It is the most integrated Christmas campaign ever. It has been created using hand-drawn animation combined with 3D sets – the first time this technique has been used in an ad in the UK
BestMediaInfo Bureau | Delhi | November 14, 2013
It may not be relevant to the Indian marketplace, but as a campaign it is worth writing about. This year’s John Lewis Christmas campaign, created by adam&eveDDB, takes the form of an animated woodland tale that pays tribute to our most memorable childhood Christmases. ‘The Bear & The Hare’ tells a classic story of friendship at Christmas, building on the longstanding John Lewis theme of finding the perfect gift for those you care about. It features the strapline ‘Give someone a Christmas they’ll never forget’.
The beautifully handcrafted ad was written by Aidan McClure and Laurent Simon, Creative Directors at adam&eveDDB, and directed by Blinkink’s Elliot Dear and Yves Geleyn. It has been created using hand-drawn animation combined with 3D sets – the first time this technique has been used in an ad in the UK.
Continuing the brand’s support of homegrown music talent, the ad is set to a cover of Keane’s 2004 hit ‘Somewhere Only We Know’ sung by Lily Allen.
The campaign is John Lewis’s most integrated yet with the TV ad supported by a host of multichannel activity including a book, Christmas card maker, social media, in-store and windows, a digital outdoor projection and soundtrack single.
James Murphy, Founding Partner & Chief Executive, adam&eveDDB, said, “It’s a privilege to create advertising for the nation’s best loved department store at Christmas and this year is no exception. Not only have we been able to push the campaign into new territory creatively, we’ve also been able to deliver a truly multi-faceted campaign that offers an in-depth take on thoughtful gifting that we hope will appeal to the child in all of us.”
adam&eveDDB is a creative communications agency made up of people from advertising, design, digital, media and social strategy.
Executive Creative Director: Ben Priest, Ben Tollett & Emer Stamp
Creative Directors: Aidan McClure and Laurent Simon
Producer: Anthony Falco
Account Manager: Caroline Grayson
Production Company: Blinkink/Hornet
Directors: Elliot Dear & Yves Geleyn
2D Animation: Premise Entertainment LLC
Character Designer: Aaron Blaise
2D Animation Supervisors: Aaron Blaise, Dominic Carola
Executive Producers: Bart Yates, James Stevenson Bretton, Josephine Gallagher