The John Lewis Partnership’s latest campaign by Saatchi & Saatchi is designed to raise donations for its Building Happier Futures programme, that has already which has generated over £2 million for charity.
The New Made by Care range of fashion and homewares is created with fine artist student – Izaac and is available online and in John Lewis and Waitrose stores. As part of the Building Happier Futures programme it aims to help care-experienced young people improve their employability potential.
Izaac applied to collaborate with the John Lewis Partnership and creative agency, Saatchi & Saatchi, and their talented work was selected by the charity, Become. They worked with the John Lewis in-house design team and creative partners at Saatchi & Saatchi to develop their unique designs, including within a one-on-one workshop.
Rosie Hanley, director of marketing, Saatchi & Saatchi commented, “This collection is beautiful, bringing together unique designs that tell a deeply personal story. It’s exciting to see how this range can be a vehicle for change, and we’re thrilled to offer our customers pieces that are not only beautiful but also champion the talents of designers who are care experienced.”
Will John, executive creative director at Saatchi & Saatchi, added, “We are incredibly proud to have helped build a brand that not only represents and empowers a community, but also fosters an entirely new one around it. The design system we developed for Made By Care represents the connections and building blocks John Lewis & Partners fosters in creating and supporting happier futures.”
Izaac stated, “Turning my care records into artwork helped me regain authorship over information concealed from me. Inspired by my time in the woods, the branches become my protectors, letting me process and redact information at my own pace. As a fine art student, this is an incredible opportunity to help my artwork gain visibility. Made by care is helping me develop my connections and gain experience in the art world – seeing how products are made, working with designers and creatives.”
Last year, Made By Care debuted with designer Michael Archibald, an 18-year-old aspiring artist who has experienced care, who crafted an inspiring piece of art to feature on a sustainable and fashionable tote bag.
Profits from each product sold will be donated to the Building Happier Futures fund, which is part of the John Lewis Partnership Foundation. All donations will contribute to building supportive communities for care experienced people, and helping families and carers create happy and secure homes.
The programme will launch more products in 2025 and beyond.
Credits:
Client: John Lewis
Advertising Agency: Saatchi & Saatchi
CCO: Franki Goodwin
Executive Creative Director: William John
Executive Design Director: Nathan Crawford
Creative Director: Henrik Ridderheim
Creatives: Will Griffin & Iki Choi
Designer: Jimmy Leung
Planning Director: Emily Lewis-Keane
Planners: Polly Goodman & Shaun Murphy
Business Lead: Rania Kouros
Account Director: Cali Fish
