With the presence of Covid-19 during this particular back to school campaign, it was anything but business as usual. Used across John Lewis’ entire physical and digital estates, for this campaign I conceptualised various approaches and wrote numerous copy territories. Ultimately, the headline A NEW SCHOOL DAY and supporting strapline Wherever learning happens, we’ve got all they need was approved by the many stakeholders involved.
The campaign copy had to acknowledge the situation, without being inflammatory, and flexible enough to accomodate the ever-changing politics and potentialities: would children be homeschooled, learn at school but in shifts, return as normal? The line had to work very hard.
More images from the campaign
OMNI-CHANNEL CAMPAIGN
The campaign line was unpacked for various marketing and customer needs, then used across all brand touchpoints including social media, homepage, digital newsletters, window displays and in-store materials.
AN UNPUBLISHED TERRITORY
Exploring ideas around flexible learning, this approach would capture children in their new and familiar classrooms. The title LESSONS IN FLEXIBILITY would flex, depending on the situation, with a handful of supporting lines such as LEARNING AS THEY GO and THE TEACHING ASSISTANT LOOKS FAMILIAR.
AN UNPUBLISHED TERRITORY
Exploring the idea that children might be looking forward to returning to school for once, I proposed the image of a child hiding something behind their back— playing to notions of mischief — but the concealed item would actually be acedemic. This sentiment would be captured with the line THEY’RE SECRETLY EXCITED.
AN UNPUBLISHED TERRITORY
Exploring ideas around flexible learning, this approach would capture children in their new and familiar classrooms. The title LESSONS IN FLEXIBILITY would flex, depending on the situation, with a handful of supporting lines such as LEARNING AS THEY GO and THE TEACHING ASSISTANT LOOKS FAMILIAR.