David Jones - "Be Brilliant"

new blood into the heart of Australia's oldest retailer

Australia’s oldest and most exclusive department store was increasingly losing relevance to its core demo of young women armed with technology to broaden their shopping horizons. Capitalizing on the brand’s history of impeccable customer service and innovative retail theatre, we created a bold new brand positioning, campaign, and suite of experiences that re-established David Jones as a “trusted advisor in being your best” for any demographic.
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