John Lewis is more than a department store. For decades it has been a middle class institution and a rite of passage. It has been a partner for life to many customers – there for all their needs. From starting a family to decorating their home to buying Christmas gifts. Up until 2008/9, John Lewis advertising was product focused and rational – showing the wide range of high quality, fairly priced items you can buy at the store.

The incredible strength of the long term communications strategy was that it created such a recognisable style of advertising that could be deployed in so many different ways. In 5 short years we have used this approach to tell powerful and famous stories to sell home insurance, Christmas gifts, relaunch with a new name, launch our new brand platform, tackle price perceptions and raise money for good causes.