This paper tells the story of the 2013 John Lewis Christmas Campaign.
It was the most ambitious marketing communications undertaken by the retailer to date.
John Lewis the home of ‘thoughtful gifting’, where shoppers can find the gifts that demonstrate just that little bit more thought than they could elsewhere.
The creative platform for the 2013 marketing campaign leveraged this truth - Give someone a Christmas they’ll never forget. And the creative idea focused on the joy of experiencing Christmas for the first time, seen though the eyes of someone who had always missed out… a hibernating bear.
Brought to life on TV, in-store, online, in CSR and through a wealth of media, the Bear and Hare became the most high profile campaign of 2013 - 12 million people have watched the TV ad on YouTube, it made the front page of Private Eye and put a single at the top of the official chart for three weeks. And it generated record sales and ROI levels.