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.

David Jones general manager of marketing communications Victoria Doidge said in a statement: “Creativity and design are inherent in enduring fashion brands and as the home of Australia’s leading international and local designers they are core to David Jones’ identity.

“Musicians have always pushed the boundaries of fashion and have long been style icons that we admire and mirror. Daniel reflects many of the personality traits we aspire to. He is mercurial, fashion-forward, a creative genius and always ahead of the curve, which is why he was a natural fit for David Jones for our new season campaign.”

Ginger & SmartThe images captured from the 42-cameras rigged up in the music video will feature in the David Jones spring/summer 2015 campaign running across outdoor, inserts, catalogues, online and social media, rolling out in August.

The campaign is one of the first major pieces of work from Whybin\TBWA executive creative directors Gary McCreadie and Wesley Hawes, who joined the agency at the end of last year following the departure of Dave Bowman and Matty Burton.

Whybin\TBWA Group CEO Paul Bradbury said in a statement: “#ShotbySound is undeniable proof of the power of collaboration. At every stage of this project we were humbled by the talent who contributed and added their bit of magic.”

ZimmermannMaud executive creative director and founder David Park added: “Our work with David Jones represents another step in the evolution of our relationship, reinforcing the role this brand plays in Australia’s contemporary life and the blurring of lines between arts and commerce.”

On working with David Jones, Johns said: “One of the things I’m enjoying about working solo after all those years in a band is that it gives me the freedom to try new things. I’ve also enjoyed having an opportunity to explore new creative collaborations so this project was a good fit. It was great to work with so many talented people on the video.”

The campaign is a departure from the retailer’s previous campaigns which generally featured brand ambassador’s Jessica Gomes and Montana Cox in a variety of the store’s fashion lines. Last year’s spring/summer campaign which focused primarily on brand ambassadors Jessica Gomes and Montana Cox alongside a collection of African animals.

The retailer’s autumn/winter campaign for this year was on similar lines to the spring/summer 2014 work, and was fronted by Gomes and Cox who lead around a string of men playing drums.

In June, Doidge said the retailer had undergone a “complete rethink of its brand purpose” as the department store flagged a shake-up of its ‘Leading an extraordinary Life tagline’ that had led its marketing since the start of last year.

Miranda Ward


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