A British department store has shoplifters to thank for its award-winning advertisement.
The store, Harvey Nichols, compiled video surveillance footage of various shoplifters stealing from stores as part of an ad for its rewards program, saying that instead of trying to steal to get free things, use their rewards program and get free stuff legally.
The advertisement took home the top award at the 63rd Cannes Lions International Festival of Creativity, which USA TODAY dubbed the Academy Awards of the marketing and advertising world.
Watch the video below to see how Harvey Nichols concealed the identities of the crooks with animation heads that hysterically depicts the robbers’ intentions and emotions while stealing and then getting caught.
