Adam Goodes, Neil Perry, Carla Zampatti and Jessica Gomes front David Jones’ 180th birthday campaign

David Jones is toasting its own 180th birthday with a campaign featuring former AFL star Adam Goodes, celebrity chef Neil Perry, designer Carla Zampatti, models Victoria Lee and Jessica Gomes, Vogue editor-in-chief Edwina McCann and Harper’s Bazaar’s Kellie Hush.

The brand video features the identities speaking to David Jones and congratulating it for being bold, trend-setting, discerning, graceful and elegant. 

The birthday message was created in collaboration with Emotive and will include a major News Corp sponsorship to amplify the campaign. The amplification will include a full-colour wrap of the metro mastheads in Sydney, Melbourne, Brisbane and Adelaide, as well as the video screening across the News Corp digital network.

David Jones too will promote the campaign via its own social media channels, website and EDMs.

David Jones’ chief executive officer David Thomas said it’s an incredible milestone for the brand.

“When you look back at our history, David Jones has been a part of Australia’s fabric since almost the beginning and a driving force for style throughout the decades,” he said. “Everyone has a story about David Jones, and it’s an honour and a privilege to play a role in the momentous occasions and rites of passage of so many Australians. We are lucky with the best in the business in food, fashion and beyond and we are delighted they could collaborate with us on this campaign to celebrate our birthday. We hope our customers will enjoy celebrating with us in store and online over the next four days.”

The celebratory campaign will also include in-store parties, kicking off today and a Facebook Messenger bot to help consumers with the pop-ups and live events.


Film Creative & Production: Emotive

Audio Post-production: Rumble

Grade: Matt Fezz

Stills: Hugh Stewart

Media: Carat

PR: David Jones

Charles Lloyd Jones Exhibition Curator: Eric Nash


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