These days, this trusted British brand is often viewed as unexciting and old fashioned. Only 27% percent of time-short urbanites say that they love John Lewis. The company wants to find a way to connect with a younger, more fast-paced audience and more demanding consumers. The goal behind the John Lewis 150th Anniversary Event is to revamp the brand by showing people what has always been great about it, while also bringing more life to a settled, “old news” brand. The event will bring people together and create lasting memories while inspiring a new love for a British Classic. This project taught me about the value of detailed research, attention to color, and to design boldly.
Along with a set of three larger poster ads, the campaign sent out a postcard and put an ad online.