Harvey Nichols, the UK department store has a wicked new campaign to promote its loyalty programme. The pitch: Love freebies? Get them legally (and not try to pinch stuff from the store). The creative execution is what makes it even more engaging: actual footage of shop lifters at the store.
Agency: adam&eveDDB. See more Harvey Nichols work here.
The YouTube video has a link to download the Rewards app. Clever stuff.