andy-awards logo ANDY Awards

ANDY Awards

Creative Award
New York, United States
Harvey Nichols - "Envy" by ANDY Awards 2006

Filter results by

TitleEnvy
Agency
Campaign Harvey Nichols Campaign
Advertiser Harvey Nichols
Brand Harvey Nichols
PostedFebruary 2006
Business Sector Department Stores, Supermarkets
Philosophy Communications was asked to assert the brand truth – fashion – in a climate where a fashion positioning had become the goal of the competition. Fashion creates dependency and desire, it creates craving and the need for gratification. Fashion is a drug and fashion lovers are addicted.

Since the original ‘Fashion Victims’ campaign we have developed a number of different campaigns for Harvey Nichols. Recent campaigns include the ‘Calendar’ campaign which highlights the fact the real fashion addicts will deprive themselves of basic necessities in order to satisfy their craving for a must-have handbag
Problem In the 1990’s Harvey Nichols went from strength to strength distinguishing itself on every aspect of the retail experience, from receiving a D&AD for its windows to introducing a new concept in in-store dining with the 5th floor restaurant.

During this journey Harvey Nichols became more than a store. It became a brand associated with fashion, glamour, success, exclusivity, originality. The synonym for fashion, Harvey Nichols was the name on the bag every self respecting fashion shopper wanted to be seen carrying.

Then, after 10 years of success the world around it changed. Notting Hill filled with cool boutiques where fashion lovers discovered niche labels. Selfridges reconsidered its position, redesigned, restocked and presented itself as a fashion store, copying Harvey Nichols. Harvey Nichols began to lose its exclusivity…its crown contested. Harvey Nichols had to protect and reassert its position within this changing climate. This was the objective of the advertising brief
Result Harvey Nichols is one of the UK’s most creatively awarded clients and, amongst numerous other awards, won 2 golds and a silver at Cannes in 2005 and a silver at D & AD in 2004 for best press campaign.
Media Type Print
Market United Kingdom
AI Description The Harvey Nichols 'Envy' ad is a striking visual narrative set within an opulent dressing room, capturing the essence of fashion-induced desire. The scene is populated with models clad in vibrant green and pink dresses, surrounded by an array of luxurious accessories. The reflection of a model in a mirror, prominently displayed, emphasizes themes of vanity and self-admiration. The use of bright, spotlit environments highlights the chic, trendy atmosphere associated with high-end fashion. A close-up view of a woman with bold green eyeshadow and matching nail polish adds a touch of modern glamor, aligning with Harvey Nichols' image of exclusivity and luxury. The ad successfully communicates the allure of high fashion as a desirable, yet elusive, lifestyle aspiration.