Case Film

Presentation Image

Title	MAN ON THE MOON
Brand	JOHN LEWIS
Product/Service	DEPARTMENT STORE
Category	A04. Creative Longer-Term Effectiveness
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

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

This case shows how to create fame, and the extraordinary financial returns it can bring. Over the years, John Lewis have become famous for their feel-good Christmas advertising. This paper shows how, from 2013 to 2015, a series of remarkable Christmas ads transformed John Lewis’s fortunes, culminating in “Man on the Moon”. These were the most watched, loved and talked-about Christmas campaigns in Britain. Each new ad was hotly anticipated. The Daily Telegraph ran a Countdown Clock to the launch of “Man on the Moon” Each trended no. 1 globally on Twitter within minutes of launch. There were 3,643 articles in the press, delivering over 380 million free exposures. John Lewis was voted Most Talked About Retailer in Britain every year, and one of the most talked about brands in any category. The ads were shared millions of times online, reducing our cost per exposure, with “Man on the Moon” becoming the most shared UK Christmas ad of all time. The ads were regularly voted Best Christmas Campaign in public and industry polls. The songs from the ads were all hits, topping both the sales and Shazam charts. Our fame was such that suppliers, charities and budding film-makers making parodies were all keen to jump on the bandwagon, giving us extra exposure at zero cost. The ads were watched over 2 billion times in the UK alone. We got higher ad awareness than any other UK retailer. Traffic to the John Lewis website increased 63%. Footfall to John Lewis stores increased 55% John Lewis recruited record numbers of customers, who visited more often and spent more. Sales increased 21% and market share hit an all-time high The ads increased profits by over £160m. Over the three years, every £1 spent on advertising generated over £8 of extra profit for John Lewis, one of the highest ROIs in the history of Cannes Creative Effectiveness. “Man on the Moon” was the most effective and profitable campaign of them all, with an ROI of over 10 to 1.