At a time of poor consumer confidence, economic austerity, and real uncertainty for the brand - we worked with our clients to set ourselves the following objectives, for a campaign that would run in our most important trading period: Christmas.

Commercial objectives

Increase share of department store market by increasing sales during Christmas period

Marketing Objectives

Get more customers, spending more

By increasing store traffic

By increasing propensity to shop at John Lewis for Christmas gifts

Communications objectives

Increase brand salience and emotional connection

By creating Britain’s most loved, shared and talked about advertising.

What would follow as a result of that brief – none of us could have predicted.