Harvey Nichols Viral
Fashionable Food
DDB was incredibly brave with this video. The objective was to create a piece of work that would go viral, and through this video, they have certainly achieved that. Some of the references such as the goat being sick in the toilets or the coke-snorting chicken are brilliant in my opinion. You have to love the Internet for making it possible to share such toilet humour. Now, I have slightly mixed feelings about this viral and judging from the completely varied reviews it has received, so have many others. Personally, I would have loved to have seen more similar references to maximize the shock factor; however, I am sure these two clips alone were hard enough to get approved.
Trend Themes
1. Fashion-food Crossovers - There is a trend of combining elements of fashion and food, providing opportunities for brands to create novel products and experiences.
2. Controversial Advertising - There is a trend of creating provocative and polarizing ads to generate virality, presenting opportunities for brands to push the boundaries of acceptable content.
3. Humorous Shock Factor - There is a trend of using toilet humor and shock factor in advertising, providing opportunities for brands to create memorable and shareable content.
Industry Implications
1. Fashion Retail - Fashion retailers can explore collaborations with food and beverage brands to create unique and attention-grabbing experiences that cater to younger consumers' desire for novelty and Instagrammable moments.
2. Food and Beverage - Food and beverage brands can leverage the fashion world's aesthetics and culture to create limited edition products and themed packaging that appeal to fashion-savvy consumers.
3. Advertising - Advertising agencies can experiment with boundary-pushing and controversial concepts that generate buzz and virality, ensuring that their clients' brands stand out in a crowded market.