Unexpected: Christmas is all about giving, sharing and caring. But not at Harvey Nichols the UK’s leading luxury fashion retailer. It’s all about me, me, me. To help customers out, adam&eveDDB invented a new line of products for the festive season. The Sorry I Spent It On Myself Gift Collection. A range of budget presents that we created so people could spend less on others. And more on themselves. The range was available at all Harvey Nichols stores across the UK, as well as online. The commercial shows these gifts being given and the consequences that go with it.

Works: The most controversial campaign of the year.