Shoplifters

Why it works

An online film made entirely from real CCTV footage of shoplifters at Harvey Nichols' Knightsbridge store. Each thief's face is covered with a crude cartoon head, added by the Layzell Bros at Blinkink, and the footage follows them as they steal, are chased down by security and end up in holding cells, before the line 'Love freebies? Get them legally' introduces the retailer's new Rewards app. Released in July 2015, it is studied for how far it sits from polished fashion advertising: the raw material was security tape, the idea a single comparison between stealing and signing up, and, to avoid glamorising crime, the thieves are always shown getting caught. At Cannes in 2016 it won the Film Grand Prix, with jury president Joe Alexander calling it a new way to use security camera footage to sell a rewards card; juror Ana Balarin later recalled the jury room breaking into applause when it played on the big screen. It also won a Gold Pencil at the One Show.