It’s been well documented how significant Christmas is for retailers. It’s no different for John Lewis. Christmas represents around 40% of the business’ annual revenues.

Over the last few years John Lewis has made a name for itself with its emotional approach to Christmas marketing. Every year, we try to raise that bar.

As a society, our relationship with the elderly was also an important consideration for us this year. The story shows the bond between the young and the old

in a lovely and warm way, but further to this we endeavored to form a meaningful relationship with Age UK.

This ad tells the story of a young girl trying to send a message to the Man on the Moon, set to Oasis track ‘Half the World Away’ covered by Aurora. The campaign uses Augmented Reality to digitally enhance the story and includes a partnership with Age UK.

The production of all the campaign elements started in the summer.

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.