Marks & Spencer

Background 

In Christmas 2024, Marks & Spencer (M&S) aimed to connect with families beyond linear TV, by connecting with audiences during moments of culture & shared experiences. The challenge was to showcase its quality clothing collections and to successfully cut-through the festive noise to create a genuine connection with its core family audience.

Plan

To achieve share of mind at this busy time of year, M&S identified cinema as a key festive family moments and so it launched its 90” copy in Paddington in Peru, a franchise that previously had partnered with M&S in 2017.

Results

Launching the campaign in Paddington in Peru successfully connected with its target audience, proving that the most effective advertising doesn't just interrupt the moment - it becomes part of its very fabric, driving deep emotional connection and brand love.

M&S were able to drive emotional connection and brand love, seeing its Clothing & Home sales grow by 2% YoY.