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Shoppers as Vultures

2 Harvey Nichols Sale Campaigns

— June 29, 2008 — Marketing
Just like his collections, Harvey Nichols' ad campaigns are always creative and visually appealing. After featuring his "Fashion Statement" ad campaign a while back, we bring you two of his recent sales campaigns.

The "Sleeping Bags" campaign was released a few months ago, but has just won a bronze award at the Cannes Lions 2008. The ads show fashionable men and women dressed to the nines inside a sleeping bag. Why? To ensure they don't waste time getting ready in the morning before the doors open to the Harvey Nichols Sale. Nothing particularly cutting-edge, but the photography is amazing, and the execution of the idea is impeccable.

The new campaigns, "Vultures," takes a more controversial turn as it depicts shoppers as vultures. We see two 'shoppers' fighting over a red leather jacket, while others grab at shoes and dresses. The idea might be a bit strong, but I think it is effective in showing how sought after the items are. Using bright red fashion items must be a metaphor for the meat that these vultures seek.

Both campaigns were done by DDB London with Jeremy Craigen as creative director. Ben Hassett photographed the sleeping bags campaign, while Karena Perronet-Miller shot the vultures.


See the Fashion Statement campaign:

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