John Lewis Christmas campaign
The brief was to inject maximum fun into Christmas after the Covid non-event of the previous year. I led creative strategy and execution for copy, creating a cohesive omnichannel campaign that ticked all the festive boxes.
Above: Fleshing out the concept for that year’s event – a magical Christmas emporium – and building a playful tone of voice, below.
Below: Starting the customer journey with windows, and a suite of headlines that stores nationwide could mix and match. Shots are from the Oxford Street flagship store.
Below: Mapping the window run for Peter Jones in Sloane Square.
Below: In-store and point-of-sale assets bringing the theme to life and carrying through the thread of language.
Below: Sustainability and value messaging.
Below: Exploring gifting personas, for targeted in-store and online messaging.
Below: Landing key Christmas moments, which were developed into in-store and external assets including Insta stories.
Below: Digital and print, including ads, magazine, website and app.
