For years Harvey Nichols attracted a mature elite yet lacked appeal with the cutting edge of fashion.

This campaign transformed the brand image. People were taking notice from the get-go but nothing could have prepared us for the PR storm followed.

Pee R (sorry) converted to sales, bucking the recession for the most profitable sale in the 181 year history of the store. Taking a record 2m in the first day in their Knightsbridge store alone.

A small budget, a brave client, and a wet crotch generated over 3 million dollars of earned media. The campaign shook off the stiff reputation of the store and paved the way for years to come.