After winning M&S and establishing a new brand platform our attention was quickly turned to Christmas.

The brief was simple. Entertain the nation but not at the expense of commercial success.

Not an easy task.

So we suggested something radical. Whilst everyone else either tugs on heartstrings or positions themselves as the one stop shop for everything, we did the opposite on both fronts.

Upbeat, bold, standout while doubling down on our best category...

Jumpers.

Because it's undeniable, Christmas becomes joyfully contagious when you slip into a festive fairisle.

Role: Creative Director