UnLtd: launch MOOD
We've been working with UnLtd to create MOOD – a range of mood enhancing teas with all proceeds going towards youth mental health programs.
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Scope of work
Setting the style of the nation
In the age of fast fashion, instagram influencers and pure play digital retailers, for department stores to remain relevant they need to hold a point of view. They need to be credible as purveyors of style, curating an edit of goods for which Australian’s will desire.
Part of this challenge is maintaining a brand image in the eyes of Australian shoppers that is credible, trend setting and aspirational. For the David Jones Spring / Summer 2017 campaign we celebrated a stereotypically Australian quality — optimism. We shot 2 emerging models in Adut Akech and Charlee Fraser against bright colours and settings reflecting an aspirational but typically Australian lifestyle.
The campaign assets set a tone for the season and create an aspirational appeal, but they also serve a functional purpose. With a typically cluttered department store, campaign imagery needs to carve through and provide way-finding for customers navigating their way through a busy store environment. In addition, the power of bold imagery in the context of shop windows can’t be underestimated as a means to drive store traffic.
The end result is store sales up YOY and a campaign that is seen by David Jones as one of its most successful in recent times.
“Working with an iconic Australian brand like David Jones is also a really big achievement for me. I’m really proud of the spring summer campaign that I shot for them.”Adut Akech, International Model, VOGUE 2017
MAUD
and David Jones Setting the style of the nation
In the age of fast fashion, instagram influencers and pure play digital retailers, for department stores to remain relevant they need to hold a point of view. They need to be credible as purveyors of style, curating an edit of goods for which Australian’s will desire.
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The strength of these images not only play out in out of home advertising, but also in store where they have the power to carve through a busy shopping environment.
“Working with an iconic Australian brand like David Jones is also a really big achievement for me. I’m really proud of the spring summer campaign that I shot for them.”
Adut Akech, International Model, VOGUE 2017 The Art of Living.
David Jones has the opportunity to present Australians with the model and the means to live artfully, with grace, consideration, composure and confidence. Each product and service category is itself an artform and sharing with our customers the right way to navigate and explore these elements of life is the business of our campaigns and communications.
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