Cannes Lions 2016 Showcase: The retailer that celebrated its shoplifters

(marketingmagazine.com.my) – The Grand Prix winner for this year’s Cannes Lions, Harvey Nichols’ together with its agency adam&eveDDB came up with a very interesting campaign to promote its new loyalty scheme, The Rewards App.

In promoting its latest scheme offering customers free perks and complimentary services, the brand harnessed the nation’s other great lovers of freebies – it’s shoplifters.

To launch the campaign the company put together an online film using real CCTV footage of shoplifters at its Knightsbridge store getting caught in the act. To protect the identity of the featured shoplifters and to make the film more engaging animated heads were used which many viewers

To tie in the campaign’s message the video ended with a memorable tagline ‘Love freebies? Get them legally.’
The campaign not only won a Grand Prix in the Film category but also managed to nab a Bronze under Promo and Activation.

Check out the campaign case study below:

Contributing Companies
ADAM&EVEDDB, London, United Kingdom (Entrant Company)
ADAM&EVEDDB, London, United Kingdom (Advertising Agency)
ZENITHOPTIMEDIA, London, UNITED KINGDOM (Media Agency)
THE MILL , London, United Kingdom (Production Company)
BLINK PRODUCTIONS, London, United Kingdom (Production Company)
CAIN & ABEL, London, United Kingdom (Production Company)
WAVE STUDIOS, London, UNITED KINGDOM (Additional Company)

Credits
Ben Priest/adam&eveDDB- Chief Creative Officer
Ben Tollett/ adam&eveDDB- Executive Creative Director
Richard Brim/ adam&eveDDB- Executive Creative Director
Paul Billingsley/ adam&eveDDB- Managing Partner
Ben Stilitz/ adam&eveDDB- Creative
Colin Booth/ adam&eveDDB- Creative
Brittany Lippett/ adam&eveDDB- Account Director
Katie Gough/ adam&eveDDB- Account Manager
Michelle Gilson/ adam&eveDDB- Planner
Louise Richardson/ adam&eveDDB- Agency Producer
Layzell Bros/ Blink- Director
Maiwenn Le Borgne, Bart Yates/ Blink- Producer
Annie Perri/ Work Post- Editor
Joe Sparks/ Blink- Lead 2D Animator
Tommy & Markus Vad Flaaten, Yu Knifeson/ Blink- 2D Animators
David O’Neill/ Blink- Compositor
Tim Payne, Becky Dorfman/ Zenith Optimedia- Media Planner