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CANNES, France—It pays to be selfish.
London agency adam&eveDDB was celebrating that grinch-like truism here tonight as it reeled in the Grand Prix in the Promo & Activation Lions contest for "Sorry, I Spent It on Myself," the amusing holiday campaign for retailer Harvey Nichols that advertised cheap gifts you could buy for friends and family so you could spend more on yourself.
The campaign deftly melded advertising, social media and in-store promotions by offering nicely packaged but ultimately jokey gifts like paper clips, a water-resistant sink plug, genuine wooden toothpicks, plastic doorstops, a bag of gravel and Christmas lunch in a tin.
"At this time of year it can be all too easy to get caught up in the spirit of giving," client marketing director Julia Bowe said when the campaign broke.
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