David Jones recently released its new brand campaign, ‘It’s In You’ with a star studded cast of Australian
personalities including retired Sydney Swans player, Adam Goodes who has been announced as a David
Jones Brand Ambassador.
The energetic and edgy new campaign centres on 7 x 15 second films and a longer form brand film whose
narratives use clothes as a visual motif to represent attributes in all of us key to achieving our potential.
Set to the track ‘Power’ by Kanye West, the films feature a dynamic range of Australian personalities from a
variety of backgrounds starring alongside Adam Goodes, including: fellow David Jones Ambassador,
Jessica Gomes; You Am I frontman, Tim Rogers; Sydney Dance Company dancer, Juliette Barton;
champion high jumper and model, Amy Pejkovic; model Tahnee Atkinson; and actor, Alex Russell.
The iconic retailer worked with celebrated director, Ben Briand of Collider and agencies Whybin TBWA and
MAUD to shoot the film. The energy of the campaign is depicted via seven different scenes cut together to
portray attributes including power, courage, elation, swagger, confidence, fierceness and sensuality.
The campaign is a continuation of the strategy deployed over the last twelve months to reinvigorate the
brand and attract the 18-34 year old shopper, including the recent campaign Shot by Sound featuring
A digital-first campaign, the ‘It’s In You’ creative will primarily be accessed via online and
social channels, in addition to its instore and magazine presence.
David Jones Chief Marketing Officer, David Robinson said, “Our customers told us they expect us to be
edgy and dynamic and we feel that this campaign continues to bring new energy to our 177 year old brand.
The combination of the talent we have collaborated with, along with the choice of music and style of film,
has translated into a campaign that is something that continues to push the boundaries for our brand, but
ultimately something we’re immensely proud of and represents the new David Jones.”
“Our customers told us that clothing or make up can empower them to face their challenges head on, and
enable them to be whoever they need to be at any given time. We think this speaks to a powerful truth –
that clothing and make up may be the inspiration but the real power is in you.”
“This is not only an exciting marketing campaign but it will also be backed by an investment in our stores
and in our people so that we can deliver the inspiration needed to our customers and our staff to make
them feel empowered every day,” Robinson concluded.
The campaign is part of a broader business strategy for David Jones and its ‘Good Business Journey’
vision to be the most sustainable and responsible retailer in Australia, aligning with programs and charities
that support the brand purpose of a people first business.
Announcing Adam Goodes as a Brand Ambassador is one of the first steps the premium retailer has taken
as part of this journey.
To view the film created by David Jones and the behind the scenes video visit:
About David Jones
David Jones is Australia’s leading premium retailer. The iconic department store first opened its doors in
1838 with the mission to sell ‘the best and most exclusive goods’ and celebrated its 177th anniversary in
David Jones offers customers superior products and services across national and international brands in
fashion, beauty, food and homewares.
David Jones currently has 39 stores nationwide as well as its popular online store. It plans to open an
additional ten stores in the next five years including Eastland in October 2015 and Pacific Fair in April 2016
and will open its first international store in Wellington New Zealand in July 2016.
Dedicated to being a true omni-channel retailer, David Jones provides a range of delivery options for online
shoppers including Click & Collect and Same Day Delivery for Sydney customers.
In August 2014, David Jones was purchased by South African based company, Woolworths Holdings
Limited (WHL). WHL, which also owns Country Road Group, is one of the top ten global department store
operators, focussed on the Southern Hemisphere.