David Jones features a homesick gingerbread man in 2017 Christmas campaign

Department store David Jones has launched its Christmas campaign including an integrated marketing campaign and the unveiling of the chain’s annual festive Christmas windows.

Created by TBWA Sydney, Maud and Imagineer London, the ‘Now It Feels Like Christmas’ campaign features an expat Gingerbread Man yearning for his family and Australia’s warmer climate.

“We’re proud to have been a destination for Australians who love Christmas for 179 years,”  said David Jones CEO, David Thomas.

“This year’s campaign ‘Now It Feels Like Christmas’ aims to capture the role we play in an Australian Christmas, whilst also celebrating the importance of family and friends during the festive season. We hope that the campaign brings to life the excitement and joy of Christmas,” Thomas said in a statement.

Commercials will appear on channels Seven and Nine along with Foxtel from Sunday 19th November and in print in both Fairfax and News Corp newspapers.

The campaign will also be rolled out in David Jones’ owned channels including catalogues, in-store visual merchandising, EDMs and online.

As well as appearing in the window displays at David Jones’ flagship Sydney store, customers can also watch gingerbread men being made in the David Jones Bakery in the Market Street Store, Bondi Junction, Wollongong, and Bourke Street Food Halls.

From December, a charity version of the gingerbread man will be available at all David Jones stores in Australia including online, with all profits donated in support of David Jones Christmas 2017 charity partner, The Smith Family.

Commenting on the campaign, TBWA chief creative officer Andy DiLallo said: “We wanted to give David Jones a campaign worthy of their iconic Australian brand stature. Christmas is a magical time of year, and this is a charming story that will connect with Australians of all ages.”

DiLallo joined TBWA earlier this year after leaving M&C Saatchi in late 2016, where he was believed to have been amongst Australia’s highest paid creatives. TBWA’s Sydney office also saw Matt Springate join the agency as chief strategy officer following his predecessor moving to a global role in April.

Agency credits

  • Creative agency: TBWA Sydney and Maud
  • Media: Carat
  • Brand Consultant: Steve Sharp, Imagineer London
  • Public Relations: David Jones
  • Film credits:
  • Production Company: The Sweet Shop
  • Director: Mark Albiston
  • Visual Effects & Animation – Alt.vfx

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