The ad plays on the theme of ‘the morning after the night before’. So we see different women the morning after a big Christmas party perhaps, on their way home. Eyes down, cheeks ablaze, trying to ignore disapproving stares of the 8am commuters, complete with the tell-tale symptoms: the slight limp from the killer heels, accompanied by under-eye bags and bed hair.

The film culminates with our ‘hero’ girl walking back to her flat doing what looks more like a ‘stride of pride’. She clearly never made it home either, but something sets her apart from the others. Her Harvey Nichols outfit still looks fantastic and she walks with her head held high. The line reads: “Avoid the Walk of Shame this Season. Harvey Nichols Womenswear.” The ad ends with a call to action to: Share your #walkofshame on Twitter.

We emailed a video that struck a chord with the target as it was the time of year that they would be out and about during the Christmas party season.

A campaign that focused on the infamous Walk of Shame, and more specifically how to avoid it with Harvey Nichols. The perfect way to get our target into stores for the Christmas party season.To get people engaging with the campaign we added a ‘Share your #walkofshame’. Enabling us to target those people more specifically, giving them the opportunity to win a ‘Stride of Pride’ kit.

Day 1: 1,750 mentions (1,500 on Twitter) End of week 1: 13,000 mentions (11,550 on Twitter)And coverage in• over 700 blogs• over 200 news websites • discussed in over 700 forumsIncreased from average mentions of 250 a day, to average of 1,500 across the campaignTotal mentions (Dec 5th > Jan 11): 55,000Total coverage • over 2,500 blogs• Almost 900 news websites • discussed in over 3,300 forums•Over 46,000 Twitter mentions