harvey nicholstry to contain your excitement

§ The work

Brief

Transform the brand and appeal to a younger audience.

Idea

Sale shoppers can't contain their excitement. Neither could our models. High-gloss fashion editorial, shot by Alan Clarke, each image with one small wet patch.

Result

Front pages from the Daily Mail to the New York Times. A Lürzer's Archive cover, a Kermit the Frog segment and a spoof request from an incontinence brand. Over £2 million in earned media and the highest-grossing sale in Harvey Nichols' 181-year history. The handbag department was stripped bare within twenty minutes of opening.

§ Gallery

Harvey Nichols “Try to Contain Your Excitement” advertising campaign — orange, created by Toby Brewer

Harvey Nichols “Try to Contain Your Excitement” advertising campaign — suit, created by Toby Brewer

Harvey Nichols “Try to Contain Your Excitement” advertising campaign — purple, created by Toby Brewer

Harvey Nichols “Try to Contain Your Excitement” advertising campaign — billboard pink suit, created by Toby Brewer

Harvey Nichols “Try to Contain Your Excitement” advertising campaign — billboard yellow top, created by Toby Brewer

Harvey Nichols “Try to Contain Your Excitement” advertising campaign — billboard red pants, created by Toby Brewer

Harvey Nichols “Try to Contain Your Excitement” advertising campaign — lurzers, created by Toby Brewer

Harvey Nichols “Try to Contain Your Excitement” advertising campaign — press1, created by Toby Brewer

Harvey Nichols “Try to Contain Your Excitement” advertising campaign — press2, created by Toby Brewer

Harvey Nichols “Try to Contain Your Excitement” advertising campaign — press3, created by Toby Brewer

Harvey Nichols “Try to Contain Your Excitement” advertising campaign — kermit, created by Toby Brewer

Harvey Nichols “Try to Contain Your Excitement” advertising campaign — bts, created by Toby Brewer

Harvey Nichols “Try to Contain Your Excitement” advertising campaign — tv, created by Toby Brewer

Harvey Nichols “Try to Contain Your Excitement” advertising campaign — Apparently this counts as evidence., created by Toby Brewer — Apparently this counts as evidence.

Harvey Nichols “Try to Contain Your Excitement” advertising campaign — outtake blue, created by Toby Brewer

§ Credits

Client: Harvey Nichols
Agency: adam&eveDDB London
Executive Creative Director: Jeremy Craigen
Creatives / Copywriters: Toby Brewer, Nikki Lindman
Photographer: Alan Clarke