John Lewis + Waitrose partner in new adam&eve DDB ‘Bohemian Rhapsody’ brand campaign
A classic from Adam&Eve DDB London.
John Lewis and Waitrose have combined for a joint brand campaign.
The campaign reworks the Queen hit “Bohemian Rhapsody” and launched their new “& Partners” campaign – ‘When you’re part of it, you put your heart into it’ and highlights the two company’s business partnerships.
The film tells the story of primary school children putting on a very special performance to Queen’s ‘Bohemian Rhapsody’ much to the surprise of their mums and dads in the audience. It features the line: ‘When you’re part of it, you put your heart into it’. It’s designed to bring the Partnership’s commitment to its customers to life by showing that when you are part of something, you go the extra mile and the results can be extraordinary.
The two minute 30 second advert was directed by Dougal Wilson. From 7 September it will also run in cinemas nationwide throughout the UK, including in trailers for the 20th Century Fox film, Bohemian Rhapsody, in celebration of the story of world famous band Queen.
The film is part of a wider marketing campaign entitled ‘& Partners’, that uses the tagline ‘For us, it’s personal’ which has been developed with adam&eveDDB. The campaign shines a light on the stories and skills of more than 100 real Partners from across both businesses to illustrate what makes the Partnership a unique business.
Central to the campaign is a manifesto which will appear in print ads and will be spoken by real Partners from John Lewis and Waitrose in film played in shops and online. The manifesto will also be on display in all shops, too.
Partners will also feature in fashion, home product and food films which will run on the brands’ social channels. Supporting print ads will hero products designed and sourced by Partners and showcase the businesses’ Partner-led services. The social media campaign will use the hashtag #wearepartners.
Credits
Customer Director – John Lewis: Craig Inglis
Marketing Director – John Lewis: Becky Brock
Head of Brand – John Lewis: Liz LeBreton
Senior Marketing Manager, Brand – John Lewis: Emma Wood
Marketing Manager, Brand – John Lewis: Katie Gould
Senior brand design manager: Sara Preece
Customer Director -Waitrose: Martin George
Head of Marketing – Waitrose: Rupert Ellwood
Advertising Manager – Waitrose: Joanne Massey
Head of design- Waitrose: Ashleigh Vinall
Marketing Manager -Waitrose: James Ward
Marketing Manager -Waitrose: Samantha Hyland
Chief Creative Officer: Richard Brim
Chief Executive Officer: Tammy Einav
Creative Director: Tim Vance & Paul Knott
Managing Partner: Miranda Hipwell
Executive Strategy Director: Martin Beverley
Planner: Charlotte Wood
Copywriter: Tim Vance & Paul Knott
Art director: Tim Vance & Paul Knott
Business Director: Sam Brown
Account Director: Jo Lorimer
Account Manager: Tom Peters
Deputy Head of Integrated Production: Jack Bayley
Assistant Producer: Oliver Parker
Production Assistant: Andrea Zlotnick
Media agency: Manning Gottlieb OMD
Media planner: Andrew Darby & Julianne Ngu & Geraldine Ridgway & Hannah Gardner & Lauren Ashford
Production company: Blink
Director: Dougal Wilson
Executive Producer: James Studholme
Producer: Ewen Brown
Production Manager: Beatrice Warren
Production Coordinator: Stefania Monetti
DoP: Linus Sandgren
1st AD: Jim Cole
Production Designer: Chris Oddy
Focus Puller: Chaz Lyon
2nd AC: Jason Dully
Key Grip: Adrian McCarthy
Grip: Pete Olney
Gaffer: Steve Finberg
Assistant Art Director: Kate McConnell, Laura Mickiewicz, Graham Leighton
Set Decorator: Carolyn Boult
Hair and Make Up: Katy Limmer
Costume Designer: Rebecca Rich
Production Runner: Patrick Townsend
Editing Company: Final Cut
Editor: Joe Guest
Assistant Editor: Leah Burton
Post Production: Moving Picture Company
Post Producer: Amy Richardson
Shoot Supervisor: Bruno Fukumothi
VFX Supervisor/Lead Artist: Tom Harding
2D Artist: Daniel Benjamin, Lucie Brant, Noel Harmes, Gokula Krishnan, Partha Pratim Chakraborty, Vaishali Awaghade, Shyam Babu, K. Gandhiraj, Anurag Singh, Yashvardhan Jain, Rahul Verma
Colourist: Jean-Clement Soret
Audio Post Production: Factory
Sound Design & Mix: Anthony Moore & Mark Hills
Audio Producer: Lou Allen
Composition / Song Title: Bohemian Rhapsody
Composer: Freddie Mercury
Publisher: Queen Music Ltd / EMI Music Publishing
Music Supervision: Ed Bailie & Abi Leland at Leland Music
Music Arranger: Ilan Eshkeri
Music Producer: Steve McLaughlin
Identity Design: Pentagram
2 Comments
Great work!
Love the concept about that when you are part of something, you go the extra mile and the results can be extraordinary.