Bohemian Rhapsody

About the Work John Lewis and Waitrose have a unique business model. Everyone that works at John Lewis, and Waitrose, aren’t just employees, they’re Partners. Because they own it – they care more, so customers get more. ‘For us, it’s personal’ was the campaign thought that summed up the business model. It gave us a way in, to explore ideas about people going the extra mile. The role of the TV ad in the wider campaign was to generate fame and emotional resonance. The rest of the campaign comprised multi-channel activity across all mediums to really land the partner message. Including social, OOH, print and instore where partners we’re hero’d as part of the campaign. Bohemian Rhapsody is a national institution, like John Lewis and Waitrose. Its huge emotional variety, irreverence and loads of fun moments allowing it to drive the narrative. It also coincided with the launch of the Queen biopic.