David Jones ditches TVC for music video tie up with Daniel Johns for spring/summer campaign
David Jones has ditched the traditional TV ad to create a music video with former Silverchair frontman Daniel Johns as its latest spring/summer campaign.
At the heart of the new ‘#Shotbysound’ campaign is a five minute music video for Johns’ track ‘We Are Golden’ which uses the drumbeat from a live performance to trigger a series of cameras to capture a fashion parade happening at the same time.
It is running on the DJs YouTube channel, with 15-second edits of the video running on the retail giant’s social channels. It was created by Whybin\TBWA Sydney in partnership with Maud, Universal Music Australia, Will O’Rourke, M.A.P. and The Glue Society.
Surely its worth pointing out that the marketing Director did exactly the same thing at her last place of employment. Not saying it’s good or bad – just should be part of the story.
https://www.youtube.com/watch?v=bG7wbAfcKUI
PS I think its actually pretty good
Pretty cool, but a shame it’s a disconnect from their in store experience – jumble sale meets vintage clothing shop aka stock from three seasons ago repeatedly marked down.
And you have to basically shoplift to get anyone to serve you.
But I do like Johns’ shiny jacket.
@James – Perfect summary of the in-store shopping experience at DJs. Its an absolute joke to think that they’re Australia’s “premium” department store.
Their great marketing sucks me in then I swear i’ll never go back…until next time.