Harvey Nichols | Shoplifters | 2017
Teaching Shoplifters About Getting Stuff Free—Legally / Harvey Nichols "Shoplifters"
Security camera footage became the ad itself, and it won the Grand Prix at Cannes. And the ones doing the filming? Actual shoplifters.
The problem
As Harvey Nichols was launching its loyalty app, "Rewards App," they were stuck on how to get across the appeal of free perks. adam&eveDDB zeroed in on another group known for loving free stuff: shoplifters.
The insight
The desire to get something for free exists in everyone, whether it's legal or not. So there's a clever twist here: why not get it legally instead of stealing it?
The idea
Using actual security camera footage from the Knightsbridge store, the ad shows the exact moment shoplifters get caught, unedited. Their faces aren't blurred—they're covered with cartoon characters instead, turning their clumsy mishaps into comedy. At the end of the 90-second film, a single line appears: "Love freebies? Get them legally," leading viewers to the app.
What happened
The campaign won the Grand Prix in the Film category at Cannes, beating out more than 2,800 entries. It also took home a Yellow Pencil at D&AD and Gold at The One Show.
Afterthought
Security camera footage is about the worst raw material you could ask for, yet through editing and humor alone, it was turned into a top-tier ad. Talking about something as unglamorous as a loyalty app through the lens of shoplifters took real nerve—something only possible because of the trust between Harvey Nichols and adam&eveDDB.
Awards
- Cannes Lions Grand Prix
