John Lewis: The bear and the hare
adam&eveDDB London
Our previous paper, which won a Gold in the 2013 Creative Effectiveness Awards, told the story of how John Lewis went from a trusted department store retailer to one of Britain's most loved, talked about and visited brands.
Since 2009, the central marketing objective has been to deepen the emotional connection with customers, in order to increase their spend and attract new visitors to John Lewis. This objective has lived through all communications, from tactical advertising supporting sales or new store openings through to big high-profile brand campaigns.
Since they were...