John Lewis has launched a new, quirky summer campaign that celebrates customs, spaces, places, people and habits that Brits hold dear.
Dubbed National Treasures, the campaign features illustrations by artist Paul Thurlby and takes over all 48 John Lewis stores across the UK and online.
It features window displays, cardboard cut-outs of life-size characters created by Thurlby, and themed merchandise and marketing collateral that all show these characters in colourful interpretations of British life, such as afternoon tea, a “walk in the park”, or the British seaside.
Customers are also invited to take photos and interact with the cut-outs that appear throughout the stores.
The National Treasures campaign will also feature more than 100 in-store events across the UK, such as Q&As, workshops, barbeque masterclasses and even a garden-themed rooftop bar at John Lewis’ Oxford Street store.
John Lewis’s director of customer experience Peter Cross said the goal of the campaign was to attract shoppers with in-store experiences during the summer, a period when it can be a bit quiet compared to the retailer’s Christmas trading period and its accompanying high-profile marketing campaigns.
“There’s nothing quite like the Great British summer,” Cross said.
“While we may be a nation of shoppers, pet-lovers and tea-drinkers all year round, there’s something about the summer that makes everything a bit more special.
“It’s the time when ice creams by the seaside, long afternoons in packed-out parks and grabbing an umbrella (just in case) become our national pastimes.
“In fact, we’d go so far as to call them our national treasures.
“That’s why John Lewis has put together a programme of special events and experiences in collaboration with your best-loved home-grown brands. All of our favourite things. All summer long.”
National Treasures runs until August 20.