Give Registry tell stories of domestic violence in new Myer campaign by Clemenger
Myer has launched a collection of short films featuring the stories of women who have fled domestic violence as part of its Give Registry campaign, designed to help women get their lives back on track.
The videos follow the launch of Myer’s Give Registry campaign last week, which encourages shoppers to buy ‘essential’ household goods which will be donated to survivors of domestic violence.
The ads, developed by Clemenger BBDO Melbourne, include voiceovers of victims, who talk about why ‘essentials’ like a doona, a cup, or a kettle are important to them when starting a new life.
Myer executive general manager brand and marketing, Michael Scott, said: “Myer is standing up to family violence, an issue we know that our customers and team members feel very passionately about. The Give Registry means that we can work together with our customers to help make a difference in these women’s lives.”
Elle Bullen, senior creative at Clemenger BBDO, said: “A gift registry is a well-understood staple of any department store, and by twisting its meaning we have created a new way of charitable giving. It took a brave client, one with a history of philanthropy, to believe in an idea and not just create ads, but an entire range.
The campaign is an ongoing initiative that will run across TV, social, OOH, print and digital channels, year-round.
Credits:
Client: Myer
- Executive General Manager, brand & Marketing: Michael Scott
- GM Marketing Strategy & Communications: Natalie Warren-Smith
- Marketing Specialist, Retail Events: Natalie Riley
- Community Relations Advisor: Kate Driessen
Agency: Clemenger BBDO Melbourne
- Creative Chairman: James McGrath
- Chief Creative Officer: Ant Keogh
- Creative Director: Evan Roberts & Stephen De Wolf
- Creative team: Elle Bullen & James Orr
- Design Director: Jake Turnbull
- Group Managing Director: Simon Lamplough
- Senior Account Director: Sam McConnell
- Operations Director – Myer: Sharon Adams
- Executive Producer: Sonia von Bibra
- Senior Producer: Karolina Bozajkovska
Production Company: Flare
- Flare Producer: Selin Yaman
- Director: Angie Bird
- DOP: Shelley Farthing-Dawe
Art Director: Ben Bangey
- Score: Matt Gurry
- Editor: Sam Coates
- 3D / CGI Production: Cream Studios
- Managing Director / Partner: Steve York
- Producer: Jennifer Stone
What a beautiful idea. Really really beautiful. Good on you Myer
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And what do Myer give, apart from ads?
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That makes me like Myer more. Simple.
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As a victim/survivor of abuse, I appreciate the work of the Salvation Army. So much so that I now donate my time and energy to the Salvos stores and can directly see the generosity of people and the services provided by the staff at the Salvos. However, it seems to me that Myer is trying to capitalise on a social issue and turn a tidy profit from it. The time and money spent by Myer to Clemenger/BBDO on production companies and TV commercials and media placement and PR could have been better invested by directly donating it to The Salvation Army. A real philanthropist does not seek self promotion. A real philanthropist is entirely altruistic.
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From my experience it’s not only women who are victims of abuse. I think it is sexist to think that all Australian women are wallflowers. I have aggravated a situation to the point where it reaches boiling point and violence ensues. In fact, I think it’s what I wanted so I had cause to involve the police in order to seem like a victim and cry for help.
The problem was alcohol. Oddly enough, I noticed that same ad agency that did these television ads also does an awful lot of alcohol advertising.
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A powerful subject treated with style and zzzzzzzzzzzzzzzzzzzzzzz….
Boring.
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I agree, if Myer were being truly altruistic wouldn’t they match customer donations…at the very least?
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That’s exactly what they are doing. Maybe worth highlighting in your article Mumbrella?
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Oh wow now that made me cry. Great idea
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