In life, you have to know how to see the good even in the bad. And that, the UK chain store Harvey Nichols understood it well. Today we will talk to you about a campaign which dates from 2015 but on which we fell back recently and that we wanted to share!
Facing a recrudescence of flights on the shelves of his stores, Harvey Nichols had the idea to take advantage of these misadventures to make it the subject of a communication campaign. The idea: to divert real images of thieves captured by his own cameras from video surveillance to make ... characters from cartoons !
Harvey Nichols plays the card of humor and turns the thieves of his stores into characters of cartoons 👮♂️
Harvey Nichols so made a small video compiling several flights made in the shelves of its stores. But for each of these "kleptomanes" that we see in the video, the brand chose to affubler a cartoony face to make it the character of a small web-series that mixes the real and the imaginary.
The illustrations have been realized by the Layzell Brothers and it gives a touch of humor to these everyday events that are harmful to the brand. The goal of this campaign is to promote The Reward App, a loyalty application launched by Harvey Nichols to win gifts all year ... and in all legality.
We love the idea, which three years later has not taken a ride, and shows that we can always take advantage in one way or another of unpleasant events. Well seen !
Imagined by: Harvey Nichols andadam & eveDDB