John Lewis: Monty's Christmas

Agency: adam&eveDDB London

Brand: John Lewis
Advertiser: John Lewis
Country: United Kingdom

Creative effectiveness

Founded in 1864, John Lewis is a UK department store, selling homewares, furniture, electrical products, fashion and beauty. With 45 shops and a thriving e-commerce business, it is now at the forefront of omni-channel retailing in Britain.

Our two previous papers', which won Golds at the 2013 and 2015 Cannes Creative Effectiveness Awards, told the story of how John Lewis became 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 the British public, in order to attract new customers and increase their spending. This objective has lived through all communications, from tactical advertising supporting sales or new store openings through to big, high-profile brand campaigns.