Harvey Nichols promoted the June 2011 Summer Sale with “Daylight Robbery”, a print and OOH advertising campaign featuring gorgeous and stylish Harvey Nichols shoppers dressed in their newly “stolen” designer wardrobe. Their faces disguised as they have just committed daylight robbery at the Harvey Nichols sale. The man wears a clown mask and the woman wears a stocking and a balaclava in two different executions. The clothes featured are from the SS11 s designer collections: a Stella McCartney dress with Alexander McQueen clutch (Balaclava), Lanvin skirt and top with Givenchy bag (Stocking) and a Paul Smith suit with Jil Sander shirt (Clown). The campaign won Silver for Print, and a Silver Out of Home (Poster) for Clown at the 2012 Clio Awards.
The Daylight Robbery campaign was developed at DDB UK, London, by executive creative director Jeremy Craigen, creative director Grant Parker, copywriter Will Lowe, art director Victor Monclus, photographer/illustrator Frederike Helwig, art buyer Sarah Thomson, account directors Paul Billingsley and Charlotte Evans working with Harvey Nichols marketing director Julia Bowe.