Advertiser: John Lewis InsuranceAgency: adam&eveDDBCountry: United Kingdom
Objectives
Background
In 2013, John Lewis was a department store brand at the height of its powers.
Over the past decade, this cozily traditional department store had used its communications to successfully seduce Britain’s more discerning mainstream shoppers.
Using a heady recipe of insight, emotion and fame, it had managed to steal a nation’s hearts and, in the process, become Britain’s most trusted retail brand (see figure 2, below).
Trust is transferable, and The John Lewis Partnership was keen to explore further opportunities beyond the core business.
For...