In 2014, the BBC’s news services reached 265 million people per week around the world, but their ambition is for the BBC overall to reach 500 million. BBC Worldwide were set with the challenge of leveraging their huge portfolio of non-news genres to help achieve this.

The objective was to deliver a market-leading Christmas campaign for John Lewis. Put another way, this paper unwraps a whole new level of campaign integration and activation, never seen before by any retailer in the UK. As a result it sets the benchmark for all brands whose marketing programmes aim for emotional engagement, multi-touchpoint activation, social sharing, PR generation, and above all commercial success.

Maltesers, the chocolate balls with a light honeycomb centre, hold a unique place in British hearts.