The Art of Selling

HarrimanSteel is an independent brand experience agency. We take pride in crafting bold ideas that ignite emotions and trigger consumer behaviour. We call this the Art of Selling.

 
$10,000+
 
$150 - $199 / hr
 
10 - 49
 Founded
1999
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Amsterdam, Netherlands
headquarters

Portfolio

Nike Phantom Vision: Awaken the Phantom

We created a unique campaign to launch the Phantom Vision football boot for sporting goods giant, Intersport, which piggy backed the global 'Awaken the Phantom’ campaign.


Armed with the insight that the young footballers want to be ‘treated like a pro’, we decided to put consumers at the heart of the campaign and to have them test and

demonstrate the 3 key product benefits: Touch. Control. Finish.


Our approach was to craft an idea, start with local clubs and players, and then go wide with mass football consumers.


To launch the campaign, we enlisted 3 football clubs across Europe to pre-trial the product and share their experience, we took over their changing room and gave them the pro treatment with gifting, personalised kit, portraits and a hologram installation that showed off the boot. We then asked them to take to the pitch and take part in the Phantom Precision Challenge, a challenge that involved trialling all the products benefits (Touch, Control, Finish), with a series of drills designed by football experts.


We then took this wider, with global street football champion and captain of the Ronaldinho’s Global Street Team, Ed Van Gils. He then asked the public to submit their own videos completing the challenge.


The results were amazing, with kids from all over Europe sharing their entry on their own social channels. We chose 4 of the best, who then battled it out for the single spot to play with Ronaldinho’s Global Street Team (GST) in 2019.


CALM: Torch Songs

At the end of 2016 we partnered with CALM to unite men for this cause and launch a campaign on International Men’s Day. Our brief was to build a campaign that would encourage men throughout the UK to take part in a dialogue and break down the stigma around mental health.

Nike: Women's World Cup

For the launch of Nike’s FE/NOM sports bra at Intersport, we celebrated the athlete and place the product in the centre of the narrative and produced a set of compelling films that aligned with the FIFA Women’s World Cup. We chose players from four European nations, chosen for their commitment and passion to the sport.


For each player we created two films. First, we filmed them at their training camps, then

we focused on the athletes’ journeys to the World Cup and their sacrifices along the way. We explored their backgrounds as world-class athletes, using personal interviews and archival footage to tell their stories.


The resulting film suite formed a group of compelling stories, showcasing the athletes and the passion they have to succeed in their field.

Patagonia 360 Campaign Image

Patagonia 360 Campaign

Patagonia identified a perception issue within Europe, their cult status did not allow them to tell their deeper environmental story. Our aim was to change that, by developing a campaign framework that shifted the perception amongst one of it's key demographics, the 20-30 year old young professional.


To do this we crafted a city take over

campaign. Our thought was, let’s take their internal brand mission statement and make it public.


Starting with Shoreditch, London, we bought up every inch of media space within a 5 km radius and delivered the mission as a simple, bold statement. We then went big with large scale murals, billboards and posters, we made the message undeniable to ensure maximum visibility.


To further amplify the message, we created a series of activations in the area, allowing the public a deeper understanding of the brand and its mission. We produced a number of talks and a second-hand store, that saw record turnouts, sell out of product and significant social media coverage.


The result was a successful campaign framework that has since been replicated in Berlin and is set to repeat in other key cities in Europe.

TOMS Stand for Tomorrow Campaign

As part of our on-going partnership with TOMS, we crafted the new EMEA-wide 'Stand for Tomorrow' campaign, featuring changemakers from London, Berlin and Capetown.


The first in this series of the new rolling campaign, we focused on key individuals across the territory that felt passionate about generating positive change in their own

community.


To tell an authentic story for each changemaker, we visited them in their own town and spoke with them about the charities they partner with, the initiatives they are personally driving and what makes them passionate about this cause.


Nike Air Max 720 Retail Launch Image

Nike Air Max 720 Retail Launch

We launched the latest innovation in Nike Air, the Air Max 720, at Footlocker, London. We created a large scale piece of retail theatre that amplified the product proposition of “Go Bigger”.


Our approach to this: go big or go home... 


From consumer journey to concept, to

design and production, our takeover brought to life one of Foot Locker’s biggest launch experiences in the EMEA region. From a pinnacle installation and film piece at the entrance, we used large metallic ducting to draw the consumer through the space and direct them to the basement activation.


It was here that we created an immersive experience by covering every surface with an iridescent layer, a nod to the metallic colour-way of the product. A series of installations, including a kinetic sculpture, infinity mirror room and a UV product story space, pulled the consumer on the journey through the product world of the 720. We went BIG!


CALM: Torch Songs

At the end of 2016 we partnered with CALM to unite men for this cause and launch a campaign on International Men’s Day. Our brief was to build a campaign that would encourage men throughout the UK to take part in a dialogue and break down the stigma around mental health.

CALM: Torch Songs

At the end of 2016 we partnered with CALM to unite men for this cause and launch a campaign on International Men’s Day. Our brief was to build a campaign that would encourage men throughout the UK to take part in a dialogue and break down the stigma around mental health.