'Man on the moon/Age UK' - John Lewis - UK

Christmas is by far the most important trading period for John Lewis and their annual TV campaign has become a national institution. Last year they wanted to use the campaign to also highlight the issue of loneliness in old age especially during the festive period.

Working in partnership with Age UK they created a range of initiatives from Christmas parties to tea parties which increased awareness of the issue with over 700 press articles, £2.5M in corporate donations and 15, 000 new volunteers.

John Lewis also enjoyed their most successful Christmas sales up by 7%.