The gift that keeps on giving: John Lewis Christmas advertising, 2012 – 2015

IPA Effectiveness Awards Case Study 2016


This is the story of Britain’s best-loved Christmas advertising. Since 2012, John Lewis has created some of the most famous and creatively-awarded ads in the world. By immersing the British public in them, on TV, online and in-store, John Lewis has become Britain’s most talked about retailer, and British mums’ favourite brand. The ads have been watched nearly 2.5 billion times, with a further 0.5 billion exposures from PR. They have inspired mutually beneficial partnerships with suppliers, tech firms, media owners and charities - not to mention over 81,000 parodies. Sales have increased 37%, generating a profit ROMI of more than £8 for every £1 invested in the advertising.

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“We learnt we need to understand what consumers actually want, not what we want to tell them. That means approaching every piece of brand communications as first and foremost a piece of engaging entertainment.”

Rachel Swift, Head of Brand Marketing
John Lewis

Winners 2016

Gold Winner

Grand Prix

Title

The gift that keeps on giving: John Lewis Christmas advertising, 2012 – 2015

Brand

John Lewis

Client

John Lewis

Agency

adam&eveDDB
Manning Gottlieb OMD

Principal Authors

  • Les Binet - adam&eveDDB

Contributing Authors

  • Kate Fanning - John Lewis
  • David Golding - adam&eveDDB
  • Ric Roberts - Manning Gottlieb OMD

Credited Companies

  • adam&eveDDB - Creative Agency
  • Manning Gotlieb OMD - Media Agency

This is a lesson in how to write a brilliant effectiveness paper. It has a very clear insight and a core idea driving a solution that is consistent over time. The case demonstrates innovative use of digital, and critically, an ROI which is both high and based on profit. Stunning, kind of annoyingly so. Andrew Geoghegan, Diageo

Shortlist 2016

Gold Winner

Grand Prix

Title

The gift that keeps on giving: John Lewis Christmas advertising, 2012 – 2015

Brand

John Lewis

Client

John Lewis

Agency

adam&eveDDB

Principal Authors

  • Les Binet - adam&eveDDB

Contributing Authors

  • Kate Fanning - John Lewis
  • David Golding - adam&eveDDB
  • Ric Roberts - Manning Gottlieb OMD

Credited Companies

  • adam&eveDDB - Creative Agency
  • Manning Gotlieb OMD - Media Agency

This is a lesson in how to write a brilliant effectiveness paper. It has a very clear insight and a core idea driving a solution that is consistent over time. The case demonstrates innovative use of digital, and critically, an ROI which is both high and based on profit. Stunning, kind of annoyingly so. Andrew Geoghegan, Diageo

The gift that keeps on giving: John Lewis Christmas advertising, 2012 – 2015

IPA Effectiveness Awards Case Study 2016


This is the story of Britain’s best-loved Christmas advertising. Since 2012, John Lewis has created some of the most famous and creatively-awarded ads in the world. By immersing the British public in them, on TV, online and in-store, John Lewis has become Britain’s most talked about retailer, and British mums’ favourite brand. The ads have been watched nearly 2.5 billion times, with a further 0.5 billion exposures from PR. They have inspired mutually beneficial partnerships with suppliers, tech firms, media owners and charities - not to mention over 81,000 parodies. Sales have increased 37%, generating a profit ROMI of more than £8 for every £1 invested in the advertising.

Click to purchase this case study >