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Music & Sound
Use of Licensed Music

Finalist

Entrant: adam&eveDDB, London
Harvey Nichols Rewards - Loyalty App - "Shoplifters"

Corporate Name of Client: Harvey Nichols

Client Marketing Directors: Anna Davidson/Shadi Halliwell

Media Company: Zenith Optimedia, London

Media Planners: Tim Payne/Becky Dorfman

Agency Account Director: Brittany Lippett

Agency Strategic Planner: Michelle Gilson

Agency Account Manager: Katie Gough

Managing Partner: Paul Billingsley

Agency: adam&eveDDB, London

Chief Creative Officer: Ben Priest

Executive Creative Directors: Ben Tollett/Richard Brim

Copywriter: Ben Stilitz

Art Director: Colin Booth

Head of Art: Daniel Moorey

Agency Producer: Louise Richardson

Production Company: Blink, London

Director: Layzell Bros

Producers: Maiwenn Le Borgne/Bart Yates

Post-Production Companies: Blink/cain&abel/The Mill, London

Animators: Joe Sparks/Tommy & Markus Vad Flaaten/Yu Knifeson

Editing Facility: Work Post, London

Editor: Annie Perri

Sound Design Company: Wave, London

Music Performed By: Wiley

Song Title: Wot Do U Call It


Description of the Project:
This campaign was created to launch Harvey Nichols’ new loyalty scheme, The Rewards App. The scheme offers customers free perks and complimentary services. To promote this, we harnessed the nation’s other great lovers of freebies – its shoplifters.
 
The online film uses real CCTV footage of shoplifters at Harvey Nichol’s 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. The faces of the featured shoplifters have been disguised with animated heads to protect their identity. The endline reads: Love freebies? Get them legally.
The animators began by creating designs for the different characters in the film. We wanted clean, colourful and expressive designs that would suit the actions of each shoplifter.
 
The animator then tracked the footage and animated each head, responding to their positioning and action. In terms of our character’s expressions, the animator referenced the original footage as a starting point, but then added and exaggerated things to bump up the humour and make the emotion more obvious to read in the fast-paced, grainy action.