To create a memorable and multi-platformed Christmas campaign that cuts through the other noise of Christmas in a creative and engaging way. It was aimed at existing and new customers and predominantly based around the store and at the point of purchase. It invited customers to spend less on others and more on themselves.

The strategy was to turn conventional wisdom on its head and celebrate the joys of total and utter selfishness at Christmas. Not only that, but to actively help consumers to spend less on the ones they love and more on themselves. After all, a little something for them means a much bigger something for yourself. And as the UK's leading luxury fashion department store, this can only be a good thing.

We created a bespoke collection of extraordinarily cheap and underwhelming gifts that could be bought in Harvey Nichols stores and online. These gifts included gravel, sink plugs, Christmas lunch in a tin, toothpicks etc. We named it the ‘Sorry, I Spent it On Myself Gift Collection’ and encouraged people to buy them as presents so that they could then spend more of their hard-earned money on themselves. A tongue-in-cheek film was leaked online and soon went viral - #spentitonmyself was trending as shoppers gleefully shared their stories of utter selfishness.

26,000 products sold out within three days and Harvey Nichols went on to have their best year to date.