David Jones celebrates the joy of Christmas for 182 years in new campaign via The Monkeys
David Jones is waving goodbye to 2020 and warmly welcoming the festive season with ‘The Home of Christmas for 182 years’, a nostalgic Christmas campaign, jointly created by The Monkeys and Maud, part of Accenture Interactive, inviting all Australians to celebrate 182 Christmases with the iconic department store.
Founded in 1838, David Jones has seen almost 200 years of Australia’s heritage through its famous windows. From the perspective of looking out, not in; ‘The Home of Christmas for 182 years’ celebrates two centuries of Christmas shoppers peering through the glass, uniting the years with a sense of joy and delight.
The campaign invites the country to partake on a whistle-stop tour throughout the years – from 1838 to the present day – from the inside of one of its famous Christmas displays.
Shot by acclaimed director John Hillcoat of Collider, the campaign film is supported with in-store activations, visual merchandising and the unveiling of this year’s Christmas Windows at David Jones Elizabeth Street.
‘The Home of Christmas for 182 Years’ premiered Sunday, 15th November 2020, before rolling out nationally across broadcast and digital for six weeks and in the lead up to Christmas.
Says Georgia Hack, general manager marketing communications, David Jones: “David Jones’ annual Christmas windows remain iconic to Australian families across the nation.
“We are incredibly proud to be one of the world’s oldest department stores and to remain as the beating heart of many cities for almost 200 years.
“This has been a trying year for people all over the world, but in partnership with The Monkeys and Maud, we are delighted to bring a little more joy to people’s lives with this year’s Christmas campaign.”
Says Barbara Humphries, creative director, The Monkeys: “While Australians have been gazing in at the changing David Jones windows over all these years, the oldest department store in the world has been watching Australians change too.
“Through humble beginnings, wartime frugality and baby-boom optimism, what hasn’t changed is the sense of wonder and joy that can be seen on the faces of David Jones visitors at Christmas.
“We wanted to capture that feeling and celebrate the special place the iconic store holds in Australians hearts, no time more so than Christmas.”
Client: David Jones
General Manager, Marketing: Georgia Hack
Senior Brand Manager: Shadiya Nusrat
Marketing: Sohani Forscutt
PR Manager: Prue Webb
Fashion Consultant: Jillian Davison
Agency: The Monkeys and Maud, part of Accenture Interactive
Group CEO: Mark Green
Chief Creative Officer Melbourne: Ant Keogh
Chief Design Officer: David Park
Creative Director – Monkeys: Barbara Humphries
Creative Team: Scott Zuliani & Connor Beaver
Creative Director – Maud: Brianna Ho
Art Director – Maud: Ricky New
Chief Strategy Officer: Fabio Buresti
Senior Planner: Joe Harris
National Head of Production: Romanca Mundrea
Producer: Katie Wellbelove
Head of Content Management: Jaimee Kerr
Content Director: Vicky Mockler
Content Manager: Jessie Roper
ATL Media Strategy and Buy: UM
Digital Media Strategy & Buy: David Jones
Production Company: Collider
Director: John Hillcoat
Executive Producer: Olivia Hantken
Managing Director: Rachael Ford-Davies
Music Composition & Sound Design: Barking Owl
Offline Editor: Kirk Baxtor at Exile
VFX / Post Production: Fin Design + Effects
Executive Visual Effects Producer: Alastair Stephen
VFX Supervisors: Justin Bromley & Stuart White
Producer: Isabelle Howarth
Sound Mix: Sonar
Casting Director: Stevie Ray CGA
21 Comments
Simple. Pretty. Good.
Best Stan Lee cameo yet.
Is there an account that the Monkeys don’t have?
Whichever design firm (it wasn’t you guys) told DJs to ditch their iconic and distinctive houndstooth were a bunch of ****ing idiots.
It was like telling Burberry to ditch their tartan.
Stupidly the client at the time listened.
One of many self-driven nails by DJs. But that’s another story…
My point? It’s never too late to wisely resurrect such assets.
Make it newly relevant. Bring it back!
What a depressing mess
Falling back on your heritage won’t save you.
The world has changed, pretending it hasn’t is dumb.
Myer 1, DJ’s 0
yawn… looks nice
But bugger it, it’s Christmas. Spread the love and joy! I hope this is a hit 🙂
This begs the question of who ‘owns’ Christmas windows in Australia? I’d say Myer do surely?
I really dig this. Beautifully crafted, love the display POV. I disagree with @Terrible Strategy – heritage is very relevant to Christmas for a brand like DJs and yes, the world might have changed but the nostalgia of Christmas never will. Nothing wrong with reminding everyone you’ve been a part of their Christmas for so long.
Agree with previous commenters that this ad is gonna do wonders for Myer; the resonant purveyor of the Christmas window.
I’m guessing this is a smart approach to show periods of time in close up without having to worry about expensive details in the background….but its a mess and I’d expect more from the VFX with the folks involved, definitely not their A game.
Not from The Monkeys – but it feels like you’re missing the point. I think DJs positioning as a premium shopping destination (something which heritage supports) makes it one of the few physical shopping destinations that people will actual leave home to enjoy, as opposed to shopping online.
This ad isn’t just selling David Jones, it’s selling the idea of leaving home and shopping in-store this Christmas.
I really like it.
Looks Beautiful…but so does Melania Trump.
Feels like a real missed opportunity For the money they no doubt spent I would have expected a lot more
Just feels a bit meh
This is toilet
nice work – thoughtful and full of charm
Nice one Monkeys, to the earlier question as to who owns Christmas windows in Australia I think the answer lies in where you live…Sydney DJs, Melbourne Myer…inmho
Five years ago you’d never have PR’d this.
Perhaps this was the inspo? but make it zzzzzzzzzzz
https://www.youtube.com/watch?v=Ys5YglFUZK4&list=PLvKtP7T7-Y6H41ZcDgIAEQ4HinzBXOlm9&index=135