John Lewis & Partners | Christmas

Man On The Moon (2015), Buster The Boxer (2016), Moz The Monster (2017), The Boy And The Piano (2018), Excitable Edgar (2019)

Every year, my team at adam&eveDDB were tasked with creating a wave of online noise around the John Lewis campaign. The result? Increasing sales and a brand that is a staple of Christmas.

The iconic John Lewis Christmas ads need no introduction. The campaign is a huge and complex beast, but always with the same objective - increase brand salience and deepen emotional connection by creating Britain’s most watched, loved and talked about Christmas advertising. As social and content lead, I helped meet this objective by getting people to share it, talk about it, and ultimately - buy it!

  • Share it.

    Each channel has an optimised version of the brand film to ensure shareability, carefully balanced with emotional storytelling (no 6s trailer approaches here). This includes organic strategy (to drive to the film) as well as paid ads. Launch day is incredibly complicated and requires exceptional attention to detail and organisational skills.

  • Talk about it.

    Together with my team, I looked after all the non-traditional elements, which could look as varied as:

    Creating an interactive storybook partnership with Google Home (Moz The Monster)

    In store activations like a behind the scenes installation in the Oxford street store (The Boy and the Piano)

    Writing and art directing bespoke ITV idents (Excitable Edgar)

  • Buy it.

    Underpinning all this are hardworking conversion assets, which help contribute to John Lewis’ advertising ROI of £7 for every £1 spent. These include:

    Supplier funded ads, featuring our hero characters and priority products.

    ‘BAU’ social content. Using social listening to identify trending topics and insights, we create a suite of content to run over the Christmas period.