Animals meet fashion world in Harvey Nichols viral

by Darren Davidson, Brand Republic 21-Sep-07, 08:30

LONDON - A new viral and press campaign for Harvey Nichols features an anorexic goat and a cocaine-snorting cockerel, in a parody of the fashion world, to promote the store's Fifth Floor Foodmarket.

The farmyard animals appear in a seeded viral created by DDB London, which throws a satirical spotlight on the backstage shenanigans of a catwalk fashion show.

In one scene, a goat is shown vomiting into a urinal and, in another, a chicken is featured pecking at lines of cocaine arranged on a vanity mirror.

The viral, in which the human parts are played by staff from DDB London, also shows a sheep having its wool styled with curlers.

The viral was directed by Jim Gilchrist of Thomas Thomas Films, while a total of eight partial tracks were mixed to produce the soundtrack by Parv Thind at Wave Studios.

The viral is accompanied by press activity in monthly fashion titles, which shows the front row of a catwalk as shot by the fashion photographer Robert Wyatt.

Julia Bowe, Harvey Nichols marketing director, said: "The audience at the show are clearly thrilled with what they are witnessing. You can see them applauding and generally being enthralled by the idea of animals taking to the catwalk as the new supermodels.

"These glamorous and influential 'opinion-formers' from the world of fashion are clearly enraptured by Harvey Nichols food."

You can watch the viral here.