2017 Creative Effectiveness

MAN ON THE MOON

Grand Prix

Case Film

Presentation Image

ClientJOHN LEWIS
Category A01. Creative Effectiveness
TitleMAN ON THE MOON
Product/ServiceDEPARTMENT STORE
Entrant adam&eveDDB London, UNITED KINGDOM
Idea Creation adam&eveDDB London, UNITED KINGDOM
Media Placement MANNING GOTTLIEB OMD London, UNITED KINGDOM
Production SOMESUCH London, UNITED KINGDOM
Production 2 TRIM EDITING London, UNITED KINGDOM
Production 3 THE MILL London, UNITED KINGDOM
Production 4 LELAND MUSIC London, UNITED KINGDOM
Credits
Name Company Position
Ben Priest adam&eveDDB Group Chief Creative Officer
Ben Tollett adam&eveDDB Group Executive Creative Director
Richard Brim adam&eveDDB Chief Creative Officer
Miles Carter adam&eveDDB Creative
Sophie Knox adam&eveDDB Creative
Till Diestel adam&eveDDB Interactive Creative Director
David Golding adam&eveDDB Group Chief Strategy Officer
Tammy Einav adam&eveDDB Joint CEO
Miranda Hipwell adam&eveDDB Business Director
Caroline Grayson adam&eveDDB Account Director
Lucie Georgeson adam&eveDDB Agency Producer
Brittany Littlewood adam&eveDDB Agency assistant producer
Kim Gehrig Somesuch Director
Tim Nash Somesuch Executive Producer
Lee Groombridge Somesuch Producer
Andre Chemetoff Somesuch Cinematographer
Tom Lindsay Trim Editor
Hitesh Patel The Mill VFX shoot Supervisor
Jonathan Westley The Mill VFX shoot Supervisor and lead 2D artist
Mike Chapman The Mill Lead 3D Artist
Aurelien Ronceray The Mill Lead Digital Matte Painter
James Bamford The Mill Colourist
Joe Tang, Olivia O’Neil, Grant Connor The Mill 2D Team
Christos Parliaros, Ivor Griffin, Adam Dewhirst, Tom Hales, Ciaron Moloney, Finl The Mill 3D Team
JiYoung Lee and German Casado The Mill Digital Matte painting Team
James Pratt The Mill Smoke artist
Gemma Humphries, George Reid The Mill Production Team
Abi Leland and Ed Bailie Leland Music Music Supervisors

Brief Explanation

Over the years, John Lewis have become famous for their feel-good Christmas advertising. And as everyone knows, the sales results have been spectacular. But in 2015, John Lewis took the brave decision to tell a sad story, about loneliness. In “Man on the Moon”, a little girl looking through her telescope spies an old man, living on his own on the moon. Her thoughtful Christmas gift is a telescope, sent by balloon, so that he can see he’s not really alone. Then we teamed up with the charity Age UK to create a second ad, based on out-takes from “Man on the Moon”, highlighting the fact that many old people spend Christmas alone. The benefits to AgeUK were huge, raising contributions worth over £2m. But the payback to John Lewis was even bigger. This was our most watched, loved and talked-about Christmas campaign ever: The level of interest was such that The Daily Telegraph ran a Countdown Clock to the launch. “Man on the Moon” hit no. 1 globally on Twitter within 40 minutes of launch. We were voted Best Christmas Campaign of 2015 in public and industry polls. Google searches hit record levels and “Man on the Moon” was the Most Shazamed Ad of 2015. Mentions of John Lewis in social media broke previous records YouGov voted John Lewis Most Talked About Retailer in Britain There were 1,443 articles in the press, delivering over 130 million free exposures. The ad was shared over 1.6 million times online, making it The Most Shared UK Christmas Ad of All Time. In all, the ad got 35 million views online. And this was our most effective and profitable Christmas campaign ever: We got our highest ever ad awareness scores The ad has a stronger effect on the brand than previous campaigns. The ads prompted the highest ever level of web visits. John Lewis recruited record numbers of customers, who visited more often and spent more. Sales and market share it record levels, increasing profits by £57m Every £1 spent on advertising generated over £10 of profit for John Lewis. This case shows that advertising can deliver outstanding profits and be a force for social good.