Retailer David Jones has launched a nostalgia-driven 2020 Christmas campaign with the positioning ‘The Home of Christmas for 182 years’.
The 1838-founded business looks back at almost 200 years of Australia’s heritage and Christmases in its hero film, with the campaign a joint creation of The Monkeys and Accenture Interactive’s Maud.
David Jones is ‘The Home of Christmas for 182 years’
The campaign celebrates nearly two centuries of Christmas shoppers peering through the glass, with the famous David Jones Christmas display starring at the centre of the film.
The film was shot by director John Hillcoat of Collider, and premiered on Sunday, November 15.
It rolls out nationally across broadcast and digital, with support from in-store activations, visual merchandising and the unveiling of this year’s Christmas Windows at David Jones Elizabeth Street.
David Jones GM of marketing communications Georgia Hack said the campaign celebrates the retailers place at the heart of many cities for almost 200 years.
“David Jones’ annual Christmas windows remain iconic to Australian families across the nation,” she said.
“We are incredibly proud to be one of the world’s oldest department stores and to remain as the beating heart of many cities for almost 200 years.
“This has been a trying year for people all over the world, but in partnership with The Monkeys and Maud, we are delighted to bring a little more joy to people’s lives with this year’s Christmas campaign.”
The Monkeys creative director Barbara Humphries said the agency wanted to celebrate the special place that David Jones holds in Australian hearts.
“While Australians have been gazing in at the changing David Jones windows over all these years, the oldest department store in the world has been watching Australians change too.
“Through humble beginnings, wartime frugality and baby-boom optimism, what hasn’t changed is the sense of wonder and joy that can be seen on the faces of David Jones visitors at Christmas.
“We wanted to capture that feeling and celebrate the special place the iconic store holds in Australians hearts, no time more so than Christmas.”
Client: David Jones
General Manager, Marketing: Georgia Hack
Senior Brand Manager: Shadiya Nusrat
Marketing: Sohani Forscutt
PR Manager: Prue Webb
Fashion Consultant: Jillian Davison
Agency: The Monkeys and Maud, part of Accenture Interactive
Group CEO: Mark Green
Chief Creative Officer Melbourne: Ant Keogh
Chief Design Officer: David Park
Creative Director – Monkeys: Barbara Humphries
Creative Team: Scott Zuliani & Connor Beaver
Creative Director – Maud: Brianna Ho
Art Director – Maud: Ricky New
Chief Strategy Officer: Fabio Buresti
Senior Planner: Joe Harris
National Head of Production: Romanca Mundrea
Producer: Katie Wellbelove
Head of Content Management: Jaimee Kerr
Content Director: Vicky Mockler
Content Manager: Jessie Roper
ATL Media Strategy and Buy: UM
Digital Media Strategy & Buy: David Jones
Production Company: Collider
Director: John Hillcoat
Executive Producer: Olivia Hantken
Managing Director: Rachael Ford-Davies
Music Composition & Sound Design: Barking Owl
Offline Editor: Kirk Baxtor at Exile
VFX / Post Production: Fin Design + Effects
Executive Visual Effects Producer: Alastair Stephen
VFX Supervisors: Justin Bromley & Stuart White
Producer: Isabelle Howarth
Sound Mix: Sonar
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