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Harvey Nichols - "Toilet Paper" - adam&eveDDB

  • Toilet Paper
  • Harvey Nichols
  • Harvey Nichols
  • adam&eveDDB
  • United Kingdom
  • Harvey Nichols Campaign
Product NameDepartments Store
Product CategoryDepartment Stores, Supermarkets
MarketUnited Kingdom
LanguageEnglish
Date of First Broadcast/PublicationApril 23, 2005
Media TypeOutdoor / Out of Home
Awards ADC*E / Art Directors Club of Europe, 2006 (Gold) for Magazine Advertising
D&AD Awards / Yellow Pencil, 2006 (Yellow Pencil) for Press Advertising / Magazine Press Advertising Colour
CLIO Awards, 2006 (Silver) for Product/Service
CLIO Awards, 2006 (Gold) for Product/Service - Campaign (Poster)
CLIO Awards, 2006 (Gold) for Product/Service - Campaign (Print)
The One Show, 2006 (Silver) for Outdoor / Out of Home
D&AD Awards / Yellow Pencil, 2006 (Nominee) for Press Advertising / Newspaper Press Advertising Colour
D&AD Awards / Yellow Pencil, 2006 (Nominee) for Press Advertising / Magazine Press Advertising Colour
D&AD Awards / Yellow Pencil, 2006 (Nominee) for Art Direction / Press Advertising
International ANDY Awards, 2006 (Silver) for Retail/Magazine
Advertising Creative Circle Awards, 2006 (Silver) for Best Poster Campaign
Advertising Creative Circle Awards, 2006 (Silver) for Best Women's Magazine Advertisement
Advertising Creative Circle Awards, 2006 (Silver) for Best Press Campaign
Eurobest, 2005 () for Retail Stores
Eurobest, 2005 (Eurobest Gold Campaign) for Retail Stores, Restaurants & Fast Food Outlets
Epica, 2005 (Winner) for Retail Services
Cannes Lions International Festival of Creativity, 2005 (Gold Lion Campaign) for Retail Stores
Cannes Lions International Festival of Creativity, 2005 (Gold Lion Campaign) for Retail Stores
Creative Director Justin Tindall
Creative Director Adam Tucker
Art Director Justin Tindall
Copywriter Adam Tucker
Account Manager Philip Heimann
Account Manager Tamsin Northridge
Photographer James Day
Typographer Peter Mould
Planner Catherine Moustou
Marketing Manager Julia Bowe
Brand Manager Fran Page

Concept

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

Problem

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

Result

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.