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Beans

Beans | 夏菲尼高 | Harvey Nichols | 恒美 | DDB
下载原始文件 下载原始文件 JPG | 1024x768px
基本信息
行业: 零售与分销
媒体:户外
时间:2005年4月23日
投放:英国
语言:英语
风格: Minimalism
说明cnen
Context


In the 1990’s Harvey Nichols went from strength to strength distinguishing itself on every aspect of the retail experience, from receiving a D&AD for its windows to introducing a new concept in in-store dining with the 5th floor restaurant.
During this journey Harvey Nichols became more than a store. It became a brand associated with fashion, glamour, success, exclusivity, originality. The synonym for fashion, Harvey Nichols was the name on the bag every self respecting fashion shopper wanted to be seen carrying.
Then, after 10 years of success the world around it changed. Notting Hill filled with cool boutiques where fashion lovers discovered niche labels. Selfridges reconsidered its position, redesigned, restocked and presented itself as a fashion store, copying Harvey Nichols. Harvey Nichols began to lose its exclusivity…its crown contested. Harvey Nichols had to protect and reassert its position within this changing climate. This was the objective of the advertising brief

Philosophy/Solution


Communications was asked to assert the brand truth – fashion – in a climate where a fashion positioning had become the goal of the competition. Fashion creates dependency and desire, it creates craving and the need for gratification. Fashion is a drug and fashion lovers are addicted.
Since the original ‘Fashion Victims’ campaign we have developed a number of different campaigns for Harvey Nichols. Recent campaigns include the ‘Calendar’ campaign which highlights the fact the real fashion addicts will deprive themselves of basic necessities in order to satisfy their craving for a must-have handbag

Results


Harvey Nichols is one of the UK’s most creatively awarded clients and, amongst numerous other awards, won 2 golds and a silver at Cannes in 2005 and a silver at D & AD in 2004 for best press campaign.
制作信息
品牌:
广告公司:
创意总监:
文案:
美术指导:
摄影:
排版:
客户经理:
客户企划:
其他职位:Marketing Manager Julia Bowe
Brand Manager Fran Page
奖项
克里奥奖 2006
金奖
Product/Service - Campaign (Print)
克里奥奖 2006
金奖
Product/Service - Campaign (Poster)
克里奥奖 2006
银奖
Product/Service
D&AD 2006
黄铅笔
Press Advertising / Magazine Press Advertising Colour
International ANDY Awards 2006
银奖
Retail/Magazine
International ANDY Awards 2006
银奖
Magazine
The One Show 2006
金铅笔
Outdoor / Out of Home
The Creative Circle Awards 2006
银奖
Best Press Campaign
The Creative Circle Awards 2006
银奖
Best Poster Campaign
The Creative Circle Awards 2006
铜奖
Best Magazine Advertisement
The Creative Circle Awards 2006
铜奖
Best Women's Magazine Advertisement
戛纳国际创意节 2005
金奖
Retail Stores
EPICA (Europe's Premier Creative Awards) 2005
优胜金奖
Retail Services
Eurobest - The European Advertising Festival 2005
金奖
Retail Stores, Restaurants & Fast Food Outlets
Eurobest - The European Advertising Festival 2005
金奖
Retail Stores
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