The story of a little boy who befriends the monster under his bed, and is given a nightlight for added courage. This Christmas campaign launched with a number of digital activations and media firsts, working closely with Google, Sky and Stink Studios.

Two drive intrigue, 24 hours before launch a pair of eyes from an unknown account and ending with a hashtag in the infamous John Lewis font, was broadcast across the nation.

50 GIFS were created for launch and published on Giphy, pulling through in dark social conversation and across social channels, with over 240M views in the first 24 hours. These were also used by customer service to respond to fans, bespoke creative was made for responding to superfine and talent.

To drive engagement with the brand a ‘Moz’s Monster Maker’ gave the audience a way to join in the fun, by creating their very own monster. Short bespoke films of the monsters dancing were shared on social media to further amplify the campaign. A Twitter partnership launched this, with audience sent a bespoke monster in a tweet in return for retweeting the brand content.

In partnership with Sky, Sally Phillips hosted a storytelling of the book of Moz, exclusively for Sky customers, and available on Sky TV & Go.

As well as online, a pair of mysterious eyes added to storefronts, replacing the lettering across the logo. These tease moments were picked up by PR with national coverage.