DAVID JONES / SPRING SUMMER LAUNCH

reinventing house codes

2015

A SPRING SUMMER TVC CAMPAIGN LAUNCHING A NEW SEASON FOR AUSTRALIA’S OLDEST DEPARTMENT STORE.

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 .

STYLED WITH MODERN GLAMOUR AND SHOT WITH A CINEMATIC EDGE, THE CAMPAIGN BALANCED THEATRICALITY WITH REFINEMENT – A FITTING TRIBUTE TO BOTH THE LEGACY OF DAVID JONES AND THE TONE OF NEWTON’S SINGULAR AESTHETIC. THE RESULT: A BOLD, SENSUAL PIECE OF FASHION CINEMA THAT BROUGHT HEAT, HERITAGE, AND HIGH STYLE TO SCREENS NATIONWIDE.

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