Campaigns / Harrolds SS10


Spring Summer 2010

The brief

Harrolds is Australia's Luxury Department Store For Men. Established in 1985 by brothers John and Theo Poulakis, Harrolds sets the benchmark for personal service within Australia and offers an unrivalled shopping experience for men's clothing and accessories in both Sydney and Melbourne. As our first campaign for Harrolds and the one to signal a strategic change for the business, our brief was to not only establish a visceral and compelling image-driven campaign to excite existing customers, but communicate a rejuvenated and energetic company, passionate about change.

The solution

An integrated campaign of outdoor, print, advertising and digital that captured the emotion and narrative of the season while establishing a position as Australia's only Luxury Department Store for Men.

The results

While financial results remain confidential, the season eclipsed sales targets in all key cities and heralded a new era for the luxury retailer.

Departments activated

Planning, Creative, Image making, Communication