2014 Winners & Shortlists

Brief Explanation

Men hate shopping. Their significant other usually drags them along to this monotonous affair. We needed to get them to feel the same excitement women felt when they shop at Harvey Nichols.

The Brief

We needed to encourage Male Shoppers to visit the Harvey Nichols’ Men’s Department, where they could discover the latest gizmos, gadgets and limited edition collectibles.

How the final design was conceived

Harvey Nichols is the purveyor of high-end fashion, ultimately keeping its shoppers fashionably first. So, what happens when limited edition collectibles become a new edition to the Men’s Department? We created a series of adverts that illustrated popular toys finding their sense of style with Harvey Nichols. To further build on the idea, the Men’s Department even housed life-like ‘toy in the latest fashion essentials.

Indication of how successful the outcome was in the market

The campaign was a tremendous success with footfall in the Men's department increasing from last year.