So, we needed to deliver a Christmas campaign that would separate John Lewis from the chasing retail pack, and ultimately, set the benchmark for all brands whose aim is emotional engagement, multi-touchpoint activation, and commercial success.

We wanted to do something different and use our growing brand influence to support a good cause.

We wanted to ensure that all consumer touch points got the Man on the Moon treatment. So we were simultaneously implementing the production of, POS, in-store, windows, bags, merchandise, the film, the app, the social and the digital.

The campaign was widely spread across the country at scale.

‘Man On The Moon’ generated more views, likes, shares, engagements, parodies, buzz and PR coverage than any of our previous Christmas campaigns, helping put John Lewis top of mind and win the public’s hearts.

Our partnership with Age UK allowed John Lewis to harness the power of its brand at Christmas to do good. Awareness of the cause increased, 12,000 people were inspired to volunteer, £183k in fundraising was directly raised and Age UK gained new corporate partnerships worth +£2.5 million.

The campaign helped John Lewis achieve record sales and profits at Christmas, taking £951 million in revenue. In a retail market down -1.8%, John Lewis outperformed the market, with like-for-like sales rising +5.1%. Margin also increased by 3.1% in November and 2.2% in December, amounting to John Lewis’ most commercially successful Christmas to date.