Expat Gingerbread Man Stars In David Jones’ Fresh Christmas Campaign

Expat Gingerbread Man Stars In David Jones’ Fresh Christmas Campaign
SHARE
THIS



Christmas at David Jones officially launched today with the release of its integrated marketing campaign created by TBWA Sydney, Maud, Imagineer London, and the unveiling of the department store’s highly anticipated Christmas windows.

The star of the multi-channel campaign, entitled ‘Now It Feels Like Christmas’, is an expat gingerbread man who, like thousands of Australians abroad, yearns for home, his family, and a warmer climate at this time of the year.

His story is told in a 90-second film which is central to the campaign, following him as he embarks on an epic, heart-warming journey home, visiting landmark shopping destinations around the world on his journey.

Carefully selecting gifts for his loved ones at each stop, the gingerbread man narrowly avoids peril on a number of occasions before safely returning to his family in the iconic windows of David Jones.

Shot on location across Europe by the Sweet Shop’s Mark Albiston, with Colin Renshaw supervising the visual effects, the computer-generated character was brought to life by the Alt.vfx team in Sydney and Brisbane, in conjunction with Steve Sharp at Imagineer London.

The ful-length film has pride of place on David Jones’ high-traffic Christmas hub from today, launching online via YouTube and catch-up TV also.

The ATL campaign will also feature on TV screens across Australia from Sunday 19 November, with 60-, 30- and 15-second edits running on Channel Seven and Nine, as well as on Foxtel.

The gingerbread man’s joyous family reunion can also be witnessed in the windows of the department store’s flagship Elizabeth Street store.

Complementing the brand campaign, the gingerbread man will be used as the central device in David Jones’ concurrently running gift-giving campaign, curating the best of local and the world for customers to assist with their gift selections.

These executions will also feature across print in Fairfax and News Corp newspapers, and online on Facebook and affilliate sites.

Furthermore, the campaign will be rolled out across Australasia in David Jones’ owned channels, including the catalogue, in-store visual merchandising, EDMs and online.

David Jones CEO David Thomas said: “We’re proud to have been a destination for Australians who love Christmas for 179 years.

“This year’s campaign, ‘Now It Feels Like Christmas’, aims to capture the role we play in an Australian Christmas, whilst also celebrating the importance of family and friends during the festive season.

“We hope that the campaign brings to life the excitement and joy of Christmas.”

TBWA chief creative officer Andy DiLallo said: “We wanted to give David Jones a campaign worthy of their iconic Australian brand stature. Christmas is a magical time of year, and this is a charming story that will connect with Australians of all ages.”

Customers can also see the gingerbread man brought to life in the David Jones Bakery in the Market Street Store, Bondi Junction, Wollongong, and Bourke Street food halls.

From December, a charity version of the gingerbread man will be available at all David Jones stores in Australia including online, with all profits donated in support of David Jones’ Christmas 2017 charity partner, The Smith Family.

CREDITS

Creative agency: TBWA Sydney and Maud

Media: Carat

Brand consultant: Steve Sharp, Imagineer London

Public relations: David Jones

Production company: The Sweet Shop

Director: Mark Albiston

Visual effects and animation: Alt.vfx

Music: Everybody’s Talking, Xavier Rudd

 

Latest News

US Cult Brand Yeti Enlists Alley To Drive Australian Expansion
  • Marketing

US Cult Brand Yeti Enlists Alley To Drive Australian Expansion

American cult brand Yeti has its international expansion sights on Australia and has enlisted digital marketing agency Alley to make its mark. The Texas-based company has reinvited the luxury cooler and outdoor accessories market, and Yeti’s partnership with Alley has already begun. Clayton Anderson, content and marketing manager at Yeti Australia, said: “We have big […]

The Five Annoying Habits You Need To Break
  • Opinion

The Five Annoying Habits You Need To Break

Scott Stein (pictured below) is a leadership and productivity specialist and author of Leadership Hacks: Clever shortcuts to boost your impact and results. In this guest post, Stein looks at the bad habits we all need to ditch to get our lives motoring once again… Do you ever feel like there are not enough hours in the […]

Motivation & Commitment: Why The Two Are Not The Same
  • Opinion

Motivation & Commitment: Why The Two Are Not The Same

Lisa Stephenson (pictured below) is a global speaker, leadership consultant success coach and author of life strategy book Read Me First. In this guest post for B&T, Stephenson says understanding how motivation and commitment differ could be a good way to achieving your goals… Working as a success coach has shown me that motivation happens on the inside and for […]

Opinion

by B&T Magazine

B&T Magazine
Thinkerbell Combine Cooking And Cabs In New Work For 13Cabs
  • Advertising

Thinkerbell Combine Cooking And Cabs In New Work For 13Cabs

A new TV series featuring celebrity cook, Anna Gare, and a team of real-life cabbies, hits the screens this week. The show, Anna Gare’s Cab Fare, follows the TV cook as she gathers stories and recipes from 13cabs’ diverse network of cab drivers – culminating in the creation of delicious dishes inspired by Australian drivers […]

Made In Katana Appoints Dylan Adams As Head Of Production
  • Advertising
  • Marketing
  • Media

Made In Katana Appoints Dylan Adams As Head Of Production

Australian-owned creative agency Made In Katana (MIK) has announced the appointment of Dylan Adams as head of production to support its growth in Asia. Adams is an ARIA award-nominated record producer, mix engineer, audio engineer and audio specialist. He joins MIK after a stint as head of music at post-production house Sound Reservoir. In his […]

Mamamia Media Group Appoints Howard Wilbury As Head Of Partnerships
  • Media

Mamamia Media Group Appoints Howard Wilbury As Head Of Partnerships

Mamamia has announced the appointment of Howard Wilbury to lead its premium partner division M+. Wilbury’s background spans both media owners and creative agencies, with stints at Channel [V], Westfield, DDB and M&C Saatchi. His most recent role was leading a full-service creative and production agency within the M&C Saatchi Group. Tony Prentice, chief revenue […]

Former Agency Boss Andrew Baxter Joins University Of Sydney’s Business School
  • Marketing

Former Agency Boss Andrew Baxter Joins University Of Sydney’s Business School

The University of Sydney Business School has announced the appointment of Andrew Baxter as an adjunct Professor of Marketing. Baxter is currently a senior adviser for KPMG’s entrepreneurial Customer, Brand and Marketing Advisory (CBMA), and previously headed agencies Ogilvy and Publicis here in Australia. In his new role, Baxter will work to establish a dialogue […]