The campaign set out to inspire new parents to consider JohnLewis.com when purchasing nursery furniture.

Focusing on the quality and range of products, the campaign emphasised John Lewis' knowledge and approachability.

Using bespoke video, 'Baby' execution depicts a baby sitting up in the middle of the screen. As the baby picks up and plays with the pop-up box by his side, the letters and words get juggled around within the pop-up.

'Baby' harnesses the online medium in a simple and emotive way, enabling it to deliver a straightforward message that demonstrates how John Lewis understands the needs of its customers.