John Lewis Shadows for Christmas

John Lewis, UK department store chain, presents “Shadows”, a Christmas 2007 campaign which has just won the Epica D’Or for Outdoors at the Epica Awards 2008. Potential presents are built up to produce the shadow of their intended recipient. The message: John Lewis has got the perfect present for everyone.

John Lewis Shadow

John Lewis Man shadow

John Lewis Woman shadow

John Lewis Child shadow

The campaign includes a commercial using the music of Aubade/Morning Serenade from Prokofiev’s Romeo and Juliet. People stack presents to produce a shadow of a woman and her dog, showing how how people can use John Lewis to find the perfect gift.


The John Lewis Shadows campaign was developed at Lowe London by creative director Ed Morris, copywriter George Prest, art director Johnny Leathers, typographer Dave Towers and photographer Nadav Kander.