Amplify Australia has created a campaign for client Afterpay to celebrate its partnership with David Jones and to attract Gen Z consumers during the spring party season.
This follows three years of Amplify collaborating with Afterpay for the brand’s sponsorship of Australian Fashion Week.
The brief was to create a digital display to generate buzz and excitement and connect with Gen Z audiences, positioning Afterpay as an authoritative figure in fashion through Innovation. View the Virtual Takeover The works of @alemaisofficial, @michaellosordo and @rachelgilbertofficial - brought to life by visionary artist Justin Ridler. Spring is in bloom. 🌸 Shop the collection now at David Jones. AfterpayIt
The work by Amplify invites the audience to journey through a mesmerising virtual garden where garments from three Australian fashion designers come to life, interacting with the digital world to reflect their unique identities.
The digital world was designed by Australian fashion photographer and artist, Justin Ridler and features garments from the spring summer 23 collections by Michael Lo Sordo, Alemais and Rachel Gilbert.
Modeled by a custom virtual avatar, the pieces will be on display at the David Jones Elizabeth Street Flagship Store from September 25 to October 22.
David Jones is heralded as Australia’s leading premium department store and has established itself as the home of the best in Australian and international fashion.
Having opened its doors in 1838 with the mission to sell ‘the best and most exclusive goods’ the department store celebrates its 185th anniversary in 2023.
A robust social campaign will accompany the window installation that features a takeover of the entire exterior of the David Jones Elizabeth Street Flagship store that blurs the lines of reality, leaning into the current trend of CGI-enabled, faux physical stunts.
This video will further amplify reach online, generating more buzz around the experience with the younger Gen Z audience.
Channels to be used include David Jones’ Elizabeth Street Flagship store windows; Afterpay; David Jones; designers: Alemais, Michael Lo Sordo and Rachel Gilbert owned social; paid social; DavidJones.com; PR.
The goals of the campaign are to position Afterpay as an authoritative figure in fashion through innovation; drive awareness of the Afterpay and David Jones partnership, with particular emphasis on in-store and to drive consideration and conversion among the Gen Z customer.
Andrew Balint, vice president of marketing ANZ at Afterpay, said as a pioneering global retail payments platform, its committed to continue to break boundaries that open up new avenues for creativity within the fashion industry.
"We’re excited to see this immersive experience transport users into a whole new world that enables versatile and dynamic representation of fashion products and allows audiences to engage with apparel on a deeper level," he said.
Tim Baggott, ECD at Amplify, said the agency is delighted to be continuing its exploration of the future of fashion with Afterpay and David Jones to promote local Australian designers.
"Collaborating with Justin Ridler to bring to life this mesmerising spring world across multiple realities has been an incredible creative journey and we can’t wait for others to experience it," said Baggott.
Credits:
Amplify
Managing Partner: Gareth Davies
Executive Creative Director: Tim Baggott
Associate Creative Director: Sabrina Khong
Junior Designer: Susan Alzaim
Executive Producer: Claire Hewitt
Business Director: Nina Sers
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