Project 01
Valentine's Day | John Lewis
Creative campaign.
This was all about making Valentine's a little less stuffy for John Lewis, one of Britain's most iconic, well-loved department stores. Working across digital, from homepages to mailers and in-store collateral, this was about creating a cohesive message that reflected modern love in all its forms. The campaign needed to hit that sweet spot between JL's trusted heritage and the brand's new 'Joyfully Bold' tone of voice.
You & Me.
I deliberately left headline open. It was also a conscious choice not to use the word 'love' and to steer away from defining who 'you' needed to be. Instead, it was down to the reader to define who or what the day was for. For him, for her, for you, for family, for friends, for pets. Whatever their feelings, I wanted it to be a more personal reflection on what Valentine’s meant to them.
Online rollout.
For more direct, below-the-line comms, using the line ‘Love is…’ still kept that intimate, unique feeling each relationship has, only now we were able to do more of the quiet commercial work. It was a way of reassuring people they didn't need to spend big to say it, while still nudging them toward a gift during a tight cost of living period. Some corners of the website ran with the exact line, while others just kept it in spirit. You'll see both below.
Online rollout.
For more direct, below-the-line comms, using the line ‘Love is…’ still kept that intimate, unique feeling each relationship has, only now we were able to do more of the quiet commercial work. It was a way of reassuring people they didn't need to spend big to say it, while still nudging them toward a gift during a tight cost of living period. Some corners of the website ran with the exact line, while others just kept it in spirit. You'll see both below.
Project 01
Emails and notifications.
The broader campaign was always about letting people define Valentine's for themselves. For direct channels, I carried that sentiment through to make gifting feel less prescriptive. Emails and push notifications kept the message personal and made the path to purchase a little more obvious.
Emails and notifications.
The broader campaign was always about letting people define Valentine's for themselves. For direct channels, I carried that sentiment through to make gifting feel less prescriptive. Emails and push notifications kept the message personal and made the path to purchase a little more obvious.
