
How we did it
In 2023, John Lewis’ Christmas campaign centred around an unexpected star – a Christmas tree called “Snapper.” We’re sure you saw the advert, were a young boy buys a seedling and it grows into something more like a Venus fly trap than a Norwegian fir, but eventually everyone realises that Snapper was perfect in his own way – learning to let their “traditions grow.”
We launched two high-impact, bespoke billboards complete with brand ambassadors within proximity to key John Lewis stores in Westfield London and Liverpool One. Covered in over 500 individual seed packets, reminiscent of the ones in the TV advert, our billboard would reveal the theme and launch date of the TV advert once all the packets were taken.
The copy on each seed packet invited passersby to “grow your own perfect Christmas tree” – not that they needed encouragement to be taken. The seed packets were so popular that they needed to be restocked twice each day! Inside each packet were seeds and instructions that showed our audience how to grow their very own “perfect” Christmas tree just 30 days later.
With sustainability at the heart of our businesses, we worked very closely with providers to ensure all elements of the campaign, from the seed packets to the paper on the billboard, were all ethically sourced and completely 100% sustainable.




John Lewis Christmas Tease
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