Tiny dancer
Excited to be working on my second John Lewis integrated campaign with the award winning agency Adam & Eve DDB, this project was tasked with boosting John Lewis’ Home Insurance brand promise to ‘Let Life Happen’. The creative centred around a tiny dancer, innocently floating around her house to Elton John’s classic song, indifferent to any potential damage to the home. This emotive advert continued the tradition of leaving viewers with a soft and warm feeling for Home Insurance.
Client: John Lewis
Agency: In-house and collaborating with Adam & Eve
Category: Integrated TTL Campaign
Skills: Integrated art direction, Photoshop, InDesign, XD
Campaign stills
Campaign roll-out
I was responsible for translating the ATL 90 second advertisement into a through the line campaign which maintained the sentimental charm in both print and digital. I began by planning where the creative would be predominately placed, channels including; commercial Partnership sites, campaign microsite, aggregator and affiliate advertising, CRM, Salesforce emails, Facebook & The Telegraph takeovers, RSA Insurance purchasing journey, in-store POS, direct marketing, OOH, and nationwide newspaper advertising. Working within all channel limitations, I devised a solution that would not only trigger ad association but also brand recognition.
Campaign microsite
Display ads
Provider updates in the home insurance journey, account portal, emails and documentation
ATL commercial
For reference, here is the 90 second ATL commercial, the core creative for which all assets had to emulate.
“Dancing for joy, TV advert’s little ballerina has the nation in a twirl”
