DAVID JONES / SPRING SUMMER LAUNCH

reinventing house codes

2015

THE APPROACH

TO CELEBRATE THE HERITAGE OF AUSTRALIA’S OLDEST DEPARTMENT STORE AND REIGNITE THE PUBLIC IMAGINATION, THIS CAMPAIGN DREW INSPIRATION FROM THE MASTER OF HEAT AND SEDUCTION – THE ORIGINAL FASHION ICON HELMUT NEWTOWN .

WITH ITS ALTERNATE DAY AND NIGHT VERSIONS, THE COMMERCIAL REFERENCED HELMUT’S NOTORIOUS DUALITY WITH SEVERAL NODS TO HIS ARCHIVE INCLUDING HIS ’LIMELIGHT NIGHTS’ SERIES, NEWTON’S ORIGINS IN AUSTRALIAN FASHION, AND OF COURSE HIS SECOND HOME, THE CHATEAU MARMONT.

ART DIRECTION
AGENCY: M&C SAATCHI