Harvey Nichols Dubs an Italian Drama in 'Britalia' Themed Holiday Film

Campaign Is a Celebration of Italian Luxury Goods

By Alexandra Jardine. Published on Nov 03, 2016

Editor's Pick

This year's holiday campaign from Harvey Nichols is a celebration of all things Italian, and plays on the idea that the upscale British retailer has stolen all the best luxury goods away from Italy.

The campaign, by Adam & Eve/DDB, is titled "Britalia," and kicks off today with a social media film from agency in which a tempestuous scene from a famous Italian play (Luigi Pirandello's "As You Desire Me") has been dubbed with fake subtitles.

In the original Italian version, the man and woman are arguing and about to break up; in the Harvey Nichols version, they are cursing Harvey Nichols for having taken all of Italy's best luxury goods -- like Armani lipsticks, Valentino dresses and Versace underwear, and even artisan pasta. Gary Freedman directed the spot.

The "Britalia" campaign will be supported by print, outdoor and digital executions and by an Italian-themed window display. It comes as Harvey Nichols says it has seen significant growth across Italian fashion, beauty, food and drink categories at Christmas in recent years. 2015 saw panettone sales soar ahead of certain styles of mince pie for the very first time, also popular are prosecco, luxurious olive oils, Italian biscuits and chocolates. Harvey Nichols is introducing a new range of Italian collections in store and online this month from emerging and established brands, along with Italian-style hospitality experiences and partnerships with Italian brands like Fiat, Nutella, Martini and Peroni.

Previous Harvey Nichols holiday campaigns have been multiple creative award winners -- in particular, 2013's Sorry I Spent It on Myself campaign.

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Nov 03, 2016
Adam & Eve/DDB London
Harvey Nichols
Group Creative and Marketing Director:
Shadi Halliwell
Chief Creative Officer:
Ben Priest
Executive Creative Director:
Ben Tollett
Executive Creative Director:
Richard Brim
Art Director:
Matt Fitch
Mark Lewis
Head of Design:
Paul Knowles
Agency Producer:
Kreepa Laxman
Agency Producer:
Louis Cubbon
Business Director:
Paul Billingsley
Account Director:
Britt Lippett
Account Manager:
Katie Gough
Agency Planner:
Enni Kukka-Tuomala
Production Company:
Production Company:
BRW Filmland, Los Angeles
Executive Producer:
Jani Guest
Executive Producer:
Luca Orlando
Jason Kemp
Gary Freedman
Director, Photography:
Manfredo Archinto
Editing Company:
The Playroom
Adam Spivey
Post Production:
Visual Effects Supervisor:
Mark Stannard
Jean Clement Soret
Audio Post Production:
Sam Ashwell
Audio Post Producer:
Jake Ashwell
Audio Post Production Company:
750 MPH
Largo Al Factotum
Jeff Meegan
David Tobin
Julian Gallant

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