David Jones have launched an integrated ATL campaign to mark 180 Years of Style in Australia, as it celebrates its 180th birthday with customers. The multi-channel campaign pays homage to the iconic store’s role in shaping style in Australia and features the department store’s ambassadors and partners Adam Goodes, Jessica Gomes, Victoria Lee, Neil Perry and Carla Zampatti, alongside the most influential people in Australian fashion, Editor-in-Chief of Vogue Edwina McCann and Editor-in-Chief of Harper’s Bazaar Kellie Hush.
Central to the campaign is an evocative 60-second film that tells the David Jones story, created by Emotive – which lives in the happy memories of so many Australians – through a heartfelt birthday toast, delivered by the talent. Some fondly recollect visiting the Spring Flower Shows and marvelling at the annual Christmas window displays, whilst others admire David Jones’ innovation and commitment to the latest globally inspired designs throughout the years. The 180th milestone birthday campaign is not only a commemoration of the brand’s history and its relationship with Australians, but also a toast to the future of an organisation that has stood the test of time and continues to evolve.
The campaign is running on social media, digital, in store, press and media.
Film Creative & Production: Emotive
Audio Post-production: Rumble
Grade: Matt Fezz
Stills: Hugh Stewart
PR: David Jones
Charles Lloyd Jones Exhibition Curator: Eric Nash