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.


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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