THE @JOHNLEWIS AD
BRIEF
Our ongoing brief from Twitter is to sniff out the real people using the platform in a positive and entertaining way and shine a light on them.
Our Christmas objective: locate the individual on Twitter that best personifies the seasonal spirit and tell their story.
IDEA
Christmas is all about the story of the kindness and sacrifice of one man and how, through him, we all can experience joy and love.
That’s man’s name? John Lewis, of course. No, not the shop. There’s another one. He lives in Virginia. And he gets hundreds of thousands of tweets meant for the retailer which he patiently replies to. So, to say thanks, we made him the star of his very own @JohnLewis ad.
RESULTS
The internet broke.
A reach of over 2 billion. Millions and millions of organic views. Coverage in every UK national. A D&AD pencil.
The actual good bit: it was impossible for any outlet to cover our campaign without telling the story of a man who uses Twitter in an incredibly kind and entertaining way, our exact ongoing brief.