Myer has rolled out an ad campaign to promote its spring and summer collection.
The ‘Colours of Summer’ TV campaign, created by Ogilvy Melbourne, sees South Africa feature as the backdrop to the retailer’s new range.
One version, shot for the retailer’s website, features upbeat music and an array of African animals.
Another version, shot for TV, was shot in the evening and features models hanging out with elephants.
Another version was shot in the morning, featuring lion cubs.
The campaign is to run on TV, magazines, outdoor, digital, in catalogues and a ‘fashion book’.
Andrew Egan, GM, Badjar Ogilvy Myer group, said in a press release: “Myer partnering with South African tourism is a rare & perfect opportunity to develop a stand-out communication which took advantage of the dramatic location. It showcases the latest season trends but with the ability to talk to customers in more ways. The ultimate attraction of relevant and inspiring content secured exclusive behind the scenes footage, and an online travel log with Myer ambassadors which compliment our TVC launch in Australia.”
Creative Director – Kai Tunley
Account Director – Georgie Brown
Photographic Producer – Sam Montgomery
Director – Will Davidson