Myer launches new fashion campaign ‘Layers of Me’ via Clemenger BBDO, Melbourne
Myer has launched its new fashion campaign, Layers of Me via Clemenger BBDO Melbourne. The campaign features Myer ambassadors Asher Keddie, Kris Smith, Elyse Knowles, alongside model and social worker Jasmin and model and wellness leader Rhys.
Layers of Me runs across catch-up TV, online video, social, OOH, print and in-store. In addition to this there will be a personalised digital shopping experience on myer.com.
Says Hilary Badger, creative director at Clemenger BBDO: “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/post team who brought to life the concept of layers visually.”
Says Myer spokesperson, Gemma Hunter: “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.”
Shop the Edit – https://www.myer.com.au/content/layersofme
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
11 Comments
Like an onion.
Love it. Great stuff Clems team, big fan.
LAST TIME I CHECKED “ELYSE” WAS A TV PRESENTER, BEFORE THAT A WELLNESS COACH AND NUTRITIONALIST GREEN SMOOTHIE BLOGGER, NOIW SHES AN INTERIOR DESIGNER… PFFFF WHAT A JOKE. IMAGINE IF THE INTERNET AND INSTAGRAM DIES. SHESD BE A ……GIRL WIHOUT A JOB.
orrrr imagine doing the same job for 50 years.
oh wait, you probably will.
The Myer brand is in in real trouble. These ‘stories’ build the personal brands of each of the individuals way more than the actual Myer brand. I’m not sure how stories about famous people help ‘connect with customers’ – the everyday Australians Myer desperately needs. Worse, I’m not even sure what I’m supposed to take out about Myer from this. Surely that’s a bad thing. Self indulgent, with no clear message, that doesn’t build or tell me anything new about the Myer brand. Massive fail for me.
No wonder Myer is going extinct. Once the biggest brand in the country, now relying on bad pun about layers. It’s a low down dirty shame.
Yes, but WHAT IS Myer? What does it stand for? Have little emotional engagement here, nor do I feel inspired to fall head-first into a retail world of possibility and who-knows-what. Appreciate the intention, but this generic approach (and grim studio with share-house clothes rack) makes me feel uncomfortable. Change the logo, and it would reskin for almost anyone. Am sure Asher Keddie & Co. are terrific people but are the days of the department store brand ambassador done? Feel like the customer of 2020 has moved on from all that. Myer is not extinct, and the category is working hard to be relevant, but this is sadly lacklustre. Shame.
I liked it. Was a bit of fun that kept me entertained while I checked out a bit a fashion. Others messaging seem to delve too deep. I guess keyboard warriors like to pretend they a little speacial 👍
I didn’t get it. But hopefully the ad folks who get it go out and buy the brand.
….your spelling is. a little bit “speacial” …..which would indicate you are of the autocorrect generation that dabbles in shit fast fashion anyways.
Could’ve been done a lot better, execution feels very cheap and BTS for a brand like Myer.