This campaign was important to John Lewis, not only was it a collaboration with the British Fashion Council but it was the first time a highstreet brand had been featured at London Fashion Week in a virtual capacity (the entire show schedule was virtual due to the presence of Covid-19).
The brief was largely a social media campaign, using customer-generated content and influencer participation to grow awareness and following. This helped influence my naming propositions, and ultimately THE LFW CATWALK CHALLENGE was chosen due to its active message and call to action for participation.
Other requirements included writing video scripts and a suite of copy lines used in marketing assets and across various brand channels, including social media and website.
A few examples of the content created for, and because of, THE LFW CATWALK CHALLENGE campaign.