The annual Harvey Nichols sale in Dubai, United Arab Emirates, is a highly anticipated event that results in a shopping frenzy as buyers scramble to pick up their favourite items. This print and outdoor advertising campaign showcases damaged items from the collection that are now owned by multiple people to convey the aftermath of a sale, and the idea of ‘you break it, you bought it’. “This dress was jointly purchased by six women. Behave.”
The campaign was developed at Y&R Dubai by creative director/copywriter Shahir Zag, creative director/art director Kalpesh Patankar, planner Nadine Ghossoub, agency producer Amin Soltani and photographer James Day.