David Jones is playing the heritage card this Christmas ,using its famous windows to remind people that it has been The Home of Christmas for 182 years. It’s a different approach for both a heritage campaign and a retailer’s Christmas commercial, views from the inside of David Jones through the decades looking out at people peering through the glass at the Christmas display windows.
The campaign film was created jointly by The Monkeys and Maud and was directed by John Hillcoat from Collider. It is being supported with in-store activations, visual merchandising and the unveiling of this year’s Christmas Windows at David Jones Elizabeth Street.
The Home of Christmas for 182 Years film made its debut on Sunday, November 15 and will run nationally across broadcast and digital for six weeks and in the lead up to Christmas.
David Jones general manager marketing communications, Georgia Hack, stated “David Jones’ annual Christmas windows remain iconic to Australian families across the nation. 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, added “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.”
Credits:
Agency: The Monkeys & 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 & 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
Client: David Jones
General Manager, Marketing: Georgia Hack
Senior Brand Manager: Shadiya Nusrat
Marketing: Sohani Forscutt
PR Manager: Prue Webb
Fashion Consultant: Jillian Davison
