John Lewis Film, Outdoor, Digital, DM, Case study Buster The Boxer [image] 2 by adam&eveDDB London

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Buster The Boxer [image] 2

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Industry Department Stores & Shopping Malls
Media Film, Outdoor, Billboard, Poster, Transportation & Vehicles, Digital, Interactive & Mobile, Direct marketing, Case study
Market United Kingdom
Agency adam&eveDDB London
Chief Creative Officer Richard Brim
Creative Ben Stilitz, Colin Booth
Production Blink Productions
Director Dougal Wilson
Released January 2017

Awards

Eurobest Awards 2017
Integrated - Gold Eurobest

Credits & Description

Client: John Lewis
Product (Service): John Lewis
Agency: Adam&eveddb London, United Kingdom
Entrant: Adam&eveddb London, United Kingdom
Idea Creation: Adam&eveddb London, United Kingdom
Media Placement: Manning Gottlieb Omd London, United Kingdom
Production: Blink Productions London, United Kingdom
Production 2: Mpc Creative London, United Kingdom
Production 3: Factory London, United Kingdom
Production 4: Final Cut London, United Kingdom
Production 5: Leland Music London, United Kingdom
Additional Company: Cain & Abel London, United Kingdom
Additional Company 2: King Henry London, United Kingdom
Group Chief Creative Officer: Ben Priest (Adam&eveddb)
Group Executive Creative Director: Ben Tollett (Adam&eveddb)
Chief Creative Officer: Richard Brim (Adam&eveddb)
Joint CEO: Tammy Einav (Adam&eveddb)
Creative: Ben Stilitz (Adam&eveddb)
Creative: Colin Booth (Adam&eveddb)
Group Chief Strategy Officer: David Golding (Adam&eveddb)
Planning Partner: Martin Beverley (Adam&eveddb)
Business Director: Miranda Hipwell (Adam&eveddb)
Account Director: Caroline Grayson (Adam&eveddb)
Account Manager: Alice Child (Adam&eveddb)
Agency Producer: Panos Louca (Adam&eveddb)
CEO: Tim Pearson (Manning Gotlieb Omd)
Director: Dougal Wilson (Blink Productions)
Producer: Nick Goldsmith (Blink Productions)
DOP: Joost Van Gelder (Blink Productions)
Production Manager: Hannah Fowles-Pazdro (Blink Productions)
Production Assistant: Jack Bingham (Blink Productions)
VFX Executive Producer: Julie Evans (Mpc)
VFX Producer: Hannah Ruddleston (Mpc)
VFX Line Producer: Sandra Ekland (Mpc)
Creative Director VFX: Diarmid Harrison-Murray (Mpc)
Colourist: Jean-Clément Soret (Mpc)
VFX Supervisor 3D: Fabian Frank (Mpc)
VFX Supervisor 2D: Tom Harding (Mpc)
3D VFX Team: Chloe Dawes, Anthony Bloor, Ben Thomas, Graham Cristie, Jessie Amadio, Julien La (Mpc)
2D VFX Team: Grant White, David Filipe, Andreas Feix, Alex Snookes, Venkatesh Rajagopal, Gine (Mpc)
Sound Designer: Anthony Moore (Factory)
Editor: Rick Russell (Final Cut)
Music Supervisors: Abi Leland & Ed Bailie (Leland Music)
Synopsis:
The Campaign
‘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.
Creative Execution
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.