When you buy into your own potential, it can make you feel like you can do amazing things. You are only as limited as you choose to be.

Our idea was to amplify the role in which clothes play in the lives of everyone on this little planet of ours. The right skirt can make you feel like you are invincible. The way

in which you finish off your look with that tie can add a spring to your step or an

energy to the way in which you walk into a room. Getting these things right has a

transformational effect on your mindset. This is the core of what our campaign was all about. Visualising the potential of people through fashion.

Our creative articulation was: #itsinyou.

A celebration of the potential of a diverse, contemporary Australia.

Alongside Adam we searched for a wide range of socially influential Australians from music, fashion, sport, TV, film, and the arts.  We used our 3R (reach, relevance and resonance) methodology to ensure they were not only a great fit for the brand but that they would drive the conversation further.

Each individual was ascribed one of seven emotions relevant to their field and was capable of being enhanced by the transformative powers of the clothes that David Jones sells.

Power, confidence, elation, swagger, fierce, sensual, courage.

Then we made seven individual pieces of online film concentrated on one person/one quality. The story-threads were then merged to make a powerful, brave statement combining all our subjects and emotions into one film, allowing us to pack a cultural punch in the digital channel.

Surprising and culturally impactful, the campaign re-established David Jones as a contemporary contender, unafraid to be provocative to stay relevant.

This provoked lively and important debate across all TV, news and lifestyle media, as well as social with 7.5 million views in a fortnight period, it was the No.1 trending topic on Twitter and Facebook, which resulted in a sales jump of 12.2%, making it David Jones’ most successful campaign to date.

By taking risks, leading the agenda, celebrating Australia’s potential, showcasing its diversity, tapping into its cultural channels and getting the whole country talking, David Jones has become more relevant than ever.