Adam Goodes among seven celebrities fronting new David Jones campaign

Retailer David Jones has signed retired AFL star and former Australian of the Year, Adam Goodes, as one of two brand ambassador for its new “It’s in you” campaign.

Goodes stars alongside six other Australian personalities, including Jessica Gomes and You Am I frontman Tim Rogers, in the department store’s new brand campaign, featuring in his own 15 sec video entitled “power”, from Whybin\TBWA Sydney.

In a statement on the appointment Goodes said: “I am excited to be joining the David Jones family as a brand ambassador as they embark on their next chapter.

“I am committed to using my name to advocate the things that are important to me, especially education, to create a better Australia for all Australians and I believe this role will give me the opportunity to do this.”

David Jones is building a ‘good business journey’ strategy for the department store, aimed at seeing becoming the most sustainable and ethical retailer in Australia.

It includes strategies for supporting community initiatives important to David Jones stakeholders; the physical and mental wellbeing of its employees beyond health and safety in the workplace and promoting greater diversity in the workplace.

As part of its “good business journey”, David Jones has committed to developing a Reconciliation Action Plan (RAP) by May 2016.

“Many months ago I met with the team from David Jones and the topic of whether I would advise them to develop a RAP came up,” said Goodes. “I believe when heritage organisations such as David Jones have a RAP they play an important role in ‘closing the gap’ by creating an inclusive society and promoting change. When they can use their voice to inspire positive change for the environment and community more generally, others will stand up and follow.

“So I’m proud to be announcing today, that as part of my role I will support David Jones in promoting positive change in the areas of environment, ethical sourcing and community and work with them to develop a meaningful RAP.”

Goodes also features in broader 1.20 minute video campaign along with a number of other celebrities including Sydney Dance Company dancer Juliette Barton, champion high jumper and model, Amy Pejkovic, model Tahnee Atkinson and actor Alex Russell.

Creative: Whybin \ TBWA & Maud
Director: Ben Briand of Collider
Media: Carat

Other videos in the campaign:


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