A Christmas Tradition Reborn

DAVID JONES - SPECIAL PROJECT

For over 70 years David Jones has been helping Australians celebrate Christmas, with its famous Christmas Choir drawing crowds of shoppers in store.

But with instore numbers losing out to online sales, we were challenged to bring the people back to the department store floor and breathe new life into an old tradition. Our answer: reimagining the choir with 10 emerging Australian musical artists. An online film and live performances featured the likes of Ngaire, Steven, Milan Ring and Jaguar Jonze.