I adore this long-term campaign from premium department store Harvey Nichols. I like how they’ve taken a completely different angle to all other retailers – highlighting the absolute carnage of their seasonal sales as a tactic to implicitly say ‘our products and deals are so good they’re worth fighting for‘. I like how that central idea has been brought to life in so many different ways – just some of which I’ve included below. And I like the fact that they’ve stuck with the same message for years. So many marketers make the mistake of changing things over and over again – which is not how you build a brand position in the minds of your customers. I love how Harvey Nichols had picked a message that works, and stuck with it. And I admire how beautifully refined their artwork is. I’m a huge fan of theirs.
Anyway, here’s a small selection of their brilliant ads… (some of which you’ll only enjoy the full impact of on a larger screen).