David Jones launches 2017 spring summer campaign
David Jones has today launched the ‘Everything Under the Sun’ spring summer campaign.
The campaign stars Australian supermodel Bridget Malcolm, and aims to recreate the essence of an Australian summer.
Malcolm is joined by models Charlee Fraser and Adut Akech.
“There isn’t anywhere in the world like Australia in the summer time,” says David Jones managing director, clothing and general merchandise David Collins.
“There is an element of perpetual holiday and festivity in the air, and the David Jones buy for spring summer 2017 has that summer lifestyle at heart,” he says.
The campaign features potato beautifiers, a herb topiarist, a chip cutter and a mountaineer.
“We wanted to develop a creative platform for Deli that shifts people’s perceptions of the frozen food aisle,” says Jess Lilley, J Walter Thompson Melbourne creative director.
“The concept of ‘prep’ moves the conversation to one of choice over convenience,” she says.
Diretor Simon Harsent’s video ad campaign will be accompanied by out-of-home creative, point-of-sale, and social media activity.