Just bring yourself.
Harrods · Summer campaign
Insight, concept, art direction, design ·
created agency-side, for Harrods
(Details)
(Challenge)
Not more applications.
The right people.
Harrods needed 360 people for the summer, and it doesn’t struggle for applications. What it needed was the right kind of people: not retail lifers, but passion, personality and a natural flair for service. People who could embody the Harrods experience, even for one season.
(01 · The reframe)
People had an idea of the type of person who worked at Harrods. The research found something much more open.
You didn’t need to be passionate about
Harrods. You needed to bring your passion.
Great service comes from personality, not product knowledge. With the right support and training, anyone with passion could thrive. So the question became: what do you love?
Cheese. Phones. Handbags.
Wine. Toys. Photography. Clothes.
If you genuinely care about something, you already have something the shop floor needs. Skills can be learned. Passion, curiosity and warmth are harder to teach.
(02 · The work)
Each ad heroed an object, a dress, a toy, a phone, a handbag, paired with handwritten copy that revealed the person behind the application.
Whatever your passion,
shape it at Harrods.
(03 · In market)
(04 · Tone and design)
Editorial
White space and clean product photography.
Handwritten
Quotes in the applicant’s own hand, for warmth and individuality.
Premium, not distant
Visually premium, emotionally accessible.
(05 · What it did)
1,637
applications for the temporary summer roles
11,186
applications across Harrods Careers, far beyond the summer brief
Harrods needed 360 people. They had over four times that for the temporary roles alone.
Nominated for Recruitment Effectiveness, RMA Awards 2018.
Find why people aren’t doing it. Then build the thing that makes them want to.
annaliisa@tinyforce.ccThe diagnosis + the creative direction to make it real. One week to find the problem. Then the idea, the art direction and the work to answer it.
