Monty's Christmas
Award: Graphite Pencil
Graphite Pencil / Film Advertising Crafts / Direction for Film Advertising / 2015
John Lewis' 2014 Christmas spot tells the tale of an unlikely friendship between Sam, a little boy, and his best friend, Monty the penguin. Set to Tom Odell's version of John Lennon's reflective Real Love, the ad evokes the magic of a make-believe Christmas through the eyes of a child. The two-minute spot follows Sam and Monty's antics leading up to Christmas. When the day comes, Sam gives Monty the gift he's been dreaming of, a penguin companion. The campaign was teased in a Channel 4 ident prior to launch. Monty and his partner Mabel became powerful seasonal mascots, appearing in windows, books, apps and across merchandise. Monty and Mabel even received their own Twitter accounts. John Lewis' penguin toys sold out within days of the campaign's launch. As a result, the store experienced a record sales week, taking in £175 million for the first time.
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