In our first joint Christmas campaign for John Lewis & Partners and Waitrose & Partners, we created the heartwarming story of a little girl and her friendship with an excitable young dragon. The campaign centred on the theme of bringing people together at Christmas time through delicious food and thoughtful gifts, which show loved ones how much you care.​

Excitable Edgar was everywhere… in the two-minute thirty-second ad, in social media with a bespoke emoji and specially created GIFS, in product ads, as a Snapchat filter, in-store and in windows, as merchandise and a storybook. He even hijacked some of the Nation’s favourite TV shows via TV idents on ITV. And of course, he had his very own iconic song ‘Can’t fight this feeling’ by REO Speedwagon which was specially re-recorded by Dan Smith from the band Bastille.