the most coveted designer sale items. Shot by Karena Perronet-Miller, three images comprise the campaign that features a vulture stealing a red Galliano dress away, two vultures fighting over a red leather DSquared jacket, and a third vulture swooping down on this season’s red Alexander McQueen heels. Marketing Director at Harvey Nichols, Julia Bowe, said, “This campaign positions Harvey Nichols as the ultimate sale destination with the most fabulous items being circled by vultures ready to swoop down onto the lavish bargains.It depicts the nature of vultures being protective over the most desirable items and exaggerates how covetable each item in the Harvey Nichols sale is.”
Advertising Agency: DDB London
Executive Creative Director: Jeremy Craigen
Copywriter: Dave Henderson
Art Director: Richard Denney

Department Store Sale 2009 – MARC/THOMAS/CHARLOTTE


Advertising Agency: DDB London
Executive Creative Director: Jeremy Craigen
Copywriter: Andy Mcananey
Art Director: Christian Sewell
Shortlist

Summer Sale 2009 – SALE FIGHTER CAMPAIGN

DDB London is bringing iconic arcade games to the shop floor in a new print campaign for Harvey Nichols. To promote the retailer’s summer sale, scenes from popular fighting games such as Street Fighter and Mortal Kombat are recreated, showing the characters going head-to-head as they fight to get their hands on the best bargains. Each character is decked out in the latest designer clothes, with the men in Alexander McQueen suits and women in Rodarte dresses, modelling the luxury items that can be found for up to 50 per cent less during the sale period.
Advertising Agency: DDB London

Executive Creative Director: Jeremy Craigen
Copywriter: Graeme Hall, Hunter Somerville
Art Director: Graeme Hall, Hunter Somerville

Summer Sale 2010 – GABBER/DUCK/BINGO


Harvey Nichols marketing director Julia Bowe says: “This campaign highlights the tongue in cheek nature of Harvey Nichols, using the fun language of the fairground to demonstrate the excitement of securing the hottest sale item for this season.”

Advertising Agency: DDB London
Executive Creative Director: Jeremy Craigen
Copywriter: Steve Hall
Art Director: Daniel Seage
Bronze Lion for the campaign

Winter Sale 2010 – MENSWEAR/WOMENSWEAR/ACCESORIES


These people are fashion lovers but not the fashion elite. They go to Harvey Nichols to keep up to date with the latest trends. But because of the rather unaffordable prices of top designer brands, they don’t buy a single garment. The sale offers the chance to briefly leave the sidelines and enter that luxury world.

Advertising Agency: DDB London
Executive Creative Director: Jeremy Craigen
Copywriter: Pablo Arellano, Miguel Gonzales
Art Director: Pablo Arellano, Miguel Gonzales

Summer Sale 2011 – MENSWEAR/WOMENSWEAR/ACCESORIES

DDB UK unveiled a new campaign for the Harvey Nichols Summer sale with shoppers with their faces covered in various disguises, stereotypically used in robberies. In the first execution, the female shopper disguised with a black stocking, wears a Lanvin blouse and skirt and carries a Givenchy Pandora Bag. In the second we see the female shopper in a balaclava whilst wearing a Stella McCartney dress and Alexander McQueen clutch. The final execution showcases a male in a Paul Smith suit and Jil Sander shirt, hidden behind a clown’s mask.
Advertising Agency: DDB London

Executive Creative Director: Jeremy Craigen
Copywriter: Will Love
Art Director: Victor Monclus

3 Comments on “DDB London for Harvey Nichols (2001/2011) – The World Most Creative Sales Campaign”

  1. Me says:

    From 2001 till 2009 base concept never changed. Is that really creative?

  2. Conversations with Creatives: Christine Saunders, Art Buyer | evolveimages says:

    […] process that takes place between creatives and photographers. Working with DDB creative directors Grant Parker and Mark Ready and illustrator David Bray and photographer Tim Bret-Day, Christine produced […]

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