OUGD503 Brief 1, D&AD John Lewis - The Brief

Deadline:
Entry deadline – 5pm GMT 16 March 2016
BACKGROUND John Lewis has been part of the British High

Street for 150 years. Over that time, the retail landscape has 

transformed immeasurably, with the biggest shake-up coming 

from online shopping. While business is booming at JohnLewis.

com, the internet isn’t everything. Customers often have a strong 

emotional bond with the physical shopping experience – one that 

starts before they even walk through the door. 

A window display in a bricks-and-mortar store is a powerful touchpoint. 

And in our ultra-sharing world, a strong window campaign can become 

the ultimate image to share on social. It’s why you’ll see online-only 

stores launching pop-up shops and holding experiential events: they’re 

trying to tap in to that level of connection and authenticity that comes 

from having a real, physical presence for their consumers to engage with.

But what’s in store for window displays as the way we buy continues to 

change?

THE CHALLENGE

Create an inspiring, inventive, conceptually relevant and eye-catching 

display for John Lewis’ flagship Oxford Street store for the Autumn 

season, that reshapes expectations of what shop windows do and can 

be, but keeps product firmly at its heart.
Store windows are there to communicate, not decorate, so think about 

what you’re saying, how, and why. The ideal shop window will make 

hurried commuters stop for a closer look and draw new customers to 

the store. 

WHO IT’S FOR

John Lewis is a well known British brand with a wide customer base. 

Tens of thousands of people pass by their Oxford Street store every day, 

so consider who will see your window display. It may be the starting point 

of a consumer’s interaction with the brand so it needs to make a real impact.

WHAT TO CONSIDER

Set out your vision for the future of retail and the high street. How will the 

way we shop evolve, and what role will the shop window play? Look at 

insights into shopping habits and consumer behaviour, think about the shopper 

of the future and what would make this window moment pertinent to their 

needs, emotions and desires.
The display is for the Autumn season, how will this affect your response?

The approach is up to you. Is it an immersive and inventive take on traditional 

window setting, a bold graphic reinterpretation of the space, a cutting-edge 

digital interaction, or all or none of the above? Does it stand alone, or link 

to other media (eg website, app or social)?

Think about everything from how to engage the senses or bring in elements 

of storytelling, to potential collaborations (you could propose an amazing 

artist or illustrator to work with for maximum visual impact). The scope is 

limitless.

Your window should tempt passers-by into the store and prompt consumers 

to visit who otherwise might have stayed at home. Create something that’s 

worth getting off the sofa for and blogging or sharing on social media.
WHAT’S ESSENTIAL

Window dimensions: 2.4m high, 6m long, 1.2m deep.

The window must show that John Lewis is a cross-category brand including 

electronics, fashion and home goods.

Whether or not your concept includes actual digital elements, it must include 

a link to JohnLewis.com, to bring together the digital and physical sides of 

the business. You must also include the John Lewis brand logo.

With a canvas of this scale and exposure, imagination is key. Visualise your 

idea in detail: how would it look, sound and feel? What will it do, and how? 

What would the experience of seeing or interacting with it be like?

Include a summary of key insights from your research, and the reasons behind 

your approach.

WHAT AND HOW TO SUBMIT

See ‘Preparing Your Entries’, included in your brief pack, for full format specs 

– work will only be accepted in the formats outlined.

Main deliverables (mandatory)

Upload up to eight presentation slide images showing your solution and research.

Supporting material (optional)

You can also submit: video (max. 1 min); interactive work (websites, apps, etc.);