John Lewis - Monty the Penguin
The number one trending topic globally on Twitter within an hour of being released online, Monty the Penguin went on to amass over 28 million views on youtube alone, double the number the previous years ad got.
And that was just the film. Books, apps, interactive toy machines, Twitter campaigns, partnerships with Channel 4, Microsoft and Google and 65 spoofs helped the campaign give John Lewis their record ever market share, with their Christmas sales going up an astonishing 4.8% from the previous year.
