D&AD 2017 - John Lewis - 'Here For You Through Every Moment.'
While 27% of time-short urbanities love John Lewis, they tend to see it as trustworthy, but unexciting, old fashioned and a bit pricey. Jon Lewis want an innovative new way to engage this modern and demanding consumer.
The response to this brief explores the key milestones which this target audience (ages 25-35) may experience. With this as a basis, we have linked these moments with products which sell. As a team we decided to explore lifestyles of our target audience and details within this; and create humorous copy to accompany product images.
Milestones included, but were not limited to:
- New Job
- Getting enaged/Married
- First property
- First baby
- First family adventure
- Occasions/Parties
- First Christmas in new house
- Meeting the in-laws
- Kids first day at school
- Being best man/bridesmaid
- First family holiday
- Independent travel adventure
- Learning new instruments
- Stag do/ Hen do
