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

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.

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.