John Lewis Insurance: Tiny Dancer

This case study shows how John Lewis Insurance, the insurance branch of the retail brand, delivered impressive sales results in the UK through the use of a campaign film promoting its services against a girl's carefree dancing.

Advertiser: John Lewis Insurance Agency: adam&eveDDB Country: United Kingdom


Figure 1: One of John Lewis’s much loved campaigns: “Monty”, 2014


In 2015, the John Lewis brand was a rare and wondrous thing.

Over the past 10 years, this cozily traditional department store had used its communications to successfully seduce Britain’s more discerning mainstream shoppers.

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