Feature

Big Awards 2008 - Press Gold - Harvey Nichols, Menswear

LONDON - "I love it!" Rosie Arnold, the Press panel chair and the deputy executive creative director at BBH, exclaims, when asked why DDB London's press campaign, "Menswear", for Harvey Nichols won a Big Award gold.

Harvey Nichols...press gold award
Harvey Nichols...press gold award

Client
Harvey Nichols
Agency
DDB London

"I love it!" Rosie Arnold, the Press panel chair and the deputy executive creative director at BBH, exclaims, when asked why DDB London's press campaign, "Menswear", for Harvey Nichols won a Big Award gold.

The campaign, which launched in The Sunday Times Style Magazine in May 2007, definitely intrigued and amused the judging panel.

The ad features images that trace the life stages of two very different lives - one a success, with good clothes, and the other more humble.

One of the judges, Suzanne Douglas, Heinz's outgoing marketing director, explains: "It stood out, particularly in the context of the retail category because a lot of retail ads can be fairly boring and this one wasn't. It made you think and brought a smile to your face.  It was fresher and different from the other campaigns.

"It was a bit different for retail and it fitted well for the brand. It was thought-provoking in a way that wasn't too obvious." 

From a creative standpoint, Arnold fell in love with the campaign because it worked on so many levels.

"It's one of those ads that you really want to spend some time with," she says. "It makes you laugh and question your own life and it also makes you want to go out and buy a new wardrobe. 

"There has been a tradition of doing a big visual piece with a logo.  The freshness of this approach was outstanding.  The fact that you could get an intellectual and philosophical debate going, which is fun, by looking at how different lives can be summed up in this way is wonderful. 

"The idea that you get a better life with better clothes and the life stages along the way made us all laugh."

And Arnold for one was pleased to see that the creative directors at DDB London had not partnered the man with a successful life with a younger beautiful woman. 

"It depicts a beautiful, loving, long relationship."