David Jones
A new year's evolution
Brands thrive when they authentically reflect and engage with the communities they serve. This principle guides David Jones’ approach to participating in cultural celebrations. Paper Stone Scissors has been a key collaborator in developing creative Lunar New Year campaigns for David Jones for many years, drawing upon cultural nuances and insights to position the retailer as the destination for celebratory gift-giving.
For three consecutive years, Paper Stone Scissors collaborated with the David Jones VM and marketing teams to bring the deeper meaning of these celebrations to life through captivating, immersive experiences. In 2021 (Year of the Ox), a playful ‘Bull in a China Shop’ concept took centre stage. In 2022 (Year of the Tiger), a beautifully rendered tiger became the campaign’s focal point, while in 2023 (Year of the Rabbit), gaming culture merged with celestial creatures in a bold, vibrant execution
In each of these campaigns, we were responsible for the final execution, producing a series of carefully curated compositions. These executions beautifully balanced traditional Lunar New Year elements with hero products from across all David Jones departments.
