This document outlines an integrated marketing campaign for Christmas 2014 that includes commercials, an online book, charity tie-ins, apps, in-store promotions, and educational activities. The campaign features educational activity cards teaching origami and instructions to make a penguin out of paper or a kitchen roll tube.

1. Integrated Campaign and Content
Christmas, 2014

2. The commercial

3. Making of

4. Online

5. Book

6. >
Charity tie-in

7. App

8. In-store

9. Product

10. Environmental

11. Social

14. Educational

15. Activitycard
Antarctic origami
Use hand-eye coordination to carefully fold a piece of paper using
the ancient art of origami and transform it into a cute penguin.
You will need
• Sheet of paper
• Ruler
• Black pen
Where
At home or school.
Activity Steps
Before you start, cut or tear a piece of
paper in to a square (ideally 15cm x 15cm)
and colour one side black.
1. Fold your piece of
paper into a triangle.
2. Turn the paper
over, so you can’t
see the black side.
3. Fold in the two
sides in as shown.
4. Fold the top
point down.
5. Turn your
penguin over.
6. Fold the bottom
point up.
Make your own Monty
Activitycard
Where
At home or school.
Activity Steps
1. Colour in penguin parts overleaf.
2. Take home and ask an adult to cut the
kitchen roll in half and colour or paint it
black.
3. Cut out the pieces of your penguin
and stick the body onto your tube.
4. Glue the flippers to the sides of
your tube, and the feet to the
base of your tube
5. Fold the beak in half and glue to
the face of your penguin.
6. Stand back and admire your work.
Whilst you’ll only usually find Adélie penguins in the Antarctic,
follow the steps below to make your very own Monty.
You will need
• Scissors
• Glue
• 1 x kitchen roll tube
• Black and yellow pens/paint
For more activity ideas visit
johnlewis.com/skillstolife