Gen Z isn’t wild about advertising but does like fashion. Amplify Australia has created a campaign for Afterpay around its partnership with David Jones, and a new way to attract the elusive audience – that, distinctively, isn’t within a game.
The campaign 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.
The work invites the audience to journey through a virtual garden where garments from three Australian fashion designers come to life, interacting with the digital world to reflect their unique identities.
@afterpayaunz 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 ♬ original sound – Afterpay AuNZ
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. The pieces, that are modelled by a custom virtual avatar, will be on display at the David Jones Elizabeth Street Flagship Store from September 25 to October 22.
A social campaign will accompany the window installation. It 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 and will be seen in channels, David Jones’ Elizabeth Street Flagship store windows; Afterpay; David Jones; designers: Alemais, Michael Lo Sordo and Rachel Gilbert owned social; plus paid social; DavidJones.com; PR.
Andrew Balint, vice president of marketing ANZ at Afterpay, stated, “As a pioneering global retail payments platform we’re 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.”
Credits:
Agency: 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
