David Jones' first marketing blitz under the stewardship of Whybin TBWA and Maud has landed and it's all about wearing more clothes.
The Autumn/Winter campaign, across TV, digital, outdoor, catalogues and instore features David Jones ambassadors Jessica Gomes, Montana Cox, Jason Dundas, as well as GQ Man of Style Jarrod Scott.
The campaign pulls together creative talent from around the world, including UK set designer Rhea Thierstein, photographers Max Doyle and Derek Henderson and director Clemens Habicht. Music is by The Presets.
The rationale behind the campaign is as follows: 'Autumn wants to see you dress up. The Clocks are turning back. The nights are starting sooner. All the leaves are starting to blush. The temperature is falling and there’s a chill in the air. It’s time to start wearing more. Embrace our new season collections,' says DJs. 'Lead an extraordinary life.'
Whybin TBWA and Maud won the account from M&C Saatchi in July. While the firm's Christmas campaign was completed out of New York, the work from here on in will be handled by the two.
Australia's traditional retailers need to re-invent their offering in the face of fierce competition from internet retailers both on and offshore.
It is understood that Whybin TBWA and Maud's remit goes beyond advertising and into a re-think of how the instore environment is designed so that shopping at the 175 year old store becomes more of an experience and less about squeezing in as much stock as the walls allow.
Whybin TBWA CEO Paul Bradbury recently told AdNews that the firm was willing to pay for that transformation, stating that remuneration for the business was higher than DJs had previously paid.
See the TVCs below.
30 secs
60secs
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