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Award: Graphite Pencil

Graphite Pencil / Direct / Direct Response/Film Advertising / 2016

This campaign was created to launch Harvey Nichols’ new loyalty scheme, The Rewards App. The scheme offers customers a free perks and complimentary services. To promote this, we harnessed the nation’s other great lovers of freebies – it’s shoplifters. The online film uses real CCTV footage of shoplifters at Harvey Nichols' Knightsbridge store getting caught in the act. It is meant to show that if you want freebies from Harvey Nichols, you’re better off getting them the legal way.

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