Harrods 'Language of luxury' ad concept

I created a brand-building campaign that updated the well-worn 'There is only one sale' strapline for Harrods.

I developed a concept that underlined the brand's luxury credentials in a witty and engaging way, taking a series of well-known sayings and reimaging them with designer brand names. It aimed to communicate that luxury brands are an integral part of our lives – as much as common proverbs – providing a fresh, playful and sophisticated new identity for the Harrods sale. A great idea that would have made a brilliant brand-building campaign... but never saw the light of day.