What if John Lewis was a social enterprise?
This is the question that sparked this collaborative project. We saw a link between war veterans and John Lewis, both national treasures, yet one provides homes, and the other is in need of them.
John Lewis are widely known for their high quality products and expensive furnishings - but most of all: turning a house into a home.
We propose to expand the John Lewis Fundraiser to not only those who have directly influenced the brand but to those who have given us so much more as a country.
When veterans return from war, even though they may have a house to come back to, they are at huge risk of homelessness. They have been separated from civilisation and frequently struggle with ‘normal life’ things such as money management, maintaining relationships, and feeling like they fit in. This is where John Lewis can be of help…
We want to take advantage of the patriarchal values that John Lewis are known for - and combine that with the concept of ‘home’, with an aim to aid Veterans back into society and give them a positive space to come home to.
‘Homes for Heroes’ is an initiative at the heart of the John Lewis brand. It focuses on improving living situations for Veterans of the British army by transforming their houses into homes in which they can finally find peace and comfort. We believe that a home is more than a place, it is a feeling. A feeling of comfort and stability which is vital in any veterans transition to civilian life. That’s why John Lewis’s, Homes for Heroes works on a personal basis to redecorate the interior of veterans houses with John Lewis products so that their new space defines that feeling of home.
John Lewis then photographs the spaces and uses the images to showcase their products in the seasonal catalogue. The publication also features profiles of the veterans whose homes were transformed including stories/interviews from the individual.
The catalogue would be sent out with orders and free to pick up in store - each issue featuring new people, new furniture, new stories.
The company would mainly exist to help veterans, but from a commercial point of view, the catalogue would serve to promote the products and emphasis the deeper value John Lewis products can have to a space. It would also raise awareness for veteran struggles and create a sense of brand loyalty as consumers can identify with a positive cause behind the company.
The idea is that war veterans would be able to be nominated of apply themselves to a ‘Homes for Heroes’ scheme, and if they get through, have a house makeover from John Lewis to turn it into a home. Their first step towards a ‘normal’ life.
We created a ‘John Lewis’ style advert to convey our Homes for Heroes idea. We intended for the advert to be emotive and powerful. We chose the song ‘to build a home’ by The Cinematic Orchestra to play throughout the advert, as the lyrics and emotional build up in the song work perfectly with our concept.