Harvey Nichols Design & Branding THE DRAMA BEGINS by Y&R Dubai

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THE DRAMA BEGINS

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Industry Clothing
Media Design & Branding
Market United Arab Emirates
Agency Y&R Dubai
Photographer The Remix Studio Bangkok
Illustrator The Remix Studio Bangkok
Released December 2011

Credits & Description

Category: Posters
Advertiser: HARVEY NICHOLS
Product/Service: AUTUMN WINTER SALE COLLECTION
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: The Remix Studio Bangkok
Illustrator: The Remix Studio Bangkok
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 December 2011

Describe the brief from the client
To get Harvey Nichols customers to rush down for the sale promotion.

Describe the challenges and key objectives
Because the selected items were more affordable than before, everyone would compete for the same item. Which led to a grand drama at the store. So we designed dramatically art-directed posters that showcase the mayhem that ensued.

Describe how you arrived at the final design
The objective was to get fashionistas to quickly grab the chance to update their wardrobe for less, and to clear stock.

Give some indication of how successful the outcome was in the market
Footfall to the store increased by 24%. Sales of designer women's dresses went up by 11% and men's clothing by 15%.