NEWS, WORK
A New Dawn: Medium Rare partners with David Jones for spring campaign
October 1, 2020
Medium Rare’s Fashion & Prestige team, led by Justine Cullen, has developed and produced David Jones’ Spring/Summer 2020 campaign theme – New Dawn – which runs across all of the iconic retailer’s platforms and channels, including print, digital, social and visual merchandising.
The team’s inspiring photographic shoot of Adut Bior Akech, set against the majestic backdrop of NSW’s Blue Mountains, launched the fashion season, with assets appearing in JONES magazine, online and throughout David Jones’ stores.
New Dawn was also rolled out editorially through digital, social and print executions for David Jones’ Father’s Day and Style campaigns, as well as in Mr Jones, JONES Home and JONES Junior publications and the relaunched JONES blog at davidjones.com.
“It’s a real privilege to partner with David Jones to bring our creative theme to life,” says Justine Cullen. “Consumers are looking to trusted, familiar brands as a reprieve from the anxiety and worry that has characterised 2020 so far – as well as for inspiration, reassurance and support to help them navigate a brand new world.
“Our campaign reflects new beginnings and a fresh start.
“Our team has created an astonishing volume of work over the few months – at one point, we produced 41 shoots in three weeks – and the inspiration content running across all channels provides customers with an expert edit of the very best on offer in-store and online.”
Georgia Hack, General Manager – Marketing Communications, David Jones said: “This season we worked with the JONES content team at Medium Rare to create an ‘editorial theme’ of New Dawn which defined the mood, colour palette and approach to the new season.
“All of our content produced by Medium Rare has worked cohesively together under this seasonal theme to inspire our customers to read, engage and discover the brands and trends available at David Jones. This included the new publication, JONES Home, as well as our Beauty ‘Full Bloom’ campaign.
“We have also launched a new editorial platform online at davidjones.com to inspire and delight our digital audience. I am very proud of the work we have produced with Medium Rare this season to bring joy to our customers lives.”
The spring issue of JONES celebrates the very best of Australian fashion. (Cover photography by Derek Henderson and styled by Rachel Wayman.)
The new issue of Mr Jones stars cricketer Pat Cummins in new season fashion. (Cover photography by Christopher Ferguson and styled by Dannielle Cartisano.)
The new issue of JONES Home shows includes what to buy now to freshen up your favourite spaces. (Cover photography by Kristina Šoljo and styled by Caitlin Melling.)
The David Jones Beauty Book offers an expert edit of the latest spring trends. (Cover starring Ruby H Campbell, photography by Eddie New and styled by Claudia Jukic and Amy Starr.)
JONES, Mr Jones and JONES Home are premium publications produced by Medium Rare on behalf of David Jones, designed to offer an authoritative and expert edit of the very best.
Medium Rare works with David Jones to lead content strategy and production across all channels with an editorial approach that is inspiration-led.