David Jones launches Spring Summer 2016 collection with ‘One name: endless possibilities’ advertising campaign via Whybin\TBWA, Sydney
David Jones has launched its Spring Summer 2016 collection with a new campaign line: ‘One name: endless possibilities’ via Whybin\TBWA, Sydney.
The 90# launch spot was shot on a New York rooftop with city skyline views and starring international model Elsa Hosk, David Jones Ambassador Jessica Gomes and Montana Cox, the SS16 imagery captures the intoxicating promise of new beginnings and an exciting new chapter in the department store’s rich history.
The film was shot solely on an iPhone, directed by US-based director, cinematographer and executive producer Stash Slionski.
The edit brings to life the energy of the city and features Jessica, Elsa and Montana alongside models Hyun Ju Shin and Izi Miller, who also shot for the campaign.
“Our new brand promise, ‘One Name: Endless Possibilities’ exemplifies David Jones as a brand, and what we offer to our customer,” says 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.”
With a creative team including Australian photographer Emma Summerton and stylist Jillian Davidson, the campaign imagery and short film showcase some of the most compelling runway trends against an iconic Manhattan skyline.
Showcasing the stable of brands available at David Jones, the campaign features exclusive Australian designers including Romance Was Born, Zimmermann, KitX, Ellery, Camilla, Christopher Esber, Camilla and Marc, Dion Lee, Carla Zampatti and Bec & Bridge who feature alongside international designer clothes and accessories from Proenza Schouler, Victoria Beckham, Valentino, Alexander Wang, Chanel, Rag & Bone and Stuart Weitzman.
Client: David Jones
Agency: Whybin\TBWA, Sydney
Director: Emma Summerton CLM
19 Comments
Iphone you say, couldn’t tell.
this is just awful. it looks like it was shot on an iphone. badly.
Talk about Bad Hair days, are they tripping; this is the worst hair I have seen in years, times every model! MAd sKiLZz you bet.
Video is just awful as well. Just because the kidz got snap chat doesn’t mean you need to make crap! Completely lost the plot.
spent all the budget flying people to NY…
Airheads philosophise
It’s a nice spot for New York (Beyond the cringeworthy “It has it’s own life” line), I’ll be sure to drop into David Jones when I’m next in the big apple.
So this was shot on an i phone. So? To the punter, or should I say potential DJ’s customer, is that evenly vaguely relevant or offer up any reason to shop there? No.
As QualityNo says: lost the plot.
TBWA client, Apple, would be really happy about this extension of the Shot on iPhone campaign.
Much quality, so Wow.
Classic generic crap….iconic are doing exactly the same in San Fran……it’s meaningless …..seems more like a spot for NYC.
Chill Ladies – its low budget piece of content whilst shooting an outdoor campaign in NY
Ladeez – big problem. Does your comment mean that Content = shit? Sorry, I don’t get that. So because a “low budget piece of content” is created then it follows that it can be crap and forgiven for being so? Right. Are you a bean counter?
Therein lies the problem in the ad game.
What’s up with attacking every piece of work that appears here! Half of you sit and work till 10pm most nights, having no life, trying to get shit made and walking away with scamps that the client never made, at least they walked away with a piece of content shot on an iphone. Not award winning work, but well done for selling something in.
@ i phone LOL! Too True.
ifarted
Imitation is the sincerest form of flattery.
A retail fashion pastiche. Full marks to DJs and Whybin for having a go – but maybe ‘taking yourselves just a wee-bit seriously’. Why should the default be introspective and brooding? Where’s the joy? Lighten up, it’s coat hangers and dress-ups that should be transforming and make you feel amazing. Not a blistering first outing for DJs new marketing team. 10/10 ambition. 4/10 delivery.
3 New York shot campaigns in 4 years? Hmmmm
One name. Endless possibilities. So if I shop at DJ’s I could end up an international model? Is that it?
Should have shot in New Zealand bro.