John Lewis: All the small things

John Lewis, a department store, partnered with UK charities to launch a TV film that shone a light on children in care and how the brand is working in partnership to give them a happier future.


The John Lewis Christmas campaign needs little introduction.

From 2009 to 2021, using a consistent strategy and creative playbook it has made the UK public cry and buy – delivering £411m in incremental profit.

However, in early 2022, significant challenges arose that required us to consider doing the unthinkable – change the strategic and creative approach to the John Lewis Christmas campaign.

It's a story of how we diagnosed the challenge, searched for new opportunity, and made the strategic pivot that led to the most talked about John Lewis Christmas campaign yet.

It's a story about the importance of...

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