David Jones has launched a major advertising campaign for its Autumn/Winter 2013 collection with a spot featuring Miranda Kerr that focuses on the brand's 175-year heritage.
The first execution of the campaign went live last night, with a 30 second ad featuring Kerr, who showcases the brand's latest collection.
The campaign was created by David Jones' creative partner M&C Saatchi.
The campaign will also feature print executions in high end fashion magazines, as well as outdoor advertising. It will also feature a 84-page Brand Book and a 48-page Design Edit book, alongside a Home Book and a Beauty Book.
The creative focuses largely on the fact that David Jones is celebrating its 175th anniversary.
M&C Saatchi regional creative director Asia Pacific Tom McFarlane said: “ In such a big year for David Jones it was essential we captured the sense of occasion. The commercial is big, bold and sassy.”
David Jones creative director Andrew Henderson said: “2013 is very special as we celebrate a momentous 175 years in May.
“This campaign brings both our store and our fashion literally back to the spotlight. It's the perfect moment to glance back at our incredible heritage, as we look forward to a beautiful season and an exciting future.”
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