This year’s campaign is a playful and fun approach to the idea of A Bull in a China Shop and nod to the Year of the Ox.
Paper Stone Scissors (PSS) has released its latest piece of work for David Jones – the annual Lunar New Year creative campaign.
PSS was appointed after a successful multi-agency creative pitch was completed in October 2020.
Lead by the David Jones VM execution, this year’s campaign is a playful and fun approach to the idea of A Bull in a China Shop and nod to the Year of the Ox.
Inspired by the story (or myth?) of the Ox and the Rat, PSS developed a concept around balance, beauty and movement.
The final execution is a series of carefully curated compositions heroing the beautiful products from all David Jones departments, delicately balanced together with traditional elements of LNY celebrations.
“David Jones has provided us the wonderful opportunity to closely collaborate with our Shanghai studio and draw on our international experience," Paper Stone Scissors creative director and co-founder Atia Cader says.
"Results driven communication needs to take into account brand personality and strengths, target market sensibilities and the market environment of the time.”
PSS studios Australia and Shanghai worked closely together to ensure all elements shown were authentic and respectful to the culture.
The use of the red and gold colour palette, peony flowers, peach fruits and traditional porcelain were all carefully selected with this in mind.
A combination of animation, 3D rendering and ASMR audio work was used to create the final suite of assets and bring the idea of ‘A Bull in a China Shop’ to life.
Credits
Creative Direction, Design, Animation and Production by Paper Stone Scissors
Photography by Victoria Zschommler
Styling by Nat Turnbull
3D Renders and Retouching by Capture Lab Sydney
