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The print work, appearing in national and regional press, comprises four executions, with models dressed in items from the Harvey Nichols spring/summer 2012 collections alongside the line: "The Harvey Nichols sale. Try to contain your excitement." Wet patches on the models’ outfits suggest that they have struggled to do just that.

Jeremy Craigen, DDB’s executive creative director, said: "I wet myself when I saw this idea. That says it all really."

It was created by Nikki Lindman and Toby Brewer, and photographed by Alan Clarke. Media was handled by Rocket.

This article was first published on Campaign Work

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