The much anticipated John Lewis Christmas campaign launched to give us all a little love. Following up on their first joint campaign with Waitrose last year, which featured the excitable young dragon Edgar, the retailers have this year teamed up for “Give a Little Love,” a fundraising campaign inspired by the kindness of the British public during the pandemic.
Created by adam&eveDDB and directed by Oscar Hudson, the two-minute campaign film spans a variety of mediums of moving art – from animation and claymation to CGI and cinematography across nine vignettes from eight different artists, including stop-motion artist Chris Hopewell, animator Anna Mantzaris, and puppet maker and animator duo Andy Gent and Anthony Farquhar Smith.
Also working on the film were French directors collective MegaComputeur, animator Sylvain Chomet, Latvian illustrator Anete Melece and animation studio Shotopop.
And this year, rather than the traditional use of a cover track for the annual ad, a new song was commissioned by BBC Music’s Sound of 2020 winner Celeste, titled “A Little Love.”
Chief Creative Officer: Richard Brim
Creative Directors: Matt Gay & Feargal Ballance
Production company: Pulse Films
Director: Oscar Hudson
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