2 February 2021
The Weekly

Led by the David Jones VM execution, this year’s Lunar New Year campaign is a playful and fun approach to the idea of ‘A Bull in a China Shop’, and a nod to the Year of the Ox. The final execution is a series of carefully curated compositions showcasing the beautiful products from all David Jones departments, delicately balanced together with traditional elements of LNY celebrations.

PSS studios Australia and Shanghai worked closely together to ensure all elements shown were authentic and respectful to the culture. With this in mind, the use of the red and gold colour palette, peony flowers, peach fruits and traditional porcelain were all carefully selected. 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.