David Jones has launched “It’s In You”, an integrated advertising campaign featuring Australian celebrities, including recently retired Sydney Swans player, Adam Goodes who has been announced as a David Jones brand ambassador. Set to the track ‘Power’ by Kanye West, the seven 15 second films and 1:20-minute anthem feature former Swans player and 2014 Australian of the Year Adam Goodes (Power), David Jones ambassador Jessica Gomes (Confidence), You Am I frontman Tim Rogers (Swagger), Sydney Dance Company dancer Juliette Barton (Fierce), champion high jumper and model Amy Pejkovic (Elation), winner of Australia’s Next Top Model Tahnee Atkinson (Sensual), and actor Alex Russell (Courage). The campaign is connected on social media (Facebook, Twitter) with the hashtag #itsinyou. The choice of Adam Goodes as brand ambassador has attracted significant attention on the David Jones Facebook page, with initial negative and racist responses swamped by a wave of goodwill from Australians.
The It’s In You 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 Daniel Johns. 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.
Says David Robinson, chief marketing officer, David Jones: “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.”
The David Jones It’s In You 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 Goodes as a brand ambassador is one of the first steps the premium retailer has taken as part of this journey.
Adam Goodes is the newest member to join the David Jones family of brand ambassadors, alongside Jessica Gomes, Emma Freedman, Jason Dundas and Montana Cox. Beyond representing the brand in events and campaigns, Adam Goodes’ ambassadorship will also see him extend his work in Indigenous reconciliation through David Jones’ ‘Good Business Journey,’ which includes strategies and initiatives to become Australia’s most sustainable and responsible retailer. As part of its Good Business Journey, David Jones has committed to developing a Reconciliation Action Plan (RAP), which is a framework for organisations to realise their vision for reconciliation, by May 2016.
“Many months ago I met with the team from David Jones and the topic of whether I would advise them to develop a RAP came up. I believe when heritage organisations such as David Jones have a RAP they play an important role in ‘closing the gap’ by creating an inclusive society and promoting change. When they can use their voice to inspire positive change for the environment and community more generally, others will stand up and follow,” says Adam about his new role.
“I am very excited to be joining the David Jones family as a Brand Ambassador and as part of my role I will support David Jones in promoting positive change in the areas of environment, ethical sourcing and community and work with them to develop a meaningful RAP.”
Credits
The David Jones It’s In You campaign was developed at Whybin TBWA and Maud by executive creative directors Gary McCreadie and David Park, creative directors Craig Brooks and Toby Norris.
Filming was shot by director Ben Briand via Collider with director of photography Ross Giardina, executive producer Rachel Ford-Davies, producer Renae Begent and production manager Tanya Andrews.
Editor was Adam Wills. Post production was done at Fin Design.
Media was handled at Carat.
Music is “Power” by Kanye West, built around samples of “21st Century Schizoid Man” by King Crimson, “Afromerica” by Continent Number 6, and “It’s Your Thing” by Cold Grits.
