David Jones launches new brand line ‘One name: endless possibilities’ in Spring Summer 16 campaign

Department store chain David Jones has created a new “brand promise” ‘One Name: Endless Possibilities’ for the launch of its Spring Summer 2016 ranges.

The new campaign launches today with a film shot entirely on iPhone in New York featuring David Jones ambassadors Jessica Gomes and Montana Cox alongside supermodel Elsa Hosk.

The company had previously been using the #ItsInYou strap using a range of aspirational figures including AFL player Adam Goodes in its last couple of campaigns. Prior to that it had used the tagline “Lead an Extraordinary Life”, which former marketing boss Victoria Doidge admitted had been out of step with its customers.

Doidge departed the department store two months ago amid a restructure of its marketing department.

Emmy Award winning director, cinematographer and executive producer Stash Slionski directed the new clip, which shows the three women talking about their love of New York whilst modelling the latest ranges. Whybin\TBWA also worked on the campaign.

Carla Zampatti Jumpsuit in royal & black $999 and Bold brocade dress $1349, belt in royal $129, brocade pant in royal $499

“Our new brand promise, ‘One Name: Endless Possibilities’ exemplifies David Jones as a brand, and what we offer to our customer,” said David Jones general manager marketing and communications, Michiel Tops.

“There is only one name synonymous with bringing the finest of the world to Australia – that is David Jones, offering endless possibilities for quality, service and style. New York, as a fashion capital of the world, was the perfect backdrop to celebrate our Australian and international Spring Summer 2016 collection.”

David Jones spring summer 16

According to the press release: “The SS16 imagery captures the intoxicating promise of new beginnings and an exciting new chapter in the department store’s rich history set against the dazzling New York City skyline.

“New York is more than a city. It is vast skyscrapers and streets infused with an incomparable energy. It is the very sense that something extraordinary could happen at any minute.  In the same essence, a change of season ushers in a fresh start and a myriad of possibilities, and the overall spirit of SS16 is infused with the excitement of what could be.”

Models Hyun Ju Shin and Izi Miller also feature in the video and shot for the campaign.

Bec & Bridge 'Midnight Sage' jumpsuit in black $250 and 'Juniper' dress in oyster $250
A creative team including Australian photographer Emma Summerton and stylist Jillian Davidson worked on the campaign.


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