James Day x Harvey Nichols

James Day collaborated with adam&eveDDB to create a campaign for luxury department store chain Harvey Nichols.

The ads suggest the consumer hand out cheap gifts so they could instead treat themselves without guilt, and successfully so. It was a smash hit that married luxury packaging with everyday items that even the most spoiled recipients would be hard pressed to crack a smile at. The “Sorry, I Spent It On Myself” gift line was available in-store and online during the holidays, including items such as authentic Lincolnshire gravel, priced at £1.61.

“It expands the way we use advertising,” Titanium & Integrated jury president Prasoon Joshi of McCann Worldgroup India said of the Harvey Nichols work.

“To take greed and make people laugh and smile about it is, I think, incredibly difficult. And as a film, it’s a perfect piece of film,” said Film juror Pete Favat of Deutsch/LA.