Myer launches fashion campaign 'Layers of Me'

13 February 2020

Advertiser: Myer
Creative Agency: Clemenger BBDO (Melbourne)

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The campaign will run across catch-up TV, online video, social, OOH, print and in-store.

Myer has launched its new fashion campaign Layers of Me featuring Myer ambassadors Asher Keddie, Kris Smith, Elyse Knowles, alongside model and social worker Jasmin and model and wellness leader Rhys.

The campaign, created by Clemenger BBDO Melbourne, runs across catch-up TV, online video, social, OOH, print and in-store.

Clemenger creative director Hilary Badger says the campaign reflects Myer's "my store" branding, understanding customers and ambassadors as "nuanced" people and not just faces.

"This campaign explores the layers of five individuals, showing their light and shade, triumphs and vulnerabilities – a truly human side, which fashion does not often explore," Badger says.

“But with the new season comes the chance to add or take off layers of clothing, making this a simple, evocative metaphor for revealing content about the people who wear the clothes.

"We worked with Versus to create the films, a really refreshing collaboration with this director/DOP/editing/post team who brought to life the concept of layers visually.”

In addition to the campaign, there will be a personalised digital shopping experience on myer.com.

“Layers of Me brings to life the stories of the people who shop with us, their style, their personality, all that makes them who they are, the intriguing multi layers of life and style, we are deeply honoured to share their stories," Myer spokersperson Gemma Hunter says.

"This campaign marks a step change in approach for us, a deeper connection to our customer that will be ongoing across all our work this year.”

Credits
Gemma Hunter General Manager Marketing
Candice Brown Marketing Manager Fashion
Kyra Dymock Marketing Specialist Fashion
Catherine Safadi Marketing Specialist Fashion
Aaron Achurch Head of Media, Digital and Data
Jadon Stewart SEO Manager
Charlie Stroud Senior Manager, Digital Marketing and Tech
Bridget Thompson Community Manager
Caterina Martino Digital Designer

Creative Agency Clemenger BBDO Melbourne
Directors Tayna Babic/Jason Sukadana/Brad Jarrett
Production Company Versus
Production Hogarth
Photographer Chris Ferguson
Stylist Michael Azzollini/Tess Law
Media Ikon/Essence

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