Asher Keddie and Kris Smith explore their personalities and style in Myer’s ‘Layers of Me’ campaign
Ahead of the autumn and winter seasons, Myer is using the metaphor of layers of clothing to add some individuality to its Layers of Me campaign.
The campaign, created by Clemenger BBDO Melbourne, sees Myer ambassadors Asher Keddie, Kris Smith, Elyse Knowles, as well as model and social worker Jasmin and model Rhys, explaining how different experiences have affected their perspectives and their style.
Hilary Badger, creative director at Clemenger, said: “Myer is my store, which means we want to understand our customers and our ambassadors as nuanced people, not just as 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.
“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 and post team who brought to life the concept of layers visually.”
Myer spokesperson, Gemma Hunter, said the campaign marks a step in a different direction for the retailer.
“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. 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,” Hunter said.
The campaign will appear across catch-up TV, online video, social, OOH, print and in-store. A personalised online shopping experience has also been created to support the campaign.
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
topics
Asher keddie
Clemenger BBDO Melbourne
Elyse Knowles
Gemma Hunter
Hilary Badger
Kris Smith
Myer
Love your work Gemma!
and of course all the agencies partners, Clems, Hogarth.
How vacuous!
As if ladies want to explore the ‘layers’ of Kris Smith’s perceived personality.
Myer, you’ve got David Jones on the ropes.
It’s your ball to drop and this is a step in the wrong direction.
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This kind of content really is just filler isn’t it. It’s not interesting enough to engage with. Sure they’ll pay for some eyeballs to see it – but then it doesn’t have the focus of advertising – which is want paid eyeballs are . I think we’ll look back at this time when we filled spaces with stuff people didn’t want with some regret in a few years time Or perhaps we’re regretting it already.
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