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Harvey Nichols launches another risqué campaign, this time for recruitment

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Harvey Nichols is pushing a few buttons again – this time with a campaign that references divorce, natural disasters, stereotypical prison scenes and a number of sex toys.

The tongue-in-cheek series is in fact a recruitment drive for the retailer’s new store in Birmingham, UK. It invites potential employees to answer multiple-choice questions to test their suitability for the brand.

Fanatics Wanted, as it’s called, asks questions like: “What would you consider to be the biggest natural disaster, a meteor crashing into earth, a devastating flood or a monobrow?” Or: “What item in a divorce settlement would you fight for: the house, custody of the kids or that Roland Mouret dress that got you both those things in the first place?”

It was created by adam&eveDDB, and launches on June 6 via digital and social channels.

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By Rachel Arthur

Rachel Arthur is Editor-in-Chief of Current Daily, the leading news source for fashion, retail and innovation, and the co-host of its weekly Innovators podcast. She otherwise serves as Co-Founder and Chief Innovation Officer of Current Global, a transformation consultancy driving growth within fashion luxury and retail. By background she is an award-winning business journalist and consultant, contributing to titles including Wired, Forbes and Business of Fashion.

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