JD Williams wanted change. They wanted to leave behind its paper catalogue past and reinvent itself as a modern, omni-channel 21st century department store. To become a genuinely digital first and customer-centric organisation championing and celebrating the 45-year-old woman. But not in a way that makes her age a big deal, but rather in a way that taps into the unique attitude she has. They wanted to spring in to summer with a new campaign.

Our idea brings this simple phrase to life in an ad in which the models leap up into frame against bold, seasonally-themed walls of flowers and foliage. The campaign celebrates the ‘bring-it-on’ can-do attitude of the target audience as well as showcasing JD William’s full range of products.

During the first week of our campaign, we delivered the biggest impact JD Williams have ever seen for an above the line campaign. Over the first weekend, there was a 35% boost in website traffic compared the same weekend last year, and it was described as “Bigger than Black Friday”. We also smashed the new customer target by 44%, with women all over the UK Springing into Summer with JD Williams.

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