David Jones celebrates exploration in new campaign for spring/summer collection
David Jones is promoting its spring/summer collections with an urban-exploration themed ad, featuring brand ambassador Jessica Gomes alongside a collection of African animals.
Created by Whybin/TBWA Sydney, the spot follows on from the retail chain’s Autumn collection promotion which saw Gomes use a forest as a catwalk and introduced the brand’s tagline ‘Lead an extraordinary life’.
For the spring/summer ad, the brand has moved the setting from the forest to the city with the theme based around the idea “great stories come from great adventures” and features Gomes alongside fellow brand ambassador, and winner of Australia’s Next Top Model, Montana Cox in adventurous settings from scooter chase scenes to safari adventures. It is set against the track ‘Surf Hell’ by UK band Little Barrie.
Whybin\TBWA CEO Paul Bradbury said: “This season David Jones is once again inviting its customers to lead an extraordinary life, this time through the spirit of adventure. Our communication pack is built on the theme of exploration and curiosity. This Spring and Summer we want people to explore not only what David Jones has to offer in-store and online, but also their own personal brand of style.”
The campaign is running across catalogues, print, digital, outdoor, TV and social media, with a short film also complementing the campaign.
Coinciding with the launch of the campaign is the launch of the brand’s dedicated YouTube channel and a “content environment” on the retail store’s website called ‘Style HQ‘ which will host content about fashion, beauty, home-wares and good “as part of its omni-channel retail offering accessible to customers anywhere, any time”. It goes live at midnight.
Credits:
- ECDs: Matty Burton and Dave Bowman, Whybin\TBWA Sydney
- CDs: Dave Brady Whybin\TBWA and David Park, Maud
- Director/Production Company: Jeffrey Darling, MOTH
- Photographer: Derek Henderson
- Media: Carat
Miranda Ward
Miranda Ward worked for Mumbrella from 2013 to 2017, eventually becoming deputy editor. Miranda joined Mumbrella in September 2013 from Sky News.
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Hmm no comments?
Says it all really.Dreary and dated.Hopefuully the new lot can restore this ageing brand.The current work sure aint doing it.
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Not sure what you’re smoking to make this ‘dreary and dated’…I would call it lively and fun. I’m a lover not a hater though. I think the work is great.
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