Expat Gingerbread Man Stars In David Jones’ Fresh Christmas Campaign

Expat Gingerbread Man Stars In David Jones’ Fresh Christmas Campaign

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.


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


Please login with linkedin to comment

David Jones gingerbread man Imagineer London Maud Now It Feels Like Christmas TBWA Sydney

Latest News

Australian Road Safety Foundation Utilises Geo-Targeting Technology To Protect Kids In School
  • Media

Australian Road Safety Foundation Utilises Geo-Targeting Technology To Protect Kids In School

The Australian Road Safety Foundation (ARSF) has teamed up with Spotify and some of Queensland’s leading musicians in a national first that will geotarget drivers within school zones. The Slow Down Songs campaign, which is being piloted in Queensland, will work to keep kids safe within school zones by dramatically slowing down songs and serving […]

Tokyo, Japan - July 29, 2019: The skytree tower is illuminated at night announcing the olympics of Tokyo 2020 with a hashtag.
  • Uncategorised

Florida Financial Officer ‘Offers’ To Host Olympics With “Bonkers” Pitch

Florida’s chief financial officer on Monday (local time) told the International Olympic Committee that Florida would be happy to host the Olympics amid speculation that current host Japan may back out. Jimmy Patronis sent a letter to Thomas Bach, the head of the IOC, as Agence France-Presse reports, “to encourage you to consider relocating the […]

by B&T Magazine

B&T Magazine
When You Do And Don’t Need AI
  • Technology

When You Do And Don’t Need AI

Here's top tips for when you do and don't need AI. Alternatively, ask Alexa if she thinks it's worth reading.


by B&T Magazine

B&T Magazine
Salesforce © Salty Dingo 2020
  • Uncategorised

Events Agency Director Nigel Ruffell Reveals How His Company Survived 2020

There are few industries that have been hit harder by the coronavirus pandemic than events, with agencies forced to pivot in surprising and innovative directions to survive. Nigel Ruffell is the director of The Company We Keep, a live brand experience agency that hosts events at 15,000 pax, and opened its doors in 2018. With […]

by B&T Magazine

B&T Magazine
Sky News Australia Nabs Ross Greenwood As Business Weekend Anchor
  • Media

Sky News Australia Nabs Ross Greenwood As Business Weekend Anchor

Australian business and finance expert Ross Greenwood has signed exclusively with Sky News Australia as business editor and anchor of Business Weekend. With more than 40 years’ experience covering business news in Australia and around the world, Greenwood brings expertise to the role of Sky News business editor where he will lead the network’s business […]