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Harvey Nichols has turned its shoplifters into cartoon characters


In a double entendre, Harvey Nichols has taken CCTV store footage of shoplifters getting caught to promote its new loyalty app, and deter thieves.

The luxury department store retailer launched ‘Rewards by Harvey Nichols’ last month, a loyalty scheme that rewards customers with legal freebies. Now it’s put together an online film with Adam&EveDDB (and produced by the Layzell Brothers at Blink), which shows the faces of shoplifters disguised with animated characters.

“We wanted to create a campaign which plays on the universal truth that everybody loves a freebie,” explained Shadi Halliwell, Group Creative and Marketing Director at Harvey Nichols.

“By downloading ‘Rewards by Harvey Nichols’, our customers are sure to be spoilt, the legal way, with fabulously stylish treats.”

Ben Tollett, Executive Creative Director at Adam&EveDDB, added: “This campaign is designed to send a clear warning to the nation’s shoplifters. The only free thing they’ll get when they steal from Harvey Nichols is a day trip to the local police station.”

As well as the online film there’s a print campaign that shows stylish shoppers failing to get away with their steals, and in-store activity to remind potential shoplifters that Harvey Nichols now offers a legal way to get a freebie.

All elements of the campaign are accompanied by the tagline, ‘Love Freebies? Get them legally. The new Rewards App from Harvey Nichols.’

Published on Tuesday 14 July by Veebs Sabharwal

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