Cannes Lions 2016 Showcase: The retailer that celebrated its shoplifters


Harvery Norman1

( – 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.

Harvey Norman2

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)
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)

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

MARKETING Magazine is not responsible for the content of external sites.

The APPIES is an annual event that presents a rare opportunity for creative, media, digital and marketing agencies or brands to present their best campaigns to the industry.

This is the only event where Live Presentations meets Live Judging.

Similar to TED Talks, The APPIES is the chance for great presenters with outstanding work to show it off to some of the industry’s most important industry leaders.

This year’s winners will receive Gold, Silver or Bronze trophies for 21 categories, and 6 special Best of Best categories (red trophies) that require no submissions!

Campaign entries must have run between June 2023 to May 2024

Submissions Deadline
30th June 2024

APPIES Festival – Judging & Presentations
11th – 12th July 2024 (Malaysia)


Download Event PDF
Submit Entries Here

Subscribe to our Telegram channel for the latest updates in the marketing and advertising scene