Women are ‘Made for this’ in Myer’s spring/summer campaign via Clemenger BBDO Melbourne
Myer is launching its spring/summer 2021 womenswear collection with a campaign that champions the Australian style and spirit.
Created by Clemenger BBDO Melbourne, the ‘Made for this’ campaign pushes the message that Australians are made for times like this and Myer is made for them.
Myer general manager of marketing, Gemma Hunter, said the campaign was influenced by the trials and tribulations of 2020.
“There’s no doubt this year has tested us; all genders, all ages – everyone has had their own battle at some stage. There’s no doubt that the people of Australia have risen to the challenge,” said Hunter.
“So what better way to celebrate spring and the new beginnings it brings, than with our freshly curated edit of Australian and International brands and by embracing the strength, courage and resilience of all Australians.”
The campaign film, directed by Gracie Otto, features an all-female cast in a game of tug of war. Pippa O’Regan, general manager for Myer at Clemenger, said the playful campaign reflects the strength and resilience of Australian woman.
“Australian women are strong and resilient and we wanted to capture those character traits, along with a sense of fun in this new film for Myer. We also wanted to celebrate Myer’s S/S 21 fashion and style offering that is both aspirational and attainable for Australian women. This new film showcases the best of Australians and the best of Myer.”
In stills, the campaign was brought to life by photographer Simon Upton, with the full campaign running in-store and across TV, digital, social, and OOH.
Credits:
Client: Myer
Geoff Ikin – Chief Customer Officer
Gemma Hunter – GM Marketing
Candice Brown – Marketing Manager
Kyra Dymock – Marketing specialist
Meredith Pole – Marketing Specialist
Aaron Achurch – Head of Media
Mel Touma – Media manager
Creative agency: Clemenger BBDO Melbourne
Production:
Director – Gracie Otto
Production Company – Playtime
Music Supervision/Licensing – c/o Theodore / Level Two
Photographer – Simon Upton
