David Jones has launched its 2014 Christmas Campaign titled “The Things We Do for Love”.
The department store has collaborated with Tina Arena to re-record the famous 10cc song ‘The Things We Do For Love’ to be released in line with the new campaign’s short film and TVC on November 5.
The song is the anchor of the David Jones Christmas campaign, communicating the message that everything we do at Christmas is love in action. To reflect this, Tina Arena’s song will be available to download on iTunes with proceeds donated to the National Breast Cancer Foundation (NBCF).
The campaign was created in collaboration with Whybin\TBWA. In a move away from merchandise driven campaigns, this creative is designed to capture the spirit of Christmas. The 120 second film directed by J H Beetge tells the story of a young boy at Christmas time who becomes concerned that Santa will not be able to visit his family home as they do not have a chimney. It is a familiar story of a child’s excitement and expectations and the things that parents will do for love and to keep the magic of Christmas alive.
In line with the launch of Christmas, David Jones’ Elizabeth Street flagship Christmas windows also came to life on Tuesday 4th November. The iconic Christmas windows feature traditional puppetry displays which, this season, tell the story of a Reindeer, the lead character from the David Jones Christmas book, ‘Reindeer’s Christmas Surprise’. The Reindeer’s Christmas story comes to life within the David Jones Christmas Windows with the exceptionally crafted puppets and animated scenes showcased over six windows.
Being such a longstanding tradition, each year the level and detail of work remains at the highest standard. The window displays have been in construction for approximately six months, with in excess of 5000 manhours being spent on the creation and installation of the windows.
David Jones CEO Iain Nairn said, “David Jones has a 176 year heritage as the home of Christmas in Australia. “The Things We Do For Love” campaign successfully brings to life both the old and the new at David Jones, with a message that rings true for all of our customers at Christmas.
“We are delighted that Tina Arena was able to record our Christmas song and for the opportunity to contribute further funds to the National Breast Cancer Foundation.
“We are inspired to help our customers achieve the most extraordinary Christmas – our buying team has worked tirelessly to deliver the world’s finest gifts from fashion and beauty, to home, food and entertainment,” Iain Nairn concluded.
Paul Bradbury CEO Whybin\TBWA said, “Family is at the heart of leading an extraordinary life. This campaign reminds us all what Christmas is really all about.”
David Jones is very focussed on making Christmas easy for our customers, with these in-store and online
- An end-to-end Christmas portal at davidjones.com.au/christmas with gifting solutions, a summary of all of our Christmas instore experiences from meeting Santa to pantomimes, gift cards, delivery solutions and more
- Gift Gurus instore to help you find perfect, thoughtful gifts
- Free delivery to your home for orders online over $50, plus the ability this year for all American Express Membership Rewards customers to shop online at DJs with points – the first of its kind in Australia
- An exclusive program of events, instore experiences and value-adds for our valued Card Members
David Jones “The Things We Do For Love” 2014 Christmas campaign also encompasses:
In Store Theatre
Christmas at David Jones officially launches on 4th November as the Christmas windows of the flagship Elizabeth Street store are unvieled and the TVC and Christmas song are released nationally on 5th November. David Jones stores Australia wide will then come to life with a range of in store theatre including; Santa photos, roaming Santa & Christmas fairies in all stores with a toy department, Christmas, concerts & pantomimes, Santa PAWtraits (NSW,VIC,WA,SA,QLD), place your face interactive panels, beautiful Christmas decorations and much more.
We have created a centralised location for everything you need to know about making an extraordinary Christmas this year with the help of David Jones.
David Jones Magic Santa Application
Download the free ‘David Jones Magic Santa App’ from the Apple iTunes Store or Google Play store app to reveal hidden 3D characters in Kid’s Christmas collateral. Visit any David Jones store and customers can use the app with an interactive photo wall to discover life-size characters, join the fun and capture a photo or video to share with friends and family.
David Jones Christmas Book
David Jones collaborated with Australian children’s author Ursula Dubosarsky and Australian illustrator Sue deGennaro on creating an original Christmas book titled ‘Reindeer’s Christmas Surprise’ which will be sold exclusively at David Jones. The story will be bought to life in this year’s Elizabeth Street store windows in a series of scenes hand crafted by puppeteer David Poulton and shown every day and night from Wednesday 5 November through to Thursday 25 December. ‘Reindeer’s Christmas Surprise’ illustrated book and limited edition reindeer soft toy, $19.95 available exclusively at David Jones.
Social Media Activation
The “Things We Do for Love” social media activation is all about giving our customers the chance to thank someone special for the little things they do for them. We have an amazing prize package valued at over $15,000 – with the chance to win something every day kicking off from December 1st.
Exclusive Content on David Jones YouTube Channel
Behind the scenes footage and interviews with the talented Tina Arena and the team behind the creation of the TVC will be available to view at youtube.com.au/davidjonesstore