John Lewis is planning to use it in its festive ad campaign . The UK high street retailer is known for its emotive Christmas ads . This year , it is going to be using Snapchat 's Lense format to allow users to overlay scenes from the campaign on their own photos . “If they’re going to be successful on the platform they need to stick to what the platform is good at – playful interfaces which people actually want to use and let the branding take a back seat. Chris Smith , head of photography at digital agency Possible , said : " The best John Lewis images have been ones which have taken on a life of their own , so they should also be planning for how the lenses will be used and be ready to react to change as the campaign rolls . "
John Lewis is planning to use it in its festive ad campaign . The UK high street retailer is known for its emotive Christmas ads . This year , it is going to be using Snapchat 's Lense format to allow users to overlay scenes from the campaign on their own photos . Chris Smith , head of photography at digital agency Possible , said : " The best John Lewis images have been ones which have taken on a life of their own , so they should also be planning for how the lenses will be used and be ready to react to change as the campaign rolls . "