Winners & Shortlists

BEAR & HARE

Short List
TitleBEAR & HARE
BrandJOHN LEWIS
Product/ServiceJOHN LEWIS CHRISTMAS
Entrant Company ADAM&EVEDDB London, UNITED KINGDOM
Advertising Agency ADAM&EVEDDB London, UNITED KINGDOM
Media Agency MANNING GOTTLIEB OMD London, UNITED KINGDOM
Production Company BLINKINK London, UNITED KINGDOM
Production Company 2 HORNET New York, USA
Credits
Name Company Position
Ben Priest ADAMANDEVEDDB Executive Creative Director
Ben Tollett ADAMANDEVEDDB Executive Creative Director
Emer Stamp ADAMANDEVEDDB Executive Creative Director
Aidan Mcclure ADAMANDEVEDDB Creative
Laurent Simon ADAMANDEVEDDB Creative
Tammy Einav ADAMANDEVEDDB Managing Partner
Miranda Hipwell ADAMANDEVEDDB Account Director
Caroline Grayson ADAMANDEVEDDB Account Manager
Anthony Falco ADAMANDEVEDDB Producer
Catherine Cullen ADAMANDEVEDDB Assistant Producer
Michael Feder Hornet Executive Producer
Bart Yates Blinkink Executive Producer
Yves Geleyn Hornet Director
Elliot Dear Blinkink Director
Aaron Blaise/Dominic Carola Premise Entertainment LLC Character Designers
Sam Sneade/Ellie Johnson Speade Editors
Sam Robson Factory Sound Engineer
Abi Leland Leland Music Music Consultant
Andy Biddle Premise Entertainment LLC Lead Stop Frame Animator

The Campaign

Bear is the only animal in the forest that has never seen Christmas because he hibernates every year. However, this year is different. This year his best friend Hare has a brilliant idea and gives him a Christmas he’ll never forget. The commercial uses a unique animation style that combines traditional 2D hand-drawn animation, stop frame, and 3D model made sets.

Success of the Campaign

• Over 12 million Views on YouTube • The most shared video in the world 2 days after launch • The app reached no. 2 in the free app chart • The single stayed at number 1 for 3 weeks • The campaign trended with 3 different hashtags simultaneously • 2013’s most written about Christmas campaign • The merchandise sold out within 2 weeks and sold for 3 times the price on ebay • £101.45m record takings in the week after the campaign launched • Total sales up 6.9% on last year • Total online sales up 23% on last year

Describe how the campaign/entry was launched and executed across each channel in the order of implementation.

The campaign launched with teasers on ITV and a projection on Southbank of the sleeping bear. #sleepingbear started to pick up momentum as the country started to wonder who was behind the activity. Following this, the 120 second TV advert aired in a solus ad break during x-factor. Once the ad aired on TV, we launched the online hub, the app, the Christmas card maker, the book, merchandise, in-store characters and windows; all on launch weekend. The characters were also active on Twitter along with a presence on Facebook. We rounded off the campaign with a YouTube competition, Re Worked. This gave fans a chance to sing the track instead of Lily Allen on a Christmas day airing.