For gifts that brighten their world.


Buttercrumble partnered with John Lewis to celebrate their hotly anticipated 2017 Christmas campaign. Buttercrumble duo, Abigail and Chloe, introduced festive retail theatre through the power of illustration to 11 stores. Joyful customers were invited to take a breather from shopping to be surprised with bespoke illustrations that captured them with Moz the Monster. It was a truly unique and interactive experience for all involved!


The Portrait Process

  1. Customers were greeted and invited to select one-of-three specially designed portrait papers by Buttercrumble. Each featured Moz the Monster.
  2. Each customer sat with Buttercrumble for 10 minutes whilst being captured as an illustration.
  3. Buttercrumble presented the portrait to the customer in a clear gift bag for them to take home and cherish. 


    These stylish and bespoke portraits enabled us to engage with the shop's audience. The experience stimulated their appreciation for John Lewis' Moz the Monster campaign, brand values and offerings.

    Customers truly treasured this special John Lewis Christmas gift.

    Thank you so much for our illustrations I love all of them and I’m sure Moz will too! I hope you have an amazing Christmas and a very happy new year
    — Amelia, John Lewis (Newcastle) Customer

    Customer video of queue at John Lewis Leeds

    We are so pleased that we stopped and said hello to the lovely and very talented Abigail and Chloe at John Lewis, Cheadle. The portraits they created our four-year-old twins are just amazing and something that we will treasure for ever. Thank you so much and good luck for the rest of the tour.
    — Lucy, John Lewis (Cheadle) Customer

    Moz the Monster's Socks

    Whilst customers were illustrated, we asked participants to write their Christmas wish on Moz’s "spare socks".

    These socks were taken to each store and displayed at the illustration station alongside Moz.


    This activity kept younger customers engaged and entertained whilst waiting for their portrait. It also added festive magic to the experience.


    Thanks for coming into John Lewis Sheffield today. I enjoyed the drawing of me - the guy with the Christmas tree tie on. Keep up the great work.
    — Ty Whitehead, John Lewis (Sheffield)


    These included: Leeds, York, Sheffield, Liverpool, Chester, Cheadle, Trafford, Newcastle upon Tyne, Edinburgh, Aberdeen and Glasgow.

    During the tour, we visited 11 different northern and Scottish John Lewis stores across the UK.


    This Moz the Monster illustration experience made an excellent talking point amongst customers, with many sharing their images on Facebook, Twitter and Instagram.

    This elevated John Lewis' brand awareness and placed them in the hearts and minds of their customers who matter.

    John Lewis Moz the Monster Leeds Buttercrumble
    John-Lewis Buttercrumble Moz the Monster Sheffield-Example.jpg

    Thanks for the amazing drawing of my son Ammar yesterday. We bought a frame and it’s now on his bedroom wall. Now, my other two kids are wishing they came as well. Keep up the good work. Thanks again you made my sons day. PRICELESS.
    — Yaz Salaam, John Lewis (Aberdeen) Customer

    11 John LEwis Stores

    320+ HAPPY Portraits

    1050+ Miles Driven


    Advert campaign by Adam & Eve/DDB.