The highly anticipated John Lewis and Waitrose 2020 Christmas adverts are finally here.
Together, John Lewis and Waitrose plan to raise £ 4 million for two charities: FareShare, which helps people with food poverty, and Home-Start, which works with parents in need. £ 1 million is also donated by business partners to charities that support families in their local communities. The charities will use these donations to provide food, comfort, emotional support and counseling to at least 100,000 families in need.
Since the beginning of the pandemic, FareShare has had to double the amount of food it distributes to meet rising demand, and over a third of home launch centers saw demand for its services surge.
The story of “Give A Little Love” was created by adam & eveDDB advertising agency. A two-minute ad is designed to inspire the nation to show a little love for those around you, while a free 30-second ad includes a direct call in support of the two charities.
Customers are encouraged to show a little love in five different ways. Donating to charity, buying campaign products with 100% of the profits donated to charity, using your loyalty card to increase the partnership donation, giving a little love to someone you know who needs you and in yours Help community.
Customer donations up to a value of £ 2 million are funded by a donation from the John Lewis Partnership. Another fund of over £ 1 million has also been set up to ensure that all retail stores are actively working with FareShare and Home-Start as well as a number of local family charities in the communities in which they operate.
The two-minute advertisement celebrates various forms of moving art – from animation and claymation to CGI and cinematography. It’s made up of nine different vignettes created by eight different artists who are leading experts in their respective arts, including Chris Hopewell, who created music videos for Radiohead and Franz Ferdinand, and French animator Sylvain Chomet.
The scenes are linked together to form a long chain of giving, as each film carries the campaign’s heart emblem to the next part of the film. The plot shows how friendly actions large and small can multiply and have a positive effect on the world we live in if we pass them on to others. The various “moments” of friendliness captured in the film are intended to appeal to different target groups, from children onwards.
The unique approach was chosen in the spirit of kindness to the creative industry, which has been hard hit by the pandemic. Instead of a single production team, multiple artists were selected to give work to many people in the creative industry.
The 30-second add-on ad was created by four Kingston University postgraduates chosen for their distinctive style that is joyful yet humble. Both ads were directed by renowned British director Oscar Hudson.