BE SEEN by Y&R Dubai for Harvey Nichols

BE SEEN

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Industry Clothing
Media Design & Branding
Market United Arab Emirates
Agency Y&R Dubai
Photographer Dimitri Daniloff
Illustrator Gitten Tom
Released March 2012

Credits & Description

Category: Posters
Advertiser: HARVEY NICHOLS
Product/Service: SPRING SUMMER COLLECTION 2012
Agency: Y&R DUBAI
Chief Creative Officer/Creative Director/Copywriter/Designer: Shahir Zag (Y&R Dubai)
Creative Director/Art Director/Designer: Kalpesh Patankar (Y&R Dubai)
Photographer: Dimitri Daniloff
Illustrator: Gitten Tom (Y&R Dubai)
Account Director: Line Hajjar (Y&R Dubai)
Marketing Manager: Madhu Chibber (Harvey Nichols)
Account Manager: Nazek Fawaz (Y&R Dubai)
Agency Producer: Amin Soltani (Y&R Dubai)
Media placement: Posters - In Store - 1st March 2012

Describe the brief from the client
To promote the Harvey Nichols Spring/Summer 2012 Collection and get our loyal and prospective customers to update their wardrobe for the new season.

Describe the challenges and key objectives
The objective was to get fashionistas excited about the new collection and cut through the clutter in a highly competitive category. And of course, to increase footfalls to the store and drive sales too.

Describe how you arrived at the final design
When you wear an item of clothing from the new Spring/Summer 2012 Collection you’re sure to stand out from the crowd.

So we developed a poster campaign that communicates this in a simple, elegant and graphical way.

We have depicted the Harvey Nichols customer in a full colour image wearing the new collection, juxtaposed with the people around them portrayed as white images with the unloadable or missing picture icon. Anyone who has ever made a search on the Internet will be able to relate to this.

Give some indication of how successful the outcome was in the market
Traffic at the store increased by 12%. Sales were as good as last year. The campaign was highly talked about in trade publications and among our customers.