Harvey Nichols 'for a wonderful life' by DDB London

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DDB London focuses on subconscious motivations of its shoppers with three ads that use photography to show the benefits of luxury shopping as opposed to settling for the everyday. Womenswear uses a graph, on the vertical axis are different shoes ranging from slippers to high end heels, while the horizontal axis shows a range of figures from overweight male to perfectly sculpted torso. The X-Y relationship stands for itself.

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Released: 21 February 2007

Harvey Nichols 'for a wonderful life' by DDB London

Credits

Client name
Julia Bowe, marketing director Harvey Nichols
Project name
It's a Wonderful Life
Brief
To position Harvey Nichols as the ultimate fashion store
Agency
DDB London
Creative director
Adam Tucker
Creative team
Joanna Wenley & Grant Parker
Account director
Philip Heimann
Account planner
Elisa Edmonds
Art buyer
Daniel Moorey
Exposure
Fashion monthlies and supplements
Photographers
Chris Craymer, Wayne Parker, Beate Sonnenberg
Logo design
Bless
Media
Rocket PHD

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