Making Boots Matter


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The high street had its worst Christmas ever last year with even John Lewis faltering. It’s too easy for people to applaud your advertising, then head to Amazon. In a world of the declining high street and declining consumer confidence, it was imperative that we don’t just do storytelling, but ‘story-doing’. We needed something that was bigger than a TVC. So, our energy went into creating something distinctive and unique, something you couldn’t get elsewhere. Our campaign therefore, wasn’t simply about the advertising or its amplification but the creation of physical and virtual Bootiques across the UK, Bootiques in store and online and hyper personalised shoppable Bootiques that show up as contextual advertising.  Bootiques helps the nation shop for all the ridiculously hard to buy for people in their lives. 

The tone is deliberately fresh and modern to help drive reappraisal, as people are stuck in the mindset that Boots offers giftsets for Christmas. The brand has changed since Christmas last year, we want people to know about it.


For a beloved brand like Boots we knew this would be different, but that was the point. The brand has spent the past twelve months radically modernising its offer and consumers and Christmas has changed too. We took this approach with our eyes wide open - knowing that different can be difficult - but confident that what really mattered was helping to solve a Christmas problem that would earn our customers love, and give them a reason to shop not just a reason to LIKE.


Our vision is to inspire brands and people to impact the world. To create big ideas that make a significant contribution to the planet, society, and the bottom line.   We believe in today’s world this is the best way for our clients to achieve sustainable growth.   We achieve this by breaking down the barriers that restrict talent and ideas.   

Which is why our teams work fluidly across 5 capabilities: Advertising, Innovation, Experience, PR and Health.   This allows us to not only operate but innovate at the intersection of capabilities and talent.  We believe impact and magic lies at this intersection.   Ogilvy scales this by seamlessly connecting and accessing the deep cultural expertise of 132 offices in 83 countries.    

The result is multifaceted ideas for our clients that drive impact and are born from the intersection of platform x culture x technology.     

We call this Borderless Creativity.