Chloe Dawes, Anthony Bloor, Ben Thomas, Graham Cristie, Jessie Amadio, Julien La
3D VFX Team
Grant White, David Filipe, Andreas Feix, Alex Snookes, Venkatesh Rajagopal, Gine
2D VFX Team
Abi Leland & Ed Bailie
‘Buster the Boxer’ is the story of a little girl called Bridget who loves to bounce and her pet dog, Buster. When Bridget's mum and dad buy her a trampoline for Christmas, they soon discover that she isn’t the only one with a passion for jumping. When a group of hand-animated, photo-real CGI garden animals emerge from the undergrowth and discover the new object, they slowly learn the joy of bouncing. The action is observed by the family dog, who finally on Christmas morning leaps to have a try himself. Buster, the hero of our campaign, was exploded out into a range of channels where he helped bring even more joy to the festive period.
The campaign was teased on social with 3 short films, before launching online and on TV with a two-minute advert. A media first partnership with Sky that allowed viewers to download the advert and experience that ‘first watch moment’ through their Sky+ planner. The campaign extended to playful new channels such as a branded Snapchat lens, a fully immersive VR trampoline experience that combined Oculus Rift, Leap Motion and Kinect technologies in our flagship store (this is the first time that a brand has used these technologies together). A 360 video on Google Cardboard VR allowed younger children to join in with the fun in-store and extended the experience into the homes of our customers. There was also a range of official merchandise, spectacular windows, in-store activations, social activity, thank you films for our biggest fans, opportunities to invite the animals into your world, books, branded bags and more.
64.36m views on social,1.3m shares. most shared and liked advert in the UK John Lewis went viral, as 93% of online views on mobile were organic. #1 global trend on Twitter 50 minutes after launch. Trending topic on Facebook, #1 viewed Christmas advert on YouTube. John Lewis trending ahead of any competitor advertising, on launch day it was trending ahead of the US election results from the previous day. increased brand searches by 25.5% and creative searches by 76.5% on Google. broke the Sky 24hour download record, over 721k combined
unique downloads in just one 24 hour period, over 900k views in the first weekend alone. TVmentions; This Morning, Have I Got News For You, Lorraine. 8,094 press articles. More parodies than ever before, including from other brands such as Aldi and Robert Dyas. The most popular spoof featured the US presidential candidates as Bridget and Buster, was viewed 113m times.
a totally integrated campaign. See execution.
To develop thoughtful gifting through a joyful story within a suite of integrated owned, paid for and ultimately viral channels - telling a story with broad appeal to the UK general public.