‘Moon pop-ups’ will land at 11 John Lewis stores. These will give shoppers the chance to take photos with a lunar backdrop and learn about the moon.
The brand also hopes the pop-ups will educate consumers about John Lewis’ new partnership with older people charity Age UK. This partnership is highlighted in the iconic Christmas advert itself, which depicts an elderly man living alone on the moon.
John Lewis will also support Age UK through November and December through in-store activity, as well as online, a text donation mechanism and through the sales of selected Christmas merchandise.
The retailer has also created a Man On The Moon app that features AR. Smartphone users will be able to point their devices at the Man On The Moon image, which can be found on posters, shopping bags, boxes and other branded materials, to unlock a 3D interactive moon that releases daily facts and animations in the lead up to Christmas Day.
Guests can also unlock this content by pointing their phones at the moon itself.
John Lewis is collaborating with PrettyGreen to launch the pop-ups and Adam&eveDDB, which created the TV ad, on the AR.
Craig Inglis, customer director at John Lewis, said: "Our Christmas advert is once again all about going the extra mile to give someone the perfect gift. This year though, the story is told in a uniquely creative and engaging way as we see Lily, our heroine, go to great lengths to connect with the Man on the Moon.
"We hope it inspires people to find really special gifts for their loved ones and through our partnership with Age UK, raises awareness of the issue of loneliness amongst older people and encourages others to support in any way they can."
More from John Lewis at Christmas :
In pictures: John Lewis partners with Samsung for Monty's Winter Garden
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