John Lewis : Man on the Moon

Objective

John Lewis launched their 2015 Christmas campaign to deepen emotional brand connection and drive in-store traffic through an innovative augmented reality experience. The campaign centered on a heartwarming narrative about a girl named Lily reaching out to a lonely man living on the moon, supporting the wider Christmas advertising message about love and connection. The brand partnered with Age UK charity, integrating the cause into both the digital experience and television commercial.

Solution

An augmented reality mobile app (iOS and Android) that activated when pointed at John Lewis branded materials—posters, shopping bags, and in-store displays. The app featured a themed arcade-style game where players navigated over 20 levels while avoiding more than 140 obstacles to reach the moon. Daily interactive content unlocked facts and animations about the moon leading up to Christmas Day. In parallel, 11 John Lewis stores hosted 'Moon pop-up' experiences with lunar-themed photo backdrops and educational moon facts. The digital campaign integrated seamlessly with adam&eveDDB's broadcast Christmas commercial, driving discovery and engagement.

Results

Not published.