John Lewis wanted to bring to life the story from their 2014 Christmas TV commercial across their 42 flagship UK stores.

Using Google Cardboard, never before used in a commercial capacity, we created an 360° Virtual Reality adaptation of the TV commercial, called "Monty's Goggles". Google Cardboard enables a user’s smartphone to be transformed into a Virtual Reality headset.

Visitors to the John Lewis store were invited to play with the Virtual Reality experience. The app was also available on iTunes and Google Play.

Using Google Cardboard, a user’s smartphone is transformed into a Virtual Reality headset. Adapting the narrative from the TV Commercial, users are placed in the centre of an animated story, and are invited to explore each scene from the story in a fully immersive 360° environment, looking for an object that will take them to the next chapter.

Beautiful 2D illustrations are mapped into highly crafted 3D environments. Lingering on characters and objects brings them to life in playful animation.

A narration by TV presenter Dermot O'Leary, and intricate sound design add the finishing touches to the experience.

All 42 John Lewis stores had a Monty’s Den installation in the run up to, and during the Christmas period. Every den was equipped with a set of Monty’s Goggles (92 in total throughout UK stores). They drove massive footfall as people were drawn to experience the immersive 3D world of Monty and Mabel.

The entire John Lewis Christmas 2014 campaign generated £7.44 for every £1 invested. With an overall investment of £170,000 for media and creative on Monty’s Goggles we can attribute £1.2m profits to this immersive digital experience.?