John Lewis boosts home business with ad campaign and magazine

Campaign 24 Sep 2020 09:14

John Lewis & Partners is launching a campaign promoting its home division, amid a difficult year for the department store.

The film, created by Adam & Eve/DDB, will launch on TV tonight (24 September). It depicts a humorous situation that a family find themselves in while spending more time in their home during the coronavirus pandemic. 

Digital and social activity will showcase the retailer’s home collections while emphasising their style and value for money. John Lewis will also run a competition on Pinterest encouraging customers to share images of their recent home purchases with the hashtag #LoveJL. 

Last week, John Lewis launched a home magazine called At Home, which includes ideas, think pieces and features to inspire people who are redecorating their home.

Michelle Ogundehin, former editor of Elle Decoration, will have a regular column in the magazine and the launch edition features Yotam Ottolenghi, Melissa Hemsley, Rukmini Iyer and cult US home organisers The Home Edit.

The film was created by Matt Gay and Feargal Ballance, and directed by Traktor through Stink. Camille Standen created the social campaign and Manning Gottlieb OMD handled media planning and buying. 

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John LewisJohn Lewis PartnersLoveJLMichelle OgundehinYotam Ottolenghi
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