John Lewis & Partners: How research (and a skateboarding dad) helped John Lewis make the world a little happier this Christmas

John Lewis delivered a research programme in collaboration with davies+mckerr to create a magical Christmas ad, The Beginner, that met the public's high expectations, while recognising the realities of a Cost-of-Living-pressured Britain.


In 2022 John Lewis faced a Christmas dilemma…

How could one of the UK's most loved brands create a magical Christmas ad that met high public expectations, while recognising the realities of a Cost Of Living pressured Britain? All while navigating an unseasonal World Cup, delivering a newly evolved Partnership Purpose "Working in Partnership for a Happier World" and preventing leaks for a much anticipated annual Xmas moment.

The solution was a tight collaboration between John Lewis' Research & Insight team and davies+mckerr for 6 months of deep, interactive consumer, customer and Partner understanding, to help validate...

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