Unexpected Guest takes over the Metaverse

John Lewis

Agency: MG OMD

This year, we showed how a similar brief with similar creative, doesn't need to result in a similar media approach. For the 2021, much anticipated John Lewis Christmas campaign, we took a 90” TV asset and stretched it into the physical, digital and virtual worlds of our audiences. Through the use of an entirely new channel for them and with no competitor brands to battle the key retail period out with, we were able to land our most successful Christmas ever, by placing John Lewis’ #unexpectedguest in the place you’d least expect to see it show up – the metaverse. It was a true team effort. Eight teams from MG OMD, seven from ITV, three from a&e DDB, four from The Outernet, four from EPIC games and six from John Lewis all came together to deliver a world media first across multiple continents. We even had to pull in one of the Matrix Awakens developers to support on our 4D build, working overnight from LA.