ALWAYS STRIVE FOR A CLEAR, SIMPLE IDEA AT THE HEART OF WHAT YOU DO.
To launch Harvey Nichols new loyalty app, adam&eveDDB London looked at program simply as what it was – a way to get free stuff – and an alternative to the usual, illegal method of walking out of Harvey Nichols with “something for nothing”. They turned one of their biggest problems, shoplifting, into the star of the campaign, using real CCTV footage in a fresh and unexpected way. Shoplifters walked away with the Film Grand Prix at Cannes this year and the full campaign picked up a Lion in the Promotion & Activation category.
Ben Stilitz and Colin Booth, the creative team behind the idea, gave us some free advice on how to create great work that rises above the crowd.
“We always try to approach every brief, however big or small, as an opportunity and fight to protect what we think is right. ‘Shoplifters’ is unexpected strategy for a luxury brand. We used real CCTV footage in a way that hadn’t been done before. It felt rough and lo-fi made, which meant it stood out from all the beautiful, polished work.
The basics of creating good work haven’t changed in the time that we’ve worked in the industry, and we doubt that they will. Always strive for a clear, simple idea at the heart of what you do.”