Summary
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...