Harrods ‘Truly British’ ad campaign

I was asked to position the luxury retailer as an authority on British products
and culture for a six-week-long store-wide promotion.

I focused on the supposed stereotypical traits of the average Brit – fervent tea drinking, the weather, cons retailerpologising and obsessive queuing – and devised an irreverent, quirky, storytelling approach for a £450,000 outdoor campaign, as well as tactical advertising of products and events, and a dedicated Truly British microsite. Note the cheeky signoff: the ‘ish’ element changed according to the contents of each ad.

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