Aussie personalities star in David Jones’ new brand campaign ‘It’s In You’ via Whybin\TBWA
David Jones has today released its new brand campaign, ‘It’s In You’ via Whybin\TBWA Sydney and MAUD, with a star studded cast of Australian personalities including retired Sydney Swans player, Adam Goodes who has been announced as a David Jones brand ambassador.
The energetic and edgy new campaign centres on 7 x 15 second films and a longer form brand film whose narratives use clothes as a visual motif to represent attributes in all of us key to achieving our potential.
Set to the track ‘Power’ by Kanye West, the films feature a dynamic range of Australian
personalities from a variety of backgrounds starring alongside Goodes, including: fellow David Jones ambassador, Jessica Gomes; You Am I frontman, Tim Rogers; Sydney Dance Company dancer, Juliette Barton; champion high jumper and model, Amy Pejkovic; model Tahnee Atkinson; and actor, Alex Russell.
The iconic retailer worked with celebrated director, Ben Briand of Collider and agencies Whybin TBWA and MAUD to shoot the film. The energy of the campaign is depicted via seven different scenes cut together to portray attributes including power, courage, elation, swagger, confidence, fierceness and sensuality.
The campaign is a continuation of the strategy deployed over the last twelve months to reinvigorate the brand and attract the 18-34 year old shopper, including the recent campaign Shot by Sound featuring Daniel Johns. A digital-first campaign, the ‘It’s In You’ creative will primarily be accessed via online and social channels, in addition to its instore and magazine presence.
Says David Robinson, chief marketing officer, David Jones: “Our customers told us they expect us to be edgy and dynamic and we feel that this campaign continues to bring new energy to our 177 year old brand. The combination of the talent we have collaborated with, along with the choice of music and style of film, has translated into a campaign that is something that continues to push the boundaries for our brand, but ultimately something we’re immensely proud of and represents the new David Jones.
“Our customers told us that clothing or make up can empower them to face their challenges head on, and enable them to be whoever they need to be at any given time. We think this speaks to a powerful truth – that clothing and make up may be the inspiration but the real power is in you.
“This is not only an exciting marketing campaign but it will also be backed by an investment in our stores and in our people so that we can deliver the inspiration needed to our customers and our staff to make them feel empowered every day.”
The campaign is part of a broader business strategy for David Jones and its ‘Good Business Journey’ vision to be the most sustainable and responsible retailer in Australia, aligning with programs and charities that support the brand purpose of a people first business.
Announcing Goodes as a brand ambassador is one of the first steps the premium retailer has taken as part of this journey.
30 Comments
Awesome work TBWA and Maud.
David Jones is on fire
this is awesome
Get a whole bunch of music video reference. Put in blender. Drink.
It’a a cool film, surprisingly brave for DJs.
Obviously searching to broaden the audience.
Not sure what Tim Rogers would be buying at the store, more or less lives in dead man’s clothes. But it’s cool to see him in something pretty mainstream, bet mum is pleased.
Would have cost a bomb (talent, shooting, track etc), but money well spent.
Does the store experience equate with ad? Probably not, but bound to get noticed, and genuinely surprising, so credit to all involved.
Unfortunately the only feeling i’m getting from this is “HOKEY”. All strategy and a flimsy execution.
Nice track, used before and nice imagery, seen before. Style over content for me.
Well done, Mr Briand!
This is what happens when you don’t have much money for production I guess.
Actually I apologise for my harsh comment above, about about the blender. I’d only watched the 90. They’re much stronger as stand-alone executions, one idea per ad.
Would have been much better with the original track:
https://www.youtube.com/watch?v=MnQATA2jPXY&list=RDMnQATA2jPXY#t=0
Actually I apologise for my harsh comment above, about about the blender. I’d only watched the 90. They’re much stronger as stand-alone executions, one idea per ad.
Great corporate hashtag. I’m going to start using it right now.
Nice Job. Definitely makes me think differently about DJ.
I’m sure there is an original thought in here somewhere..
Great visuals and a huge track.
AWESOME!
Absolutely love it.
The best retail advertising I’ve seen in recent years.
And no, I’m not in the creative dept or the strategist or working for DJs.
But I am their target market.
A hip hop track and some sporadic visual effects doesn’t quite equate to a strong brand message, unfortunately for DJ’s. A soulless, unoriginal and an out-of-touch yawn fest.
Haven’t seen a big brand this in touch, since the Bonds stuff of 5 years ago. Great strategy, big names, brilliantly executed.
A shallow brand trying to be racially controversial to prove they stand for more.
meh!
Get better buyers to get cooler clothes, stop adding on australian tax and we will shop there.
I know for a Fact that Myer were crapping their pants before. Now their truly hitting the toilet, the campaign is brilliant. The previous comment shows very limited thinking and a total lack of understanding of the department store market in this country. In my opinion, well done Whybin for setting the bar even higher. Just check DJ’s financiL results in the last 6 months, the yawn is about that last post. What an ill-informed flat earther
Seriously, what is new about this type of work?
The imagery is not fresh.. the vague story / narrative is not much.
This is meant to be a film targeting the younger audience and this is the best we can come out with?
It’s an ok film … but this doesn’t set the bar higher, and doesn’t show a brand ‘in touch’.
This is just same old same old…and in a couple of weeks will be forgotten.
Turn the soundtrack off and then watch the film again… its much ado about not much.
Nice one Ben. Well done.
wang, ur clearly from the agency. A suit I’m assuming by your blind like for an average idea. But good on you for standing up for it. Perhaps if you stood up for good work next time the comments would be better.
but, I can’t not like this. Plus Adam Goodes is hot.
Well, unlike most of the negative commentators on this blog I’m going to put my name to this comment and say, I LIKE IT.
Look at retail advertising in Australia, fashion advertising, shit almost all advertising in Australia and it makes you want to spoon your eyes out.
I like the feel of this. I haven’t seen David Jones this fresh in my lifetime. Hat tip. Golf clap.
And I think choosing Adam Goodes as an ambassador is inspired marketing but I am and Aussie Rules fan so might be a little bias about that one.
Although there isn’t really an idea in this, it’s awesome, entertaining and shits all over any retail advertising out at the moment
This isn’t bad. It’s nice. Kind of. However, the problem here really is that when we look at this visual storytelling on an international level it’s just not really comparable. American, French, German & Scandinavian are killing this field. Why can’t Australia compete? We produce flat, storyless visual ok-ness, while they produce awe inspiring, profound visual dialogues. It’s disappointing to work in an industry where we get the dream brief for one of Australia’s most iconic lifestyle & retail brands and we create this. Maybe let’s leave this type of visual extravaganza to Jeffrey Darling.
I’m judging by your comment you only watched the 90 which is a cut together of all the spots with a narrative.
then you probably jumped right in to have your two cents and sight department stores over seas producing this so called work without mentioning what that work actually is?
Why don’t you post links you genius of retail advertising?
I know for a Fact that Myer were crapping their pants before. Now their truly hitting the toilet, the campaign is brilliant. The previous comment shows very limited thinking and a total lack of understanding of the department store market in this country. In my opinion, well done Whybin for setting the bar even higher. Just check DJ’s financiL results in the last 6 months, the yawn is about that last post. What an ill-informed flat earther
Absolutely brilliant and great role model in putting AG front and centre. Love it!
oh save me from this shit fest. apart from the clearly BIRDMAN inspired rooftop scene, this is juts a mix of shit cheap music video references. A “cool” director with a large Instagram following (see term *INFLUENCER) , doesn’t guarantee a great result, so dropping his name is useless.
What creative worth his/her weight in salt would use a marine flare. Levis ” go forth” have used it extensively (albeit 5 years ago) and every dick has tried to appropriate it since in a not so high budget way. This is all just a mish mash of displaced irrelevant montage.
As if Tim Rogers would ever shop there… to get served by a grumpy middle aged lady with mac make up all over her face????? At least have the balls to use an Australian artists for the soundtrack. Tim rogers perhaps….? Oh no thats not reaching high enough for an irrelevant department store is it.. urgghhhhhhhhhhhhhhhhh!!!!!!!!
And as for the DJ’s pr spin: “weve listened to customers who say wearing make up and clothes gives them the balls to go out their front door in the morning and face the world” bull shit…..come on…. get ya head out of the latest fashion magazine. Youre killing us.