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Cat

Cat | Harvey Nichols | DDB
Download Download JPG | 1024x768px
basics
Industry: Retail & Distribution
Media:Outdoor
Published:Apr. 23, 2005
Market:United Kingdom
Language:English
Style: Minimalism
descriptioncnen
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.
credit
Brand:
Agency:
Creative Director:
Copywriter:
Art Director:
Photography:
Typographer:
Account Manager:
Planner:
Other credit:Marketing Manager Julia Bowe
Brand Manager Fran Page
awards
Clio Awards 2006
Gold
Product/Service - Campaign (Poster)
Clio Awards 2006
Gold
Product/Service - Campaign (Print)
Clio Awards 2006
Silver
Product/Service
D&AD 2006
Yellow Pencil
Press Advertising / Magazine Press Advertising Colour
International ANDY Awards 2006
Silver
Retail/Magazine
The One Show 2006
Bronze Pencil
Outdoor / Out of Home
ADC*E 2006
Gold
Magazine Advertising
The Creative Circle Awards 2006
Gold
Best Women’s Magazine Advertisement
The Creative Circle Awards 2006
Silver
Best Press Campaign
The Creative Circle Awards 2006
Silver
Best Poster Campaign
Cannes Lions International Festival of Creativity 2005
Gold
Retail Stores
EPICA (Europe's Premier Creative Awards) 2005
Winner (Gold)
Retail Services
Eurobest - The European Advertising Festival 2005
Gold
Retail Stores, Restaurants & Fast Food Outlets
Eurobest - The European Advertising Festival 2005
Gold
Retail Stores
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