Whybin\TBWA, Sydney and Maud unveil first work for David Jones’ Autumn/Winter campaign
January 28 2014, 3:07 pm | | 13 Comments
Whybin\TBWA, Sydney and Maud has unveiled its first campaign for David Jones since winning the business from M&C Saatchi in July last year titled ‘Autumn wants you to dress up’.
The Autumn/Winter campaign, starring ambassadors Jessica Gomes, Montana Cox, Jason Dundas and GQ Man of Style Jarrod Scott, will run on TV, digital, outdoor, catalogues and instore.
The campaign utilises the talents of top Aussie photographers Max Doyle and Derek Henderson and Collider director Clemens Habicht, with set design by UK-based Rhea Thierstein and music by Aussie duo The Presets.
13 Comments
6 months to create a catwalk!!!!!
It is a fashion launch…
What a waste of money.
Oh my Maud!
Really liked the ”We are” video, it was fresh, nicely done so I was expected something really new from Whybin to break with M&C…..disapointed…a catwalk…really?
Really?
You liked that?
We are was not done by M&C btw and is for something entirely different, which is youth, this is a seasonal range launch, which is a catwalk, or at least needs to show the range of garments, they do one every season, with a fashion launch catwalk show etc.
Sounds like you work there?
As a keen retail observer, I did notice the outdoor today and it looks like David Jones should. Which is good because it hasn’t looked very good for a long time.
As for this spot, it is what it is – but I like it, it feels a lot fresher than people parading around a pool or simply some location shot with a bunch of models wearing all the outfits.
But the thing I like most is that it makes Myer look closer to Kmart than David Jones. Has anyone been into a Kmart recently? they are really upping their game. It will be interesting to see where the Myer pitch nets out and who ends up driving it creatively.
Very similar situation, a brand ambassador that has to be in every ad, with every brand wanting the clothes on Jennifer, etc.
It seems David Jones has gone more fashion, white border template, classic logo, classic fashion fonts.
I wonder if Myer will follow or will go more mainstream?
Interesting times ahead for people into retail!
P.S. I know this isn’t the forum for it but long running brand battles are much more interesting to me than one of ads that you guys spunk on each others backs over.
You’d think for all the promise, bravado, anticipation, time, energy and resource – this new agency team would have ‘smashed it out of the park’. Sadly, while the work is OK, it feels rather under-extraordinary and derivative. And where is the big pitch-winning idea? Extraordinary Life – maybe that was it? New fashion catalogue feels like the forlorn love child of Country Road and Witchery. Looks like both TBWA and David Jones are struggling with the reality of their nuptials. Only time and a sales report will tell. #honeymoonisover
And the bloke who called the pitch went on Friday-the same week his new agency got their first work up.
Ironical how many Marketing Directors move on minutes after they have changed agencies…hmmmm.
Sales report is actually good.
But that’s nothing to do with the work.
Lets ignore the fact this could have really been a beautiful design piece had the agency in-listed a post house with creative capabilities and lets cut to the chase. This is a spot about beautiful clothes and its so dark I can’t even see them. Its a real fail guys.
@We are Yes I lked the ”We are” video as it was unexpected, it surprised me. I was like ”ok, it is what it is but at least it’s something different from the past with a great soundtrack”
Also as I was at M&C when DJ arrived there, I know ‘we are’ is not from them and was commissioned overseas.
I really like fashion advertising and did like the work with Miranda Kerr but was expected something new with the move to Whybin, that’s all. ( Same way Droga 5 turned Woolies around…)
Time to move to Bashful perhaps…
You sound young, inexperienced and also looking at things in a short term perspective.
David Jones is a 175 year old company, with many habits, ways of doing things and not much money to change. Inside the building you have a CEO that has resigned, a board that is being investigated for insider trading and the head marketer resigning. All of this is reported to the ASX – so you can read up on that.
You need people to hold the mantle for you and for that you need to build trust.
This is a business that won’t change over night – it’s a long game.
But if you get something like this right, the rewards are a lot greater than a one off campaign.
Keep watching.