Peter Mould
Head of Design at 12Foot6
London, Reino Unido
TítuloBeans
Agencia
Campaña Harvey Nichols Campaign
Anunciante Harvey Nichols
Marca Harvey Nichols
Fecha de primera difusión/publicación
Producto Department Store
Sector Empresarial Grandes almacenes, supermercados
Filosofía 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
Problema 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
Resultado 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.
Medio Exterior
Mercado Reino Unido
Responsable de conceptos / redactor
Director artístico
Director creativo
Director creativo
Responsable de cuentas de agencia
Responsable de cuentas de agencia
Fotógrafo
Tipógrafo
Planner
Marketing Manager
Brand Manager

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