Harvey Nichols: BLONDE

Credits & Description:

Advertiser: HARVEY NICHOLS
Agency: ADAM&EVEDDB
Category: Best Use of Print
Advertising campaign: BLONDE
Executive Creative Director: Jeremy Craigen (Adam & Eve/DDB)
Art Director/Copywriter: Nikki Lindman (Adam & Eve/DDB)
Art Director/Copywriter: Toby Brewer (Adam & Eve/DDB)
Designer: Pete Mould (Adam & Eve/DDB)
Photographer: Alan Clarke (Adam & Eve/DDB)
Art Buyer: Daniel Moorey (Adam & Eve/DDB)
Business Director: Paul Billingsley (Adam & Eve/DDB)
Account Director: Charlotte Evans (Adam & Eve/DDB)
Planner: Elisabeth Jarmot (Adam & Eve/DDB)

Effectiveness
The Harvey Nichols flagship store in Knightsbridge saw the highest sales ever recorded in the store’s 181- year history.The first day of the Summer Sale smashed all previous records, with all Harvey Nichols stores across the UK reporting a double-digit percentage increase upon last year’s figures. It proved that stand-out creativity drives business results, achieving awareness and sales figures despite a triple dip recession economic climate.Across the country sales up 70% on 2011.Flagship store experienced record breaking £2 million in sale on first day.Stella McCartney and Chloe handbags sold out within 20 minutes of the Knightsbridge store opening.In the Knightsbridge Menswear Department a single customer snapped up 21 units of Givenchy.

Execution
The media team interpreted the creative idea and implemented it through classic print and outdoor media.The campaign ran across the country in glossy weekly fashion magazines with a fashion conscious readership, and within national and local papers, leading up to and during the launch of the sale.

Strategy
To announce the arrival of the annual Harvey Nichols annual Summer sale.Harvey Nichols wanted to target their younger shoppers. The sale is a chance to obtain the usually expensive designer brands for less. Because the Harvey Nichols summer sale creates a lot of buzz, it is an exciting time for people to know the sale is on. This campaign captures that excitement with a light-hearted visual representation of the well-known phrase: "I’m so excited, I nearly wet myself!"It kept Harvey Nichols sale message fresh and colloquial for their target audience, whilst maintaining the Harvey Nichols reputation for doing sales advertising, and summer sales, like no other fashion brand does.