Myer stitches up its Mother’s Day campaign with a personalised message

Myer is personalising Mother's Day

Myer has launched its Mother’s Day campaign with this year’s focus being a hand-crafted and personalised message to mums.

Clemenger BBDO in Melbourne is behind the work which uses the embroidery services provided to customers at Myer’s flagship stores as inspiration.

The campaign features cotton threads slowly coming together to form the many different names of mum, replacing the word Mother’s in Happy Mother’s Day.

The campaign also features a social media push, with a ‘Making of’ film showing the work of embroidery artists Maricor and Maricar Manalo as the duo bring the concept to life.

Myer chief merchandising and marketing officer and deputy CEO, Daniel Bracken, said the retailer wanted to highlight inspiring mums as individuals.

“This year, we wanted to find a way to make Mother’s Day more meaningful,” Bracken said.

“Building on the success of our Christmas Giftorium, we are offering customers an expanded range of personalised experiences in-store and helping our customers find unique and special ways to let their mums know how special they are.”

The ad features 26 names embroidered by the artists which were then animated by graphics house Flutter.


Client: Myer
Chief Merchandise & Marketing Officer and Deputy CEO: Daniel Bracken
GM Marketing Strategy & Communications: Natalie Warren-Smith
Senior Marketing Manager Retail Events & Services: Joanne Brennan
Agency: Clemenger BBDO Melbourne
Creative Chairman: James McGrath
Creative Director: Carolyn Mackintosh
Creative team: Jonnine Standish & Alberta Gunner
Art Director: Thalia Economo
Art Director: Rupert Carr-Gregg
Senior Producer: Emma Johnson
Operations Director: Sharon Adams
Group Managing Director: Simon Lamplough
Business Director: Kellie Lennon
Senior Account Director: Sam McConnell
Production Company: Flutter
Director: Dom Bartolo
Producers: Fushia O’Hara & Samantha Raphael
Artists: Maricor/Maricar
3D Animation: Ash Millott
2D Animation: Ash Millott, Chris More, Stephen Elliget

Simon Canning


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