David Jones: Its In You [video]

Credits & Description:

Agency: Tbwa\Sydney, Maud
Brand: David Jones
Country: Australia
Advertising Agency: Maud, Surry Hills
Entrant Company: Tbwa\Sydney
Media Agency: Tbwa\Sydney
Pr Agency: David Jones, Sydney
Production Company: Jake Terrey, Surry Hills
Additional Company: Jake Terrey, Surry Hills
Editor: Adam Wells (Collider)
Group Account Director: Gemma Glanville (Tbwa\Sydney)
Production Director: Jenny Calcott (Tbwa\Sydney)
Art Director: Vissukamma Ratsaphong (Tbwa\Sydney)
Sound Engineer: Beau Silvester (Tbwa\Sydney)
Executive Creative Director: David Park (Maud)
Head Of Broadcast: Lisa Brown (Tbwa\Sydney)
Director Of Photography: Ross Giardina (Collider)
Executive Planning Director: Hristos Varouhas (Tbwa\Sydney)
Head Of Account Management: Anna Hunt (Tbwa\Sydney)
Creative Director: Craig Brooks (Tbwa\Sydney)
Executive Producer: Rachael Ford-Davies (Collider)
Producer: Renae Begent (Collider)
Creative Director: Toby Norris (Maud)
Director: Ben Briand (Collider)
Photographer: Jake Terrey (Freelancer)
Executive Creative Director: Wesley Hawes (Tbwa\Sydney)
Executive Creative Director: Gary Mccreadie (Tbwa\Sydney)
Campaign Description:
When you buy into your own potential, it can make you feel like you can do amazing things. You are only as limited as you choose to be.Our idea was to amplify the role in which clothes play in the lives of everyone on this little planet of ours. The right skirt can make you feel like you are invincible. The wayin which you finish off your look with that tie can add a spring to your step or anenergy to the way in which you walk into a room. Getting these things right has atransformational effect on your mindset. This is the core of what our campaign was all about. Visualising the potential of people through fashion.Our creative articulation was: #itsinyou.A celebration of the potential of a diverse, contemporary Australia.
Synopsis:
David Jones department store is an Australian institution with a 175-year heritage. But with that legacy comes certain perceptions. Research showed that while respected as a national icon the brand was suffering from an image problem.There was a sense that David Jones was a brand identified more with the past than the present.We needed to be brave and risk alienating a core long-term audience in order to make David Jones feel more contemporary and culturally connected to present-day Australia.Our objectives were to:• Empower David Jones customers to be at their best, and use fashion to bring out their inner confidence• Get the country talking about the new direction of David Jones• Change perceptions of a heritage brand to create a new brand platform that felt relevant and contemporary.
Execution:
Alongside Adam we searched for a wide range of socially influential Australians from music, fashion, sport, TV, film, and the arts.  We used our 3R (reach, relevance and resonance) methodology to ensure they were not only a great fit for the brand but that they would drive the conversation further.Each individual was ascribed one of seven emotions relevant to their field and was capable of being enhanced by the transformative powers of the clothes that David Jones sells.Power, confidence, elation, swagger, fierce, sensual, courage.Then we made seven individual pieces of online film concentrated on one person/one quality. The story-threads were then merged to make a powerful, brave statement combining all our subjects and emotions into one film, allowing us to pack a cultural punch in the digital channel.Surprising and culturally impactful, the campaign re-established David Jones as a contemporary contender, unafraid to be provocative to stay relevant.
Outcome:
This provoked lively and important debate across all TV, news and lifestyle media, as well as social with 7.5 million views in a fortnight period, it was the No.1 trending topic on Twitter and Facebook, which resulted in a sales jump of 12.2%, making it David Jones’ most successful campaign to date.By taking risks, leading the agenda, celebrating Australia’s potential, showcasing its diversity, tapping into its cultural channels and getting the whole country talking, David Jones has become more relevant than ever.
Strategy:
Our potential shoppers wanted a clear point of view; one that met their individual needs, rather than the brands we wanted to push, and one that inspired them through popular culture.To deliver big moments and use them to inspire our shoppers, we decided to engage with some of Australia’s most controversial and influential people; people who’d unleashed their own potential and had the power to inspire others to do the same.As a brand we chose a culturally polarising figure in today’s Australia, sportsman Adam Goodes, to lead our campaign and become our first Indigenous Ambassador. Goodes was objected to and discriminated against in the media because of his stance on Indigenous issues. He, together with a host of other influential Australians, created our cast of role models, not fashion models. Ultimately we gave Australians a voice to express their support for an inclusive society and to promote change.